There is no doubt that writing compelling copy is a specialist skill. Copywriters have the task of telling the story of your brand in a more persuasive way than you are currently doing, to speak to your ideal client in a way that makes them feel something wonderful about their relationship with you and your business, and, ultimately, to buy into your brand.
It isn’t just about being a good writer, there are loads of great writers out there with excellent grammar and punctuation and the ability to create clear and compelling content. What’s more important is communicating your own unique message in your voice.
This is a special talent and requires a certain amount of skill to tune into your vision and then replicate your voice. So here are some tips to get you started!
· Know your audience: Picture the average person you want to communicate with. Think about what their day is like. Think about what's important to them. What are they passionate about? How old are they? The more you know about the audience you're writing for, the more targeted and relevant your copy will be.
· What’s your objective: What action are you trying to get the reader to take? You need to be clear on this before you start writing. If the answer isn't clear to you, it certainly won't be clear to your reader.
· Determine your value proposition: Why should your customer buy your product or service? What's in it for them? Why is your product better than the one down the street? What are your key differentiators?
· Use a compelling subject line: You have to convince your readers that they really need to read on. The best word you can use to get the reader's attention is YOU. The word YOU says that the message is about them. Other great words for subject lines and or headlines include new, exciting, exclusive and introducing. Also, try to keep your subject line to 50 characters or less, including spaces.
Tip: I find it much easier to write a subject line or headline after I’ve written the body copy.
· Avoid “weak” words: When writing headlines, subheads and body copy, don't use words that avoid a direct command, ie: weak words. These include may, maybe, hope, wish, try, but, could and perhaps – YUK. Instead, use words like will and can to describe what your product or service will or can do for your reader.
· Keep your copy clean and concise: After you write your first round of copy, read it out loud and then have someone else read it to see if they understand the message and the call to action. As you edit, cut unnecessary words and ideas. See if you can get your text down to 30 to 50 percent of what you started with. Also, include bullet points and possibly subtitles to make it easy to read-and, more important, easy to scan--as most readers scan a page before deciding whether or not to read all the details.
Don’t worry, great copywriting is not impossible and keeping these tips in mind when you write will greatly improve your copy, making it easier for readers to understand and respond to your message or campaign. Remember to write like you speak, be honest, be confident and show off a little bit, its your time to SHINE LIKE A STAR!
Remember - You are not alone…. You have a whole tribe of women within the IWOP network with a variety of skills, backgrounds and experience ready to share and care.
Till next Thursday, STAY INSPIRED #TGIT
Author: Tamara Awudu, Founder/Owner - Purple Cow Business Consulting