A Short Guide on How to Do Good Copywriting
What is Copywriting?
Unlike merely writing, copywriting is more than putting words on a piece of paper; it is strategically delivering words that get people to take action. Usually used in marketing, Copywriting aims to increase brand awareness and ultimately persuade a person or group to take a particular action. Therefore, a copywriter must master the art of persuasive writing, proving every day that words can influence people.
Copywriting comes in many forms—social media content, advertisement, landing pages, web pages, blogs, brochures, company slogans, etc., and it’s designed to sell your products or services, but furthermore, it’s intended to give your brand a voice. A good copywriter won’t sell you just products, they will sell your audience emotion and lifestyle. No wonder why Copywriting has become one of the most in-demand skills of 2021!
Do you love writing? Have you seen an advertisement on TV and said to yourself “I could’ve come up with that”? Learn more about Copywriting as a career path.
Learn about what you are writing
Good copywriting is hard. Great copywriting is really hard; you need more than fancy words to please your audience. That’s why you need to know what you are talking about and be prepared for every task that comes your way. That’s why we recommend research as a starting point.
Some say that you should spend 80% of your time doing research and 20% of your time writing, and we couldn’t agree more. You must know what you are talking about to be able to engage with your audience. But research shouldn’t be limited to the topic you are planning to write about—you need to understand the people you are speaking to. Research your targeted audience, their industry, their aspirations, and pet peeves.
Ask yourself questions like:
- What are my audience’s frustrations?
- What are their pain points?
- What are their goals?
Understand what makes your public tick.
Trust us, if you do your research right, you’ll have an easier time writing and will create a copy that serves your purpose while engaging your audience.
Structure your writing
A blank page can be daunting…Oh boy, do we know it! There are so many things to write about and almost infinite ways of doing it, so many thoughts and many ways of putting them into words. Believe us, things don’t get any easier when you have limited time to write (a solid deadline from a client for example) or multiple projects at the same time.
But remember, the best ideas are simple. Our best advice to you is, don’t panic, breathe and start by structuring your ideas. The best way of organizing the hurricane of thoughts and untangling the mess of words is by simply laying out a basic structure of what you need to write.
We recommend you use the FAB Formula as a basic starting point:
- Features — What are you offering?
- Advantages — How does it help solve a problem or make things better?
- Benefits — What does the reader get out of this?
You don’t need to spend a lot of time on this, just write some bullet points with your main ideas and sections and start outlining the “bones”, you’ll add the substance later when you start writing. This will make it easier for you to write and create a compelling copy.
Learn from others
Trust us, if you are thinking about writing something, most likely somebody already wrote about it before you. To become a good copywriter, learning from others is key. If you want to master the craft, you need to start examining others’ work and start your own collection of proven copies, aka a swipe file.
A swipe file is merely a collection of expertly written text and great copy written by copywriting aces, and keeping a swipe file on hand is pretty common for copywriters to refer to as a source of inspiration for copywriting projects.
That’s one of the wonders of copywriting, your peers are your teachers and you can easily become a better copywriter by collecting good copywriting examples. What a perfect writing cycle!
Here are some tips for copywriting in digital marketing.
1- Be Grammatically Sound
Even the best writer has errors, and believe us finding errors in copy is more common than you think, (especially when writing more than 30,000 words per week), nevertheless, a copy with spelling or grammar errors will eventually give a negative perception of your brand to your audience.
Truth be told, one or two grammar issues buried in a long 2,500-word text can be overseen, but an error on a short copy such as a homepage is much more scandalous.
So even if you have a tight deadline, manage your time accordingly to have enough time for a proofreading process. Triple-check your copy before you send it and try to look at it a few hours after you wrote it, so you can see it with fresh eyes; if possible have someone else proofread your work.
2 – Be Persuasive
Remember, Copywriting is delivering words that get people to take action. So writing great entertaining content is not enough, you must write in a way that convinces your audience to do something you want them to do.
Appeal to your audience’s feelings and desires, instead of selling them products, sell them happiness and success, trigger your reader’s emotions, and find the right word combination to introduce the desired action you want them to take.
3 – Use a Strong Call-to-Action (CTA)
A call to action, also referred to as a CTA, is a digital marketing strategy to get readers to take a desired action. So explaining your brand and creating great content is not enough from a digital marketing perspective, you need to tell your audience what to do with what you are giving them. Use words that persuade people to follow your direction.
If you want your readers to do something, make sure that the message is in your text so you don’t leave your audience wondering what to do next. Keep your CTA copy concise and clear, build intrigue and make your audience want to engage more.
Here are some examples:
4 – Be Super Direct
Are you being clear enough? We have found ourselves in situations where we know what we are trying to say, but we don’t realize we are writing something that does not make sense to others. Remember, in copywriting, clarity tops cleverness, so no matter what, always make sure your readers understand you.
We recommend you always go straight to the point—you must be able to convey your message in as few words as possible and use conversational language.
5 – Audience Awareness
Last but not least, we strongly recommend you to find the perfect tone of voice to speak to your potential customers. This is, you have to know who you are writing for, and you have to write for them.
First of all, identify your audience and their pain points, then create a copy that’s appealing to that specific niche—don’t try to target everyone. By identifying your readers’ pain points and needs, you can use your marketing skills and offer them a solution. Remember, language is the key, if you are talking to a young audience, engage with them in a more fun and relaxed tone, use some slang and pop culture, if you are speaking to a scientific community, use more technicalities and a more sober tone.
I hope we didn’t stress you out too much, keep in mind that copywriting is a skill, and like any other discipline it requires practice with trial and error; so don’t worry if you can’t achieve a perfect copy at the beginning, the important thing is that you already started and you’ll keep improving. Practice makes the master.