You’ve got a boring sales page with a bunch of words on it.
You’ve got an interesting product that you think people will love.
You’ve got a budget that won’t let you hire a copywriter.
You need an effective marketing strategy to bring in some leads and turn them into paying customers.
Sound like you?
Don’t worry! We’ve all been there. Hopefully, this article will help you figure out how to write copy that gets people to pay attention, even if it’s just one person who is paying attention. Ready to learn some tricks?
Focus On The Basics
Before you start jotting down crazy ideas to make your sales page stand out, take some time to study the basics.
Just because you have a limited amount of space doesn’t mean that you have to make bold claims about your product or fill your page with fluff.
Instead, start with a hook, some great content, and a call to action.
Use your testing results to determine which words on your page are causing people to engage with your content the most.
For example, let’s say that you ran a test on your product and found that blue was the most successful color for your marketing material. After you incorporated this knowledge into your writing, you might end up with a marketing page that looks like this:
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Blue is the new black
We know that people love a fresh new look. Everyone is on their phones now, so if you want to grab someone’s attention, you need to keep it fresh and interesting.
If you don’t have the budget for a complete redesign, at least use a different font or color for key words and phrases.
It’s also important to keep your language simple and easy to understand. If you use big words, people will shy away from your site, thinking that you’re not someone they want to deal with.
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The science behind the color blue
If you can get people to pay attention to your content, even for a second, there’s a good chance that they’ll stay and read more.
Use this second to focus on what your product is and why it’s great for your customers.
When you’ve got a longer piece of content, you can use subheadings to break it down into digestible chunks. Use your subheadings to guide your writing and to help you stay on track.
Make Your Page Bolder
As you become more experienced as a copywriter, you’ll start to notice that certain types of phrases and words seem to create more engagement.
In general, words that end in -ly create an air of suspense or possibility. Phrases such as “signature move” and “world’s finest” can make your piece of content stand out.
To create a sense of anticipation, use language that will make your audience curious. When you use words such as “revolutionize,” “groundbreaking,” and “definitive,” your reader will want to know more.
As a copywriter, you’re often dealing with limited space, so you have to find a way to make each word count.
To make your page more lively, you can add some action to your writing, such as case studies, photos, and videos.
You can also use your product’s FAQ or frequently asked questions section to engage potential customers in your content.
If you’re struggling to come up with unique and engaging copy for your website or marketing piece, consider using some of the big words and phrases that you’ve found to be successful.
After all, your customers are probably more interested in your product than in your writing skills anyway.
Headline, Body, And Call To Action
Since we’re talking about writing, let’s look at this part of the process a little bit more closely.
The headline is your article’s opening sentence or the first few words of the piece. It’s generally used to grab a customer’s attention and set the tone and pace of the article.
The body is what you have after the headline. It usually contains a series of introductory paragraphs that set up the content that follows. When you write the body of your article, you want to keep the following in mind.
First, ensure that everything in the body has a purpose. Your goal is to engage your readers and convince them to take a certain action. Therefore, your body should provide the necessary information for your readers to make an informed decision.
Include a list of benefits in the body to make the argument that your product is superior to the competition.
For example, let’s say that you’re selling car insurance and you want to compare it to a similar product. Your body could look something like this:
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Compare car insurance for vehicles from different insurance companies
By comparing different insurance products from different companies, you let your customers know that you’ve taken the time to consider their needs and wants and that you’re confident that you can meet them. Not only does this make your customers trust you, but it also gives you a leg up on the competition.
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No claim bonus
This is a wonderful benefit that you can add to your product’s body copy. A no claim bonus is when an insurance company pays you for keeping your customers safe on the roads, without having to make a claim. Just remember that this is a lucrative perk and can make up for expensive advertising costs and pricey software tools that you have to purchase to generate the income.
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Low overheads
Another great thing about this product is that it has a low overhead. This means that it costs relatively little to run the company and, accordingly, the cost of your product is low. The fact that it has a low overhead leads you to believe that it is a good value for your money and that you’ll be able to make a profit from it.
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Fully-customizable
This product is fully customizable and allows the customer to set the prices for the different coverage levels and decide what features to include in their plan. Fully-customizable indicates to the consumer that they have complete control over the content and can tailor it to their needs. This is a feature that sets this product apart from many others in its category.
The first thing that a customer will want to do is find the cheapest option. To achieve this, you’ll want to include some form of a discount or special offer.
Depending on your pricing structure, you can create a sense of urgency by including limited-time offers or one-time-use codes. For example, if you’re selling airline tickets, you might want to offer a discount to people who book their flights during a certain time period.
If people aren’t sure what your product is or what it does, they’ll have a hard time locating it in their search results. To solve this, add more informative and engaging content to your website to better define the value that your product provides.
How To Make Your Content More Engaging
Even though you only have a few sentences to play with, your content can still engage an audience. To make it more interesting, you can add various forms of multimedia.
If you’re unable to incorporate video content into your writing, at least add a photo that you can click on. Doing this adds some life to your page and draws more people in.
To keep the reader engaged, add multiple short paragraphs that contain a variety of useful information.
To make your material more interesting, add case studies, customer interviews, or even animated graphics that teach or explain something about your product.
Make It Scannable
If you’ve got a fairly lengthy document that you want to include more content than will fit comfortably on a single page, you can use an online tool to break it down and make it easier to digest.
One of the primary purposes of having an article is to attract curious readers who want to learn more about your product. To achieve this, you’ve got to make your content interesting and engaging. To make it scannable, you can use bullets, bold text, and subheadings to make every bit of content easily digestible.
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