How to Get Better at Copywriting
Copywriting is the process of writing promotional and advertising material. This includes information on websites, brochures, adverts, billboards, emails etc. Just by looking at all the adverts around you, you can tell that copywriting requires creativity.
Writing a good copy requires more than just writing skills – you need to be able to captivate an audience creatively. If this is not one of your strengths, here are some tips to get better at it!
Everyone loves a good story, especially stories of triumph against adversity. Many companies are doing this these days and it never gets old.
The main aim of storytelling is showing how your product has changed lives. When telling stories, aim to put your audience in the storyteller’s shoes. Let them feel every emotion and situation, just as if they are going through it themselves.
For example, instead of saying; “I was broke for 10 years.”
“I was so broke that I looked for coins in the crevices of my couch. So broke that I rubbed my baby’s empty belly at night hoping that he wouldn’t wake up from hunger.”
The second story puts you in the storyteller’s shoes and that’s what you need to so when storytelling.
Here are five basic techniques for a good story:
- Opening: Introduce the problem. How does the character feel?
- Turning point: What caused the character to change their life? Pick out certain words that grab attention such as “turning point”, “rock bottom”, “enough is enough”, “somethings got to give”.
- Dialogue: According to experts, people love dialogues in stories because they are easier to read. If you can add some dialogue, it will improve your copy.
- Solution: Introduce your product. How has your product solved the problem and how can it solve the reader’s problems too? Try to add monetary results if you can as that adds more credibility.
- Call to action: Lastly, you’ve got to tell people where to find your product, otherwise, the copy is pointless and becomes just another nice story. Place your contact details in the copy and tell your audience where to find you so that they may solve their problems too.
Message from the CEO
Most customers see the CEO as an intangible, unfriendly guy who just sits in his office and thinks about his bottom line. Although this is true in many cases, changing the narrative in a copy can help you sell more products.
Have the CEO send a direct email or message to all clients and potential clients. The message must be conversational, but also sell a product. Here’s a clear example from Amazon’s CEO, Jeff Bezos:
Most companies exaggerate what their products can do, but what if you are completely honest and frank about your product? In most cases, people appreciate it.
Let’s say you’re selling a car with a small engine and little power. You can say something like, “This car will not get you all the ladies, but it will make sure that you get to your destination – every time!
This tells the reader that although it’s not a flashy car, it’s reliable enough to purchase.
With frank copy, you’re hoping that your audience appreciates honesty. It’s a 50/50 chance and you will never know whether it works for your brand until you try it.
A conversational copy is when the copywriter has a dialogue with the prospect. It’s one of the best ways to generate engagement with your audience because they feel like they can relate to you.
You don’t have to be a skilled writer to write a conversational copy. In fact, if you can hold a conversation with a friend or a family member, then you can write a conversational copy.
The most important thing to remember is that you must write like you speak. If you don’t do this, it will come off as inauthentic. Nonetheless, keep your target audience in mind. You don’t want to include slang in a message to executives for example, even if that’s how you speak. Picture your ideal client in front of you and write what that conversation would look like.
Use the word “You” frequently because it’s all about the prospect. Sympathise with your prospect by saying things like, “I know how you feel, I was in the same position.”
Finally, make sure you read it out loud to hear whether it makes sense.
If you follow these tips, you can start writing exceptional copies!