Mechanics use wrenches, doctors use stethoscopes, chefs use pots and pans, drivers need a car, and copywriters need words. You get the idea. It’s about toolboxes. It’s not enough to have the skills and the enthusiasm to make it. Coming empty handed on the copywriting stage is like sending a gladiator without a sword into the arena to face the lions. Whatever you do, if you’re not equipped with the right toolbox, you can’t do your job properly.
When it comes to copywriting, what do you need to put in your toolbox to create quality content that sells? Words, of course, but of the many words in the English language, which ones serve your purpose best? What is your purpose, by the way, when writing web copy?
Mechanics repair cars, doctors cure people, chefs cook food, drivers drive vehicles, and copywriters? What’s their job? They write copy which is meant to persuade people to buy something.
What Should a Copywriter’s Toolbox Include?
Definitely, all the basic tools. Without them you won’t be able to write persuasive copy, therefore, your work will be useless. What are the tools that should never leave your copywriting toolbox if you want your web copy to grab people’s attention and persuade them you’re worth clicking through? You’ll find out below.
You’ve probably heard it before: web copy and print copy are two-step siblings. They might live under the same roof, but they don’t share the same genes. When you write for the web you need to follow a different set of rules for both format and content. It all boils down to this: remove all information that doesn’t serve your point and make it readable on the Web.
Trust I Seek and I Find in You
To convince people to buy what you sell, you need to earn their trust first. How do you achieve that? On the Web, you don’t get the chance to shake hands with your customers, so your best shot is to use your copywriting skills to prove that you’re trustworthy. So, what turns a casual browser into a buyer? The following four tips should make it easier for you to earn your readers’ trust when writing for the Web.
1. Drop the Sales Pitch and Stick to an Informative Tone
When writing web copy, don’t make people feel like they’re listening to a salesman on their doorstep touting the virtues of vacuum cleaners or they’ll slam the door in your face. Refrain from mentioning your products or boasting the achievements of your company. People who take the time to scan your web page are there to find some information, so provide them with relevant details that answer their questions or solve their problems. To do that, you need to prove you know your game and sound credible. The shortest way to get there is pack your content with facts. If you manage to convince people that the information you provide is useful, they might take the next step and try your product or service.
2. Squeeze Some Emotion into Your Copywriting
To reach your target, your web content needs to connect with the reader on an emotional level. Inform people, but don’t serve them dry, tasteless matter. Keep in mind that people come to you looking for a solution to their problem. To prove you have what it takes to solve it, show them you understand what it is about. Use explicit examples people can relate to, to make your point. Once you demonstrate that you’ve been there and know what it’s like, your copywriting trustometer will go up.
3. Take off Your Tie or High Heels Before You Start Writing Web Copy
Generally, people are more likely to trust someone if they can connect or relate to that person one way or another. With web copy, words and language are all you have. Therefore, get off your high horse and take off your tie or high heels before hitting a single key on the keyboard. You’ll see that you are more likely to earn your readers’ trust if you speak to them in a friendly, conversational manner.
4. Show You Know What You’re Talking About
A pleasant conversation can be both instructive and relaxing provided those who read your web content know who’s on the other side. You must assert your expertise in order to demonstrate you are an authoritative resource. Include your credentials, in a few words, at the end of the post or on your website, when you introduce yourself, your business, and your team. Or if the context allows it, when writing your copy, use examples that show you are specializing in this or that, without making it about yourself, but about the topic you are discussing.
With these four tips in mind, you will be more likely to make increase your trust capital when writing web copy. And when your copywriting trustometer reaches soaring levels, you will start reaping the benefits in sales.
What makes you trust your copywriter? Share your thoughts.