What will make your copy stand out from the competition? Genuine user interest and intrigue will set you apart from the mass of copy that is churned out daily. To help you elevate your copywriting skills, we’ve put together this masterclass.
Understand The Anatomy Of A Good Copy
To start with, you’ll need to be able to articulate what makes a good copy. What are the elements that make up a good pitch? What do you look for in terms of online content?
Good copy has three legs:
- Attracting The Right Audience
- Holding Their Attention
- Driving Action
Each of these legs is discussed in greater depth below.
Attracting The Right Audience
What makes for a healthy and sustainable marketplace is a combination of interest, intrigue, and intrigue. When a buyer has multiple choices, they will invariably pick the option that interests and arouses them the most. To capture their interest, you will need to do your homework and find out what they want. This is known as audience research.
To establish genuine interest in your product, you must understand the interests of your audience. For example, if you are writing to homeowners, you will need to know what kind of home decorations they like, what home design styles interest them, what size homes they prefer, etc. Once you know their interests, you can craft content that will pique their interest. Keep these interests in mind as you are writing.
Holding Their Attention
If you want to keep your readers interested, you need to keep them interested. A good copywriter will always keep the reader in mind, and ensure that what they are reading is both relevant and interesting.
To engage your audience, you’ll need to keep them engaged. In the case of written content, this entails structuring your writing in such a way that it is both easy to understand and interesting. Let’s say you are writing a blog article on home design and you want to engage your audience by using compelling language and images to tell the story. To achieve this, you need to consider how you are going to engage your readers. You might want to use a combination of these strategies:
- Create a gripping headline
- Use subheads to break up the text and make it easier to absorb
- Craft an interesting and provocative opener
- Develop a strong closing
Each component of your writing will be read in sequence, so make sure that each part serves a purpose. Consider the first sentence of your article: it is the absolute most important sentence you will write. This is because it will be the first thing your reader will see, and it will decide the overall tone and direction of your piece. To achieve excellence in your opening, make sure that it contains both a strong hook and sets the tone for the rest of the article.
Driving Action
The last thing your reader wants is to be forced to take action. To keep them reading, you will need to continually stimulate them into changing their behavior. To achieve this, you’ll want to develop a clear call to action in your opening and close. When you have a strong call to action, you will instantly know whether or not your reader has stayed engaged.
Put It Into Practice
Writing is a skill that cannot be practiced alone. To get the most out of this article, try applying what you’ve learned by creating a draft and then following it up with a review. Consider using the same 3-step formula discussed above to create compelling content that is both interesting and helpful. While you’re at it, why not test out your newly acquired skills by pitching a story to a friend or family member? You can even ask for a little feedback to see how you’re doing.