Let’s face it. The goal of most of your copy (if not all) is to drive sales. It doesn’t matter what product or service yours is.
Even when you genuinely set out to educate, somewhere at the back of your mind, you want acceptance – for you, your product or service, your brand. And you want your customers/audience to return for more.
In other words, you want them to buy into you, your wisdom, expertise, whatever else you’re trying to put out there. It’s all the same– sales!
Even when it’s not a short-term goal, it’s a long-term goal. It’s why you publish posts or hire someone to provide a copywriting service.
The vast majority of people (and businesses) would not publish any copy or post any content if it wasn’t necessary for and integral to marketing.
In this article, we want to show you how you can achieve that very goal using your copy. We want to equip you with the tools you need to write better copies that convert – more leads, more opt-ins, and more sales!
Here are some tips to transform your copywriting service so that each copy you write brings in more sales, subscription or leads.
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Understand Your Market And Your Buyer
The beginning of copywriting success is an understanding of your market and your buyer. You might as well give up if you don’t understand your market (the people you’re writing for).
Take note that we use ‘market’ and ‘buyer’ simultaneously. Why? We want to emphasise that you need insights into both the general behaviour of consumers in the industry or niche and the individual consumers in that industry.
Your copywriting service does not begin when you gather information about what to write on. It starts when you know who you’re writing for.
Find out existing trends in the market. Is buying affected by seasonality? Where do they go for alternatives? Does the market complement your product or service with another product or service?
You should know everything there is to know about your buyer, too – how he thinks, what keeps him up at night, his fears/anxieties, his goals and aspirations, his motivations and how to incentivise him, how he feels about everything. The success of your copy hinges on it. Whether you call it buyer persona or avatar, create one – and use it.
Everything you learn about your market and buyer will help you. Make sure you don’t only learn about demographics. Marketing is about psychology and being able to engage people’s emotions in the buying process.
If you work for a copywriting agency or are a freelance copywriter offering your content writing services to clients, you should drill your client for all there is to know about the market and the buyer. And don’t forget to do your own research.
You will produce a better copy when you do your research. And you’ll get better responses when your audience feels like they are understood.
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Format For Engagement
Understand that no matter who you are, people will skim through your content. There’s nothing you can do to stop that. Sometimes the reason your copy doesn’t lead to as many conversions as you would like could be because you forgot to write with this in mind. So, people miss some of the most critical information that triggers a buying response.
Knowing this simple fact helps you approach writing as both a science and an art. This means you need to know how to present your information and know what to put where.
- Headlines/Titles: Use headings with a compelling promise. Everybody reads the titles. They then decide whether the entire article is worth reading.
- Sub-headings: Don’t just write one long piece of copy. Break it down with sub-headings. This makes your content look instantly more appealing.
- Paragraphs: Paragraphs that are too long discourage people and make them less likely to read your copy. When you present your ideas in short paragraphs, the mind tells your readers that they’re succeeding at something every time they finish a short paragraph, and makes them more likely to read on.
- Sentence Structures: Short sentences present information clearly. Long sentences help you convey your idea and drive home your point. Know when to use both.
- Use lists and bulleted points like this one where necessary/possible.
- Repeat crucial points in different places so that if they miss it in one place, they’ll find it somewhere else.
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Aim For The Heart (Even If You Have To Talk To The Head)
A great copywriting agency or copywriter understands that emotions, not logic, is what sells products and services.
Even if your buyer’s head says no, and his heart says yes, he will eventually buy – so long as you find a way to keep the heart wanting it. Nobody wants to feel like a fool because they made a purchase – when logic finally kicks in.
Sure, if you appealed to their emotions, it will win them over, and they’ll come back again…but not before a struggle. Your job is to eliminate that struggle from the word goes.
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Speak To Your Audience (In Their Language)
If you found yourself in another country where they spoke a different language, and you had to sell your products to them, would you expect all of them to learn your language? Or would you learn theirs so you can communicate?
What if they had alternatives to your product and so don’t think they need you or your product, and that only you knew your product was superior and your survival depended on your selling your product? I suspect your answer to the second question is that you would learn their language.
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Call To Action (CTA)
Never leave people hanging or wondering what to do after reading your copy. Tell them what to do –twice or more if possible. While your writing should engage with their emotions and make them want to buy, it should also direct their heads to the next step. At some point, a small but strong question will pop up in your buyer’s head if you have done an excellent job with your copy.
That question is, what next? Answer it. Tell them what is next. Give them a call to action, and make it hard for them not to act on it. Use a call to action because you’re taking your reader through a process, and it tells them what to do next.
The five copywriting tips you have read here are sure to increase your conversions if you use them appropriately. They have been proven to deliver results. We know because we use them ourselves in our work as a copywriting agency.
Follow our tips and you’ll find that your conversions increase, which will not only help your business but will also prove the worth of your content and your copywriting. If you need help with your copywriting, don’t hesitate to get in touch with us today!