Worried that your last marketing campaign fell flat on its face?
Optimizing your copy could go a long way in improving the ROI on your marketing campaigns.
Good copywriting encourages people to take action.
Whether the aim is to get people to subscribe to your mailing list, or buy your products or services, the way your message is delivered makes all the difference.
If you’re looking to sharpen the words on your website, sales page, or other marketing materials — then these 4 copywriting tips are for you…
a. Write compelling headlines
As David Ogilvy famously said, only 20% of people read beyond the headline.
In other words, it’s arguably the most important part of your copy.
No matter how persuasive your body copy is, if your readers don’t get past your lackluster headline, the rest is pretty much redundant.
A good headline compels the reader to read more. It grabs their attention, appeals to their interests and emotions and sparks their curiosity.
If you want to come up with a brilliant headline, you need to put in the effort, and that means exploring every angle, and every combination of words.
Very rarely is a headline written perfectly the first time, it takes at least a dozen rewrites to make sure that it hits the nail on the head.
b. Know the difference between your features and benefits
A feature is what your product or service does.
A benefit is what your customers get from using it.
For example, the main feature of a mobile phone might be that it has a long battery life, but the benefit is that you only need to charge it once every 4 days.
An example of this would be:
Feature — 17-page nutrition guide
Benefit — No more questions about your nutrition, receive the exact plan you need
The saying goes ‘sell on the benefits, close on the features’.
In most types of copy, it’s best to open with a benefit, so the reader knows the value of what you’re offering.
Once you have their interest, run through the features that make your product or service unique.
c. Speak directly to your readers
One of the most effective ways to engage your audience is to speak to them in the second person, using ‘you’. You want your readers to feel like you’re speaking directly to them. Avoid the temptation to use ‘I’, ‘we’, or ‘they’ too much as your readers can lose interest when they can’t hear themselves in the conversation.
d. Use a conversational tone of voice
In most cases, copywriting should be conversational in order to engage with its audience.
It can be tempting to position your brand as a top provider by using high-brow, or academic language, but this approach can actually have the opposite effect.
Our prospects aren’t used to reading the sophisticated language we assume they can.
We’re far more used to reading conversational writing as it more accurately reflects how we actually speak.
To achieve a conversational tone of voice, try:
• Using simple language
• Avoid using jargon or technical language
• Abbreviate pronouns where possible, e.g. ‘it is’ vs ‘it’s’
• Show your personality through your word choice
When done properly, conversational copywriting should appear effortless.
It gains peoples’ trust, which in turn, encourages them to take action.
e. Find your unique selling point (USP)
A Unique Selling Point is the one specific feature that differentiates your product or service from all the others.
There are several ways to find your USP, including:
• Researching the competition and finding out what you do better.
• Targeting a specific niche that no-one else is dominating.
• Making a promise or guarantee that ensures ‘no risk’ to the customer.
Try to avoid using unfounded, or general claims like:
• ‘Nigeria’s best shoe brand’
• ‘The best restaurant in Lagos’
Instead, use very specific selling points, based on actual evidence, that no other company in your industry can claim. For example:
• ‘Voted Lagos’s best bar in 2017’
• ‘Shoes starting from ₦6500
f. Appeal to your reader’s emotions
Emotional copywriting can be really persuasive.
If you know what makes your customers tick, you can tap into their psyche and encourage them to take action.
Whether we’re aware of it or not, most of our buying habits are based on emotions, rather than logic. We tend to buy things because ‘it feels right’ rather than because ‘it makes sense’.
Some of the most common emotional copywriting strategies include:
• Self-improvement — used to sell everything from beauty products to fitness apps, to health food.
• Fear of loss — typically used to sell insurance.
• Love and affection — used to sell various products as ‘gifts’,.
• Pleasure and comfort — used to sell ‘convenience products’ like TVs and household goods, as well as food.
• Avoidance of pain — usually used to sell supplements or trado-modern pharmaceuticals.
• Prestige and status — think cars, houses, watches, luxury items.
g. Use persuasive language
The language that you use to sell your products or services can have a big impact on whether or not people will buy from you.
As consumers, we’re constantly placing ourselves at the forefront of the narrative.
And with a little persuasion, perhaps even a little flattery, persuasive copywriting can help positively influence a buying decision.
It’s often said that the 5 most influential words in the English language are:
• ‘You’ — speaks directly to the customer, delivers a personal message.
• ‘Free’ — immediately grabs our interest, we’ll all happily take something for nothing.
• ‘Because’ — provides reasoning, can be logical but most effective when emotional.
• ‘New’ — one of the most powerful words in advertising, everyone wants to be the first.
• ‘Now’ — more effective nowadays than ever, why wait when you can have what you want instantly.
Use these tips to ensure your copy instantly improves your marketing results.
P.S — If you found these tips useful, pay it forward by letting your friends know about it.
Maybe they can improve their marketing results also!
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