Are you a small business owner and have made up your mind that you are going to try your hands on a piece of copywriting for a marketing article? Well, that is a bold move, but by all means, not an impossible task. If you have the time, patience, and a creative brain, then this maybe a good idea.
Having the Right Copywriting Services For Your Business is Everything
I will give you one tip – not 5 or 10 just one. Confused? Well trust me on this one, because this is the most important tip that can get customers or any random viewer interested in your article.
Perfect Headline for the Article
There it is. Now you must be thinking “this guy must be crazy”. Well, not necessarily, as it has been found that statistically, 8 out of 10 people on average read the headline, but only 2 out of 10 will actually read the rest of the article. Still think I’m overreaching with this? Thought not…
It is pretty sensible if you consider it, because many people do not have the time to even skim through the content and some may just be killing time by surfing the internet. A good copywriting headline that catches a person’s attention will greatly improve your chances of getting readers to continue to the important part – the body.
Of course, a good headline alone will not guarantee success. Once the reader gets to the body, a good introduction and well thought-out content should follow – with each sentence enticing the reader to keep on reading, eventually bringing them to the all-important ‘call to action’ at the end of the article. Convinced enough to move on to the next bit of the all-important tip?
Working on the Headline
Now that we have said that the headline is immensely important, the next question is how do we write it? A majority of copywriters would say to start with the headline before moving to the content, for reasons like avoiding going off-topic or to guide you in what your body should consist of; but I think that may not be the case for a good marketing piece, as each person has his/ her own style of writing.
For example, when you start writing the article you may have all the ideas in the world about the topic and feel confident that you have everything organized, ready to be put together, so that it will be an awesome piece viewers will want to read. More often than not, you will – like most copywriters – come across a common issue called writer’s block, which basically means getting stuck somewhere down the article and not knowing how to continue from there on – due to no information to write about or that the article has gone on a wrong course.
When this happens, read from the top and you might have to delete some of the paragraphs/ sentences you have written that don’t really fit in with the rest of the article. That is, you must be ready to change the article and give it a new shape as you proceed. Thus, it is important that you leave the headline for last in copywriting because your marketing piece may not go in the direction that you were expecting it to when you initially started working on it. If you had already thought up of a great headline before moving to the body, but found out that it does not really match up with the body, your time and energy would have been wasted on the headline. However, do not mistake ‘being open to change the same thing’ as ‘rambling on’ in your article at free will. On the contrary, the article should be tightly written with clear objectives in mind, accessible and easy-to-read for readers to go on reading it.
For more tips and tools in writing perfect articles, visit Copyblogger which has some useful tips for copywriters.
How to Write the Headline
Now that you have written a good piece of marketing, it’s time to look into a catchy heading that will make your efforts worthwhile and attract readers to actually read what you have written.
- Start by reading through your article and highlight the key messages that you want to get through to the readers and/ or what the readers will be most interested about. This could be, for example, some problems that people face and how these can be avoided or rectified if they use your product/ service. Now that you have a list of key areas in your article, analyze and prioritize them in order of importance and pick the most important of the lot.
- Next is to use the most important aspects of your article that you have picked and combine them in a manner that doesn’t tell the whole story, but gives a good hint as to what the article is and how the problem can be solved.
- Now, you may have some content and long sentences that make little or no sense, so the next step is trimming it down while playing around with where each word fits, adding a rhyme to it possibly, and hear how it sounds when you read it.
Guidelines in Copywriting the Headline
- Ask a question
- Give a guarantee
- Give a ‘how-to’
- Provide well-known phrases or sayings
- Provide percentages and/or hard figures
- Shock, intrigue, or amuse
- Command or instruct
Just fiddle with it till you are 100% happy and if not, discard it and start over. I understand this is hard work, but getting it right will make a huge difference.
Too Much Work?
After reading this, you may think this is too much work for you, which is understandable because it is not easy to pull off a great marketing piece. That is why we recommend getting copywriting services from professionals in the field such as us; Express Writers, who has the knowledge and experience to handle any copywriting task. Remember that you will be in control as to what needs to be in the article but of course, do not have to waste your valuable time and energy in getting those ideas on to a marketing piece.
Once you have the perfect marketing tool on the web, use marketing analytic software such as MOZ to see how effective the marketing piece is, whether you wrote it yourself or got a professional to do it, this is very important feedback.