Words are important no matter what product a business offers - they are essential for convincing, converting, and generating sales. Writing compelling copy, however, is more than spelling and grammar. Good content must appeal to the psychology of readers. This week, I'm sharing 42 basic copywriting tips (including advanced ideas that can also be applied to everyday tasks).
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1. Decide How Many Words You Will Write
If you want consumers to buy your stuff, be ruthless with your words - they don't have time for waffle. We have only 7 seconds to make a good impression online, so we need to show value quickly.
Copy needs to be simple and clear in order for a target audience to recognize it and respond.
For your copy to work, follow these steps:
1. Visit a brand's website you admire.
2. Look at all of their different pages (such as their 'About' pages, product descriptions, services, etc.).
3. Copy and paste the different parts of the copy into Word documents.
4. Keep track of all word counts and how they differ.
5. Try to figure out why the word counts vary. What's the purpose of each type of web page?
6. Review your website's word count and edit as necessary.
2. Put Aside Everything You’ve Learned at School
We shouldn't fool ourselves: school doesn't prepare us for business. Certainly not in terms of copywriting.
Grammar, spelling, and punctuation are important, but academic writing relies on elaborate vocabulary and structural consistency. Unfortunately, this kind of environment doesn't allow a brand to convey its message effectively.
Copywriting is more than following rules, it is about knowing when to break them.
1. Write down every writing instruction you were given while at school. You can also search online for terms like 'school essay writing tips if you get stuck.
2. Point out the ones that stop you from writing good digital business copy. Would you like an example? For example, it's a rule among teachers that kids should never start a sentence with 'and' or 'but.'
3. You now have your own checklist that you can refer to.
4. Compare the list to your copy and use it as brand guidelines.
3. Paragraphs Should Be Well-Broken
I think this is especially important for digital content. You can tell if the website copy will be hard to read before you even read it.
It is not easy to read text blocks that are too large, so ensure that your content is simple and white.
I find that short, sharp sentences (and larger fonts) make reading easier, more enjoyable.
Fortunately, you can create an appealing web page easily:
1. Print out a copy of one of your web pages and dip a red pen into it.
2. Put a line between each unique statement or point you make.
3. Arrange each point separately. Even if some points only require one line, that can work well.
4. Always Put Your Customers First
Business tends to focus too much on the wrong things when it comes to copy. They often focus on how long they've been in business or how qualified the CEO is rather than how they can help their customers.
It doesn't matter what you have to say about your business, what matters is what your audience needs to hear.
The reader will always be thinking, 'what's in it for me' in a commercial environment. Because of this, a business copy must focus on benefits.
Never hesitate to bring things back to how you can help, even if you need to be subtle.
1. Look for jargon in your copy. Don't use terms that aren't widely understood.
2. Make sure your copy flows naturally - avoid any unnecessary barriers.
3. Establish the purpose for every copy you write. Keep that goal in mind.
4. Maintain a balance between patronizing the audience and assuming they know everything.
5. Inspire Action With Emotion
All big brands use emotion in their copy.
What's the deal?
The reason is that emotion sells.
In most cases, no matter what the item is, it is bought because of its appeal, what it does, and how it makes the customer feel.
Following that, customers justify their purchases with logic. Emotions are what lead to sales, so copy should evoke emotions.
A customer will feel various emotions before, during, and after a sale if they have a problem that needs solving or a desire for a specific product. I realize this sounds crass, but business copy needs to appeal to emotions.
Customers are always more likely to remember how companies make them feel; emotion helps advertiser campaigns stick in their minds. Brand recognition and loyalty are thus increased.
Here are some steps you can take to begin using emotion in your communications:
1. Make a list of all the problems or desires that your product solves.
2. Give each problem a descriptive emotion.
3. Write your copy so that you demonstrate empathy for your audience.
4. Explain how your product or service can benefit your customers.
6. Make Sure You Pick the Right Font
Our words are basically dressed up in fonts, yet they're often overlooked.
You don't really have a second chance to make a good first impression with your copy, just like in real life. You can communicate effectively with the right font or come across as spammy, sloppy, or trashy with the wrong font.
Be careful not to ruin the effect of your messages before they are even read.
Take these steps to get the most from your copy:
1. Compile a list of six websites for brands you admire.
2. Copy and paste the website copy into a document and see which fonts they are using.
3. Compare the fonts, colors, and sizes of all of them. Choose the one you like best.
7. If You Want to Avoid Confusion, Use Everyday Language
Writing business copy isn't about winning awards. It's about making money. Keep it simple if you want your message to be heard. The language we use every day is nicer.
Here are some tips for nailing your tone of voice:
1. Find some brands you admire and notice how they speak. Which style do they use?
2. Write your copy in a fresh, innovative manner. Then print out some of your writing and read it aloud. If anything sounds off, change it.
3. Let someone else hear your copy out loud. How do they feel about it?
8. Storytelling Is the Key to Becoming Memorable
Storytelling is hard-wired into our DNA as humans. Our lives are filled with stories, from fairytales as children to movies and books as adults. We love them.
Companies increase conversion rates, establish memorable brands, and turn clients into repeat customers by telling a compelling story.
To find a story that sells, here are a few killer tips:
1. Create a hero and a villain for each topic. You don't have to use actual characters. For example, in the case of surface cleaners, grime is the enemy.
2. Guide the reader through a journey. You should create the impression that you'll help them overcome a challenge and teach them something new.
9. Master Your Punctuation
Copy with rhythm is good. However, the process of creating copy that flows smoothly isn't as simple as it seems. When writing effectively, clever use of punctuation is essential.
Apostrophes, speech marks, semicolons, and other such symbols can shape the tone of your writing. Google any of them to get a sense of their impact if you're unsure.
In fact, mastering punctuation can be accomplished with the following ground rules:
1. Avoid overusing commas. Comma placement in your writing is easy to detect. As you read your writing, insert a comma when you breathe.
2. Avoid using exclamation marks.
3. Avoid long sentences and paragraphs.
4. Keep each paragraph focused on one point.
10. Highlight Important Information With Subheadings
It's important to understand how people consume digital content. A study shows that 79% of web users scan pages before they start doing anything. They subconsciously search for words, phrases, or images that interest or grab their attention.
Also, on a web page, only 16% of visitors read every word, so make sure your words get some much-needed attention with these steps:
1. Break long copy pieces into manageable parts.
2. Introduce each section with a subheading. The benefits need to be very clear. Be direct and include relevant keywords - don't talk conceptually.
3. Bold the sub-heading.
4. Include an h2 or h3 tag in it to improve SEO.
11. Correct All Spelling Errors
When you write, do you proofread it?
You should, since perception is reality, and nothing is worse than a clumsy copy. Today's customers are in charge, and there are countless competitors just a click away. If your spelling is poor, that can spell doom for your business.
Credibility and trust are key components of the business. Any mistake can have a devastating effect on sales, so be alert and hunt for any errors.
Improve your attention to detail and enhance your reputation with these tips:
1. Never trust spell-checkers. You can use it, but you shouldn't leave things there.
2. Proofread your work on paper instead of a screen.
3. Proof your copy at different times and in different rooms - our brains become accustomed to routines and can become complacent.
4. You should read your work from the bottom up to keep your brain fresh.
12. How Do You Organize Your Messaging?
It is common for people who aren't copywriters to bury the most important message.
This occurs for two reasons.
First off, the writer didn't do any research, so the copy came out blurry.
Second, the business owner does not know that lengthy, difficult introductions just don't work.
Check out these strategies to make your messages stick:
1. Take a page on your website.
2. Write down everything you want to say (each point should be just a few words).
3. Change the order of the list until it is convenient for you.
4. Move your paragraphs around until they relate to your list.
13. Be Sincere, Honest, and Reliable.
Although setting up a website is easy, getting people to pull out their credit cards and make a purchase is surprisingly tricky.
There are many hurdles we need to overcome as business owners. First, words must be used to build trust with potential customers.
I have four top-notch tips for you:
1. Optimize your 'about' page. It's the best opportunity to showcase the people and values behind your brand.
2. Don't copy the competition. (Never)
3. Always be true to yourself. Take a position and stick to it even when you disagree with something about your industry.
4. Have a regular blog and solve common problems that interest your audience. Don't let them down.
5. Don't use sleazy marketing spiels and superlatives; you sound desperate. You have to remember that people aren't dumb.
14. Sometimes It Isn’t What You Are Selling...
...it's how you approach it.
If you write good copy, you can sell anything you want. And sometimes the quality of your product won't even matter.
It's all about being interesting, relevant, and engaging.
15. Analyze the Market
If you don't know who you're selling to, no amount of copywriting tips will help.
A great deal of business copy fails because its message is not resonated. The good news is that a lot of copywriting is about spitting out customers' words to the same audience.
All you need are some research skills to connect with your target audience and improve your selling proposition.
1. Identify your most valuable customers. What gender are they? What is their age? It is best to provide as much detail as possible.
2. Identify the person by name, job, and location. Then, create a visual representation of them.
3. Check out blog comments, Amazon products, and popular sites where your target audience hangs out.
4. Identify what their pain points are and what they desire in the end. Observe their language. Is it formal or informal? Does something keep popping up over and over again?
5. Write your copy based on your findings.
16. Design Your Writing
Life can be unfair sometimes. After hours of creating just the right copy, your website, poster, banner, or other marketing material just doesn't match what you wanted.
Design plays a huge role in the effectiveness of copy. Follow these three tips to avoid disaster:
1. Pay attention to how the copy wraps around any images on a web page. For example, an image often shows a complete breakdown of a sentence. There is nothing professional about it.
2. Keep an eye out for hanging words (where your sentence reaches a certain length, and then a single word follows the next line). This not only looks bad but also disrupts a user's reading momentum.
3. Use a consistent amount of white space around all of your buttons and links.
17. Create a Style Guide to Make Things Consistent
You're ready to create your style guide but don't know where to begin?
1. Identify three values that represent what you believe in.
2. Write a mission statement that clarifies what you are trying to accomplish to a complete stranger.
3. Provide detailed guidelines for your house. For example, you should include the font you plan to use, any banned clichés, industry jargon, and any copy rules you have regarding numbers, dates, etc.
18. Understand Human Behavior
Brands that are successful use a variety of scientifically-backed copywriting tricks to influence us and earn our business.
This is called subconscious framing, and you should apply it also to your business strategy.
Understanding the way we each think and operate is key.
Here are 16 things every copywriter, marketing manager, and business owner needs to know about consumers:
1. Consumers place a higher value on companies that display a sense of social responsibility.
2. People respond better to optimistic copy when looking to the future.
3. We spend more when we do not physically part with any cash [such as when paying by card or online].
4. We don't mind taking the more challenging route if the result is worth it.
5. Judging by past failures, we might be inclined to pay a higher price now.
6. Language that is easier to understand is regarded as more trustworthy.
7. We tend to pay more attention to what we read first.
8. Once we've put a lot of money, time, and effort into something, we're less likely to change our minds.
9. When we can't decide, we tend to copy what other people think, say, and do.
10. When presented with multiple choices, people tend to pick something centered.
11. We perceive a product's worth in part based on its price.
12. An item's perceived ownership has a significant effect.
13. Our focus tends to be on products and services that can benefit us.
14. Variety often leads to indecision and lower sales. The shorter the list, the better.
15. Round numbers are considered more reliable.
16. Those products that stand out as being unique for the right reasons are valued highly.
19. Create a Digital Copy With Plenty of Images
In addition to words, images are important (especially online). By contextualizing messaging and making the copy more potent, they can increase the effectiveness of communication. Aside from that, they are eye-catching, which helps maintain interest.
Images also have SEO value.
With images, you need to be concerned about only four things:
1. Check your image's quality. Even the best-looking picture can be ruined by a poorly cropped or low-resolution version.
2. You must use relevant images. Don't waste your time bringing boring stock images to the table.
3. Include alt text and alt tags in your website's CMS.
4. Avoid breaking any copyright laws.
20. Allow Yourself to Fail if You Want to Be Creative
The truth is that most bad writing is motivated by fear.
Creativity is actively discouraged from an early age. In business, however, it's a necessity. So many famous business leaders like Richard Branson, Steve Jobs, and Bill Gates did poorly in school. In fact, many dropped out.
Successful entrepreneurs rely instead on instincts. As a copywriter, you will have to do the same.
Two things to keep in mind:
1. Share your copy with a friend or family member. Take their feedback into account, but carefully consider any negative comments before acting on them.
2. When it comes to online marketing, creativity is more about solving problems than it is about self-expression.
21. Prepare to Edit Your Content Several Times
Technical flow is more important than accuracy here.
Good copy can sneak up on you without you being aware of it. It does, however, take a lot of work to get your copy to that state.
Refining copy usually involves removing words, not adding them.
These 3 tips will boost your copy:
1. Do not simply edit your document on screen. Instead, get out a piece of paper, a red pen, and begin taking notes.
2. Have someone else proofread your copy as well. Often, if a page is familiar, our brains can almost train themselves to ignore errors.
3. Take a break and return to your work with fresh eyes ahead of the final edit.
22. Credibility Gives Your Words More Power
As a general rule, closing the sale is the most challenging aspect of a business. It is not easy to get someone to pay with a credit card.
Consumers are naturally skeptical, but some well-positioned testimonials can be very persuasive.
When it comes to testimonials, there are just 3 things to remember:
- Don't make them up.
- Avoid overdoing it.
- Make sure they are realistic.
23. Stay Up-To-Date and Relevant
Bloggers, here's one for you!
Providing quality content is important, but don't just pump out junk. Instead, why not see what issues impact your target audience today when you consider what topics to write about?
Create relevant content. You can do this by following industry news sites like Quora, Amazon, Reddit, and big-name blogs.
The world is full of inspiration.
24. Curiosity Is Part of Being Specific
Covers of magazines feature similar kinds of headlines.
So go to your nearest shop to view some of these magazines.
People hate vagueness, which is why they do not trust politicians (particularly their election manifestos).
25. Don’t Be Afraid to Be Bold and Forceful in Your Sales Copy
Be laser-focused anyway - even if you don't want to be sleazy.
People typically prefer being led, and there is no doubt that the brain is pretty predictable. It's a question of logic.
People need solutions to their problems. Products or services they crave are in high demand. If you can help them, why don't you do so? Give them what they want.
26. A Great Deal Depends on Preparation
Copywriting requires creativity, but creativity comes when you're fully prepared for the task at hand.
To do this, you need to do some research and know everything about:
- Your product or service.
- Your target audience.
- Your market.
- Your competition.
- Your public perception.
27. Focus On Benefits, Not Features
If you're selling something technical, a focus on features is an easy trap to fall into.
Consumers care more about benefits than features.
28. To Keep Your Audience Interested, Use Open Loops
Keep your content engaging with open loops.
This is a great tactic to use if you are in regular contact with people, such as through email marketing.
29. Keep Your Voice Active
Consider the two sentences below and decide which one sounds the best.
Example 1:
The exam was passed by Adam.
Example 2:
Adam passed the exam.
In all forms of writing, the active voice is important.
But it's particularly important for a business copy because:
- Makes copy easier to read and smoother.
- Focuses on the main points faster.
- Has a greater impact.
- Is more natural [we usually speak with an active voice].
30. Give Readers No Reason to Object
Many people ask questions but try to avoid asking any questions that might produce unwanted results in their copy.
A typical business question is:
Why not call us today?
This is due to several factors. Trust, effort, time...
Be more decisive instead:
Call us today.
Request a free quote today.
Make a change today.
If you're going to ask a question, make sure it's one that people will always answer 'yes' to:
Are you looking for more customers?
Are you looking for guaranteed business growth?
Are you looking for copywriting tips that work?
31. Using PAR as a Metric
You might be suffering from writer's block, so why not try a tried-and-true copywriting formula? You can use it for most forms of business writing.
PAR is an acronym for:
- Problem
- Agitate
- Resolve
To begin with, talk about what your audience's biggest problem is.
The next step is to agitate the problem. Let's make this problem as real and as big as possible.
Finish with how you can help.
32. Distractions Are Not Allowed
Copywriting is difficult.
The problem is that it's really easy to get distracted when it comes to writing words. Eugene Schwartz, a legendary copywriter, offers some advice in this regard.
He suggested setting a timer for 33 minutes. It is only allowed for you to work on your project during those 33 minutes. Turn off your phone and close any internet browsers.
You should take a 10-minute break after your alarm goes off and then go again.
You should follow this routine until the task is completed. Then, if that still doesn't work, perhaps it's not as important as you thought. Consider taking a break from the project for a day or two so you can revisit it with fresh eyes.
33. Make Your CTAs Clear.
You are wasting money and time if you create some amazing digital copy but do not give the audience clear actions to take at the end.
Web copywriting involves creating compelling and relevant calls-to-action (CTAs).
Test different words, colors, and shapes if your CTA is a button.
You'll usually find there is always a clear winner depending on the market and the audience.
34. Don’t Use Swipe Files
Facebook ads often give away "the EXACT subject lines used in a $100 billion product launch".
It is almost never a good idea to use swipe files. There are no magic buttons.
You can't just apply templates from one industry to another, whether we're talking about email marketing or anything else. The problem is that even if you could do it, multiple businesses would do so, and consumers would eventually become desensitized to the words.
Never take the shortcut. Your copy will have more impact if you write it yourself. Try different styles if you like. Don't forget to take inspiration. However, do not copy.
35. Use Power Words Whenever Possible
If you can, make your copy more impactful. What if you chose a vibrant word instead of a dull one? A business copy can use powerful words with insane impact, but the danger is if you use them too much.
Don't overdo it with them; they'll sound forced. The more we say, the less they will hear.
36. Appeal to People’s Sense of Responsibility
We believe we owe the world a favor.
Whether we're looking for a new TV or a repairman, we tend to feel like the following:
- Skepticism
- Anger
- Resentment
- Impatience
- Disappointment
- Confusion
- Jealousy
You can use these emotions to trigger reactions.
37. Search Engines Are Important
If no one ever reads your copy, what's the point? According to stats, 93% of online experiences begin with a search engine.
Every day, Google alone processes 5.6 billion searches. In other words, people are always in search of information.
When writing, you should always write for people, not for machines.
Keep it simple. Your website should be mobile-friendly, mobile-friendly with a logical structure, and keyword-rich.
38. Respond to All Objections in Advance
There is no perfect product.
By being smart with your sales copywriting, you can improve customer satisfaction significantly. Being aware of possible issues in advance is often the key.
Write back a response to every objection a potential client might have. For example, if you're selling a really expensive product, it may offer a lot of value.
Include some of these arguments in your copy. The idea is to diffuse the objection before it is even raised.
39. Results Are What People Are Looking For
As much as you dislike hearing this, consumers simply aren't interested in you or what you sell. All they care about is what your product or service can do for them.
What will the outcome be? Copy must be able to help the reader envision where they'll be and how they'll feel if they buy from you.
40. Add Some Gloss With Social Proof
As long as it is a good copy, words can inspire people to act. It is always a good idea to include some social proof in your work to give it the finishing touch.
Social proof gives you a sense of security. In today's world, referrals, testimonials, likes, and retweets are all buzzwords.
41. Don’t Use Jargon. Leave It at the Door!
Every industry has its own language, no matter what it is. Therefore, use clear terminology throughout your copy to avoid confusing readers.
There are times when something is jargon and other times when it is not.
