So you want to become a better copywriter. We get it, having the ability to write well can transform just about any marketing effort. So without further ado, here are 5 ways you can become a better copywriter.
Write Like You Talk
Whether it’s in the form of a paid ad, social media post, promotional email, or a piece of content on your website – one thing remains consistent. And that’s that people are attracted to personality. In a world filled with cookie-cutter copy, the first step to upping your game as a copywriter is to be genuine. A tone that says “hey, I’m a person, I have flaws and that’s ok”. That’s relatable.
What’s more, you’ll want to add some of that personality to your brand’s tone of voice. This adds a layer to your brand that can do a lot to encourage stronger brand loyalty among your existing customers.
Consider Your Readers (Really)
Above all else, you’re writing something to help your reader(s). We know things can seem convoluted with how much you have to do, but it really is that simple.
This means your primary goal is being helpful. Not being braggy or showy, not trying to ‘sell’ yourself – just being helpful. The sooner a copywriter realizes this, the clearer their jobs become!
Write With Purpose
We just alluded to the idea that your copy should be helpful no matter what, but I’d like to take that idea up a notch. Because this is a big one.
No matter what you’re writing, you have to approach it with a defined purpose. This means having a clear understanding of what:
✔️ bit(s) of information you want your reader to come away with
✔️ action(s) you want your reader to take
It doesn’t matter how long this piece of copy is meant to be, whether it’s a 15,000-word sales page or a reminder email…
All your efforts should go towards a main objective, with every part designed to complete this goal.
Some examples include persuading your:
✉️ social media followers to share a post to raise awareness for a cause
✏️ leads to fill out a form to request a quote for a service
? customers to complete a purchase by returning to their online shopping carts
Your purpose for writing a piece of copy should direct every single word you jot down.
Sequencing Matters
It’s no secret that grabbing (and keeping) your readers’ attention is challenging. With so many options at our fingertips, we’ve become like goldfish when we’re on our phones, tablets and laptops.
But that’s not an excuse…
Because when it comes down to it, you’re competing with someone else to keep their attention. And what do people look for?
✔️ excitement
✔️ knowledge
✔️ humor
… you get it. So how can you deliver all of this with your writing? It’s simple (well, kind of)…
You have to think about your piece of content like a story, with a beginning, middle and end. As with any story, your reader is looking for some form of closure, either in the form of a lesson, punchline, etc.
You’ll want to write this short story like a roller coaster. Build some anticipation so they have an incentive to keep reading.
So rather than…
Protagonist ? Problem ? Solution
Try something like…
Protagonist ? Problem ? Attempt ? Obstacle ? Attempt ? Obstacle ? Solution
This makes your story more reliable and exciting and will have your readers hooked!
Conclude With a Strong Call-To-Action
Remember how we said you should be writing with a purpose?
Yeah, that purpose is meaningless if you’re not persuading your readers to act. And for whatever reason, low-level copywriters are intimidated when tasked to call their readers to action. They feel like that’s when they’ll get rejected.
We say it’s now or never.
This is when your entire piece of copy comes to fruition because at this point you’ve:
✔️ drew people in with an authentic, conversational tone
✔️ wrote your copy with the intention of persuading them to do one thing
✔️ created a sequence to allow your words to flow
Now it’s time to get matter of fact. Don’t be shy! Tie in your pitch and tell your readers what they need to do to reap the benefits of what you’re proposing.
If you’re talking up the value of a product that is now on sale, tell them that this is the best time to make that purchase and could otherwise be losing money by waiting and paying full price in the future.
Look, if you lose them, you lose them. But like the great Wayne Gretsky said “You miss 100% of the shots you never take”.
Copywriting is easier said than done. The best in the game have dedicated years towards developing the nuance needed to go from fine to fantastic. Fortunately, if you don’t have years to commit, you can always contact the experts at Active Web Group. We have over 20 years of experience helping tell our clients’ stories. We also help with Search Engine Optimization, Pay-Per-Click Advertising, Social Media Marketing, Email Marketing and much more! Can’t wait? Give us a call at (800) 978-3417 today!
