In the age of videos and podcasts, copywriting is still a thing. Copywriting improves nearly all aspects of marketing. You can learn how to generate more traffic, more leads and more sales with foolproof strategies and various copywriting examples. So, without further ado, let’s get started on how you can become a pro copywriter.
#1 Basics of Copywriting
What Is Copywriting?
Copywriting is writing persuasive content that compels people to make a purchase, click on a link, schedule an appointment, etc. Copywriters help create jingle lyrics, advertisements, sales letters and other direct mail, scripts for commercials, taglines, social media posts, and other marketing communications.
Why Is Copywriting So Important?
Copywriting is claimed to be a dying art, but is it? While traditional advertisement forms may not be as popular, copywriting is everywhere, and it is not going away anytime soon. Here are a few reasons why brands need copywriters:
- Builds a strong brand image
- Conveys value to customers
- Establishes subject authority
- Strengthens the bond between brand and audience
Copywriting services are required to increase conversion rates on pages, get more engagement on social media channels, and understand your customer’s needs and wants. It improves every aspect of your marketing strategy.
What Does a Copywriter Do?
Myths like only some are born with the talent to write, or quite the opposite- that no real skill or talent is required for copywriting, may be familiar. However, both are untrue. Copywriters are professionals who have the knowledge and skill to write the text or copy required for marketing or promotional material.
Although there is more to copywriting than just writing a few words, a lot of research goes into understanding your audience’s perspective to develop empathy and recognize pain points. A copy needs to speak directly to them and be relatable, which requires learning about their thoughts, fears, and desires.
How to Become a Copywriter?
No formal education or training is required to become a copywriter, but some core skills are needed to excel.
- Writing skills
- Copywriting knowledge
- Communication skills
- Customer research
- Editing and proofreading
- Persuasive writing
Many of the copywriters are self-taught and learned the skills through personal study and practice over time. However, many of them were also able to draw on skills they had acquired in previous careers and personal life experience. 80.3% of employers prefer hiring candidates with strong writing skills.
#2 How to Write a Customer-Centric Copy?
The best copies that convert well use the same language that the customer does. Here are a few tips and strategies that you can use to write a customer-focused copy.
- Use “you” instead of “we”, “us”, or “I.”
- Get the tone right and be consistent
- Focus on how your brand solves their problems
- Address their worries and frustrations
- Leverage social proof
- Add an empowering CTA
Now we’ve talked about the tips, what can you do to understand and adapt to the customer’s language?
- Reddit Threads
You can head over to a subreddit and find out where your target customers are, and take a look at the most popular or recent threads. Not only will you get a grasp on their language, but you can also receive insights into their concerns and questions, which you can later address or incorporate into your copies. Look at the language people use to describe their likes and dislikes and use them in your text.
- Customer Reviews
Customers on eCommerce sites like Amazon are very candid with their reviews, especially if they are unhappy with their purchase. Most people also describe what exactly didn’t meet the expectations and their problems with the product. You can use the language and get key points that you need to include in your copy. Even if you don’t sell a physical product, you can use these reviews to write killer copies.
- Customer Surveys
Conducting customer surveys is very helpful since you can ask questions that may be specific to your brand. Generic questions like “Why did you decide to buy the product?”, “What made you go: Yes, this is it?”, “What have you tried before and what was the experience?” etc.
The responses are valuable for customer research and creating new products or updates. But, they also help you write content that speaks directly to your target audience. You can ask questions about demographics and psychographics like age, struggles, spending habits, etc., to build a more accurate customer persona.
- Social Media
Start by searching for a competing product on any social media platform. Look at what the customers have said, more specifically, any repetitive concerns or issues raised. If your product has any of these features that are not present in theirs, highlight that in your copy.
#3 How to Become a Pro Copywriter?
Do you want to learn how to provide the best copywriting services? Here is a list of strategies that can help you write better from scratch or improve an existing copy.
The Secret of the Slippery Slide
The “slippery slide” idea is that your sales copy should be compelling enough for people to read it right till the end, where you ask for the sale. The first line should compel them to read the second line until they reach the last section, which gets them to take action.
The AIDA Model
As the best-known marketing tool, the Awareness-Interest-Desire-Action traces the customer’s journey by identifying cognitive stages an individual goes through during the buying process.
- Awareness: Create brand awareness by explaining what exactly you are offering.
- Interest: Generate sufficient interest in the benefits of your product or service. Here’s where you make those promises that you can keep.
- Desire: Tap into the customer’s needs and wants and highlight how your product or service gives it to them.
- Action: CTA – Move the buyer to interact and take the next step further down the funnel.
Benefits Trump Features
Features are aspects of the product, whereas benefits tell customers why those features are an advantage. Features tell customers what, and benefits tell them why. Instead of mentioning only features, you can highlight what the customer stands to gain from purchasing the product or service. Features are technical or descriptive, and benefits change them to fit perfectly with wants and needs.
People lead busy lives and have very short attention spans. They want you to tell them precisely what they need to do to avail of the benefits. Instead of wasting their time figuring out what they’re supposed to do next, use a clear CTA to grab their attention and tell them. You can add a sense of urgency based on a genuine limitation to get them to act fast. Use terms like “Limited Offer”, “Only till stocks last”, “Don’t miss out”, etc.
#4 How to Write Amazing Headlines?
Catchy headlines are your ticket into your customer’s world. Headlines are essential since they are the first thing a customer notices, and it’s the deciding factor of whether they are going to read the rest of your copy or not. Writing powerful headlines isn’t as hard as you think.
- Use specific numbers and data; don’t be vague.
- Provide them a good reason to read the rest of your content.
- Get their attention using emotionally charged words.
- Trigger an emotional response using Fear of Missing Out (FOMO)
- Write a headline that tells customers what’s in it for them.
You can enter your headline into a headline analyzer- it gives you a score from 0-100%. Try to get at least 30%, particularly for sales or landing pages.
#5 Focus on the Lead
A lead is just as important as a headline. Just like before, the first few lines of the copy is where the prospect decides whether the copy is worth their time or not. And if you lose them at this stage, they’re gone for good. Here’s how you can write compelling leads.
- Find your hook: The first sentence should grab the reader’s attention. Lines like “Does this sound familiar?”, “New study shows [surprising result]”, “You know the feeling…”, etc.
- Tell them a short story: Condense your story in 4-5 lines. Keep it short and sweet, so it is effective.
- Complement the headline: When you grab their attention with a headline, you have the mic in your hands. Now, you’ve got to hold their interest- which is what your lead should do. Remember the AIDA formula?
- Keep it short: The goal is to grab someone’s attention, so keep it less than eight lines to hold their interest before you offer the details.
#6 How to Write a Compelling Copy?
Blog posts, emails, social media posts, ad copies, or sales letters- here are some points that can help you a better copy for all these.
- Write in a conversational tone: When you write the way you talk, you adopt a more natural tone in your content. One way to do this is to read your copy out loud. People like to read content that doesn’t sound like a robot wrote it.
- Use short sentences: A research conducted gave each of its subjects two copies- one of 54 words and 12 words. People had 711% better comprehension of the shorter article than the longer one.
- Write directly to the reader: Instead of speaking about others, write to one person. Don’t write sentences that start with “Lots of people” or “Many”. Utilize second-person pronouns like “you” while writing your copy, especially in the headline and the lead.
- Stick to active voice: Active voice implies that the subject is acting while passive voice carries the same meaning but removes the focus from the subject. For example, “Brian wrote the blog post” is the active voice and “The blog post was written by Brian” is passive. See the difference?
- Avoid big words: Complicated sentences make your copy harder to read. Use simple words that are easy for your readers to understand. The best copies that convert well are easy to read and don’t require readers to crack open a dictionary.
- Write for glancers: Even those who are avid readers develop the habit to skim through content online. If your blog post is on the long side, break it up into sections and add subheadings. You can also add a small summary so readers can get a gist without going through it all.
You can also check out some brilliant copywriting examples compiled by HubSpot for inspiration and a creative boost.
#7 Tried & True Copywriting Templates
Did you know that pro copywriters never start from scratch? They use a foolproof template and fill in the blanks. Here are four that you can use right away.
Email Newsletter Template
- Subject Line: Your subject line should outline the content of the newsletter without giving it all away. Keeping it short is best, and it creates a mystery that compels people to open and give it a read.
- Lead: The first couple of lines of your email shows up on Gmail before subscribers actually open it. So it needs to hook readers right away.
- Tone: Emails are pretty formal, but to get subscribers to read your newsletter, write in a funny, friendly tone. You can keep it personal by sending it from the same person every time.
- CTA: Mention a clear CTA that lets the reader know what exactly they’re supposed to do next, whether it’s signing up for a free trial or clicking a link to a blog post.
- Use postscript: Add a P.S. that sums up your offer and CTA. Writing it at the end builds interest, and most people can’t resist reading a P.S.
Landing Page Template
- Headline: What’s more eye-catching than a benefit? Tell the readers the clear benefit they will get from your product or service.
- Social Proof: It can be logos of publishers where you were featured, a couple of brands or agencies that use your product or service or even the number of customers.
- Body: Instead of writing a block of information, divide it into three parts- the problem, agitate, solve. Mention the problem that customers face, emphasize the discomfort and then present the solution through your product.
- Transition: Another way of presenting a new product is by seamlessly moving from a problem to an offer or introduction.
- CTA: Let the readers know what they are supposed to do next- is it signing up, scheduling a demo or making a purchase?
Blog Post Template
- Headline: By adding specifics, readers will know what to expect right away by just reading the title.
- Introduction: Keep it short. Anything less than eight sentences is ideal. Providing proof that your methods actually work and presenting a preview of the content will encourage readers to scroll down.
- Content: Blog content needs to be actionable. Tips, techniques or strategies that readers can implement and try out is preferred over fluff. Add lots of examples for better explanation and understanding.
- CTA: You can ask readers to leave a comment, share their opinion and subscribe to your newsletter.
Sales Letter Template
- Headline: To grab your reader’s attention, create a bold headline that mentions a specific benefit that your product offers.
- Lead: Begin with a statistic, story or relatable situation to hold the reader’s interest.
- Content: Your headline and lead ticks off the “A” and “I” of the AIDA formula. The middle portion of the letter should develop a desire for the product before you push them into action. You can use bulleted lists highlighting product benefits, testimonials that prospects can easily relate to and make it clear that it is commitment-free and they can back out any time.
- CTA: Have lots of CTAs so that you don’t miss the opportunity to nudge them to perform an action when you do grab their attention.
#8 Advanced Strategies
Now that we have gone through the basics, some approaches can improve conversion rates and build trust and engagement.
- Use exact numbers: It might seem otherwise, but exact numbers, the ones that are not rounded off, are more believable. Whenever you use numbers as a selling point, be exact.
- The show, don’t tell: While selling a product or service, don’t talk about your product. Show people what it can do. Instead of writing a chunk about the product itself, show how the product works and how the readers can benefit.
- Clear button copy: Clicking a button copy is usually the last step for any conversion and the last chance to convert prospects. It should call clearly for a specific action and let your visitor know what exactly they’ll get. Try phrases like “Keep me informed,” “Download the free guide,” or “Start my membership!”.
- Get them to buy: Potential clients and customers may like your product, but not enough to buy. What’s stopping them? They may feel it’s too expensive or not be ready to switch from another product. Instead of treading around these objections and pretending they don’t exist, address them directly. This gives them a reason to continue to purchase after their interest is already built up.
- Change the fee wording: If you have a mandatory fee or charge that you want to minimize, you can use terms that make it seem an insignificant spend. According to research, the conversion rate of “A small $5 fee” was 20% higher than the group that read “$5 fee”.
- Make testimonials more effective: Customer testimonials can boost sales by 62%. The best way to present testimonials is by breaking them up into three main parts- before, after and recommendation.
In the “before” section, the customer would describe their situation before trying the product, making it more relatable. The “after” bit would specify what results they got from the product. And finally, the “recommendation” is what they would tell someone who’s considering the product.
That’s the end of the guide. Now, it is your turn to implement these practices. Let us know what works best for you and which tip you are going to try first. If you enjoyed reading this blog and want to know more about our copywriting services, you can get in touch with us.