The trick with good copy is that it looks easy to write.
It’s quick to read, gets to the point and connects with the reader.
But copy that connects is more difficult to create than it looks.
In this digital era, copy that connects with audiences the most has a real, human touch. Emotionless, cold sales copy has become obsolete as more businesses are appealing to customers’ emotions and building trust in their business by connecting on that deeper level.
This kind of copy is not easy to write, so here are our four tips for writing copy that your customers won’t be able to resist:
1. Keep it simple and make it personal
Good copy reads like a conversation between the writer and reader.
This means that simple language is your best friend when it comes to writing online content. You wouldn’t use convoluted instead of complicated when chatting with a friend, so don’t use it in your copy either. The age of the internet means short attention spans, so make every word count. Concise, clear language and the second-person point of view (you, your, yours) will help you find the conversational vibe that is going to build a lot of trust with your customers. You’re addressing them personally and showing them that you’re on their level.
2. Know your audience
Who is the person on the other side of this conversation?
Are they single? Do they have kids? How old are they? What motivates them?
Knowing your target audience is the key to writing copy that will draw your ideal customers in. When you know who they are and what they care about, your copy can be written specifically with them in mind. If you don’t know your target audience, your copy will be too general and won’t connect with the demographics you’re after. You can define your target audience through a brand story, or you can just open up a blank document and start jotting down everything about the kind of person you want to sell to. Either works!
3. Make your headline count
If you’re writing an article or a post, the headline is arguably the most important aspect.
It’s the reason why anyone is going to click on your content. The headline is the first thing they see, and if it’s too long, boring or just not intriguing enough, no one will be clicking on it––making the rest of your copy invisible. The headline should be short, punchy and attention-grabbing.
A great headline promises some kind of benefit for the reader in exchange for the time they spend reading it e.g. 4 Fool Proof Tips for Writing Better Copy – you’re getting four whole writing tips for your time!
4. Draft, rewrite, edit, repeat
There are no professional copywriters out there who are publishing their first drafts. So don’t expect the first words you put down on paper to be perfect. Just get the words down, then go back to edit and rewrite.
Drafting, editing and rewriting content takes time, but the end result is well worth it. Not only will the editing improve the overall writing and flow, but it will ensure that you’ve weeded out any typos or grammar errors – keeping your copy looking super professional.
And that’s it! With these tips in your back pocket, you’re ready to start writing your own engaging copy.
Of course, if copywriting really isn’t for you, or you’d just prefer to leave it to the experts, you can always hire a professional copywriter to do it for you. We offer a variety of copywriting services at The Splendid Word here.
By Emma Beckenham
