We all want to write copy that informs, inspires and moves our audience to action. Knowing exactly how to do that is where many people get lost.
To help, here are 15 of our favourite tips to get you writing compelling copy.
2. Start with the end in mind
This sounds simple and it is.
- Write down what you want your audience to feel or do once they finish the piece.
- Keep this front of mind during the writing process and let it guide the overall structure.
Taking the time to workshop your goals prior to beginning is key to writing a piece that converts.
4. Sell the problem you solve
Are you selling a product, or the problem it solves? As the great Richard Branson said: "How can I make peoples lives a lot better? If you get that right, the money will come."
6. Make it about your audience
As straightforward as this seems, many companies fail to reflect this principle in their web copy. Instead of saying “We do inbound marketing” try something like “Increase your web traffic and leads with irresistible content.”
1. Define your why
Before you even start getting into the nitty gritty of your piece, spend some time defining your why. Why are you writing this blog, white paper, e-book? What do you want to get out of it and what are you hoping your readers gain as a result? By completing this crucial piece first, your aim will be front of mind.
3. Inject personality
To engage your readers it's an absolute must to inject personality! Working for a 'boring' or 'dull' brand is no excuse - companies like PayPal and Merriam-Webster have been successfully injecting personality into their work for years.
5. Include emotion
One of the reasons storytelling works is because it often appeals to emotion. If you can make a visitor feel excited that they found you or desperate for your solution, you can draw them further into your piece and give them what they’re looking for.
7. Add more interest
When you don’t know what to write next or how to make your draft better, add interest by:
- Making it scannable and visually appealing
- Using your distinct personality or unique selling proposition
- Making it entertaining (as long as the humor furthers your goal)
- Incorporating controversy
- Telling stories
8. Lose the jargon
We know, we know. We talk about this one a lot. But some people still write jargon-riddled copy, so it’s worth repeating.
Industry specific language and inside jokes may work for the people who already know what you’re selling, but if you want to attract new people (and avoid boring your existing audience), don't do it!
10. Include statistics
People like numbers. Especially ones that tell them how their life will change for the better once they buy your product.
A well-researched, relevant statistic or two in your copy will go a long way towards improving conversions.
12. Use power words
There are certain words that are more poised to convert than others. In the biz, we call these 'power words'. One of the MOST powerful? YOU. That's right, you.
Using the word 'you' makes your reader the focus on your message. Use more instances of ‘you’ rather than words like ‘we’, ‘our’ and ‘us’. You is the cornerstone of customer-centric copywriting that’s the kind of copywriting that converts readers into customers.
14. Be concise
With life’s increasing hustle & bustle these days, people have much shorter attention spans. So be short & straight to the point with your content to hold their attention.
9. Make it laser focussed
Be ruthless with your words! Readers don’t have time for waffle, especially when they’re evaluating a business.
Consider website copy, for instance. Research shows that we've only got 7 seconds to make a good impression online. That's obviously not a lot of time, so you've got to wow them ASAP.
We suggest writing your first draft and halving the word count. It can be challenging but ensuring your copy is laser focussed WILL make a difference.
11. Inform, don't sell
This one should really be a no brainer but it can be hard to let go of the urge to sell, sell sell. Nobody wants a hard sell. Your potential clients and customers will make their decisions based on the quality of content they are receiving. If you've written informative content and presented it in an appealing way, they will be more likely to choose you.
13. Write with subheadings
Subheadings help to organise an article’s thoughts. They give the reader a better idea of how the article flows. It also makes the content easily digestible to the readers and it gives a hint of what the writer is talking about. In short, subheadings are a MUST for winning content.
15. Just start writing
It sounds simple and it IS. Write it DOWN. Granted, your first attempt may not be your final draft but just getting the 'guts' of the piece down is a great start.