Both novice and experienced copywriters have come to that moment of realization when it became crystal clear to them that copywriting is a relentless exploratory journey. Although thinking that you have to map uncharted territory every day might be overwhelming sometimes, it is also one of the things which make copywriting a rewarding endeavor.
If you’re new to copywriting, there are some regimens you need to implement in order to grow and develop your capabilities in writing compelling copy. If you’ve been around for a while now, you’ll be surprised what re-learning can bring you. The key to sharpening writing skills is an ongoing process. And how can you become better at what you do? There’s only one answer. By writing, and writing, and then writing some more. Practice and continual learning, which eventually result in mastering your craft, if you work diligently, make the difference between a quality and a botched job.
Here’s how you can power up your copywriting with these five tips
If you’re new in the game, these clues should improve your web copy technique. Even if you’re no spring chicken in the field anymore, they might provide some insight about your own writing.
1. Test Your Web Copy
After writing your Web copy, while reviewing it, ask yourself “Does it make any difference?” You’ve probably done this, even unconsciously when reading other Web copy. The answer to that question is decisive for the fate of your Web copy. If doesn’t make a difference, find out why and re-write it. If the answer is still the same after doing this, you’d better throw it away and start from the beginning. This test is meant to show how compelling and convincing your Web copy is.
2. Work some buyology into it.
Neuromarketing brings more and more proof that when people buy their decision making is far from being rational. Emotions play an incredible role in purchase decisions. Perhaps a more important role than you’d like to admit. So, a skillful copywriter will write content that communicates to people on the gut level. Your Web copy should address people’s strongest emotions: fear, vanity, love, desire, and so on.
Basically, people’s needs and wants can be divided into two main categories: security and comfort on the one hand, and reward and recognition on the other hand. If what you offer them through your Web copy increases their security or comfort, in other words, their well-being, or if it makes them feel better about themselves, therefore happier, you have a winning card. How do you know which emotions to stir? This depends on your target audience, the product you are selling and the market you’re aiming at.
3. Step into Their Shoes
To seize your readers’ attention with your Web copy, you need to understand their frame of mind. If you manage to identify with them, and see the world through their eyes, you will find out what drives them to buy. Once you do that, you’ll solve another variable in your copywriting puzzle.
4. Make Your Point Clear from the Beginning
The first hurdle you encounter on your way to making your web copy effective is grabbing an maintaining your readers’ attention. Start with your main point and elaborate it in the following paragraphs. Once you got people interested and excited, you need to do something to keep them this way. That’s where your copywriting skills step in. Make your point firmly and clearly, but let it come naturally. Don’t overemphasize or insist on this or that or you’ll be perceived as pushy. While this may be regarded as assertiveness in the real world, on the Web it’s seen as intrusive. So, make sure that what you say is useful and appealing, but don’t force it on people. Let them come to you instead.
5. Speak Their Language
Yes, what you say needs to inspire credibility, but how do you say it? If you want your Web copy to reach your audience, watch your voice. Use a familiar, conversational tone, if you want to engage your readers into the conversation. Obviously, the market and your product influence how you say things, but as a general guideline, keep it informal and let it flow naturally.
Now, when you get down to writing your next Web copy piece, test it against these five powering-up tips. It might be easier if you turn them into questions. Here’s what you need to ask for a quick assessment your content effectiveness.
- Does my Web copy make a difference?
- What emotions does it seek to trigger?
- Who is my audience?
- Is my point clear?
- Does my content use regular language?
The answer to these questions will tell you to what extent you have managed to power-up your copy with these five tips. If you have succeeded, you should see the results soon enough. If you haven’t, start fresh.