Copywriting is one of the most important aspects of any online marketing campaign. If your copy is not effective, you will not be able to convert website visitors into customers. In this tutorial, we will discuss 10 pro tips for creating flawless copy that will help you achieve your marketing goals.
1. Show a little personality
The days of boring, stodgy sales letters are over. Today’s readers demand more from the businesses they patronize—they want to feel as though those companies “get” them and understand what makes them tick. Personalized messages that include the word you as well as words like today, now, and free appeal to readers’ emotional side and achieve much higher clickthrough rates than generic messages.
2. Use active voice
Copy that is written in the active voice tends to be more direct, engaging, and conversational. This is why whenever possible you should avoid using words like am, are, is, was, were, will be, had been, etc.
3. Be concise
As with all forms of writing, succinctness leads to clarity. Avoid wordiness at all costs, especially when you are writing sales copy that needs to be quickly scannable. Your goal is to make your point immediately with the least amount of words possible.
4. Use bullet points and numbered lists
Bullet points allow readers to scan through information quickly, which in turn results in higher conversion rates. In fact, a Nielsen Norman Group study showed that as little as one sentence per paragraph can reduce comprehension by as much as 50 percent.
5. Use action verbs
In sales copywriting, the active voice is always better than the passive voice. Avoid using words like will be, was, and had been wherever possible in favor of more direct words like will show, was achieved, and had increased.
6. Keep an eye on your tone
Be honest with yourself—if you were browsing through your sales copy, would the overall message sound pleasant to you? If not, it is time to go back and edit. The last thing you want to do is alienate potential customers by coming across as snide, self-righteous, or superior.
7. Do not be afraid to use clichés
Clichés are words and phrases that have become overused to the point of losing their original meaning. While using these types of expressions is generally frowned upon in academic writing, there are some cases where they can be used with good effect in copywriting. For example, when you need to describe the process of removing an old appliance and replacing it with a new one, there is no better way to say it than “flip the switch” or “pull the plug.” The targeted audience for your website will understand this type of implied language and appreciate that you are not using unnecessarily complicated words to describe simple actions.
8. Be careful with humor
Humor can be a great way to connect with your readers on an emotional level, but it is best used subtly rather than overtly. People are more likely to appreciate dry wit, sarcastic remarks, or subtle undertones of amusement in the copy you write for your website as opposed to blatant attempts at being funny.
9. Be specific, not clever
When using numerical data, whether for statistics or examples of products and services you offer, it is important to be as accurate as possible. Avoid giving information that is misleading or “just close enough.” If the actual price of a product was $199 versus your selling price of $197, your audience will pick up on this and it could potentially harm your business’s reputation.
10. Edit, edit, edit!
You cannot be too critical when editing your own copy—in fact you should be even more critical than you would expect an outside editor to be in order to ensure that the message you are attempting to convey will be properly understood.
How is copywriting different from other forms of writing?
While all types of written communication are in some way related, the main difference between copywriting and academic or news articles is that the former is intended to sell goods, services, or ideas while the latter are more informational in nature.
How can I write engaging copy?
Using persuasive language is a great way to get people excited about what you are trying to say. Instead of telling your readers that something is “great,” use emotional words such as “terrific” or “fantastic.” For more information on how to engage your audience in this way, you can read our article: 10 Tips for Writing Persuasive Copy.
What is the importance of keywords?
Keywords, also known as “search terms,” are words or phrases that people would put into a search engine if they were looking for something specific online. If your website contains these keywords in particular, it is more likely to show up in certain searches and drive traffic to your website.
Is it better to use nouns or verbs in headlines?
While there is no set rule for how you can best go about writing your headlines, using nouns instead of verbs tends to be viewed as boring and repetitive. People are more likely to click on headlines that use verbs because they are personally invested in what is being presented.
Do I have to use a colon after introducing a list?
No, this is not necessary as long as using a comma or period instead will not confuse your audience. In cases where you do use a colon, ensure that there are only two items that are linked to one another. Otherwise, the colon may be seen as unnecessary or confusing.
What do I need to know about the active voice?
In writing, using the passive voice can make a sentence more complicated and wordy than it needs to be. In the active voice, actions are performed by a subject rather than something being done to them. For example “the dog bit the postman” is in passive voice but “the postman was bitten by the dog” is in active voice.
How many words should be in a paragraph?
Although there is no exact number for this, it is generally accepted that one sentence per paragraph is a good rule to follow.
How do I improve my ability to write copy?
One of the best ways to improve your skills is to read a lot and write often. Learning from others’ writing mistakes will also help you avoid making similar mistakes yourself.
All in all
Conclusion paragraph: Wow, I hope you found these copywriting tips helpful. Copywriting is a tough art and every bit of advice helps when it comes to improving your skills in this area! Comment below with any thoughts or questions that arose from reading this blog post; we’ll be sure to respond promptly. Remember, the best way to become a better writer is by practicing and honing your skill set on all aspects of writing. Happy blogging 🙂