How To Write Good Copy
Posted on 22nd September 2021
Copywriting is one of the most critical elements of any and all forms of marketing and advertising.
Copywriting consists of the words, either written or spoken, marketers use to try to get people to take an action after reading or hearing them. Copywriting is re-arranging words to make things sell better. It’s salesmanship in text form. If you want more traffic, more leads and more sales then you need to copywrite.
It's easy to recognise good copywriting when you see it, but there are actually several characteristics that really separate outstanding writing from the rest of the pack. Want to know them? Read on below to find out.
AIDA Copywriting Formula
Everyone’s goal from a social media post or blog post is for someone to take some sort of action. That could be to buy a product, download a freebie, etc.
To get someone to take the action you need to take them through the 4 components of AIDA. AIDA stands for:
A – Attention: Use techniques to grab their attention e.g. an attention-grabbing headline. That’s the first thing you have to do with your copy.
I – Interest: Now that you have their attention use techniques to cause them to become interested and keep on reading.
D – Desire: Use techniques such as writing as a list of benefit-rich bullet points to cause them to desire the thing you’re offering.
A – Action: Now that they desire your offer, use techniques to help them decide to take the action you’re asking for e.g. to buy, right away.
AIDA is a copywriting formula that works for sales pages, blog posts, email newsletters, sales video scripts, Facebook ads, google ads and more. This formula will help you write all your copy faster and help you get results. The formula grabs people’s attention and take them through your content to the point and they take action on what they’ve read.
Headline
Every writer who wants to make an impact online must create a magnetic headline.
There is only one reason your client or prospect will read a single word of the copy you’ve written and that is because of your headline. This is where you should spend 70% of your time.
Here a several points on how to write a magnetic headline:
1. Start headlines with numbers
2. Use ‘how to’ headlines
3. Flag common mistakes
4. Ask questions
5. Use punctuation
6. Be ultra specific
7. Use the 5Ws
8. Pay attention to the headline length
9. Use an image to enhance your headline
10. Model the best in the business
Write As A Conversation
Conversational copywriting can help you communicate all the good stuff in a way that keeps your audience interested. Some businesses really struggle with the idea of their marketing having a conversational tone, but it an effective way to get your message across.
People prefer conversations rather than lectures. Lectures talk down to them, while conversations speak with them on the same level.
When you writing your content, you should have a specific person in mind that you want to target. This approach prevents you from writing as though you are better than someone, but sitting next to them and having a conversation.
Write To Sell
Write to Sell is a concise, inspirational and practical guide to creating words and copy that will help you to sell. As a result, in sales and marketing, appealing to your customer through the written word has never been more important. Yet sales writing tends to be the overlooked part of the marketing mix. In fact, it has been proven that original and inspiring sales copy can have a longer-lasting impact on target audiences.
When you sell an idea to people, you are both collecting and creating people who are attracted to them. Fans, followers etc, these are the people who, if you’ve sold the idea well, become part of your following group. They share your content on social media, talk about it on their own blogs, promote what you’re doing, all because they want to.
You’ll do best sell a product or service if you sell the ideology behind the product first. Showing people why they need what you’re selling. Build the thrill as it’s easier to sell something tangible when your audience believes they need it.
Features And Benefits
Features tell but benefits sell…
Know the difference between features and benefits, because product knowledge is an essential sales skill. Understanding your products' features allows you to present their benefits accurately and persuasively. Customers respond to enthusiastic sales staff who are passionate about their products and eager to share the benefits with them.
A feature is a part of your product or service, which could be technical or descriptive and tell the customer something significant amount the product or service. While a benefit is the positive impact it has on your customer and explain how the customer’s life gets better because of it.
Create An Irresistible Call To Action
A strong call to action is the difference between a page that converts and one that doesn’t.
Your call to action should create urgency so that your visitors convert. You can do this by conveying a message that your visitors are missing a great opportunity should they choose to do otherwise. A call to action makes it clear to potential customers which action to take next and helps remove friction in moving the user down the sales funnel.
Below are a few features to help create an irresistible call to action:
1. Have a call to action on every page or every piece of marketing content.
2. Start your call to action with a verb like; start, try, download, subscribe etc.
3. Create a sense urgency such as; click now, limited time offer etc.
4. Make it visible by drawing the user’s eye to the call to action you want them to take. Use contrasting colours or bold text.
5. Minimise the risk to saying yes, for example, join today and enjoy our 100% money-back guarantee for 30 days.
Use these pointers that have been discussed throughout the blog and you will create good engaging content that will increase the traffic, leads and sales.
Need further advice?
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Email: chris@chrislondononline.co.uk
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