In our media-filled world, you need to know how to grab customers’ attention effectively. Copywriting is the strategy of creating persuasive content for Marketing and Sales with the goal of generating conversions and sales. Essentially, it is a strategy focused on convincing the reader to take some form of action, such as making a purchase, clicking a link, donating or scheduling a consultation. It is strategical and to the point. It consists of the words, either written or spoken that marketers use to prompt immediate action from prospects. For these purposes, the text that makes up marketing messages and collateral are referred to as ‘copy’; hence the name copywriting. To assist you in writing copy that sells, here are tips for compelling copywriting that converts.
1. Define your audience and segments
Foremost, before you begin writing, you need to understand who exactly you are writing for. For instance, a freshly graduated university student will react differently to marketing copy than a retired business owner. Understanding your customer’s demographic will guide you as you begin to write your copy. Once you have an understanding of your audience, you can adjust your tone to suit them. An example of this would be the tone used on LinkedIn. LinkedIn is predominantly made up of working professionals; therefore the tone used would be more professional, whereas if you were adjusting that copy for Instagram, you could be less formal. If you don’t have an obvious idea of your readers, your writing will appear aimless and vague.
2. Choose an objective
What do you want this marketing copy to compel someone to do? Do you want them to go to a website to make a purchase? Or Do you want them to sign up for more information? Either way, decide what you want out of your marketing copy before you even start writing.
3. Create a compelling copywriting content strategy
It is not as simple as posting content on all platforms once you have written it. To reap the complete benefits of copywriting, you need to create an effective content strategy in advance. A strategy gives your copy purpose, visions and direction to maintain its usefulness and usability over time. This includes repurposing it throughout different platforms.
Throughout your post, email or blog – back up your copy with data. When it comes to copy, stats are incredibly compelling. Along with case studies, research and statistics that will help persuade your readers to purchase, or at least to justify their desire. Including these elements into the copy will also help support your claims and establish you as trustworthy.
4. Leverage the AIDA framework
This framework describes the various steps that occur from when a customer enters the Awareness stage of the marketing funnel to when they make their final decision.
AIDA stands for Awareness, Interest, Desire and Action:
- Awareness: it is hard to grab attention in our fast-paced world. Therefore, the opening should grab your prospective customer’s attention. The key to nailing this step of the framework, you must discover your audience’s passions and problems. With that knowledge, you can then develop content that drives home your product or service – the solution.
- Interest: Connect with your customer. Do this by using storytelling to make the problem they face apparent then lead them to a definite solution.
- Desire: Now that you’ve caught your customer’s attention, you need to make an offer and let them know how you can help them. Show your potential customers exactly how your product or service can solve their problems.
- Action: Invite your reader to take some form of action. Importantly, ensure a strong CTA is included.
Apply this model to all your copy, and you are sure to grab the attention of readers.
5. Compelling copywriting should focus on your customers
Copywriting is not a one-size-fits-all approach. To produce effective copy, you need to curate your content in a form that resonates with the reader. Compelling copywriting is the output of truly understanding your buyer’s story and their pain. Thus, it is important to make your content emotive, persuasive and personal. Therefore, to get this right, it is imperative to conduct customer research to make your writing process more specific and focused on the customer.
6. Write direct and enticing headlines
Whether you opt for simple and straightforward or clever and charming, your headline needs to lure readers and entice them to click. There are many ways to write the same headline, so try a few different angles and see which one offers the best hook.
7. Have a call to action
A call to action is what your copy needs to really seal the deal and push your audience to take the next step. CTA is a statement designed to prompt an immediate response from the reader. It is essentially a phrase used to tell a prospective customer the action you want them to take and how to take it. Therefore, without a distinct CTA, your customer is likely to leave the site without accomplishing their task. Example CTA’s include: “download this free brochure”, “sign up for a free trial” or “join our mailing list”. Moreover, it may be beneficial to utilise A/B testing to ensure your CTA is effective. This involves testing two different CTAs and seeing which one performs best. Following this, you can tweak the copy, the colours, the image, and the type of CTA to understand which elements resonate the best with your customers.
Key Takeaways and Tips: Compelling Copywriting
- For all copy that you create, remember that – people online don’t read, they skim. Therefore, format your copy for skimmers. To do this, use multiple subheadings and shorter sentences. These break up your content into little chunks and are much clearer. Readers are impatient and want to get to the point quickly. Make it digestible for your audience.
- Always proofread and check your grammar when the copy is ready.
- Ensure your message is simple yet effective and can direct the audience in the manner that you desire.
- Make your CTA big and a colour that stands out from the rest of the page. Along with that, don’t make the mistake of overloading your copy with multiple CTA’s, this will only confuse the reader.
Prior to sitting down in pursuit of compelling copywriting, whether it is a blog post, customer email, or writing a landing page, take into consideration the information discussed in this article. By checking this off, you’ll learn exactly how to fascinate your target audience and drive them to pull the trigger on a CTA.
At BUSINESSNAV, our digital marketing team are experts in curating specialised strategies and content catered towards your business goals. Contact us today via the form below to find out more about BUSINESSNAV and how we can help navigate your business to growth: