With the rise of content marketing and influencer marketing, copywriting has become a bit more popular. However, that doesn’t mean it’s easy. In fact, it can be very tricky to learn.
If you’re looking to gain some credibility as a copywriter or even just want to become better at crafting marketing material, then read on. We’ve put together a list of the most in-demand copywriting skills you should know, along with some helpful tips on how to master them.
1. Creating compelling subject lines
The subject line of your email is one of the most important parts of your email. A good subject line can help you stand out from the crowd, enticing your readers to open your email. It should be short, sweet, and to the point. You also need to avoid using overly familiar language or including unnecessary adjectives.
You can practise creating compelling subject lines with this simple hack: create a shortlist of the best subject lines you can think of for each type of email you send, and select the one that resonates most with your audience. You can also use this list to help you choose the right keywords for your content and ads.
2. Building trust
Your readers’ confidence in you is important, especially when you’re pitching new customers or potential customers. This means you need to make sure that the material you write is relevant and high-quality. To build trust, you need to show that you’re a confident and competent communicator who is capable of producing high-quality content for your audience. Consider using resources like GAP, AHIMA, or CHAI to get accredited. Once you’re accredited, you can use the letters ‘CA’, ‘MH’, or ‘CMI’ after your name to show that you’re a certified, member of, or accredited with, the organization. This is particularly helpful if you’re looking to get hired by a potential client or buyer of your services.
3. Using concrete language
Concrete language is straightforward and easy to understand. When you use concrete language, you’ll find that your readers appreciate your honesty and understand your meaning better. For example, instead of using words like ‘can’t’ and ‘won’t’ when referring to your product or service, you can say things like ‘this product is great because…’ and ‘our service is ideal for…’ These are simple, clear descriptions that help your readers understand your meaning better. You can also use ‘I’ to start sentences, not ‘you’ or ‘we’, which make it personal. Using ‘I’ can also give your writing a more youthful feel.
4. Having a distinct voice
Distinctive voices are a special skill possessed by experienced writers and copywriters. When you have a distinctive voice, your readers know exactly what they’re getting into. It will feel like you’ve been there before them, having a conversation with someone who understands exactly what they’re talking about. Instead of using your reader’s language, you can put yourself in your work by applying your own words and making it relatable to your specific audience.
You can practise gaining a distinctive voice by reading blogs, books, and watching videos on the subject. It can be difficult at first, especially if you don’t feel that you have one. Looking for the ‘right’ voice can help you find that elusive ‘sweet spot’ that will make your writing shine.
5. Adapting to different audiences
If you want to write for different audiences, you need to adapt your language, the information you provide, and the way you present yourself. To start, you can use the ‘who’, ‘what’, and ‘where’ to set the scene. Then, you can use the ‘why’ and ‘how’ to answer the question. Questions are always key; they help your readers engage with you and your content. If you’re unable to answer a question, you can always add more information about the topic, which may even help you develop a better understanding of it. Don’t forget to keep engaging with your readers by using clear and simple language, and provide useful information that will benefit them. For example, if you’re writing an e-commerce product review, you can recommend a related product that your readers may be interested in.
6. Citing sources
When you write a piece of content, you should always make sure to give proper credit to the source. Depending on the situation, you can either include a direct quote or paraphrase what the source said. When you cite a source, you’re also indicating that you’ve done some research into the topic and that it’s important enough to be taken into consideration. If you want to give credit to the source, include it as part of your quote or paraphrase. In some cases, you can also include a link to the original source material – however, it’s not necessary to do so.
7. Making predictions
An important part of being a good copywriter is being able to make predictions about your audience’s behavior.
You can use your imagination to make predictions about your audience, but you should also consider how people act and what they say. If you want to make a good prediction, you need to do your research and understand your audience like the back of your hand. If you’re struggling to make predictions, consider using tools like Google Analytics to help you pinpoint specific behavior patterns and the variables that influence them. With this information, you’ll be able to make meaningful predictions that can boost your income as a copywriter.
8. Presenting positive and negative information
Some businesses, organizations, and websites prefer to present only positive information about their product or service. If you’re writing for a predominantly positive audience, you may need to do some research into presenting negative information effectively. You can start by presenting a variety of views on your topic, including both positive and negative ones. Then, you can consider using tools like Google Analytics to examine the results of your content and discern which types of content are most effective.
If you want to be credible as a copywriter and become better at presenting both positive and negative information, then consider getting a qualification in social media or PR. With this qualification, you’ll be prepared to effectively and professionally communicate across platforms, including websites, YouTube, and social media accounts.