Effective copy writing is a skill that is often not appreciated until you see it done poorly. Copy writing’s aim is to sell, meaning that it must be compelling and interesting. Poorly written copy will be neither of these things. Compelling copy entices your audience to stay engaged with your message and follow the call-to-action (CTA).
Before sitting down to begin writing, whether it’s a customer email, a blog article, or rewriting a website landing page, read our top 5 tips for writing compelling copy. By checking these off, you’ll learn exactly how to write content that stands out from the rest, that draws your reader in, and that compels them to take action.
1. Understand Your Target Audience
Before you even put pen to paper, your target audience must be clearly defined. Why is this? Well, to know your audience is to know their problems. And to know your audiences’ problems means that you can provide an identifiable solution.
By clearly understanding your target audience is, you’ll get valuable insights into their lives, such as shopping preferences, job positions at work, spending habits, and more. Knowing these allows you to amass invaluable information to build a buyer profile. From here, you can then make sure you are:
- Offering the right solutions, at the right price point;
- Writing in a tone and style that resonates with them;
- Answering the key questions and concerns they may have; and
- Using the right messaging to get them over the line.
2. Use Emotional, Personal Copy To Pull Them In
What’s the difference between a piece of content that a reader skips over, and one that makes them take action? It’s all in how the content is written. Great content is emotive, persuasive, and personal. To the reader, it should feel as though it has been written just for them, addressing their particular pain points and highlighting benefits that appeal to them.
By the end of the content, your reader should feel a strong emotion – ultimately, it’s this emotion that is going to convince them to take the next step in their journey. Any number of emotions can work – is it fear that prompts them to reach out to you? Or enthusiasm and excitement? Play on your reader’s desires and focus less on the features, and more on the benefits your reader will receive.
Take these two examples:
Example 1: “People buy this laptop because it has a long battery life”.
Example 2: “Professionals at the top of their game everywhere choose this laptop, whose outstanding battery life no longer limits them to staying near power points or carrying bulky powerbanks”.
See how the second example is instantly more appealing? The reader is drawn in by appealing to their desire to also be considered a ‘professional at the top of their game’, while solving the very real problems that come with a laptop whose battery runs out quickly.
3. Establish A Quantifiable Position
We’ve all seen those ads claiming to have “prices from as little as”. When we see these ads, it is obvious that prices will only go up from this introductory offer. The reason this phrase and ones like it are used, is to lure the customers in while not having to commit their brand to a specific result.
While writers might think it’s clever messaging, there is nothing more annoying to a reader than to find the perfect product at a “from price” they seemingly can afford, only to then click through and discover that is not even nearly the case. This leaves a very sour taste, and can actually negatively affect a brand’s reputation.
When drafting your copy, be clear about what you’re offering and what the reader can expect. Ask yourself, how do you want your brand to be represented? Then take stock of your quantifiable results and make sure to market these. Your writing will be more memorable, authoritative, and compelling, and it will help you stay true to your brand.
4. Create Urgency
You’ve got a clear position and through your strong writing, have elicited some emotion from your reader. Now you need to maintain this momentum by creating a sense of urgency they can’t ignore.
How many times have you read an ad or watched a commercial and thought, “that sounds great, I’ll go online and buy that soon”… only to continue with your life as it slips from your mind for good. It happens to everybody – with so much stimulating material everywhere a person looks, you need to cleverly persuade them to take action while you’re still top of mind, and urgency is a great way to do this.
You can set firm deadlines (such as “promotion ends 12pm tonight”) or utilise personalised marketing technology to create deadlines for individuals (such as countdown timers which start when a user first visits a website, giving them a set time before their exclusive offer expires).
Some ways you can create urgency include using the following language:
- “Selling fast – only 5 items left”
- “Sale ends tonight!”
- “Don’t miss out”
- “Never to be repeated discount”
- “Limited time remaining”.
5. Finish With A Strong Call-To-Action
Your call-to-action should be shaped to your target audience’s specific need, as well as where they are in the marketing funnel. If they are still in the ‘interest’ or ‘consideration’ stages of the funnel, a soft call-to-action (CTA) like “download this free brochure” will work better than going straight for the jugular with a “buy now”. However, if somebody has a stronger need for your offering and are in the ‘intent’ or ‘evaluation’ stage, you can confidently pitch a CTA like “sign up for a free trial” or “subscribe to our newsletter for your discount code”.
The right CTA can make a huge difference to how successful a campaign is, from the text used, through to the style of the link or the colour of the button. Conduct experiments on the different CTAs to see which ones your readers respond best to – you might be surprised!
If you are still struggling to grasp the best way to craft content tailored to your audience, give Living Online a call. Content marketing is just one of our specialties and we have a vast experience creating website copy, email marketing and advertising messaging, blog articles and more for a range of industries.
Whether you are after effective sales propositions that can get your target market over the line, or educational, friendly messaging that nurtures your database, we can do it all. Contact us today and put us to the test.