Copywriting is the name for the skill of writing advertising material. It’s a way for people to learn about your business and services. Whether you are a small business owner or an entrepreneur launching a new product, you must be aware of the dos and don’ts of copywriting.
Copywriting is an important skill for your business, but it’s one that many people struggle with. If you’re writing a website for yourself or your business, you probably have a lot of information to convey. That can make it hard to distill your ideas into something concise and compelling — but if you don’t, people will leave your site without getting the information they’re looking for. Let’s see what to do and don’t for copywriting.
Do: Identify Your Audience
You can’t give your audience what they want until you know who they are. You may not have a clear picture of your audience if you’re starting, but that’s okay. Use what you know about your customers to build some initial persona sketches.
Your audience is the group of people you want to reach with your message. Think about who your audience is and how you want them to respond. If you are looking for customers who will pay for your product or service, your audience will be different than if you were trying to attract donors to support a charity.
Do: Create a Catchy Headline
You only get one chance to make a first impression, which is true of your business. You want the headline on any content you produce to draw people in and give them an interest in what you have to say. That includes blog posts, articles, newsletters and other text-based content. This is where most people decide whether they are interested in what you have to say. Spend time crafting a headline that will pique their interest enough that they’ll keep reading.
The headline is the first thing online users see as they land on your web page or visit your blog. You need to catch their attention and make them want to continue reading.
It is the subject line of your copy. As much as anything else, it will determine whether or not your readers are willing to look any further. Depending on what you’re writing, it could be a snappy tagline or an informative title for a blog post or article.
Do: Make It Easy to Read
Your copy should be easy to read and understand. Many businesses fall into the trap of trying to sound overly formal or professional in their writing. But dense, long-winded sentences often make it tough for readers to follow what you’re saying — which means they might move on without finishing your message. Instead, keep sentences short and simple so your readers can quickly grasp what you’re saying.
If readers have to work too hard to understand what you’re saying, they’ll stop reading. Make your points succinctly and use language that most people easily understand.
Do: Keep It Brief
The most important rule of writing great copy is keeping it short and sweet. People are busy; they don’t have time to read a 15-page sales letter. Even if you have the most compelling content ever written, the average person won’t read past the first paragraph if they feel like they can get your message in less time.
The average person’s attention span is about 8 seconds. If you want to keep the reader’s attention, the best thing you can do is make your message as brief as possible. At its best, copywriting should be able to get the point across in just a few words — provided those words are carefully chosen.
Don’t: Focus on Your Product Instead of Your Reader
Your readers don’t care about your product. They probably don’t even know what it is yet. Your readers care about how your product affects them — how it makes their lives better and easier.
If you focus on your product, you’re not helping your readers. You may be outlining features and benefits, but these things are only useful because they allow the reader to achieve a specific outcome.
So instead of talking about your product, please talk about the reader and how your product can help them.
Don’t: Feel Like You Need to Be Funny or Clever.
When you’re writing a blog post or a web page, it’s easy to think that you need to be clever for your content to stand out. That can be especially true if you’re writing about something you feel has been done to death.
But the thing is, most people are just looking for information. They’re not looking for an experience or a story. They want answers, and they want them quickly.
Being funny and clever might make your content stand out, but only if it also delivers the goods. The cost of trying to be funny and witty is that it takes time and energy away from actually providing value — which means that even if your content does stand out, it might not offer what people are looking for.
Don’t: Use Superficial Sales Tactics and Hype.
A common mistake in copywriting is to start with the sales hype, stating how great your product or service is without providing any details. When you do this, you look like a used car salesman trying to get people’s money by throwing around words like “quality,” “excellent,” and “great.”
Instead of using superficial sales tactics, focus on the benefits of your product. Show people how your product will solve their problems and make their lives easier. Use specific details and examples to back up these claims.
Don’t. Forget About SEO
SEO is not just about keywords — search engines are now looking for high-quality content that answers queries and delights readers. However, you still can’t forget about the basics of SEO. It’s important to do your keyword research to know what words and phrases people are searching for. Then, include those words in natural ways throughout your copy.
If you’re selling products online, you need to ensure the right people can find them. Understanding SEO basics can help you create content that converts readers to customers.
The best way to sum up copywriting is to say it’s the art of telling stories that sell. It’s a discipline that requires an understanding of audience, context, and tone, and like any creative endeavor, there are no hard-and-fast rules to copywriting. While writers can (and should) look at how other copywriters approach their work, there is little consensus regarding the best way to write for a particular business or industry. Every organization will want their message heard uniquely, and at INSPIRED WITH HUSSAIN, we believe good copywriting is more about delivering than representing industry standards.
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I help businesses create website content, copy, and social media marketing that attracts customers and drives sales. As an experienced SEO expert, I know how to craft content that ranks high in search engine results pages. My ultimate goal is to help businesses achieve their online marketing goals and grow their bottom line.