You feel uninspired by your own copywriting. You’re unenthused by your content and your words lack clarity. You’re writing just to get words onto paper (or screen), instead of writing to convert and increase engagement.
Effective copywriting can be simple if you have the correct tools. Let me add a few tools into your toolbox by giving you these 5 tips to take your copywriting to the next level.
1. Write to One Person
You’re afraid of narrowing your niche down too much, and missing a potential customer. You have an idea of your niche, but you aren’t sure exactly which person to target when you write. You are currently speaking to the entire internet, rather than directly to your ideal customer.
Think of a person who would purchase from your brand. What are their values, needs, and struggles. Put yourself in their shoes and think as they would. When you speak to your ideal customer you are able to better craft your copy to suit their needs. This gives them a sense of trust to associate with your brand and that feeling of “they really get it!”.
If you reach out to them on a personal level through your copy, you have a greater chance of converting from browser to buyer.
Example: Is your customer a new mom who is researching organic baby skincare for her newborn?
a. Zero in on this season of her life. She is exhausted, she feels like a stranger in her own body, and she is overloaded with advice and information. Finding clean skincare for her baby should not be a defeating task. Give her simple and clear advice that is easy to read. Relate to the huge change she is going through.
2. Use Power Words
These words are simple but highly effective in speaking more persuasively to your customer and improving your copywriting skills. Using power words doesn’t have to be complex, in fact it’s the exact opposite.
Power Word Examples:
1. Free: Who doesn’t love free stuff?! Customers don’t want to miss out on something, especially if it’s free! This word can actually impact the choices a customer makes as it points to loss aversion (our “fear of missing out”).
2. Instantly: In an internet-driven society, we expect things instantly. So, use that to your advantage and give the people what they want!
3.You: This pairs with #1: Write to One Person. Address the reader in a personal sense and make them feel like the only person in the audience. This will allow them to focus on the message you are trying to convey.
4. Easy: Keep this word in your toolbox to improve your copywriting skills. Easy is something we all look for when purchasing a service/product. Let your customer know how easy it is to subscribe, how easy your product is to use, how much easier their life could be after purchasing your service.
3. Engage Your Readers Senses
While you can’t have your reader actually touch or smell something through the screen, you can give them an awesome mental picture. Appeal to their senses through descriptive writing by describing various smells, textures, tastes, sounds and visuals. Think outside of the box and shy away from generic descriptions.
a. Our all-natural body lotion is a creamy blend of coconut-oil, shea butter and essential oils. Your skin will drink up its velvety texture leaving you feeling brand new. The scent of warm cinnamon paired with a hint of vanilla will linger on your skin.
b. Wrap your baby in a cloud with our new Snow Soft Swaddle. Perfectly plush for the cold winter weather. Your little one will relax into our organic blend of premium fibers and gently doze off into their slumber.
4. Format for All Readers
If your readers can’t understand your writing, they aren’t going to read it. Be mindful of various readers' preferences when writing your piece. When creating your copy, always ask yourself, “Does this appeal to the three readers?”
The Three Readers:
1. The in-depth reader: This reader enjoys lengthy and informative pieces. They want your information to be backed by credible sources, with links to prove it.
2.The Skimmer: This reader prefers an easy-to-read format. They are a lover of all things lists, bullet points, and graphics.
3. Google’s Crawlers: Google uses crawler bots to sift through everything on the web. The bots “crawl” through information and file it according to category (this is where keywords come in!). Make sure you’re using effective SEO techniques and quality keywords to ensure Google can easily establish your website’s credibility and file it accordingly.
5. Have a Clear Call-To-Action
One of the main purposes of copywriting is to generate a response from the reader. Compelling copy, a clear call-to-action, and a dash of organic keywords is the recipe to success! Your readers need to know what they should do next after they’ve finished reading. Give them a gentle nudge in the right direction!
a. “Subscribe to our e-newsletter and stay updated on the latest deals!”
b. “Turn on your post notifications and be the first to know about new sales- you don’t want to miss out on these!”
c. “If you love our XYZ product, you might like these other products too! Check them out here (link)”
Whether you’re just getting started copywriting or you are a seasoned copywriter, these tips will provide a plan to create great copy. They can be used across the various types of copy (blogs, social media, e-newsletters, website copy, etc.). If you loved this article and what to continue bettering your copywriting skills, check out my article on 5 Types of Posts to Increase Social Media Engagement