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Copywriting is an art, but it’s not the same art as writing fiction. To get the results you want, you need to know how to craft your blogs and posts so they draw customers in. Are you looking for bigger conversion rates? Then you’ll need to work on your copywriting. Here’s some of the best hacks to get the most from your copy.
The kind of copy that’s bound to turn customers off is the hard sell, ‘buy it now!’ style of writing. Customers are put off as they feel pressured into deciding there and then whether they even want your product. This creates negative feeling towards you and your product, so it’s more likely that it will turn them off rather than drawing them in.
When writing your copy, try adopting a friendlier, more relaxed tone. As writers at UK Writings say, ‘The better your copywriting, the more you’ll be trusted by customers. And they lead to more customers with the snowballing effect.’ Imagine you’re chatting to a customer over lunch, not trying to give them the hard sell in a show room. Focus on what your product can do for them.
Your headline is arguably the most important part of your text. It’s the part that readers will see first, and has the most work to do in persuading them to click through and read. Therefore, you need to work hard on your headlines. Popular headline writing techniques include writing headlines that ask questions, such as ‘Do You Know What’s Really In Your Supermarket Shopping?’ You can also try writing lists, so your title could be ‘9 Ways You Can Improve Your Diet Without Even Realising It’.
If you’re still unsure as to whether your headline is engaging, try using the ShareThrough Headline Analyzer. Paste your headline in and it will give you a thorough breakdown of how it shapes up.
You hear it in every post about content, but it’s true. If you want to boost your conversion rates, the only way you’re going to do so is by bringing readers to your site. New, updated posts put up regularly will help you do this.
You don’t have to post every day or even every week, but you do need to be consistent. It is difficult though, when you’re spinning several plates at once. That’s why there are writing services out there like Ox Essays who can help you get these posts written. They’ll take your briefs and create excellent blogs that really give your readers something to think about.
Once your reader has been brought in by your headline and is now on your website, get to the point. Make sure you deliver on the promise of your headline in the very first line of the post. If your reader has clicked through and doesn’t see what they came for right away, they’re going to just click away.
Think of that first sentence as your abstract, or declaration of what that post is going to do. The rest of the post is then designed to flesh out your argument and give readers the real meat they’re looking for.
Copywriting isn’t just about the writing itself. You need to break up your text with images, in order to keep the reader’s interest. That’s because large blocks of text can feel exhausting to read through, so most people simply won’t bother.
There’s several ways you can insert images naturally into your text. Try ordering infographics that complement your text. They look great, impart a lot of information in an easy to digest way, and will help illustrate your point nicely. There’s also a theory that including photos if smiling faces in your text can improve conversion. This is because if the images are seen on your website, it gives the impression that you’re friendly and approachable as a company.
Longer posts are better, right? Not always. Think about the average attention span of your reader. If you can’t grab their attention instantly, then they’re just going to go elsewhere. This is even more true on social media, as readers will just scroll away if the post is too long.
The way to stop this happening is to write shorter posts that have more relevant content in them. When you sit down to write, set yourself a word count. Many set around 500 words, as that’s around the same size as one 14 piece of paper. What you set will be up to you, but don’t go too long. To check the word count of your posts, try using the Easy Word Count tool.
Breaking up text as much as you can is always a good idea. As with images, it helps break up the text and make it much more readable. If the reader doesn’t feel like they’re ploughing through a mountain of text, they’ll be much more likely to make it to the end.
The way you format will be individual to you, but there are plenty of ideas to get you started. You can use bullet points to create lists, and sub headings to introduce different ideas or points. Highlight your most important facts, and keep sentences short to get the most out of your writing.
Poor grammar has blighted many a company’s copywriting. The points contained within could be highly useful, but if no reader can comprehend what is being said, then there’s no point posting it. Using good grammar shows you to be professional and reliable, so it’s vital that you get it right.
If it’s been a long time since you sat in on an English class, that’s easier said than done. Luckily though, there’s plenty of help online. Try using the Academized Grammar Handbook to get you started, as it has lots of helpful tips for the beginner. Always take advantage of your tools and resources.
All the best websites have style guides they use when they’re writing their copy. These are designed so every piece of content they create follows the same formula, so the work is consistent. It differs from company to company, but it often includes elements such as size and font of your text, the images used, and the grammatical style of the copy.
Put together your own style guide. Think about how you want your posts to look. If your writing is always consistent, you look much more professional to your customers.
Proofreading your writing is arguably the most important step in your work. That’s because no matter how good a post is, and how thoughtful the content is, it will fall down if there are spelling or grammatical mistakes in it. Would you respect a company that posts blogs without checking them first? Exactly.
That’s why it’s vital you always proofread. Spend the time to really get to grips with your post and look for the errors that have occurred. If you don’t have time to proofread, or you feel you don’t have the skills, then look at hiring a proofreading service such as Australian Help. They’ll do the heavy lifting for you, and edit out any errors before you publish the piece.
Many copywriters fail when they don’t include a proper Call To Action in their text. If the customer gets to the end of your post and doesn’t know what to do next, then you’re going to lose their custom. Instead, make sure you include a Call To Action that makes it clear what they should do next.
The best way to do this is to place a button at the end of the text, which tells the customer what to do. Don’t use words like ‘submit’ or ‘next’ on their own, as they don’t mean anything out of context. Instead, use a phrase like ‘Start writing my resume’ or ‘Buy your ingredients in here’ to tell customers exactly what happens next.
When writing, keep to the ‘one idea’, one paragraph’ rule. This means that for each new idea you introduce into your text, you start a new paragraph. This breaks up your text and helps the reader follow your train of thought.
A good way of backing up any ideas you introduce is by using third party sources. Use relevant quotes and your writing will be much more reliable and trustworthy. When you do this though, make sure you’re citing your quotes properly. Failure to do so can appear to others as though you’re stealing the content, even if you’re not. Use a tool such as Cite It In to help you get it cited correctly.
There’s a school of thought in copywriting that you need to tell the customer all about the features of your product. You can bombard them with all the features you like though, and it still won’t tell them how it will benefit them.
That’s why it’s a much better idea to focus on the benefits your customer will receive if they buy your product instead. Think about how it will make their life better, how it will solve a problem that they didn’t even know they had. Be switching your focus, you can really boost your conversion rates.
Keywords are vital for your posts to start showing up on Google and other search engines. They tell them that your post is relevant to what the searcher is looking for. If you use the right keywords, you’ll have floods of visitors, and therefore lots of new leads.
The best way to get your keywords is to think like your customer. What might they be looking for, if they come to your site? Boil down the words and phrases they may be searching for, and be sure to use them in your text.
Everyone is always feeling something. You can be happy, sad, confused, anxious, elated, or fed up, and that’s just for starters. There’s always emotions guiding what your customers do, so keep them in mind as you write your copy. How are your customers feeling? How do you want them to feel?
For example, you could be a company that sells cordless vacuum cleaners. Your customers may be fed up or irritated by the vacuum cleaners, as the cord is always snagging on furniture. It’s your job to make them happy they’ve found a solution in your product.
No customer is going to trust you if you promise them the moon on a silver platter. The product or service you provide is obviously great, but it’s not going to be the answer to everyone’s prayers. That’s just not possible.
Instead, the answer is to be as honest and authentic with your customers as possible. Tell them exactly what your product can do. Focus on the strengths it does have. If you’re open and upfront about it, you’ll gain much more respect.
You may not be writing fiction, but you’re still looking to engage the reader. If you get too technical, it’s gets boring and who’s going to stick around for that? Instead, try telling a story with your post. You can show just how the product works, but in a more engaging and interesting way.
For example, if you sell TV dongles for watching online content, you can tell the story of a group of friends trying to watch a football game that was being streamed online. They can try watching it in a bar, or on a laptop, but find that watching it on TV is the best way to enjoy the game.
There’s a lot of information to take in here, but all of these tips will help you create much more engaging, interesting and useful copy. Give them a try and you’ll see for yourself.