Any text written to convince or impress someone is called copywriting fundamentals. Usually, the aim of copywriting is to expand the business through an engaging piece of writing. Copywriting text is mainly written on web pages, social media advertisements and emails.
Why Is Copywriting Important?
Is writing important in the age of video content? Single word answer would be Yes. Let’s discuss it in a definitive guide.
A good copywriter can bring the following benefits to your business;
- Increased conversion rates on web pages
- Better goods flow
- More audience will show interest in your social media
- Increased sharing of your social media post brings more customers
- A better understanding of the audience’s demands and choices
These benefits ultimately increase marketing and sales, which generates increased profit from your business.
Though copywriting includes articles and web sale pages, it is not limited to this. The following categories require copywriting skills.
- Video script writing
- Sale pages headlines
- Meta description of web pages
- Personalized email writing
- Description writing of youtube videos
- Podcast Writing
- Interview writing
- Social media posts captions
- Press related content
- About us web content
What Does a Copywriter Do?
Copywriting is not about penning down words. The job of copywriters is beyond this. They keep themselves busy writing click-worthy and fast effective copies. Copywriters devote most of their day to understanding the customer’s needs and demands. They must spend hours learning what to write to convert their audience into regular customers.
Copywriting for your products is more manageable than writing for an unknown business, as you know the product description, its working mechanism, and your competitors. In such cases, you must understand what your customer is afraid of and what they must want in the product they purchase.
You, being a writer, should understand the customer’s psychology regarding the product. Only through these learnings can you write words which can increase conversion rate.
I will discuss this topic in detail in the second chapter of this guide.
How to Become a Copywriter?
To become a copywriter, you do not need any professional training or degree courses. However, you can nail this opportunity if you are good at the below-mentioned areas.
- Good researching ability
- Proper sentence structure
- Writing for web pages
- Formatting the content
- Digital Marketing
It would be best if you had some time to become a good copywriter. To get your first job, you need some skills, a strong grip on copywriting techniques, especially copywriting marketing strategies, so you may convince the client to hire you for a job.
According to the National Association of Colleges and Employers reports people with a firm grip over writing get 80.3% more opportunities.
Chapter 2: Creating a Customer-Focused Copy
You can write a copy to increase your conversion rate if you practice a straightforward rule. A copywriting tip is to write in the customer’s tone and attitude. When the targeted audience reads it, they will believe the product is made exclusively for them. But the real problem is how you will make sure of this. We have written five action plans for you.
Reddit is one of the perfect platforms to learn about the customer’s words.
To understand Reddit, sign in and type any product name you want to learn the customers’ needs and wants.
Let’s suppose you searched for protein bars. Many people have given genuine reviews of the qualities they found and what they didn’t like about it.
Here you can observe the words and sentence structure the customers are using.
For instance, consumers may have written that their protein bar contains too much sugar, so they didn’t repurchase it.
For this example, you can write on social media ads or email, “Our bars are not only tasty but contain very less sugar also, isn’t this what you want?”
Amazon users can not stop putting their hearts out after purchasing any product. You can pick the words from there to write a perfect copy for your business.
To better understand this, suppose someone has written, “The fibres of this fabric are super soft”. You may write a copy as “We have super soft clothes for your soft skin.”
Amazon reviews are not limited to products. You can find customer words on services of SEO, courses in languages and cooking and others.
Brands usually conduct surveys, which help them learn about their behaviour and preferences.
Businesses usually ask the following questions in the survey;
- What makes you buy our product?
- At what point did you decide to purchase our product?
- Have you tried any similar products before?
- How was your experience using those products?
These surveys help the brand improve or make any change in its product and marketing.
Apart from this, it also assists you in writing a killer copy of the brand, which talks directly with customers.
Moreover, you can add the following queries relevant to your product or services in the customer survey.
- Geographical location
- Customer age
- Usage time of your product etc
Customer interviews are very similar to surveys but face-to-face. You can create more questions from a single question to get more knowledge of your brand. Many brands conduct interviews on zoom or skype in a group or individually.
They usually ask simple questions in interviews like;
- Do you face any issues in using our product?
- What element is crucial for you in our product?
- How much money do you spend on an effect similar to ours?
In surveys, you can ask limited brief questions; in interviews, you can ask as many questions as you want.
You can understand it with this example;
Question: Which elements do you consider before choosing a blog topic?
Answer: If people share a particular social media post, they are interested in it. Adding to this, we also include people’s thoughts and expand our writing from there.
Question: Nice. After topic selection, how do you decide which information should be included in a blog?
Answer: It varies with each business. Sometimes it is more than enough to add geographic elements. However, in other clients’ businesses, it didn’t even matter.
And the questionnaire continues like this.
Social media is yet another essential tool used in copywriting. You can use it by searching for a competitor’s product on Twitter. Then check any relevant complaints for that product.
Now in copy, write that your brand has all that features missing in the product people use with clearly emphasized words.
Product Hunt Discussions:
Product Hunt Discussions give you an idea of what customers perceive about your product or service. Approx 90% of the public post their problems when they do not get satisfactory answers from the Google search. This platform gives you the words customers speak to express their issues.
You can become their problem solver by emphasizing solutions in the copy. Further, optimize it with those words, and your killer copy is ready.
Now let’s jump into chapter 3 to learn more.
Chapter 3: Pro Copywriting Strategies
This chapter discusses a list of copywriting tactics that can help you write better copy from zero. And you can also make a suitable change in an already registered copy.
Go through the below-mentioned strategies to get a high conversion on your website.
1. The Slippery Slide:
Your aim should be to write a copy that attracts people’s attention. Make sure to structure your first sentence nicely, so the audience keeps reading it to the second one.
Copywriters also called it a slippery side, as people slip over to the second sentence. You can write loop sentences that continue to the following sentence that people may read.
It all depends on your creativity. Add whatever you think is relevant and click-worthy. You may write any question, humour or short stories to do so.
- The “AIDA” Formula;
AIDA is another classical tool for copywriting. It works best for:
- Web pages
- Landing pages
- Personalized emails
- Advertisement videos
The AIDA copywriting example would be:
- First, grab the attention
- Create interest
- Produce desire
- Have them take action
A practical example would be:
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- Benefits > Features:
Buyers’ psychology shows it is a benefit which makes them purchase, not features. You just started a brand new software to increase people’s productivity.
Instead of emphasizing features, write benefits;
For example, don’t write. It can increase your productivity instead write:
It has many exciting benefits, some are mentioned below:
- A calendar to manage your time
- An asset organizer to help you with your possessions
- A marketing tool to enhance your worth
- Strong CTA’s:
A powerful call to action can exponentially increase your conversion rates; therefore, it is considered a game changer.
The audience is jam-packed, scrolling. If you give them time to decide whether to buy or not, there are many chances you may lose your potential customer. Try to give them a call to action and make them stay on your website longer.
Understand it with an example;
Don’t write, join us now to enjoy our course. Instead, give direct action like “enter your email ID and download our course”.
5. The Bottom Line:
Don’t write any difficult words that might confuse your customer, write a simplified phrase that even a layperson can understand.
- Social Proof:
Human psychology believes more in the proof rather than just in big words. Hence, social proof plays a vital role in copywriting.
In other words: most online buyers make the final decision to purchase when they see the happy customers’ proof. That’s why nearly every brand makes independent and prominent reviews and testimonials of satisfied buyers.
For example, many brands write a particular number to make it more transparent and focused.
Like, we have served nearly 5000 customers.
How to Solve The “Social Proof Paradox”?
But the people of social proof are brands that can easily make fake reviews and testimonials. And when your warranty becomes suspicious, the customer may not buy your service.
In other words, we call it the Social Proof Paradox. You must first prove that your reviews and testimonials are exclusively from satisfied customers.
It is not that difficult, you are thinking. You can display the dashboard of your website, which shows the number of subscribers or buyers you have. It will make the trust of the website visitors stronger.
- Crystal Clear USP:
USP is the abbreviation of Unique Selling Proposition. It is a unique feature that customers will not get from other brands, and you can emphasize these features to attract customers.
“What makes your product special?”
- Probably because of the prices.
- Probably because of your fast delivery system.
- Probably because of your return services.
In every way, a copy should speak your USP in bold and straightforward words. You may think having no USP might cause difficulties while writing a copy, but it won’t. Many brands offer something free and scream about it everywhere on their website. It helps them a lot to increase the conversion rate.
- Sense of Urgency:
Now that you have to tell people about the unique property of your product. How will you convince them to buy?
You can do it by creating urgency and an apparent shortage of your product. I write a few examples below for you;
- Offer for only 24 hours
- Limited stock
- Last few pieces available
- Sales will end this Friday
- Don’t miss our little collection
You have to pretend like these copy lines are all-natural. Try to maintain the customer’s trust in you. For instance, you may have received an email from different courses several times in which they have written that they are closing their registrations in 48 hours. It creates a better sense of urgency.
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Chapter 4: How to Write Amazing Headlines?
According to the expert, only 20% of people read the complete copy, whereas 80% go through the headline. You may have understood its importance from it. Therefore you must have to write a catchy headline.
Writing a killer headline is not that difficult. You need to keep in mind a few basic things while writing it. These are:
- Be Insanely Specific:
Don’t brag about irrelevant things in your headline. Write only about your product. In other words, your headline should specifically shout about the properties of your product. For example, so many times, you have observed the headlines which show a period in which you will get your desired results.
You are writing for a language course; you may report as “Learn Spanish in 3 weeks”. This time frame can grab the audience’s attention.
2. Use a Number:
Writing the number draws a clear image in the audience’s mind about your brand. Expert copywriters must add a figure which makes their headline more specific.
For example, if you write without numbers like “we have served many people”,. It doesn’t look specific or confident. Right? But when you add a number like “we have served 5000 people in last two months”, it does. It is the reason why many brands put numbers in their headlines.
3. Strong Emotions:
People find unemotional brands very dull. To eliminate this tedious element, try to add some emotions to it. Now you must be thinking of how you can make it emotional. Well, add expressive words in your headlines.
Examples of emotional words are crazy, fast, new, now and amazing. But be careful don’t add more than two inspirational words, as it won’t work for you. Just 1 or 2 comments are more than enough.
Adding these words to your headline can make it more compelling. Many headline analyzer tools can help you structure the correct headline. These tools usually give you a percentage score by evaluating the proper usage of keywords.
- Use FOMO:
FOMO is the abbreviation of Fear of Missing Out. You can make people afraid that if they don’t place their order right now, there is a chance that they will not get the product next time. It can make your headline 10x stronger. FOMO comes under the emotion category. It will let people hear what you want to say.
- Answer: WIIFM?
Have you gone through a brand’s website which only talks about them? It is rare, but still, some people make this mistake. If you write about yourself, the audience will hesitate to buy from you as they want to listen to WIIFM.
WIIFM is the abbreviation of What’s In It For Me. People look at things exclusively for themselves. They are not interested in knowing you. They want to see if you can give them some benefits.
Chapter 5: Master The Lead
Lead is very important yet gets ignored by copywriters. It is necessary as much as a killer headline. Even in some cases, more worthy than it. Your potential customer decides at this point if they must spend more time on your website or leave it. If they skip your site here means you have lost your customer.
A few tips you should remember before writing it is, to begin with, a hook. It should be powerful enough to grab the attention.
You can start it with an emotional word leading to a number to make it stronger. For example, describe a problem in a few expressive words, then gives the solution with a brief figure. Here are some examples;
- Introducing our to enhance [any ability].
- You can get [benefits] in [time limit] with [your product]
- Learn from [your product] to get [help]
1. Use Mini-Stories:
Little stories can grab people’s eyeballs and make them stick to your site. Here one issue is you have to write a too-short tale as you don’t have enough space in your lead. I have written mini for a reason. The stories should not extend beyond four short lines.
- Complement the Headline:
Write a lead complementary to your headline and grab the attention. The first step is to get the attention and then write eye-catching leads people are interested in. Here A and I from AIDA can help. For example, many sales web pages write something promising in the lead based on headlines.
- 8 Lines or Less:
People usually decide at a glance whether to purchase or not. If you write a lengthy blog post or web content, people won’t read or watch it; therefore, keep your copy short and appealing.
Keep your copy of the top eight lines and a video of approx 1 minute. Do remember that your only goal here is to engage the traffic. Once you achieve this goal, you will move further into your page.
Copywriters don’t exceed their blog introduction above six lines, then jump into the content.
Chapter 6: How to Write Compelling Copy?
This chapter will teach you about writing compelling copy, including blogs, social media posts, ad copies, and personalized email writing. This chapter is a must-read for marketing copywriters.
- Write As You Talk:
Copywriters use the Write Like You Talk hack. To sound natural, they often read their copy out loud to find the flaws in the words. They can improve their composition through this. Remember to listen to it as an audience.
- Short Sentences:
Short sentences make your copy more readable and reliable. Research conducted by American Press Institute shows the readability of 71% more of 12-word short articles than 54 words long essays. The Benefit of short sentences is that people can read them at a glance.
3. Write to ONE Person:
People might get confused if you write for a group of people, as this is usually unemotional. B2B writers write as if they are talking to one individual potential customer.
- Active Voice:
Active voice makes your copy appealing and makes it sound better. Numerous tools available on the internet, both paid and free, can detect passive voice. You can convert it into an active voice after determining it.
- No Big Words:
You might be wrong if you think big words can impress your audience. It only makes your copy challenging to understand and hard to read.
Don’t use challenging vocabulary in your copy;
Use simple homophones people can understand at a glance.
- Write For Skimmers:
People don’t want to read stuff which gives them college syllabus vibes. They prefer to skim it. Divide your content into numerous subheadings. The audience can easily understand the little chunks.
As you can observe in this blog, I have divided it into many short paragraphs.
You can also add a “takeaway line” for skimmers. Summarize the entire content in a tiny sentence.
Chapter 7: Proven Copywriting Formulas
If you are planning to write a copy, don’t start from zero. Copywriter often goes with a template and fills it with more meaningful words. Remember, assembling words is more crucial than writing new words.
In this chapter, you will learn about trusted copywriting formulas.
- Email Newsletters:
You can find templates online that have already increased other brands’ conversion rates. In this subsection, you will learn how to write compelling copy.
Mini subject lines are sweeter. Write subject lines with a clear concept of content. For example, I once used the single word “Backlinks” as the subject line, and it worked. 46.3% of people opened my email.
The message was clear. People know the content under the subject line “Backlinks” is all about backlinks. It still creates a mystery about what kind of information they will find in detail.
- Attention-Grabbing Lead:
Write a lead which makes the reader stick to the email. It shows as a preview; hence you need to work on it.
- The lesson as a Story:
Don’t write like a stranger. Instead talk like their close friend. You can write a story and share the information. This story tip applies to corporate newsletters as well.
For example, you can check many personalized emails in your inbox. Some are funny sent and from a single person, particularly for you.
Give them a clear call to action, don’t confuse them. Tell them clearly to sign up, read or buy now.
- Use a P.S:
People love to read a P.S. at last. Hence, may expert copywriters advise you to add P.S. in which you can also summarize your offer.
- Headline = Clear Benefits:
Write the benefits of your products, business services and newsletters in your heading.
- Social Proof:
Display proof of the benefits people got from your business. You can include places that have featured several buyers or celebrities who have used your services.
- Body = PAS:
Organize your content into three main categories.
- Problem: tell people what troubles they are facing without your services
- Agitate: then move towards the solution
- Solve: convince them your service is the real solution
Now connect the customer’s problem with your offer.
An explicit action after convincing people is necessary. Tell them to take a demo, buy your product or sign up.
- Blog Posts:
I will tell you about the correct template, which can increase traffic and the conversion rate.
Blog Post Template:
Let’s learn each parameter of it which blog copywriters follow.
- Headline = Insanely Specific:
The more specific you keep your headline, the more clicks you get. Give your audience a clear idea of what they will learn in the blog.
- Short Intro:
Don’t write too much in the introduction. Just eight sentences are more than enough.
- Intro = Proof and Preview:
Prove in the intro about the promise you made in the headline. And tell customers what they will get.
- Actionable Content:
Give actionable advice and tactics that the audience can use immediately. Avoid fluff in writing it.
- Lots of Examples:
You can explain anything by giving an example to which people can relate. It will make it easier to understand the concept of your business.
That’s why many copywriters use lots of examples in blog posts.
- Conclusion = CTA:
A call to action is essential at the end of the blog in which you may ask them to subscribe, comment and share
- Sales Letters:
Here you will learn how to assemble your letter for sales of your course, services, newsletter and others.
Sales Letter Template
A few things to look for in the sales letter template include:
- Headline = Bold Promise
The headline is the key to catching the reader’s attention. You can write a unique property of your brand that benefits the audience.
- Powerful Lead
Make your lead powerful with a real story, figure, or relevant situation.
“D” and “A” From AIDA are also important to create a strong lead. Try to emphasize the need for your product in between the sales newsletter. Then continue it to action.
Bulleted lists look so organized and make benefits easy to read.
Use honest testimonials and reviews in sales letters that create a trust level.
- Risk Reversal
Make sure that there are zero to no risks if people become your customer. Tell them about warranty offers and cancellation opportunities and buy anything for free the first time.
- Lots of Call-To-Actions
Instead of one call to action button, add many throughout the page.
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Chapter 8: Advanced Copywriting Strategies
Up till now, we have discussed all the fundamentals of copywriting. Now we will develop advanced skills and copywriting strategies.
Let’s get into it.
- Use “Crooked Numbers”
Non-rounded figures are known as crooked numbers. For example, 58, 8692, and 785333 people usually trust more on these numbers rather than whole numbers.
Big names like the New York Times article also use odd numbers.
- Sellin’ Ain’t Tellin’
Sales can increase by not bragging about the product. You have to talk about what people will get from your product. It can be phrased as sellin’, not telling.
Hence you are not supposed to write the product description. Write what your business can bring into people’s lives.
- Use Clear Button Copy
Try to put maximum effort into designing button copy, as clicking on it is the final step of purchasing your product or services. You can write a clear button by listing clear outcomes.
For example, course sellers usually write “get the free copy” instead of “learn more, “ resulting in a 6.64% higher conversion rate.
How to Get Out of “The Friend Zone”?
The majority of us have been friend zoned in our lives many times. It means we like someone, and they return our love but as a friend.
Unfortunately, it may happen with customers and clients. They like everything about your product but are still unsatisfied enough to pay for it.
Let’s talk about the solution. You can come out of it by dissolving the dispute associated with your business. Justify the price, and convince the audience today is the best time to buy your product. It is made for them. Don’t believe in thoughts like these issues are not in your brand.
- Create Mental Movies
You can sell anything by connecting with the customers emotionally. Many copywriters establish a relationship with them. You can refer to it as a Mental Movie.
For example, copywriters don’t write as:
“Did your business ever make you so happy?”
They don’t write like this, as this doesn’t make any emotional connection with the readers. To create a mental movie in your head, a writer writes a
“Have you ever felt like your business is drowning you?”
- Reduce Price Objections
Reducing price objection appeals to the audience.
For example, A brand which writes $10 fee got less conversion than the brand which corresponds to “a little fee of $10”.
Adding the phrase “a little” made a significant impact on conversion.
You can also implement this in your copy by convincing people that the charges are negligible compared to the other brand, which offers the same services at more expensive rates. You will get increased conversion rates.
- Make Your Testimonials 10x More Effective
According to the research conducted by Bigcommerce, customer testimonials can increase your sales by 62%.
Sadly, many testimonials have words which leave an impression as if they are forcing others to become their customers. It is not the right way. Break your testimonials into three parts:
- Before: Show the scenario of the customer before purchasing your services
- After: Show the result created by your product in your customer’s life.
- What they would tell others: Finally, you can ask your customers what they would suggest to other people about your product.
At this point, your customer, whom people trust, will recommend the public to buy your product or services.
Now It’s Your Turn
I enjoyed my words on the art of copywriting. Now I want to hear your favourite part of the guide and which element you will try first. Are you going to follow my guide? What does a marketing copywriter do after reading my copywriting tips? Please comment, so I know your reviews.
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