The role of a copywriter is to write compelling content for websites and apps that will keep their visitors and users engaged. When done well, copywriting can help guide a person through an entire buying cycle, from initial awareness of a product to making a purchase, exploring what’s available, and finally, using the product and keeping up with any required actions or changes.
If you’re new to copywriting, you have plenty to learn. Whether you want to become the best copywriter in the world or just want to get started, this article will help you with tips on how to write compelling copy that persuades and encourages readers to take a specific action.
The Basics Of Writing Copy
Like with any other form of writing, copywriting is not easy. The more you put in it, the more you get out of it. That being said, there are a few basic guidelines you need to follow to ensure that your copy is effective and comes across as polished and professional. Once you become familiar with these basic guidelines, the sky is the limit for your copywriting potential.
Keep It Short
Shorter is usually better when it comes to copy. The shorter the better when it comes to reading and maintaining interest. One of the main reasons shorter content is popular is because people have so much to do and so little time to do it in. When you make content shorter, you make it easier for the reader to digest and remember. Plus, having less words to process means that your content will be easier for machines to analyze and quantify (i.e. content scoring software). If the content is longer than six or seven paragraphs, people will start to wander away.
Use Active Voice
Whether you’re writing a formal or informal piece, the active voice is the preferred style when writing non-fiction. The active voice is when you use first-person pronouns, such as I, we, or our, rather than third-person pronouns, such as he, she, or his. It makes for easier reading and avoids the passive voice, where you use the third-person pronouns regardless of whether you’re talking about something performed by a person or a company.
Use The Right Word
When you have a specific topic for your copy, such as dating apps or email marketing lists, you will need to choose the right words to use. When writing for humans, it’s important to choose words that they will understand and relate to. For example, if you are writing about winter sports, you will want to use the right words to describe the feeling you get when you go jogging in the winter. You don’t want to use words like “bundle up” or “cold snap,” because although these words may sound relatable and descriptive to a reader, they don’t actually mean what you intend them to.
Understand Your Audience
When you write copy for a particular type of audience or goal in mind, you need to understand who that audience is. You can start by asking yourself questions such as:
- What do they want?
- What don’t they want?
- What is their background?
- What are their interests?
- What makes them unique?
- What are their pain points?
- What would make them more likely to purchase my product or service?
Once you have an idea of who you’re writing for, you can tailor your writing to appeal to them. For example, if you are writing for a millennial audience, you will want to make sure that your language and content reflect this demographic. You can also use keywords in your headings, subheads, and text to ensure that your content is easily found by those seeking information on your topic. This is also known as SEO (search engine optimization).
Speak To Their Language
When you write for humans, it’s important to write in a way that they will understand. Even if you’re writing for a technically-minded audience, you will still want to use words and phrases that they will easily comprehend. If you are unsure of the language used in your target audience’s circles, try using a service like the Google translator and checking the results to see how others might interpret your writing. For example, if you’re writing for an American audience but your writing is translated into English by a computer, you may need to use different words or phrases to ensure that the meaning of your content remains the same as you intended it to.
Punctuation is very important in a piece of writing, especially in the English language. Punctuation can help make a piece of writing flow smoothly and allow the reader to understand the meaning of the text more easily. Although punctuation is important in any type of writing, it is especially crucial in copywriting. If you have a strong sense of punctuation, you will have an easier time writing concise, well-thought-out pieces that make perfect sense. Ensure that all quotes and citations of sources are correctly punctuated, and that your spelling is accurate and easy to understand.
When you wish to emphasize certain words or phrases in your writing, use boldface type. This will make the text easier to read and will give it a more formal air. Although you may use any type of font or size for boldface text, keep in mind that the more you use it, the more it will stand out and thus the more effective it will become.
Follow The Rule Of Three
When it comes to writing, there are three basic rules that you must follow:
- The first rule of writing is …
- The second rule of writing is …
- … and the third rule is.
- These rules are
- Easy enough for beginners
- And ideal for everyone else
- Who wants to become a better writer?
Knowing and following these three rules will make a world of difference in your writing. You’ll be surprised at how much easier it will become to draft a compelling piece of content simply by following these guidelines.
Make It Specific
When you write for humans, you are trying to persuade or inform them of your content’s main points, right? Well, making your content specific will help you get your point across. When you generalize your content, you are making it less likely that your readers will relate or connect to your information. For example, if you are writing for the general audience of a magazine, your content will most likely be very general and high-level; however, if you are writing for a specific audience, such as millennials or Gen Z, you will want to tailor your content to their interests, hobbies, and so on. If you want to write something that will make a specific group of people act or think in a certain way, make sure that you speak to their interests, passions, and motivations. This will increase the chance of them relating to and/or acting on your content’s advice or suggestions.
When you write for humans, being objective is extremely important, especially when writing reviews or articles pertaining to a particular topic or product. The readers of your content will want to know what your opinion is on the matter; however, they will also want to know that your opinion is unbiased and based on solid evidence, rather than just your subjective view. In order to achieve this, make sure that you keep your personal opinions out of your reviews and that you always provide the reader with the tools to form their own opinion on the subject.
Writing is not just about following the rules, being objective, and using the right words. Creativity will always be a key component to writing a compelling piece. If you want to write something original and innovative, make sure that you have the creativity flowing throughout your content. Use your imagination and don’t be afraid to come up with new ideas or perspectives that will make your content stand out.
If you want to develop your writing skills and grow your writing career, focus on using the guidelines and principles discussed here. With a little bit of effort and practice, you will become an effective copywriter in no time.