Copywriting for beginners usually starts off on the wrong foot when they assume that copywriting is just like writing blog posts or articles. Then they wonder why their copy never converts.
The fact of the matter is that copywriting is nothing like blog writing or articles. In fact, it’s a different world altogether. If you write your ad copy just the way you write articles, you’ll remain out of luck!
So, if you want to ace copywriting and turn yourself into a fine copywriter read this article. Follow the SEVEN tips below that can make your copy fast-selling and high-converting.
Excited? Let’s get into it…
1) Headlines Are Paramount to Copywriting
According to experts a headline represents about 80% of the total value of an ad copy. Get the headline wrong and nobody will go further into your copy. So, how to make your headlines super attractive? Well, the first thing you do is ‘target the reader directly.’ Use their name (if possible), address their concerns, and cash in on your most powerful sales angle in the headline itself.
Make it so specific that the reader would feel like you’re talking to them one-to-one. Plus never use generic headlines, they appeal to none. Clear?
2) Make Your Body Text Very ‘Specific’
The fundamental purpose of copywriting is to generate sales and turn the readers into your customers. One thing that serves the purpose of copywriting best is being very specific in your tone. For example, rather than talking about ‘people’ in general you should be talking about your reader.
Target a specific audience, read up on them, analyze their mindset and then approach them through your copy. Show them that you KNOW them and their problems very well. Present them with your ‘specific’ solution.
Also, telling a story in your copy that your reader can relate to will help a lot in retaining their attention and get them to read through.
3) Use Lots of Facts and Figures
Nobody is going to believe you until and unless you can back up the claims you’ve made in your copy with the relevant facts and figures.
For example say, “97.66% of our customers have found that….” Instead of, “Most of our customers…” Got it?
Facts and figures are a great way to support claims you’ve made. The best copywriters are very clear about their value proposition, right from the first word of their copy. The value proposition is the main problem that your product will solve for your customer. Your value proposition should be directly related to what you’re selling or who you’re selling it to.
For instance, here’s an ad for a new running shoe on Nike’s website: “Transition smoothly with the Nike Free 5.0. Enjoy impressive cushioning, stability and flexibility with these neutral running shoes.” So, what is this worth? How do I know if it will help me? These are questions that need answers before I’ll even consider a purchase. This value proposition should address the target audience’s problem, what your product can do to solve that problem, and how it will be measured.
4) Tap into the Power of Emotions
Emotions are the strongest part of a human mind. They basically drive you, isn’t it? Study shows that any human action that has emotions involved in it is far more impactful and meaningful than any action that’s purely mechanical.
Now, for copywriting you can either use fear or desire to move your reader to action and buying your product. Nothing in between is going to work.Pure logic won’t work. Plain, generic, copy is not going to work. Bragging is not going to work. Only, if you talk about ‘them’ – their fears and pleasures – will it hold their interest and they will continue to read.
5) Use an Easy Conversational Tone
Keep your copy simple and easy to read. An engaging and conversational tone is the best choice for copywriting. No reader will stick to your copy if you sound too formal and distant. And, also practice using the active voice rather than passive voice while copywriting.
Advertising is one of the most important forms of marketing, and it can be challenging to get right. Many factors need to be taken into consideration when creating an advertisement. The tone you use and your language both play a role in how effective your ad is and if anyone even bothers reading it at all.
There’s a lot that goes into creating an advertisement; we’ve got you covered with all there is to know about advertising campaigns .
6) Work on Attractive Visuals
Visuals matter a LOT! About 80% of the information that our mind receives comes through the eyes. So, if your copy doesn’t appeal to your reader’s eyes they won’t read it. The rule with copywriting is either you keep your ad copy very simple, highlighting the important stuff only or make it all very loud and vibrant from top to bottom.
Also, large empty spaces look ugly in a copy. Try filling those with pictures of your product or guarantee labels for instance. The more pictures you add, the better it is for your ad. In fact, you can use some very vivid and rich images created by a professional designer to make things even better. Just make sure that these visuals do not overshadow your copy or cause confusion instead of helping it.
Keep in mind that an advertisement is always about the product or service rather than an image itself. Ads will be read if they’re good enough to describe what the user wants. Also consider using text formatting tools such as headers and bullet points to break up long blocks of text into smaller chunks that are easier on the eyes.
7) Place a Definite Call to Action
Finally, don’t leave your reader hanging in the air once they’ve come to the end of your copy. Use a definite call to action which tells the reader what to do next. Try and make your CTA so clear that the reader would automatically act without even thinking about it.
Include a time limit to make it more exciting. Tell them what you’re going for and why they should care. Don’t forget to tell the user where they will be redirected in case they decide to click on your ad. This way you’ll avoid losing them forever if they don’t want to invest right away, or have any further questions about your product or service.
If you can make sure to get all of the above seven points in your copy, it will sell like anything.