When you’re writing for the web, there are many guidelines and best practices that you need to follow. One of the most important things to do is to follow the writing principles of effective copywriting. What is copywriting? It’s simply the process of creating compelling content that will attract, convince and delight your target audience. When done well, copywriting is a powerful tool for marketing, branding and sales.
Three Types Of Copy
When you’re first learning, there are three general types of copy you need to learn to write:
- Headlines – These are the first words or sentences of your copy, and you should use them to hook the reader and compel them to continue with the rest of your copy. Always bear in mind that the headline is more important than the body copy.
- Subheadlines – These are subtitles or descriptions that enhance the meaning or tone of your copy. Make sure you use them sparingly and only when necessary.
- Body – This is the meat of your copy, the part that will contain the most relevant and persuasive information to keep the reader returning for more.
The Three Principles Of Copywriting
To master effective copywriting, you need to understand the three principles that guide it:
- Audience: Your target audience is the group of people that you want to attract, persuade and delight with your copy. Know your audience and create content that they will find value in.
- Product: Your product or service is the thing you’re advertising or selling, be it a product, a service, a class, a webinar or something else. When writing about a product, you must understand what that product is and what sets it apart from other products. For example, if you’re writing about a website builder, you should know what makes it different from other web builders and why someone should use it over the others.
- Means Of Communication: When you’re writing, you have the option of presenting your ideas in words, images or both. Choose one of the two and stick with it, never using both simultaneously. If your audience is reading your copy aloud, speak slowly and clearly. Practice using proper punctuation and always proofread before publishing.
How To Write An Effective Headline
An effective headline is simple and to the point while still being interesting and compelling enough to draw the reader into the copy. To create an effective headline, follow these guidelines:
- Make it exciting – The first thing that will attract the reader to your content is an interesting and unique hook. This hook will later on become the summary or the lead of your copy. Be sure to keep the hook throughout the entire piece, even when you’re elaborating on the details of your product or service. A dull headline gives the impression that your article is boring and the reader will quickly lose interest. A dull headline can also make you sound like a hypocrite, as you claimed to have written the article for the purpose of educating or informing the reader, yet you failed to hook them in the first place.
- Match the words with the type of content – The first part of your headline should match the type of content you’re presenting in your article. If you’re writing for the web, you’ll want to use the headline format for your article. Don’t try to trick the reader with fancy adjectives or clever words when you’ve presented them with blatant marketing material.
- Avoid clichés – When you hear or say clichés frequently enough, they start to lose their meaning. They can also begin to sound trite or boring. Avoid using clichés when you’re writing, whether it’s an article, a tweet or an email. Think of something unique that the reader won’t soon forget. Don’t be afraid to take a chance and stretch your English a little, but always make sure that you’re not using clichés.
- Use active, present tense – When you use the present tense in your headline, it gives the reader an illusion of presence. Present tense indicates that you’re currently engaged with the reader, which in turn creates a more intimate connection. So, instead of writing “tomorrow is the best day to…” write “tomorrow is the best day to […]” or “buyer’s remorse is common. Make sure you don’t make the same mistake twice.”
- Be memorable – Your headline should be memorable enough to make the reader click on your content. If they have to go back and remember what you wrote, they’ll be better off clicking on the headlines that stood out the most. Use clever words and phrases that will stick in the reader’s mind. Play with words and try to produce an original headline that will become part of a phrase or a sentence. For example, if you write an article about how to properly deal with a difficult customer, you might want to write “A difficult customer. No problem.” as your headline, or “How to deal with difficult customers” as a subheading. If you have an original and unique way of looking at things, make sure to stick it in your headline. In the example above, you could write “Properly Handling Complicated Situations” for a more specific and unique way of putting things.
- Research the topic – Before you start writing, it’s crucial that you’ve done your research. Even if you’re writing about something you’ve covered extensively in previous articles, it’s still important to do your research. The better your understanding of the topic, the more effective your writing will be. When you’re writing about something you know little about, do your best to learn as much as possible. It’s also essential that you research the competition. You may assume that because you’re not competing for the same audience, that there won’t be any direct competition for customers. However, there will still be competition for the attention of your audience, even if they aren’t buying anything.
The Importance Of Body Copy
Your body copy, or the rest of your article, is everything that comes after your headline. Your body copy should contain the same basic information that you need to keep your audience interested and engaged. This is where you’ll find the bulk of your arguments and supporting evidence. Remember that the information contained in your body copy is meant to convince the reader, so make sure that you’re presenting your case in the most persuasive manner possible.
There are three parts to a typical body copy:
- Introduction – This is usually the first paragraph of your copy and is meant to give the reader a quick summary of what they’ll find in the rest of the article. Keep it short and sweet.
- Body – This is the part of your article where you’ll present your case. Start by establishing the context of your copy, then present your argument and finally, provide evidence to support your claim.
- Conclusion – Similar to the introduction, the conclusion is meant to briefly summarize the main points you made in your article. Remember that you’re writing for an audience that is likely already familiar with the topic, so make sure that you bring up new and innovative ideas that your audience doesn’t always see mentioned. If you’ve followed the above guidelines, this part of your article will flow naturally and will make your reader feel as though they’ve engaged with a knowledgeable and trustworthy partner.
How To Write Well-Articulated Sentences
When you have well-articulated sentences, you’re using the right words for your meaning. The better your sentences are, the more effective your writing will be. One of the best things you can do for your writing is to invest in a good dictionary, preferably one that is small enough to fit in your pocket. When you find yourself writing a lengthy email, spending some quality time with the dictionary will help you flesh out your ideas and make your writing much more precise and less ambiguous. If you’ve read so far, you’ll know that we’ve covered a lot of ground on what is copywriting. It’s time to take a step back and look at the big picture. Once you’ve got a good foundation in place, you can move onto the next step – marketing your website.