Your business is one of a kind. Your brand is unique and special, and your goal is to communicate this and generate sales. But how do you do this effectively?
Your copy influences the actions of consumers, and if it isn’t persuasive enough, it can hurt your brand and even drive people away from your business.
Here are some copywriting tips to help you stand out from the crowd:
Know your audience and their paint points
So you’re selling a top quality product that you’re proud of. That’s great. Your audience doesn’t care (sorry).
Your audience cares about how your product will solve THEIR issues. What can it do to
make their life easier? How is it going to alleviate their pain points?
To address your audience in a personal and persuasive way, you need to understand their needs.
It’s not enough to just throw some keywords into an ad and hope for the best: you need to know who you’re talking to if you want them to listen.
Make it easy to read and digestible
Your copy should be clear and concise, so that readers can get all the information they need without getting bogged down in jargon or complicated language.
It’s important to make sure that your copy is easy to digest, so that people can quickly understand what you’re offering, and why it’s a good deal for them.
If the reader has to scroll for days to find the information they want, you’re likely to see a high percentage of users drop off the page. This means that you should avoid using long sentences and paragraphs, and instead use headers, short sentences, bullet points, and numbered lists.
Create impact and evoke emotion
Interestingly enough, the best copywriters are also great sympathisers. They understand people and know exactly how to trigger certain actions or emotions, in other words, good copywriters are storytellers.
Your goal with any piece of content should be to create an experience for your readers that makes them feel something and then gives them a reason why they should take action.
You can do this by using ‘power-words’ that evoke emotions or encourage users to act eminently such as:
Remember: Use an active voice to be an impactful writer!
Provide expert information and value
The internet is full of information, you need to ensure the content you create goes above and beyond whatever else appears in the search engine. To make sure you’re creating valuable copy, conduct the following research:
- Keyword research is paramount in gaining insight into what your target audience is looking for and also forms the basis of your topic research.
- Check which frameworks other sites are using. If you do a quick search and review the top performing posts, use their frameworks as a guide to your own work (but do it better!).
- As you begin writing, look beyond page 1 of the Google results. You want to be the leader in that topic, this means researching from sources on page 2 and beyond to find unique information that users may not find elsewhere. Give them everything they might possibly want to know in one page or post!
- Answer all the most-asked questions. This not only helps you gain a featured snippet, but also shows your audience that you have extensive knowledge and the topic.
Once you’ve done this research, you’ll have a better idea of what kind of information your readers might want from you.
Develop a recognisable tone of voice
Become the brand that people remember.
When you’re writing copy, it’s important to develop a recognisable tone of voice that sets you apart from your competitors. This is because every piece of content you create doesn’t convert immediately into sales, but it does build awareness and exposure. Your tone of voice becomes a part of your brand’s personality, and it helps customers understand what your company stands for.
So when you’re writing copy, consider how you want to be perceived by your audience. Do you want people to remember that you’re the brand that’s fun and friendly? Or do you want them to think about how reliable and trustworthy your products are? Whatever your goal is, try to convey it in all of your copy so that people can easily recognise who wrote it.
List benefits rather than specifications
Let’s cut to the chase – your target audience wants to know what’s in it for them. They don’t care about whether your product is made from 100% organic cotton or how much work your experts put into crafting it.
So instead of telling your audience about the features of your product or service, focus on how that product will benefit them. Let them know how it will help them get what they need out of life, or why it might be something they’ve been dreaming about for years.
For example, instead of:
‘Our bedding is made of quality materials’
‘Sleep in the clouds with our bedding made to make you feel like luxury.’
Think powerful, emotive, story-telling language and watch your sales improve!
Don’t forget your CTA!
Your customers are intrigued by your copy, ready to buy your product or service and feel well informed about what it is you offer. But do you know what will get them over the edge? A call to action.
It’s a simple concept: a call to action is a message that tells your customers what they should do next. It might be as simple as ‘enquire now’ or ‘browse our collection’ but it can also be more complex and tailored to your buyer’s journey.
The key to a great call to action is making sure that it’s crystal clear what you want your reader to do next. If you want them to buy something, say so! This is the perfect opportunity to link to your contact page.
Why not lift the burden of creating your own copy and pass it on to the experts?
Creating copy that is as informative as it is enticing is no easy job. Here at Embryo, we understand the importance of digital marketing and the effectiveness of excellent copywriting.
We also know how much time and energy it takes to create your own copy when you could be focusing on other aspects of your business.
Our team of writers can take care of all your copywriting needs so you can spend more time on what matters most. Our talented writers are trained in the latest trends in content creation and SEO, so you never have to worry about getting bad copy from us!
We want to help you succeed in your business by providing you with high-quality content that speaks directly to your audience and sells your product or service. Get in touch to find out more about what we can do to elevate your brand.