If you’re a digital marketer or business owner, you probably understand the tediousness of persuading people to do business with you. It takes creating a persuasive sales page on your website and creating tons of engaging social media content just to catch the attention of potential customers. You then must follow that up with newspaper ads, blog posts, and follow-up emails. Just to keep clients interested in your brand. That’s what makes copywriting essential for any marketing strategy. So, here are just a few tips to elevate your message.
How Copywriting Can Elevate Your Message
Copywriting is an important cog in the digital marketing wheel. It involves writing content to promote a product, service, or brand to a target audience. A good copywriter crafts messages that resonate with target audiences well enough to generate the required brand awareness. They write messages that are persuasive enough to prompt potential clients to take the intended action(s), e.g. to make a purchase.
Effective copywriting comes in handy in so many ways. You can utilize it in:
- Writing compelling print ads.
- Creating attention-grabbing online banners.
- Crafting compelling headlines and taglines on your website.
- Creating impactful landing pages that effectively convert visitors into paying customers.
- Writing meaningful, helpful, accurate, and persuasive product descriptions.
- Writing meaningful blog posts with persuasive and compelling calls to action.
- Crafting intriguing subject lines for cold emails to drive conversions.
- Creating brochures and press releases for offline marketing.
- Crafting posts that stand out in today’s fast-paced and crowded social media space.
- Creating a sense of urgency and quickening the decision-making process for social media users, so they end up taking the intended action first before scrolling to something else.
- Incorporating storytelling into your brand marketing.
- Writing engaging video scripts for visual marketing.
The Basics of Effective Copywriting
Before we look at the tips for effective copywriting, there are a few basics that every copywriter must do:
Define your target audience and create reader personas
This helps you tailor your message to the right audience and comprehensively address their preferences and needs. Your target audience comprises individuals or social groups that are most likely to do business with your brand. Each target audience varies from the other in terms of age, social class, level of education, religion, geographical location, etc. These variations generate noticeable differences in needs, behaviors, and preferences. You won’t notice those differences unless you conduct thorough research into who your target audience is.
Define and focus on the primary objective of your message
Do you, for example, want your content to inform, educate, persuade, explain, or entertain? What do you want the reader to do upon consuming the message (e.g. subscribe to a service or make a purchase)? Being clear about the focus objective minimizes the chances of going off-topic.
Be knowledgeable on the subject matter
The quality of your copywriting will determine the target audience’s perception of not only the message but also your entire brand. That’s why each word and sentence you write must convey value and meaning to the reader. Each paragraph has to be concise and informative.
If you’re limited in terms of knowledge or expertise in the content you’re writing about, you might end up filling up space with fluff words or phrases that infuriate readers.
Work on your story-telling skills
People love stories, particularly those that evoke pleasant memories and emotions. If you can turn your marketing message into a relatable and memorable story, you’ll be able to engage readers on a deeper level. Storytelling also minimizes your reliance on troubling facts (e.g. when writing health-related content) and boring stats when describing your value proposition. What’s more, you will easily build a sense of trust and credibility if your stories are relatable to the readers, which enhances the impact of your message.
Understand SEO best practices
Search engine optimization (SEO) will make your content appealing to search engines such as Google. Search engines use mathematical models known as ranking algorithms to determine and recommend the most relevant content for a search query. Even if your content is rich, meaningful, and helpful to potential customers, it may not achieve its full potential if Google algorithms aren’t convinced of its relevance.
One key SEO best practice is optimizing the right keywords and placing them naturally throughout your content. Others include using compelling headings and titles, writing quality meta descriptions, utilizing quality visuals (images and videos), and keeping sentences descriptive yet concise. Note that as much as you need to appeal to search engines, you must write for humans first and then think of SEO later. Your primary focus should be helping your readers understand why they should do business with you. That means your content should be engaging, informative, and valuable first before you can think of adding keywords to push it up the Google ranking.
If you need help creating engaging content and then optimizing it for search engines, it’s advisable to outsource copywriting and/or SEO services to professionals. Outsourcing companies in Europe, for example, will set you up for better results over the long term, for many reasons. For starters, you’ll gain access to affordable and experienced copywriters and SEO experts who will do all the heavy lifting for you. They will research the best keywords for your niche, help you understand the prevailing SEO best practices, and help you maintain a strong online presence.
Understand different social media networks
You need to have different copywriting strategies for different social media platforms. For example:
- Facebook: Storytelling works best here because its users love to connect with and form communities around brands. It’s also convenient to create long posts and share as many eye-catching images as you need to spice up your story.
- Twitter: The shorter the tweets, the sweeter and more effective they are. Every word counts here- there’s no room for fluff. Trending conversations (hashtags) are also common on this platform. If you find one that aligns with your brand’s personality, you should be ready to join in and run away with it. You’ll need a touch of humor to boost engagement through hashtags. Another way of sparking conversations on Twitter is through short questions and polls.
- Instagram: This platform is all about visual content. Your job as a copywriter is to create concise and compelling captions that give more value to your images or videos.
- TikTok: This is the fastest-growing short video platform. Your job as a copywriter is to create light and entertaining scripts for short videos and come up with trendy hashtags.
- Pinterest: This is another visual platform. Your job as a copywriter is to create concise, keyword-rich descriptions that spell out how your brand can benefit Pinterest users. Prompting them to click through to your website.
Get the right tools for enhancing your copywriting skills
There are many resources that you can use to improve your copywriting abilities. They include:
- Online writing courses and workshops.
- Collaboration platforms such as Google Drive for effective teamwork. Sometimes you will need to bring different departmental heads together to share notes and provide stats that can make your content richer and more factual.
- Proofreading and editing software (e.g. ProWriting Aid) for polishing your pieces of writing.
- Automated writing assistance programs (e.g. Grammarly) for flagging grammatical and spelling errors.
Quick Tips for Becoming a Copywriting Powerhouse
- Organize your content into distinct sections to break up huge chunks of information and consequently make it easy to scan and read.
- Each section should have a catchy heading or subheading to capture attention, spark interest, and expedite comprehension.
- Sections should follow and connect logically such that ideas and concepts build on each other nicely from one paragraph to another.
- Ensure that your language and tone are consistent throughout the content. The language should be actionable, persuasive, professional, fun, and firm.
- Use powerful calls to action (CTAs) such as “Call now”, “Get started”, “Download now”, “Order now”, etc. Instead of begging with words like “please” or “kindly.”
- Utilize quality visuals (professional images, videos, infographics, diagrams, etc.) to break down complex ideas and complement words in conveying emotions.
- Avoid overusing jargon and buzzwords. You want to be helpful to the reader, not to sound cheesy.
- Keep things short, sweet, and digestible.
- Proofread your copy before submitting/publishing it online.
- Align your content with the brand’s identity and values.
Continue Reading: 5 Copywriting Techniques That Will Help You Write Persuasive Content
When done properly, copywriting can be a powerful tool for driving business conversions and profitability. The secret to success as a copywriter is to always create compelling content that resonates with potential customers. Follow the tips above and you’ll soon be an expert in crafting engaging copies that elevate your message.