Team Script shares four easy tips for great copywriting to maximise your campaigns.
Great copywriting is an integral part of any successful content marketing campaign. No matter how good of a product that a company sells, it stills relies on the power of words to attract potential buyers to make a purchase. Whether it’s a product description, a scheduled social media post, or a website’s landing page, you need a piece of writing that leaves your readers wanting more.
But in the realm of marketing, great copywriting isn’t assessed by its literary quality alone. At least, not by itself. While you need to observe a certain degree of writing conventions, your primary focus should be on how to succinctly communicate to your readers what value you can offer in exchange for their time.
This is the pitfall that lulls most marketers into a false sense of security. They tend to associate great copywriting with creating eloquent prose—ignoring the business part of the equation. Meanwhile, the primary purpose of your copy is to communicate your value offering to generate conversions.
Achieving this is quite tricky since it takes years or even decades to understand human psychology and employ that knowledge to create a persuasive piece of writing. Subtlety is an essential component of your content strategy since great copywriting must compel your audience to take measurable actions in your favor, while it still flows naturally.
So, how can you create a copy that satisfies all the things mentioned above?
Well, lucky for you, we’ve compiled four copywriting tips to help make your digital copy more attuned to your consumers’ needs. Let’s get started!
Great Copywriting Tip 1: Don’t Waffle, Write What You Mean!
Be efficient with your words. This is especially important if you write for a digital platform where you compete with a multitude of competitors. A study by Microsoft has found that the attention span of average readers lasts only seven seconds before they get distracted by other stimuli.
Take this study into consideration when you formulate your next content marketing campaign. The fact of the matter is that a large chunk of your market demographics does not proactively search for your content. Chances are, they stumble upon your copy while browsing the Internet to find a way to address their specific pain points. While it is great that they choose your content over the others, always remember that they are also one or two clicks away from your competitor’s page. So, use this opportunity well to offer your value at the beginning before they lose interest.
To gain some traction to your copy, you need to follow these steps:
- Identify your market demographics first. This includes figuring out not only their basic demographics, such as age groups and genders, but also the more complex classifications like their consumption pattern, their income level, occupation, among other things.
- Write down all the benefits that your product offers that you think may address their pain points. Connect the dot between the said benefits and your audience’s needs.
- Determine the angle for your copy where your offering can quickly shine through at the start of your piece.
- Analyze the copy of your competitors as a reference point. Go to your competitor’s page and see how they describe their product. Identify the strengths and missed opportunities in their copy. Use this information to propel your copy to the next level.
Good Copywriting Follows the Writing Conventions, but Great Copywriting Breaks Them
We have said this at the start of the article, but we feel the need to emphasize this once more. A good piece of writing must exhibit a high level of individuality to differentiate itself from the rest. And the only way to do this is by knowing when to follow the rules and when to deviate from them.
Grammar and spelling are highly necessary, but other writing conventions impressed upon us during our academic years in school must be put in the back burner. The reason for this is simple. Academic writing focuses more on conforming to the rules and impressing people with sophisticated vocabulary and complicated sentence structures.
But that’s not what copywriting is all about. The goal of copywriting is to convey your brand values with the customers in the most concise manner possible. Who says that it is wrong to end a sentence with a preposition or to start one with ‘and’ and ‘but’, when breaking such rigid guidelines yields a better flow in writing?
This applies to B2B copywriting as well. While indeed, you need to show a high degree of professionalism in your writing more so than your B2C counterparts to rope in prospective clients, you still have to personalize your message to convince the person on the other end to patronize your business. And sometimes, it means bridging the gap by employing a friendlier tone in writing.
Great Copywriting Tip 3: Show, Don’t Tell
Oftentimes when businesses disclose that they’re struggling with copywriting, the problem often lies in the execution. The product line is excellent, the budget is more than sufficient to launch a multi-pronged marketing campaign across platforms, and the concept is fairly easy to undertake. But despite all that, the result is still underwhelming upon publishing the content. So, what could go wrong?
Well, the most common mistake we’ve noticed is that businesses tend to employ fairly difficult language to convey their brand message. This inadvertently leads to the alienation of the very customers they are trying to entice. While it’s easy to blame them for this blatant oversight, recognizing the problem internally is actually quite difficult. Understandably, companies have utilized their own industry jargon and other technical terms so often that they subconsciously incorporate them in their copy—forgetting that laypeople aren’t familiar with them.
Thus, rather than placing your audience in the passenger seat, you may try tailoring your copy in a way that gives them the freedom to navigate through your content. You can do so by relying on good storytelling.
Storytelling is the perfect way to drive results in your copywriting strategy. It helps your audience associate your ideas, products, and services with strong positive emotions. More importantly, humans are emotional creatures. We tend to base our decision-making process based on the positive reactions that we associate with our experience. Thus, to showcase all the benefits from your product, you can use the power of narrative to get your message across.
A study of Psychology by Washington University in Saint Louis has found that storytelling activates neural representations of visual and motor experiences in readers. In other words, a good story gives us just as authentic emotions as reality does.
Great Copywriting Depends on Your Content Dissemination Plan
The popular belief among marketers is that most internet users don’t spend much of their time reading an article. But this is proven false. A recent study on reading behavior by UX Matters has shown that once you’ve captured their interest, online users will engage your content thoroughly. According to the study, on average, desktop users read 66% of an article while mobile users read 71%.
The breakdown of the statistics for desktop readers is even more impressive. More than half of respondents (51%) read an article on desktop computers all the way to the end. This is followed by 20% of online users who read less than one-third of an article. The study has noted that when readers intend to save time they would much rather do selective reading than scanning the rest of a given article. On a much surprising note, most online readers who do selective reading will ignore the introduction and the conclusion of the article they read. Rather, they would immediately zero in on sections with the most compelling subheadings, visuals, and other rich media content.
In terms of entry point, social media dominates at 48%, followed by 25% from web contextual links. On the flip side, only 8% of internet users navigate the media home page to find content.
From the study, we can easily surmise that a content dissemination plan plays a much bigger role in the success of our copywriting strategy. This is because the audience relies more on social media and search engine results to discover new content to peruse. So, to make sure your copy is easily discoverable by your audience, incorporating SEO and social media into your content strategy is highly necessary.
Creating SEO-oriented Content Dissemination Plan
Here are some of the steps you need to follow to ensure that your copy can be indexed by search engines while it simultaneously appeals to your social media audience:
- Before creating your copy, jot down some of the keywords that you can optimize for search engines. Build a topic around those keywords and try to incorporate them across your content as much as you can without disrupting the flow of your writing. This is assuming that you already have an SEO widget already installed on your website.
- Find rich media content (video or audio file) as well as visually appealing images to complement your copy. You can include alt attributes in some of the images to assist the search engine crawlers in indexing them properly to increase your web accessibility.
- Set an eye-catching featured image for your copy. Aside from boosting the visibility of your content, a featured image will attract social media users to click on your page.
- Create a caption that aptly describes the gist of your copy. This caption will be used to advertise your content on your social media pages. Customize your caption according to the required text length and the writing style of each social media page. For example, Twitter will require you to be efficient with your word count due to a certain character limit. Meanwhile, Facebook and LinkedIn give you more opportunities to write longer and more personalized captions.
The Next Step
After you get everything in order, the next step on your content dissemination plan is to precede the link to your sales page with engaging call-to-action (CTA) phrases. If your website is equipped with customizable widgets, you can opt for making your own CTA buttons. Place those buttons at locations where you think the audience can view them easily.
Once your draft is ready, share your content on social media at timings where you might get the most eyeballs. Hootsuite recommends posting on social media from 9 to 12 a.m., from Monday to Wednesday based on the data the company compiled from more than 300 brands on social media.
Creating an effective copywriting strategy requires strong commitment and consistent planning. Most well-established companies can leverage such a strategy to fast-track their desired results. However, there are a lot more businesses currently struggling to find the right voice to create unique and distinct copy.
So, what do you think? Are you ready to plan your next content strategy effectively?