If you've ever found yourself staring at a blank page, unsure where to begin, fear not, my friend! With proper planning, you'll be able to tackle any writing task with ease. And if you've ever read back your work and wondered why you even bothered in the first place, you're not alone. As a professional copywriter, I too, have experienced this feeling. But fear not! With each read-through, I find new ways to make my copy more concise, clear and persuasive. To help you achieve the same, I've compiled a list of 12 tips that are sure to elevate your writing game. So, without further ado, let's get started!
Planning is vital when it comes to writing. Before diving in, it's essential to create a copy brief. As a freelance copywriter, I always ask my clients to complete a comprehensive briefing document. This document helps me understand 99% of what I need to know. And the last 1% is usually discovered through a conversation with them. This conversation can be where the real spark happens!
You don't need a lengthy document to create copy for your business or workplace. But it's essential to answer a few questions before starting. Who is your target audience? What are the project objectives? What key messages do you want the copy to communicate? And finally, what action do you want the reader to take after reading your marketing material? Answering these questions will help you create compelling copy that resonates with your audience.
Get cosy with your audience
If you want to get people interested in what you have to offer, you need to speak directly to them. That means writing marketing copy with a specific audience in mind. By doing this, you'll be able to craft the perfect message, choose the most powerful words, and attract the people who are most likely to buy your products or use your services.
So, where do you start? Well, a great place to begin is by thinking about your customers and building profiles based on what you know about them. You can focus on demographics, or who your audience is, but the real magic happens when you start to dig deeper.
To really understand your audience, you need to get into their heads and figure out what makes them tick. That's where psychographic profiling comes in. Ask yourself these five questions. You'll be well on your way to creating profiles that will help you connect with your audience meaningfully.
- 1.What keeps your audience up at night that's relevant to your business?
- 2.What are their hobbies and interests?
- 3.What do they value most in their life? Is it their career, friends or something else entirely?
- 4.How do they spend their money? Do they prioritise quality, or are they more budget-conscious?
- 5.What life stage are they in? Are they just starting in their career or getting ready to retire?
You'll gain a deeper understanding of your customers by answering these questions. You'll be well on your way to creating marketing messages that resonate with them.
Demand attention
Not in the screaming toddler kind of way!
Did you know that 80% of people will read a headline, but only 20% will read the rest of the article? That's why it's so important to have a great headline. A good one can make all the difference between your article getting noticed or being overlooked. Plus, it can even help your article rank higher in search engine results. To make sure your headline is top-notch, ask yourself these questions:
- Is it unique?
- Is it specific?
- Is it helpful?
- Is it urgent?
With these criteria in mind, you'll be able to pick the perfect headline for your article.
Now keep that attention
It can be tempting to talk about your profession and what you do. However, focusing on what you can offer your clients or customers is more important. Ultimately, they're the ones who care about the benefits they'll receive.
As you write, asking yourself: "So what?" after each point is helpful. This helps you ensure that you're providing the ultimate benefit for your reader.
What motivates your audience?
Understanding the behaviour of our consumers and what they think is a big part of writing engaging copy. One important thing to keep in mind is what motivates them to buy.
By knowing what motivates your audience, you can make your writing more appealing to them.
Do you know which of the 12 motivators, originally developed by Ernest Dichter, drive your audience's decisions? These include power, security, social acceptance, and more. Knowing which motivators are at play can help you tailor your writing to better connect with your audience.
No situationships here - Keep it simple
Did you know that the average reading age in the UK is only around 9? To ensure your writing is easy to read, understood and remembered, keep your sentences and paragraphs brief and your messages concise. Using shorter words and avoiding jargon whenever possible is also a good idea.
Readability is paramount, and there are a few ways to test it. One great tool is the Hemingway Editor, which can help you achieve a Flesch Reading Ease score of 60+ and a Flesch-Kincaid Grade Level score of 8. So make sure to check your writing against these standards!
Keep it skimmable
We all need more time these days and are constantly seeking new information. To make things easier for your readers, structure your writing for easy skimming. Use plenty of sub-headings to help your readers pick out the most critical points without reading every word. Make your sub-headings just as exciting and attention-grabbing as your main headings. Once you've finished your first draft, take a step back and ask yourself: Can someone quickly tell what this is about just by glancing at it? Can they get the gist by quickly scanning it? Does it make them want to dive in and read more? Remember these things; your writing will surely capture your reader's attention!
Be specific
One thing to keep in mind when sharing information is to avoid making sweeping statements. Being specific and providing precise details can help build trust. It's always good to ask yourself if there are any facts, stats or figures that you can add to your message. Also, consider whether you can replace general statements with specific data or source information. This approach will help make your message more authentic and trustworthy.
Add some Magic - Social proof
Have you ever noticed how we tend to make decisions based on what others like us do? It's called social proof, and it's a powerful thing. When unsure of what to do, we often look to others for guidance and assume that their actions are correct.
This concept of social proof can be beneficial when it comes to promoting your products or services. For example, when you visit a company's website and see an industry expert recommending their product, that's social proof. Or, when you're reading a business brochure and see someone with the same problem as you had it solved using their service. That's social proof in action.
Adding social proof to your copy can help to build credibility and trust in your products or services. Here are a few ways you can do it:
- Highlight how many people have already purchased your products or services
- Share a customer testimonial
- Include an expert endorsement
- Add client logos
Hit the bullseye
Have you considered using case studies to showcase how excellent your product or service is? They're a fantastic way to give real-life examples of how your offerings can benefit others. Including a quote from a satisfied customer or client is even better! Remember to cover these key points in your case study:
- the problem or goal of your customer,
- how your product or service helped solve that problem or achieve their goal
- the benefits your offering provides for your customer.
Don't worry too much about the length - just ensure you cover all the crucial details.
Call to action
Your headline and copy might be super awesome, but you're missing out on potential customers if you don't give your readers a clear call to action. Whether you want them to check out your website, sign up for your email list, buy your product, or schedule a call with you, you need a strong CTA. Here are four tips to make your CTAs even better:
- Use action words like "visit," "subscribe," "buy," "call," or "get started".
- Add some urgency to prompt action.
- Explain how your readers will benefit from taking action.
- Make sure your CTAs are easy to find.
Be ruthless!
Editing your writing is just as important as the writing process itself. Trust me, it's true! Less is more if you want to tempt someone to read your text. It's easier, quicker to read, and more memorable. Here are some tips to help you tighten up your writing:
- Cut out unnecessary words.
- Highlight anything that isn't essential and either shorten, reword or cut it altogether.
- Get rid of anything that delays the reader from getting to the point.
- Simplify long-winded explanations.
- Delete any unclear or ambiguous phrases.
- Use shorter words instead of longer ones.
- Try to limit your use of adjectives.
