Copywriting Tips and Techniques

Effective copy remains king when it comes to conversion. The recent proliferation of adverts means that they need to improve to capture the reader’s attention, let alone to get them to buy something.  Given that billions of dollars are spent on advertising each year, the importance of writing adverts that convert audiences is even more profound. Today, your copies are targeting two things: to attract visitors to your site and to convert them through lead generation and sales.

 

8 Copywriting Tips and Techniques to Improve your Marketing

James Cummings on Content and Copywriting

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It is the words you use that will determine whether your business soars or fails. Regardless of the size or location of your business, you must rely on words in one way or another to grow it or even sustain it. Basically, there is no way to avoid engaging in copywriting no matter the sector you are in. But, today, even as the demands of website copy is getting higher and what goes into determining their effectiveness is becoming more and more complex, they are now easier to write. It is no longer just an art where only those with the innate skills can produce sound copies; it is now also a science. Learning the required techniques will ensure you craft a web copy which will improve your marketing. However, these techniques aren’t designed to make bad copies good but to make the fairly good ones exceptional. Therefore, you might consider hiring a professional for yours instead.

Naturally, the list is not exhaustive. What we have provided here are some the best techniques and copywriting guidelines that guarantee results. You can always do more research to find out more. If you are new to copywriting, these should get you going.

Writing Effective Adverts is a Science

Writing effective copies that get prospects to take the desired action is not rocket science. However, it’s more science than art. There is a step by step process for achieving just that – and, if you follow it, you will write copy that converts. Using the right techniques and applying the tips we are providing here is guaranteed to assist you in improving your marketing significantly. Using the science of persuasion, you can stay way ahead of your competition through well-structured web copy.

Diligent Research

Research is the bedrock of excellent copywriting. You need to know as much as you can about your target customer. Research and find out their habits, motivation, frustrations, as well as their pain-points and hopes. The demographic information of your target audience is also important. Find out the reason they buy your product. Find out the reason they stick to a certain brand. Determine their frustrations with a similar product and what they like about it.

The truth is that most poor-performing copy on the internet aren’t as bad as they seem. Only that they often fail to present their products and services in the best light. The best light here means being able to capture aspects of your product that the visitor will find useful. The way to achieve this is through extensive research into the behaviour of your customers, your products and your competition.

Are you looking for how to write a good website copy? If you are here for copywriting technique, this is one of the most important aspects. A good copywriter must have stellar research skills alongside writing skills. In fact, having as many resources at your disposal will go on to better hone your writing skills. Knowing how to search for things on the internet is a required skill. Also, being able to use the right keywords to get the best out of the vast resources on the internet is what you have to aspire to.

You Need to be Relatable

During the process, learn how the audience communicates. For instance, using the same adjectives and superlatives as your prospects will make your copy more relatable. Using the same anecdotes or analogies they are likely to use will also make your brand personable. It makes the prospect feel truly understood and that you have their best interests at heart.

Forget about everything you have been taught at school. Granted, good spelling and proper grammar are good. But they only are in so far as they are able to get you closer to your audience. The word choice, the spelling and grammar you use should be tailored to those of your target audience.

Your aim is to put your business out there. Ideally, this should mean talking about your business eloquently. However, doing this will result in you losing the attention of your readers. What you have to say about your products and services really doesn’t matter. At least not as much as what your readers need to hear. Making your copy relatable puts your customers just one step from saying “yes” to whatever you ask them. Part of being relatable is being clear, let it be benefit-driven so that it is clear where you are headed from the onset.

Tap into the Right Emotions

People buy things for emotional reasons, then justify it with logic. This means that you have to tap into the emotions of your prospect for your copy to be ultimately effective. Consider making the USP about the emotional benefits of your product. Between fear and benefits, fear is the most motivating emotion. For example, people are more likely to buy a product or service that teaches them how to avoid divorce or prevent their spouse from cheating, rather than one that teaches them how to have a healthy relationship.

That doesn’t mean you shouldn’t target other positive emotions such as joy, pride and self-respect. In fact, the more emotions you target, the better. Big brands employ emotions in their copy for marketing purposes. This ensures your copy is memorable.

Achieving this is even more of a science than an art. The process is a simple one which is guaranteed to have the needed effect on your readers.

  • List all the problems your product or service solves for the user.
  • Add some emotions to those problems. Make it as descriptive and creative as possible.
  • Then show how your product will help solve those problems.
  • Let your tone sustain the emotion you have evoked and reiterate how much using your product will make the problems better.

Inject your Unique Selling Proposition

Every brand and writer have their own USP. It allows you to infuse your personality into your copy, which goes on to differentiate you from your competition. Before any of your copies are put on your site, ensure they adequately represent your brand personality.

Choose a Unique Selling Proposition (USP) that commands the attention of your prospect. You want something that deeply resonates with your readers and makes a benefit-oriented promise. The USP is by far the most important element of your copy. A very strong USP or offer can sell a product, even if the rest of the copy is weak. On the other hand, a strong copy won’t do much if the offer is weak. Find ways to make sure you are making a very strong offer that is difficult to resist.

A way to do this is staying away from unfounded claims like, “leading electrical contractors in the UK”, “largest producer of timber in the UK “, or, “biggest video production brand”. Remember, your visitors are also checking out your competition and pretty much everyone in your niche. Therefore, when everyone claims to be the leading brand in that industry, these words cease to have any effect.

What you do instead, is to use selling points that you can defend, and which are not found in any of your competition. It could be how many of your products you have sold (works best when you have sold more than anyone in your sector) or an award you have received in your industry.

Point Out What is at Stake

Another important tip is to make your prospective customers feel their current pain. Describe their current frustration. Let them ponder on their needs which they have so far been trying to meet. Using question forms for this is pretty easy.

“Does your fuse keep breaking?”

“Are you tired of having to wait for hours for your car dealership to send someone out?”

The better you make the prospect remember and picture their pain, the more likely you are to convince the reader to buy your product or service.

Can You Walk the Talk?

It’s easy to make promises but remember you won’t convince anyone if you don’t show evidence or proof that what you promise is obtainable. Provide as much proof as is needed to prove your point. To do this, you need to know every little fact about the product you want to sell and the features it has.

If you research well, you could find dozens of these facts or features. Not all of them will be positive or translate to a deep benefit for your prospects, but some will. For instance, does the weight of the product make it stronger and more protective, or does the lightness make it easy to carry? Does the colour of the product appear stylish, attractive and feminine or does the colour and sturdiness of a product denote strength, independence, and intelligence? Generally, find the positive aspect of every part of your product and present it as a strength.

Whatever the state of the product, you can translate features into believable benefits if you give it some thought. The benefit you should emphasise is the benefit the audience cares about. There is no need to stress how a product will make someone more beautiful, when that person values independence and intelligence over beauty. Your product probably has features you could translate into benefits the reader really cares about. Achieving this will require you to successfully put yourself in their shoes.

That doesn’t mean you should limit yourself to one benefit. For example, you can talk about beauty, strength and intelligence, but a better understanding of the audience will probably tell you which deserves more emphasis, or at least the one you should lead with. Sometimes your audience is divided on this, so go with what the majority needs. However, an experienced copywriter will find a way to accommodate the varying needs of all your prospective customers. This is where you might consider hiring experts. At Daily Posts, we have a group of copywriters who are skilled in understanding your target audience.

Use Compelling Headlines

The importance of headlines is significant. A good headline is what catches the reader’s attention and pushes him or her to read. It infuses the desired emotion in your audience which prepares them to take the right action. There is no single formula for drafting a seductive headline. But, when you see one, you will know. You could go over some of the methods and best practices for crafting awesome headlines that will get you clicks.

  • Ensure you do away with over-used expressions like “Amazing ways to write good website content”, or, “Things you need for your holidays”. Words like ” quality “, ” things”, “amazing”, have been overused.
  • Phrasing your headline in the form of a question is another effective method. The prospect of learning something knew if he or she doesn’t know the answer, or wants to learn more, will interest the reader.

Be Mentally Prepared

If you do not have a copywriting file that contains an effective sales letter written for a number of industries, you need to start building one now. The tips covered here do work. However, it’s easier said than done and it won’t come smoothly at first. It requires a bit of inspiration and creativity too, but if you stay ‘on task’ and use the tips listed here, you can create a persuasive letter that will deliver results.

Conclusion

What was covered here are techniques for writing better web copies. However, if you need to improve your marketing, you need to spell out, in clear terms, what you need your visitors to do. Create a clear and concise call to action to match your presently compelling copy. Once this is done, you will see how much value copywriting will add to your business.