Although much has been said about copywriting and how to write good web copy, many people still overlook the basic principles that make copywriting effective. Here are some common sense fundamentals and tips that should help you understand what’s not working when it comes to your online content, enabling you to start fresh.
Here Are 5 Tips To Create Common Sense Copywriting
1. Switch from Selling to Buying
It’s true that the end goal of copywriting is persuading in order to sell, but if when you write your copy you don’t think about anything else except selling, and focus all your content on it, it might do your business more harm than good. If you force your sales pitch on people, and concentrate exclusively on selling, you will drive potential buyers away. The thing is that people don’t really like salesmen. That’s because the term has come to be associated with lack of trust and even aggressiveness. They prefer to buy instead. Buying and shopping are gratifying actions, and you can persuade prospects to purchase your product if you use your Web content wisely.
So, stop talking like a salesman and think about those you’re selling to. Or rather forget about selling when you envisage your target audience, and think of them as potential buyers. However, to turn casual visitors into buyers you need a copywriting strategy. That involves quality content and optimization. To do that you should master some major copywriting techniques. But let’s not complicate things, and stick to the basics for now.
2. Don’t Take No for an Answer
To grab your readers’ attention, content has to be relevant, compelling, and optimized. When you start writing copy, your mindset is critical. Switch from sales mode to informative mode. Adopt your prospects’ outlook on things and offer your product in such a way that they can’t say no. For that, you need to earn people’s trust. If people trust you, they will give you more credit. Who do you give most credit to? Besides family. Friends, right?
3. Write Friendly Copy
Suggestions and referrals from friends are more likely to be followed, that is why friendly copywriting is more effective. When you write web copy, keep those you write for in mind, at all times. For that, you must know who you’re writing for, of course. Not have a vague idea, but know exactly what their wants and needs are and how you can meet them.
4. The 3 Rules of “Keep”
If don’t want to scare off your visitors and instead become a keeper in their eyes, remember these three tips:
- 1. Keep them engaged. People get bored if you’re not giving them something that stirs their curiosity and maintains their interest awake. Once you identify what makes your visitors tick, serve it consistently. But don’t get too comfortable, because, just like in any relationship, routine is one of your worst enemies. If you want it to work, you should up your ante constantly. Yes, you have to show your partner, the reader, that you are the same dependable person that he/she has gotten to know and trust, but you also need to surprise him/her, if you want to keep the fire burning.
- 2. Keep it simple and clear. Confusion is another weed that suffocates the seed you want to plant with your web copy. Don’t beat around the bush if you want to maintain people’s attention and keep them hooked to what you have to offer. Choose one idea you want to discuss and make your point in simple words, with clear arguments and relevant examples.
- 3. Keep it true. A friend in need is a friend indeed, right? So, when you write friendly copy, be sure it responds to your prospects’ needs or solves their problem. But be careful, being disappointed by a friend is more painful than if an acquaintance or colleague lets you down. If you want your copy to be successful, never deceive your visitors and always deliver on your promises.
5. Back Up Your Claim
This is another fundamental principle of common sense copywriting that you have to remember if you want to establish your credibility. It’s not enough to describe the features of your product or service, and list its benefits. To be convincing, it’s critical to provide evidence. This can take the form of examples from your personal experience or other people’s. Evidence can also take the form of stats, when appropriate, but be careful. Don’t stuff your content with percentages and figures, unless your topic is statistics or if making your point depends on it.
What other evidence can you provide, besides examples and statistics? You can also substantiate your claim by using authoritative sources or expert advice. Again, be sure to check credibility. Lastly, to make your point and prove it, you can add images, video and audio material to your web copy. For some people seeing how something works is more effective than simply talking about it.
Arming yourself with these five tips that introduce you to the most important common sense principles of copywriting is the first step in creating quality Web content. Take it now to increase your conversion rate.