Copywriting: The Ultimate Guide to Perfect Copy
Effective online marketing that leads to results takes a lot of work, time, and energy. One area where you’ll find a lot of your effort draining into is your copywriting. In essence, a high quality copy masters the art of words, so much so that visitors to the webpage take the form of action that the copy influences them to.
If you’re just getting started with copywriting and are at loss on how to write the perfect copy, below is the ultimate guide to set you on your way. With the information, tips, and methods, you’ll achieve the perfect copy for any webpage.
Invest in a Copywriting Course
Marketing is a constant investment and if you want to be a professional marketer who is versed and highly proficient in the realm of copywriting, then you may want to invest in a copywriting course to get you started. The best courses implement intensive training, writing sessions, and professional reviews to tweak your writing in a manner that matches well with the ranks of the best writers in the industry.
If a course is not an investment that you want to make or if you are looking to match the course with additional tactics, then just continue on to the information below.
In Plain Terms
There are many different forms of copywriting. The most basic form of a copy is a plain copy. The plain copy is called a plain copy because it doesn’t require the use of hooks, gimmicks, and other features to convince the reader that the product or service is worth their investment. While not every reader is attracted to a plain copy, which only focuses on the product, service, and its benefits – the plain copy does has its overall advantages.
A plain copy is easy to read, it is clear, and it gives people who are in a hurry the ability to read the copy quickly, determine if the product or service is suitable for them, This way, you can convert customers who want to visit your page, find what they are looking for, and make a buy.
The Narrative Copy
Another form of copy that can work well for your webpage is the narrative copy. A narrative copy tells the story of your brand, how the brand overcame a challenge, and why the reader should be interested in that conflict. In addition, the narrative copy should also cover how the product or service solves the reader’s problem or issue.
Out of all of the copy options, the narrative option is perhaps the most effective because it creates a level of engagement on behalf of the reader and it also taps into the reader’s emotions – which is always a great effect to aim for.
The Long Copy
If the narrative copy or plain terms copy aren’t what you are looking for, then you can also try the long copy. A long copy is the process of giving the reader extensive information about the brand or service. The information should cover everything about the brand, the different kinds of services or products, testimonials, advantages, and other aspects.
If you’re worried that your inundating the reader with too much information upfront, then it is also ok to organize the information into manageable snippets so the reader and skim and find what they are looking for.
When creating a copy, your copy should deliberately use repetition. Repetition is effective because it works to grab the reader’s attention throughout the entire copy. In addition, repetition helps to solidify the point that you are trying to make within the copy.
Another good point when using repetition is that you should break up the repeated words or phrase with longer phrase. This way, the content is more engaging and easier to read.
Let the Reader Imagine
Imagery is a tenant of any good piece of writing. With imagery, you can give the reader the sense that the product or service is necessary for them to achieve what they are trying to achieve. Imagery isn’t something that is easy to achieve, but with enough practice, you’ll be able to give the reader a sense of how much your product or service is necessary to them.
Connect to the Reader
Another useful tip for an effective copy is that you want to make sure that you are connecting with the reader. You can connect to the reader on many different levels. For instance, you can connect to the reader through experiences, desires, interests, and expectations.
By establishing a connection between the brand or service and the reader, the reader will feel that they need the product or service. Moreover, the reader will also feel more trustworthy or the brand or service, which is great if your goal is to gain more sales for your brand.
Don’t Use Jargon
Jargon is great, but it only should be used if you are marketing a copy to a very specific group that will understand and welcome the use of the jargon. On the other hand, if you are marketing the copy to the everyday person, then jargon and challenging language will not get you anywhere.
At the end of the day, the reader wants to read a copy that is simple, understandable, and that communicates to the reader exactly what they are looking for.
Keep Fluff Out
“Fluff” is a very popular term in the world of writing, but not in a good sense. Fluff can be explained as all of the unnecessary content that goes into a copy. When there is too much fluff in the copy, there is nothing worthwhile for the reader to read.
Essentially, the copy offers nothing to the reader. Therefore, when writing a copy, you need to make sure that you are writing information that is useful to the reader and offers them pertinent information. Otherwise, you’ll turn away potential clients.
As mentioned earlier, there are many different types of copies. While many of the traditional copies work to provide the reader with all of the information that they are looking for, other copy professionals advocate for building curiosity.
Building curiosity is a highly effective strategy too because it gives the reader the mystery that they are looking for in the writing. With the mystery in place, the reader is more willing to inquire more about the product or service and learn more about whether it can help them fulfill what they are looking for.
Never Be Afraid of Numbers
Those who are more creatively inclined tend to be extremely resistant to numbers. However, if you can master the basics about statistics and numerical information, then its something you shouldn’t hesitate to use in your copy. An effective copy not only uses qualitative information and creativity, it also utilizes quantitative data to solidify a point.
Qualitative data can come in the form of statistics, case studies, and other forms. With these strategies in place, you’ll be able to give the reader a sense that you fully understand what you are taking about and that the information within the copy is completely accurate.
Many copy professionals don’t consider how their copy relates to social media – and that is a mistake. When formulating a copy, you can use words that are extremely popular in everyday use. For example, the best copy professionals will use words that are Twitter friendly either within the title or within the copy itself.
A few of the most common Twitter friendly words include: critical, smart, science, history, blog, social, great, social media, 10, follow, and new blog post.
Know Your Audience
No matter what you do when it comes to your copy, the golden rule is to know your audience. Your audience is the group of people who are most likely to read the copy and be influenced by the information contained therein.
By having a strong grasp of who your audience is and what they are looking for, you can tailor the copy to meet your needs and the reader’s needs. For example, if your brand has to do with men’s hair products, then you write the copy for that audience and include information that is relevant and interesting to those readers.
Surprise the Reader
Lastly, you should always strive to surprise the reader. While you can put a lot of information upfront for the reader, you shouldn’t hesitate to engage and surprise the reader regarding the information that you have to present. By effectively surprising the reader, you can ensure that your copy is fun and worthwhile to read. Furthermore, with surprise in place, you’ll be able to capture the reader’s attention and retain it for this copy and others that you write for the brand.
Overall, with this strategy and those above, you can create a superb sales copy that achieves the results that your brand is looking for. While the writing process may take time to perfect, it will be wholly worthwhile once you get it down.