Whether you’re a start-up owner or a seller on eBay or the marketing head of a giant corporate, there’s something in common for businesses of all statures and nature. They all rely on – words. Yes, words are the most valuable tool in your marketing kit. They can make or break the tonnes of money you spent on an ad.
This is why copywriting is so important to increase the reach of your business and to create a unique identity for your business. Whether you’re persuading someone to try your product or sending out a business tweet or trying to convince potential clients to sign up for your weekly newsletter – words are the key.
Every single marketing job depends on the right combination of words. And, that’s why we have compiled a list of killer copywriting tips that you can use in your business immediately.
Let’s get things rolling!
Hook them in with the Headline
Studies show that if your headline isn’t attractive, no matter the quality of your content, you can be sure that you will not reach the right audience. The headline is the most important part of your content, and you must ensure that you get it perfectly right.
A good headline hooks in your readers and makes them read more. It should tug at their emotions, ignite their curiosity and drive them to know more. Here are some illustrated examples of how to make your headline pull in your audience.
Straight, Boring, Lacklustre headline:
Ten-year-old Math Genius wins Third Competitive Math Tournament
Now, let’s make it more intriguing:
Just 10 years old, he has won his third math tournament, and his schoolmates explode with joy
The “First Time/Brand New” Hook:
For the First time ever, Mumbai’s Favourite Boy Genius cracks hard math problems and wins the crown for the third consecutive time.
The “Storytelling” Headline:
When his teachers told him to forget his math puzzles and focus more on classwork, he did just the opposite and proved them wrong…
Writing a brilliant headline requires time and effort. Try every combination of words and check out different angles to make sure you nail it on the head.
The KISS Principle
Just like a good kiss, you must “Keep it Short and Sweet”. Be ruthless with the words you use. Today’s readers just don’t have the time or patience to waddle through lines and lines of content, when they’re making a decision.
Take the example of web pages. Research states that you’ve got only seven seconds to make an impression online. That’s obviously not much time, so show them what you’ve got and done it quickly.
A simple exercise to help you, get started:
- Visit the web page of a brand that you admire
- Look through all the sections of the site like About Us, Services offered, etc.
- Copy, paste the contents in a Word Document and check the word content
- You’ll be able to find the reason why the brand works
The Answer: Brevity & Persuasive Messages. What you say in two words, try to say in a more powerful single word. Remember the shorter and simpler your message, the higher are the chances of reaching your target audience both online and offline.
It’s Time to Ditch all the Essay Writing Techniques you learned at School
Copywriting is a world apart from academic writing. While grammar and spelling are still important, it’s time to rest all the other writing techniques that our teachers hammered into us at school.
Great copywriters don’t just follow rules. They know how and when to break the rules for the maximum impact. And, here’s how to do that:
- Close your eyes and let your mind move back in time to the English lessons you learned at school.
- Write down the guidelines you remember. If nothing comes to your mind, you can even Google it up.
- Highlight the ones that you think are no longer relevant in today’s digital space. For instance, “Your content must always have a beginning, middle and end” or “Never start a sentence with a preposition like But” are no longer valid in the online sphere.
Copywriting isn’t about following some archaic rules. It’s time to erase those rules out of your writing. It’s all about breaking the rules to find your unique voice.
Always Place Your Customers First to create Super-Loyal Fans who Feel Special
Everyone loves to feel special, whether be it in our relationships with our partners or with the brand we endorse. What you’ve got to say about your business takes a backseat. What your audience needs to hear is what it can do for them.
Every business owner has a hundred and one things to say about their products or services. As a result, most business marketing speak is “me, me and more me.” Don’t make this costly mistake. Always put the customer benefits first. Make them feel that they are the most important part of your business.
After all, your business is nothing without its customers. So, isn’t it right to place them at first?
Know your Audience
If you were engaging in a face-to-face sales pitch with your audience, you’re likely to tone down your marketing to suit them. Sadly, most copywriters fail to do this when they go online.
Just like you wouldn’t discuss the merits and demerits of Ulysses with a five-year-old or elaborate on the technical specifications of your latest Smartphone to your grandmother, ensure that your tone reflects your audience.
The first step here is to determine your audience and then tailor the content according to the demography, geographical location, cultural influences, gender and age of the targeted audience. Your content must speak to them accordingly.
Sell your USP
A USP is your unique selling point, the one feature that sets you apart from your competitors. Identifying the USP is the first step before you begin your marketing. Here are several ways to help you find what makes you different:
- Research the competition in the market and see what you’re doing better than the rest
- Reach out to your existing customers and get their feedback as to why they prefer your brand
Once, you have identified your USP, it’s time to sell it. Don’t go with generic claims like, “We are the leading furniture company in the country” or “We have the largest collection of furniture”.
Instead, make it explicit, like “Compact Storage Solutions for Modern Apartments” or “Free Home Delivery and Assembly” and so on.
One best example of how a brand nailed even a negative USP right is the following ad from Avis. A few years ago, Avis was voted as the second-best car rental company. Surprisingly, they used it to their advantage and here’s how:
Always use a Conversational Tone
Copywriting must always be conversational if you want to keep your audience engaged. While it may be tempting to position your brand as highly intellectual and academic, you’re likely to shut out your audience, if you do so.
A huge majority of the people today aren’t the comfortable reading jargon-filled, academic style of writing. Instead, they prefer simpler language that reflects regular day-to-day conversations.
Here are a few tips to help you achieve that:
- Use simple, plain language – if you can’t explain something in simple words, then it means you haven’t understood it properly.
- Avoid jargons and other technical details unless and until they’re absolutely necessary, say, for instance, you’re speaking about the technical specifications of a product.
- Let your brand’s personality shine through the choice of your words.
When done correctly, this style helps you gain the trust of your audience and improves the intimacy they feel with your brand, thereby prompting them to take action.
Tug at the Emotions of your Audience
Emotional copywriting must be at the core of your marketing agenda. If you know what makes your audience tick, then you can easily tug at their heartstrings and persuade them to take action.
Whether you believe it or not, most of our buying is a result of our emotions rather than logic or needs. People buy things when they feel “it’s right” rather than “it’s sensible”. Ensure that you invoke emotions to make your brand connect with your audience.
Create a Sense of Urgency
Nothing sells a product quickly than demand and scarcity. Try to create a sense of urgency in your copywriting to make people take action faster. For instance, if you tell your customers that the sale is only for a particular period or while stocks last, they are likely to make the purchase sooner.
A good example, “Some things are forever, but not this Sale.”
However, don’t give false claims. People are wary of brands that offer a three-day clearance sale but extend it for three months.
Specify a Strong Call to Action
Remember this old adage, “If you don’t ask for it, you won’t get it”. Give clear instructions as what you expect your audience to do. The Call-to-Action should be concise, to the point and with no room for misinterpretation.
Some words to use in the CTA are Start, Share, Click, and Join.
Transform your Business with the Power of Words
Getting your copywriting right is crossing half your marketing battle. So, ensure that you get it perfect and make your brand reach out to your target audience.
Are you planning to build an online Brand Image? Our skilled team of expert designers and developers has worked on several Brand building projects and know the ins and outs of search marketing. Hop aboard with us and watch your sales grow and build your brand! For search marketing services in Gurgaon, you can call us at +91 124-4379-633. We are also available 24×7 at www.webfries.com.