Volumes of books, articles, websites, etc. have been written on the art and science of copywriting. There are many experienced copywriting experts who teach expensive, worthwhile courses on the subject. I don’t pretend to be one of them. However, I’ve learned a few key copywriting strategies along the way.
These seven tips can help almost anyone improve their copywriting effectiveness. You can apply these tips to your email and article writing as well.
- Understand the value of headlines. Your headline must grab the reader’s attention. A well-written headline makes your content more appealing and special.
- Do not (always) try to be clever. Your content should focus on clarity over cleverness – i.e., being bigger than you are, joking around, using writing tricks. Be clear first.
- Develop a compelling big idea. Describe your key benefit compressed into a statement. Convey something that matters in a short sentence. It’s more than a tagline – it states your central idea.
- Research to find big ideas. Writers often overlook the importance of research. Dig to find great ideas and trends, and repeat. This includes interesting facts, snippets, phrasing, stories, case studies, customer problems and solutions, etc. Research is about getting to know your target market, and what is important to them.
- Pull your audience to you – the people who are hungry for your topic. Figure out what that audience is hungry for, or missing, and then give it to them.
- Set a goal. You need a call to action, which will take your reader to what you want them to do. The call to action should be a direct statement of what you want them to do next – call, click, email, etc. Your call to action should be in every piece of content you provide.
- Don’t be boring! Boring content does not work, especially today. Make your content interesting and compelling to read. Inject your personality into your writing. Use design, images, layout, etc. to make your content stand out. Tell good stories.
What tips do you have to offer in making copywriting better? Do you need help with your copywriting? Let me know – firstname.lastname@example.org.