Follow these copywriting tips if you want to write a more compelling article. Remember, copywriting is the art of writing persuasively with the intent of driving an action. Therefore your writing should focus on your desired outcome.
1) Less is more
When it comes to your opening headline and paragraph, less is more. Your first line is the most important on the page. Keep working at it until you are happy and then revisit it later.
Make your slogan stand out. Don’t explain it. If you have to, it’s not going to work.
For example, this is how Asana’s doing it:
Heading 1: "The easiest way to manage team projects and tasks".
Heading 2: "Why use Asana? Because only Asana's Work Graph data model gives teams everything they need to stay in sync, hit deadlines, and reach their goals."
2) Benefits v features
Everyone wants to know how your product or service will benefit them. Features are great and all, but it’s the benefits that sell. Do you remember the iconic iPod ad?
“1,000 songs in your pocket”.
This is value based messaging.
3) Use an active voice
“1,000 songs in your pocket” instead of “you can store up to 1000 songs on your portable MP3 player.”
Remember, less is more.
4) Be commanding and instill confidence
It’s how you convert. “Join our community” instead of “signup to the newsletter”.
5) Write how your customer talks
This is one of the hardest parts of writing. But it forces you to think like the person you’re writing for. If possible, avoid jargon, unless it’s relevant to your audience.
Think and act like a customer.
6) Find the friction. Solve the problem.
"Banking made easy" – Monzo.
It’s benefits v features again. Find your customers pain points and solve them.
7) Be honest
Create a human connection. Inject your own personality. We’re not robots, so don’t write as if you are one. And you’re not writing for robots, so write for humans. They’re people too 🙂
8) Write a compelling headline
Do you know the value of your LinkedIn content?
You want to create desire and promise value as early as possible. But, remember to keep it honest. No one likes a liar.
9) Write calls to action with a calls to value mentality
Customers want value. Use “Save my seat” instead of “register today”.
10) Write short sentences in a structured way
People like to skim. Make it easy for them. Use headings and images to break up your text.
11) Write a story
A story has a beginning, middle and an end. Your copy should read like a story. Build the drama and close with action.
12) Be specific
When working with numbers, be specific. It’s 76.4% of respondents said… Don’t say over 75%.
13) Call out the customer you serve
Create that personal connection by talking to your desired audience: “Supplying bakers for 30 years.”
What do you think?
If you found this article useful I’d appreciate it if you shared it with your friends.