Five tips to improve your copywriting to stand out from the crowd
Have you ever written something only to re-read it and realise you have no idea what you were on about, let alone your audience? Or do you just not even know how to get started writing your copy?
Writing can be hard, but a killer email, amazing website or fun social media content can mean the difference between someone choosing your business over hundreds of others. It’s pretty obvious, but communicating effectively with your audience is the most surefire way to boost your conversion rate.
You know your products or services are great, so make sure everyone else does too with professional and passionate copy. Fun and compelling writing will set your business apart from hundreds of others pushing the same message and will make you more relatable to your audience.
Constantly producing powerful and creative copy can be tough, so here’s a few tips to help you nail it every time and leave potential customers eager to hear more from you or your business.
Know your audience.
Who is your target audience? Before you even think about putting pen to paper, do some research. You need to determine what your target market is looking for, so check out what your competitors are doing. What is engaging their audience and what just isn’t working? Have you received a marketing email you’ve loved recently or are you addicted to a particular social media account? Ask yourself what it is you like about them.
Also think about how your target market communicates. Are their particular words that always pop up or issues they talk about? Once you know who you’re trying to engage, learn to speak their language. This will help you develop your brand’s tone and identity, and ultimately help you connect with and engage your audience so you can convert them into customers or clients.
Capture their attention.
So the saying goes, you only get one chance at a first impression. With just a few seconds to impress potential customers, your copy needs to be compelling and to the point to capture their attention, and more importantly, hold it.
There are heaps of other things your audience could be looking at, why should they bother taking the time to read what you have to say? Your first line needs to be exciting, enticing and fun. Be a storyteller. Start of by asking a question, making a statement that surprises your audience or arouses curiosity.
Write how you would speak, as though you’re talking to a friend. This will actually make your job a lot easier and make you more relatable to your audience. If I were to run in to you down the street right now, how would you tell me about your business, product or service? If you stick to this rule, you’ll sound far more genuine to your audience than if you go over the top and fake it.
Keep it short. Always remember, if you can use fewer words to get your message across, do it. Most people have short attention spans and long copy is boring and no doubt your readers will lose interest quickly; probably before you’ve even got to the point. I’m a wordy girl at heart, so keeping it short and simple can be a real challenge. Ask yourself every time you write, what doesn’t need to be here? Get rid of it and get to the point in as few words as possible.
Don’t try and impress your audience by bamboozling them with jargon and writing a novel of unnecessary information. Direct language shows you know what you’re talking about. If you’re writing about a complicated concept, take a step back and think how you can explain it in simplistic terms so that your next-door neighbour, or even a child can understand. Simple words and short sentences are far more effective at getting your point across and converting your audience.
Have a compelling call to action.
What do you want your audience to do? Come in and try a new product? Give you their data so you can continue to communicate with them? Every time you write, ask yourself what you are trying to achieve.
Everything you write should have a purpose, otherwise you’re wasting your time. Your call to action is where you seal the deal and convert potential customers into reality. Engage your audience and be compelling. Don’t just say ‘click here to find out more’. Entice them to come in store, give you a call or sign up to your email database. Above all, cut to the chase and be specific about what you want.
My bonus tip is also the most obvious. Proofread everything. Read, re-read and you’ve got it, third time’s a charm.
About the contributor:
My name is Amy Chandler and I'm the founder of Comms Hub, a digital marketing agency based in Adelaide. Comms Hub is committed to making digital, PR and marketing affordable and accesible for small businesses and startups. We're passionate about upskilling businesses with the skills to turbo-charge their communications. Website: www.commshub.com.au