Copywriting has become a crucial part of almost every business in this digital era. Having social media and other platforms just a fingertip away, it has become a habit for everybody to check through search engines, blogs, ads, and landing pages before making any purchase decisions.
If you can make the best use of this opportunity and convince the reader through your copywriting skills, selling your product or service is no more a tough task.
What is Copywriting
Motivating or convincing the reader to take an action or make a purchase decision through words is called copywriting.
What is a Copy?
Content that aims at selling an idea/product/service is called a copy.
A copy may also include supporting content like images, videos, infographics, and more, other than just words.
What Makes a Good Copywriter?
A good copywriter is someone capable of understanding the psychology behind his target audience’s purchase decisions. Succeeding as a copywriter without this is impossible!
Do you want to become a successful copywriter?
Do you want to make the best copies for your business?
Here are some of the most effective and proven copywriting strategies for you!
1. Target Their Emotions
We believe that most of our decisions are based purely on our logic. But in reality, we make purchases based on emotions. Emotions are tied more closely to our decision making.
Apple is an excellent example of this. People line up to buy the latest iPhone, not because it comes with the latest features, but because they want to call themselves Apple Users, and most importantly, they want to get it before any of their friends do.
You should plan to leave such an impression through your copy. Instead of trying to list out just the features, you need to increase its emotional appeal and create a strong desire in your prospect’s mind.
2. Don’t Make It All About You
You may find this illogical, but one of the major rules of copywriting is to avoid focusing your copy more on yourself. Many brands and copywriters often ignore this.
For instance, look at this!
What is the problem here? The copy is wholly focused on the brand. It uses just “we” and “our.”
Now, look at this!
Could you find the difference? This is the same company, but here, they are using more of “you” and “your.” This makes a lot of difference. The user feels emotionally connected to the copy.
3. Make It Conversational
You need to make the reader feel involved in the copy. The best mantra for this is to make it conversational. The copy should look like a direct conversation between the copywriter and the reader.
The copy starts with a question here, and it makes the reader involved in the conversation. And using phrases like “band for your buck” makes it more conversational.
4. Use Simple Language
Content Writing or Copywriting, experts recommend using 5th Grade to 8th Grade English until and unless you are very sure that all your readers are from Oxford.
5. Use Shorter Paragraphs
Reading through longer paragraphs stresses readers’ eyes. They need regular breaks. Hence, it is suggested to go with smaller paragraphs. It also makes the copy look perfectly scannable and readable.
6. Proofread and Edit
Readers will not take you seriously if they find a couple of mistakes in your copy. They may question your credibility. It is like, “If you are not able to take care of a small piece of copy, can we trust you for the big products you are offering!”
7. Ask Them to Join
Instead of using “Sign-Up” or “Enroll,” try using “Join Us” or “Become a Part of Our Company.” This makes the readers feel special, as if they are a privileged part of your business.
8. Compare Your Product
It is a human tendency that while searching for a suitable product, we go through different brands and compare the features and other things among multiple brands. Take this job on their behalf, find out one or two of your best competitors, and compare your product with them.
Focus on proving why you are better than them and why the prospect should opt-in for you compared to your competitors.
Look here how Crazy Egg is comparing with its competitors.
9. Describe Information Using Positive Frames
Positive phrases make things tangible, whereas negative phrases describe an absence and hence not suggested.
|Don’t drink excessively||Drink responsibly|
|Don’t be late||Arrive on time|
|Don’t use negative frames||Use positive frames|
10. Prolong the Start of Your Pitch
Do not jump into pitching from the very beginning of the copy. Give them a break. Indulge them into your copy slowly. Do not leave a clue that you are trying to persuade them. This will ruin the whole game. They will leave before even trying to understand the benefits you are offering.
Start it with the pain-point, how it lets anybody suffer, and why it is so difficult to be with it. Reveal the solution at the right place where you think the hook has worked.
11. Emphasize Benefits Over Features
Features are important, and you need to include them in the copy. However, they are not the primary selling point. The readers want to know more about what they are getting than what your product comes with.
12. Include a Story
Stories are vivid and memorable. If you can write a hooking and compelling story to convince the audience of the need for your product, you can consider yourself fully soldout.
You can include a short or long story around your or your customer’s experience, or create an imaginary situation.
Ultimately, your goal should be to let the reader imagine himself in the story and get emotionally connected to the situation.
13. Leverage Testimonials
Audiences do read through everything you write. But, they are also aware of the fact that you are biased towards your product. They would rather trust your existing customers more. This makes the prospects imagine themselves in the situation of your customer who is sharing the testimonials, and it creates an emotional connection. To make the best use of it, include testimonials of your happy customers.
14. FOMO – Fear Of Missing Out
You need to create a sense of emergency and show them that they would miss something if they do not make the purchase decision soon. FOMO has been one of the top secrets behind high sales of the best brands. Here are a few examples of FOMO.
- Limited time offer
- Last few slots left
- Buy 1 – Get 1
- Discount Coupons
- Exclusive Membership Offers
- Free shipping – for first # purchases
- and so on
15. Include FAQs
The readers would have a lot of questions by the end of the copy. If you leave them with those questions thinking they would contact you for any queries and concerns, consider it as a loss. The more the sale is delayed, the less it turns to be a sale. Figure out a few Frequently Asked Questions from the reader’s perspective and give them answers at the end of the copy. This is a savage.
16. Display Client Logos
This works the same way as testimonials. The logos say a lot about your work and achievement. So, always include logos of all the top brands you have been working with. It makes a lot of difference.
These are all some of the most effective and proven copywriting strategies. Try including headings and bullet-points wherever possible to make the copy look more presentable. Design and presentation are important too. Also, highlight important information with bold and italics. You can play with font sizes and colors too.
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Uma Madhavi is well known for her content writing skills. She writes beautiful content in the form of stories that you can’t ignore. She just goes with the flow and adds her story touch with twists and twirls to the content. She is also the founder of content vidya, where she takes workshops on content writing skills.