How to Write Effective Copy
The general rule of thumb is that a copy should be clear, concise, and persuasive. It’s not as easy as it seems, though. Even the most well-written messages fall flat if they don’t get results, if they don’t trigger action.
So, how can you write copy that gets results?
TL;DR
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Define your engagement goal before starting to write
Knowing your goal is necessary before writing any copy.
What do you want readers to do after they finish reading your piece? Do you want them to purchase your goods? Sign up for your email list? Share your content with their network? Once you know what you want your readers to do, you can tailor your writing accordingly.
Engagement is key in copywriting. After all, if your audience isn’t interested in the copy, they’re likely to tune out or move on to something else. That’s why it’s a must to define your engagement goal before you start writing.
Keep them engaged using strong headlines, exciting stories, and powerful calls to action. By defining your engagement goal upfront, you’ll be able to write engaging and compelling copy. The engagement goal will also serve as a guide throughout the writing process. Keep the ultimate goal in mind as you write!
Spell check
Even the best copywriters make mistakes. But there’s simply no room for errors when it comes to spelling. Typos and grammatical errors can reflect poorly on the professionalism of your brand. Worse, they can alter the meaning of what you’re trying to say.
That’s why checking your copy before it goes live is always a good idea. Your readers will thank you for it.
Unless, of course, you wish to get eyes on your piece because of your typo-filled title!
Be conversational and personable
The whole point of copywriting is to communicate with potential customers and persuade them to take action. A good copy can achieve this by speaking their language and connecting with them on a personal level. This may urge readers to respond positively to a piece of copy since it feels more like a conversation than a sales pitch.
Why would this point make a world of difference? Today, people are bombarded with advertisements everywhere they look. A copy that does not look like a sales pitch helps you to stand out.
Use a suitable Call to Action (CTA)
A Call to Action (CTA) is essential to any effective copy. A CTA is a simple yet powerful way to encourage your readers to take the next step, whether it’s subscribing to your newsletter, downloading a whitepaper, or making a purchase. When crafting your CTA, it’s essential to keep in mind your engagement goal and what would work best for it.
If you write an email campaign, for instance, you’ll want to use a CTA that encourages recipients to click on the email. However, if you write an advertising copy for a landing page, you may want to use a CTA that urges users to visit the page.
To sum it up, a CTA motivates readers to take action. Be sure to choose one that aligns with your overall marketing goals.
Lead with a teaser or something intriguing
Grab the attention of readers with an intriguing hook.
A copy that delivers results has lead with a teaser or something intriguing that will make the readers want to continue reading. Hooks that seize their attention or trigger their emotions could start with a question, bold statement, or surprising statistic. By captivating them from the beginning, you increase the chances of them sticking around until the end.
And if you can keep them engaged throughout the entire piece, then you know the piece has done its job well. Make sure to start strong and lead with something that will make your readers want to learn more.
Also, back up any claims you write for your hook with facts and data. Nothing is more persuasive than cold, hard proof.
Keep the main idea front and center
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When it comes to writing copy, less is almost always more. A long, drawn-out message is a no-no. Readers will likely tune out before they even get to the end.
Therefore, it’s crucial to maintain a focus on the main idea. Including too many ideas can dilute the message and confuse readers. Instead, it’s best to zero in on a single concept and develop that throughout the piece.
Keeping the main idea front and center ensures that your copy is clear, concise, and easy to understand. This approach helps to prevent distractions from the overall message. It could be the key to making your copy more compelling.
Use emojis to emphasise points
Here are you first Postmates billboards. How do you like them LA? pic.twitter.com/4E7bEXR8Qf
— Bastian Lehmann (@Basti) March 3, 2016
In recent years, emojis have become an increasingly popular way to communicate online. And it’s not just for texting your friends—emojis can also be a valuable tool for copywriters. Use emojis with good judgement to emphasise key points, and add tone and personality to written content. They can also make complex concepts more relatable and easier to understand.
In brief, emojis could help writers cut through the noise and connect with their audience on a more human level. Don’t be afraid to reach for the emoji keyboard—you may find what you need to get your point across.
Stick to a brand voice
When businesses set out to create their branding, they put a lot of thought into developing their brand voice. This voice sets them apart from their competition and helps customers connect with them on a deeper level. It should be consistent across all communications, from their website to social media posts. As a result, brands must stick to their brand voice when writing copy.
A copy that sticks to the brand voice provides an opportunity to reinforce the brand. It leads to a cohesive communication strategy that will resonate with their target audience.
The key takeaways
There are many principles you can try for copywriting. Yet, the best way to start is by thinking about your audience and what will make them take the desired actions.
And always remember: the only way to know for sure is to test different versions of your copy and see which ones work best for your brand.
