Writing and copywriting may sound like similar terms, but, in truth, they are vastly different.
Whereas writing is simply putting your thoughts down on paper, copywriting has the specific purpose of engaging your target audience and getting them to take the action that you want them to do.
That can be anything from buying your product or service to visiting your website, signing up to your newsletter or following you on social media.
Here are five top tips for effective copywriting:
1) Keep your writing clear and concise
All writing should be easy to understand, but with copywriting even more so.
Choose the words that will have the most impact on your reader and get them to take the action that you want them to do.
As a rule of thumb, the less words you can use to convey your message, the better.
2) Write for your chosen medium
Every medium requires a different style and tone of voice.
Some are more formal or informal than others.
For example, articles and whitepapers will have a more serious tone than blogs and social media copy, which have a more friendly style.
3) Stick to a structure
You need to have a simple structure, starting with an introduction to get across your key message.
Then you need to break it down into three to five main points, using facts or evidence to support each one.
For example, if you are writing about a good or service, outline its major features and benefits.
Finally, conclude by summarising everything and with a call to action for the reader.
4) Personalise your copy
Talk to your audience, not at them.
Use ‘you’ instead of ‘I’ or ‘we’ so the focus is on what you can do for them.
Show that you understand their problems by writing about the pain points relevant to them and present them with a viable solution.
5) Stick to the facts
To make your proposition more convincing, use as many relevant facts and figures as possible that support your case.
By including statistics from an established and trusted source that are fully substantiated, you will earn greater credibility with your reader.
The bolder the claim you can make, the better, but don’t write something that’s an exaggeration or untrue.
By applying these core principles, you can write compelling copy that convinces your target audience to take the action that you want them to do.
- Do you need help with copywriting your website, blogs, articles, newsletters or social media? Give me a call on +44 (0)7949 590213 or email email@example.com