- At a glance how to improve your copywriting skills in minutes
- How the pros write response grabbing copy
- How to enthuse your readers┬á
You donÔÇÖt need to be the WorldÔÇÖs greatest copywriter to get incredible results from your copywriting. But you do need to be prepared to learn new skills and to implement them with obsessive attention to detail. Start with these 20 hot tips; honed over my multi award winning copywriting career and watch those responses rise.
- Be prepared when inspiration strikes because it will believe you me. Record ideas and thoughts and revisit them when writing your copy.
- ┬áDon’t stint on the time. Rushing a letter, whizzing through an advert in 10 minutes is a recipe for pouring money down the drain. Invest quality time including time to let your mind wander; time to scribble notes and bounce ideas off trusty folk.
- Do your research! Get under the skin of your target audience. What are their deep underlying needs for your offering?
- ┬áWhat are the three most important needs youÔÇÖre satisfying? Lead with these.
- ┬áAddress objections aka barriers to a sale. What are the barriers that could prevent your reader from buying?
- ┬áUnsure about your target audience and their buying triggers? Pick up the phone and ask. Invite a few to lunch. Network where they network. Read their journals. Visit their websites.
- ┬áDon’t get hung up on the ubiquitous USP if you don’t have one. Focus on communicating with clarity, integrity, relevance and enthusiasm.
- ┬áStuck for a starting point? Visit a few competitor websites but remember thereÔÇÖs a world of difference in being inspired by and outright copying.
- ┬áDon’t just consider your message, consider the communication too. Should you wrap this message in a blog or letter? How about web news or your latest press release; your newsletter or brochure?
- ┬áDon’t fall into the short copy trap. If readers are genuinely interested in what you have to offer, you can write long copy with spectacular results provided it’s well written and relevant. If folk want to buy they lots of well written information.
- ┬áAvoid technical detail and stuffy language unless your audience gets high on it. Adopt a conversational style, easy to read with rhythm and pace; sufficiently jaunty to captivate readers.
- ┬áDonÔÇÖt boast! “WeÔÇÖre so delighted that we have taken on a new employee and are now the number one home salesÔÇÖ .. our unrivalled reputation stretches before us… ” Yawn. Better instead: “YouÔÇÖll always get a friendly, prompt response and an accurate up-to-the-minute update on your property when you contact us.”
- ┬áExperiment with words. A relevant but unusual word adds intrigue. “YouÔÇÖll love our seasonally inspired eclectic menu.” Instead of “Try our seasonally inspired dishes”.
- ┬áHave AIDCA at the front of your mind (covered in my May blog) when writing copy.
- ┬áRecognise that people rarely make the decision to buy in isolation. What could have a positive or negative impact on their ability to do business with you? What’s happening in their marketplace, their home, their office right now that could scupper a sale? If times are tough youÔÇÖll need to demonstrate that you deliver exceptional value. Should you bolster your benefits with powerful case studies? Will you move folk into action if you deliver juicy and compelling facts and figures that underpin your value proposition? Yes!
- ┬áAsk questions to maintain interest and break up paragraphs. “When did you last attend a copywriting workshop that really inspired you to go back to the drawing board?”
- ┬áTell a story. Let readers know how and why you evolved your products and services by giving them a glimpse into your mission, the reason why youÔÇÖre doing what you’re doing beyond simply making a buck. “We started our business with Sarah baking cookies in the kitchen and selling them on eBay. To say that the demand for her cookies was incredible is no exaggeration. Now we have 10 full-time staff and a purpose-built cookie kitchen!” What inspired you to do what youÔÇÖre doing now? What inspired you to develop your latest product? Can you condense this into a few lines?
- ┬áBe ruthless. If youÔÇÖre standing back and admiring your work, you may be letting ego get in the way of a much needed edit.
- ┬áIf you can’t be ruthless, commission an editor who can.
- ┬á┬áHave a call to action! Make it easy for the reader to know what to do next.
Share your thoughts on these tips with me wonÔÇÖt you? WhatÔÇÖs your killer copywriting tip?
25 word biog
Fellow┬áThe Chartered Institute of Marketing.┬á 30 yearsÔÇÖ marketing experience. Won 10 copywriting awards. Author: The Ultimate Small Business Marketing Book. Genuine Amazon 1 best seller.
┬áOther details about Dee