Writing copy is one thing, but the art of creating persuasive copy takes practice, precision, and determination. Here are a quick seven copywriting tips no writer should ignore.
1. Keep it short
You have mere seconds to impress a reader. Make every word count and get right to the value proposition.
2. Cater to your customers
Truth time: no one cares about what you have to say about your business. Your readers want to hear about how you are going to benefit them.
What does it mean to create customer-centric content?
- Get rid of any industry jargon and use everyday language (common language is more trustworthy).
- Keep your copy logical, optimistic, and “benefits” driven.
- Devise a thorough “content journey” through website copy that leads customers from the top of that sales funnel to the conversion point.
3. Make them feel
Tapping into the emotions of a reader is not just the best way to keep them engaged. Purchase decisions are also largely based on emotion, so the more you can make a reader “feel”, the better.
4. It’s all about the details
An interesting study from Carnegie Mellon University showed that fine details can be an important conversion point for readers.
Researchers set up a free DVD trial program and tested out two different phrases to see which would convert more customers:
a) A $5 fee
b) A small $5 fee
That word “small” led to an over 20% increase in sign-up rates.
5. Make it visual
Effective copy also has to be visually pleasing to the eye. This means:
- Short sentences
- Short paragraphs
- Subheadings for key points
- Using punctuation to make statements stand out
- Using images – when properly incorporated, these will boost your content’s SEO value as well
- Providing lists (bulleted, numbered, or lettered)
White space is critical, so create copy that uses short, concise sentences and large easy-to-read fonts.
6. Use testimonials
When we have a hard time making a decision, we tend to rely on the input of others. This is why some of the best copy features customer testimonials, opinions, and statements.
7. Direct your readers
Don’t leave your readers hanging. Every piece of copy should end with a concise call-to-action that tells your audience what to do next.
- Be direct
- Be unique
- Be actionable
Most importantly, make it easy. Transitioning from your page of copy to performing the next task should be seamless.
Is content writing still too much of a chore?
My team at Kerry Finch Writing comprises experienced and creative content writers and copywriters. We research and create content that bolsters brand reputations, boosts conversions, and helps scale businesses both small and large through effective content campaigns and strategies.
To find out more about how effective copy can take your business to the next level, contact Kerry today directly on +61 (0)412656208 (outside of Australia) or 0412656208 locally. (More than half of our clients are US or UK based!) Of course you can email me or complete a quick quote brief today.