The secret to successful copywriting is the ability to make a lasting impression. The success of sales copy is its ability to compel the reader to take the action you desire. Always remember that.
This article explores seven simple copywriting tips you can implement immediately to produce an A-list copy for a super successful marketing campaign.
In the words of Maya Angelou, people will forget what you said, people will forget what you did, but people will never forget how you made them feel. Now scientific research can provide substantial data to prove that people spend more energy thinking about and processing negative thoughts. We use stronger words to describe unpleasant events, which make their effects to wear off slowly from our minds.
Fortunately, marketing legends discovered this hidden power of the brain long before science discovered this effect. They knew that if they could condition the brain using specific stimuli, it would be very hard to forget the message.
For this reason, we draw the following simple copywriting tips from successful copywriters who shaped the advertising industry in its formative days.
Your headline accounts for 80% of the outcome, invest in it
When you type the keyword you are looking for in the search bar, what do you do next? Do you click on any other link that comes up or do you look at the titles to find out that which best describes what you are looking for?
To be honest, you go for the title that best describes what you are looking for. So do all your readers/customers. If they are looking for something, they go for the specific thing or something very close to the specific if the real thing is not available.
On the average, five times as many people read the headlines as read the body copy. It follows that unless your headline sells your product, you have wasted 90 percent of your money…
It is your duty as a copywriter to craft the sales copy so well people will not hesitate to make the buying decision right away. You can have a look at this comprehensive post about the common mistakes people make while crafting headlines and the tools you can use to make yours more effective.
The secret is to sell value to the customer. Always. If you have a problem generating blog topic or copy titles, you can use tools like Hubspot’s Blog Topic Generator to come up with relevant ideas to write about.
Your audience is not a stupid lot
Nobody has the time to stomach your endless rants addressing none of their needs. They will switch off the moment they realize none of what you are saying is about them. Your audience consists of people with needs and that is all they care about; their needs!
People aren’t interested in you. They’re interested in themselves.Dale Carnegie
All they want to hear is how you are going to help them. They ask themselves, “so, what is in it for me?” Strive to provide value and they will not hesitate to take action.
Generally, avoid fancy adjectives
Adjectives paint a perfect life, which unfortunately, does not exist in reality. Your intention is to make a sale and your reader already aware of this.
When they listen to you talk or read your sales copy and keep going on and on with pomposity, they will conclude that you think they are stupid. Sadly, they might not tell you what they think of you but they will not buy what you are selling because, in their mind, you are prejudiced against them.
You should use more verbs instead because verbs are action words that spark action and emotions. When you use verbs, people can feel you as opposed to the adjectives that only encourage imagination. Verbs move people to DESIRE to take an action. They can already see themselves doing what you are saying.
Use powerful words such as; now, free, cheap, only, instantly, etc. These words add power to action the verbs and direct the reader to take action. Further, address the reader directly as if you two are having a one-on-one conversation. Address the reader by using the first person pronouns e.g.“…you know you have to get out of debt now because it will kill you...”
In writing good advertising it is necessary to put a mood into words and to transfer that mood to the reader.Hellen Woodward
Do not make the mistake of giving your reader room to change his mind. When you use the word “if” in a sentence, you are opening up options for your reader. You are letting him know that there may be other better alternatives. Be absolute.
Also, you must know when to stop selling. One big mistake most people make is to over-sell. Once your client has decided to buy, let them buy because if you continue selling at this point, you are likely to open a can of worms and lose an opportunity to make a sale now.
Brevity and precision
Avoid clutter. Make your point simple, clear, and direct. People by nature do not like to spend energy looking for information.
It helps to have a skeleton for your sales copy to make sure you do not leave any important issue untouched. Using a skeleton also helps you address all issues that may raise concerns in the mind of the reader.
Avoid flattery fluff because it buries the message you are trying to convey. You do not want the reader to finish reading the text and still ask themselves, “What was I reading?” Your message should be clear from the onset.
The mystery of writing advertisements consists mainly in saying in a few plain words exactly what it is desired to say, precisely as it would be written in a letter or told to an acquaintance.George P. Rowell
Still on this issue, you should always strive to use simple language. Avoid the temptation of having to consult your thesaurus or dictionary when you write. People don’t use them when they read. Pretend you are holding a day-to-day conversation with your reader and use the words you would normally use.
Be memorable without being dramatic
Avoid capitalizing your content to attract attention. Neither should you use the unnecessary exclamation marks. You can be memorable without being dramatic. Just tell a memorable story that the reader can relate with.
The secret of all effective advertising is not the creation of new and tricky words and pictures, but one of putting familiar words and pictures into new relationships.Leo Burnett
An interesting story captures the reader and consumes him completely. For instance, you can include just two characters in the plot: a villain and the hero. The villain can be the problem that the reader is trying to overcome.
For instance, say you are writing a copy for a facial cream. The villain can be the blemishes on the skin. Let your target audience understand that this particular facial wash can help them get a smoother face. See the image below for insight.
Pay close attention to finer details
When you have written the copy, think about all the annoying questions that your readers are likely to ask. You can draft the help of that critical workmate who always never misses to pick out a fault on everything you do.
Comb all the subtle (or obvious) mistakes you can find in the copy. After that, edit it and incorporate the suggested changes to answer all the questions you may have.
You cannot afford to write copy that is full of spelling and punctuation mistakes. In as much as you are not targeting a literary award with your sales copy, such mistakes are simply unacceptable.
Your readers are a skeptical lot and the competition is stiff. You cannot afford to let your readers click away to your competition for such a simple mistake.
The consumer isn’t a moron; she is your wife. You insult her intelligence if you assume that a mere slogan and a few vapid adjectives will persuade her to buy anything. She wants all the information you can give her.David Ogilvy
Understand your target audience and address their needs
This should have been the first point under this list it has been put here for a reason.
You can have the best copy in the world that scores on every metric of style, tonality, emotion, and everything that a good copy should have. However, if you fail to address a specific audience, you will not sell anything for the simple reason that neither you nor your readers know what you are trying to sell.
Make sure to have an ideal buyer persona. Describe this audience with actionable words, e.g. lives in ***, does this job, drives this car, earns this much, works for this company, goes to this college, has this number of children, etc.
Being specific helps eliminate ambiguity. That way, you will be able to clearly describe the problems your customer has and tailor-make a solution for him.
Consumers do not buy products. They buy product benefits.David Ogilvy
One more thing…
When you are addressing your customers, treat them with respect because they deserve it. The tone of your copy should be such that it elevates the reader to a higher position. This will boost their ego and make them feel important.
When you have done this, address the problem comprehensively and provide solutions immediately. Your customer cannot wait to solve the problem that brought him to you in the first place.
Implementing these simple copywriting tips will no doubt improve your marketing copy. Take action now.