Copywriting gets your audience to take the action you want them to after consuming your media.
Words Make Prospects Take Action
Now, let’s start learning how to use copywriting to turn your website into a money-maker.
Copywriting is what moves your potential customers through the sales cycle. And it convinces them to buy at the end of it. You must use copywriting on your web pages, blog posts, email marketing and social media communications. It is the most important part of any individual item of content on your website. It involves every word you see anywhere on your site.
In addition to the parts of a blog post (that we covered here) it also applies to what is called micro-copy. That is your website’s title, tagline, menus, forms, additional site navigation and call to action buttons. Copywriting gets your audience to take the action you want them to after consuming your media.
Professional quality copywriting is a must for successful content marketing. Thus, it is a must for your business. Unless you are a persuasive writer, you will need to hire a professional. They can write copy for your webpages, blog posts and email messages (or at least edit them). Copywriting is what you should invest in first as you start to implement your content marketing strategy. It has the most impact on your bottom line.
But even if you hire a professional copywriter you need to know what goes into copywriting that converts. You want to be sure you get your money’s worth. That’s what this post will cover.
The core concepts of copywriting are unchanging. The best practices that worked in the 1920s will work in the 2020s. That is because they appeal to human nature. These practices include having an optimized headline/title, using clear and explicit language, promoting benefits rather than features, overcoming buyer objections and having a call to action.
You must allow the reader’s inherent desire for a solution to be channeled by your copywriting into purchasing your product(s). You must appeal to that desire in their brains.
Of course, you must first know your prospects inside and out so you can know what their desires are. Having a buyer persona/ideal client(s) can help you write to them.
A variety of copywriting strategies and techniques exist. Here are some strategies that work well for small business:
- Promise a solution and demonstrate it with your copywriting.
- Establish your expertise, credibility, and authority. You want to generate good feelings and trust.
- Sell time rather savings. Show your prospect what the value is with vivid language. Create a picture in their mind.
- Use verbs rather than adjectives. Tell your audience what your products do. Don’t list a hundred features.
- Use storytelling rather than dry monologs. Your prospect is the hero of the story.
- Get the prospects to visualize themselves using your product. Your products are a tool they use to achieve their happy ending.
- Appeal to their emotions to move them through your product’s buying stages. Show how you will relieve their pain points after first emphasizing them. Overcome the viewer’s objections and fear of buyer’s remorse.
- Provide proof of what you are saying. It lets your new customer rationalize their decision to buy from you after choosing your product because of the emotions you created.
- Use a strong call to action to get them to take the action you want for each stage of the buying process. Unless you are writing a social media post, repeat your call to action multiple times.
Here are some copywriting techniques:
- Write an engaging, curiosity generating and attention grabbing headline/title. Use the keywords your prospects will be searching for in their search engine. Put a second one in the title tag of your page/post’s SEO metadata.
- Use headings and subheadings to immediately communicate what your copy is about and what it will provide to your reader. Prospects scan your content first and then decide if they will read it. Use keywords here.
- Use bullet points. They draw people back to your copywriting after they scan your content. Again, use keywords.
- Write for one reader. Your ideal client. Envision them consuming your content.
- Use the vocabulary your prospects use.
- Be concise, specific and accurate.
- Use words that excite the senses.
- Use power words like free, because, new and you.
- Put a time limit on your offer to create a sense of urgency.
- Have one idea per piece of content.
Where to use copywriting
You use copywriting in your email communications (always with a single call to action), and many of your social media posts. Use copywriting in your site’s micro-copy (mentioned above) and on individual pages of your website such as the home, about and contact us pages. Use it in your blog posts, especially in their closing section and on the pages on your site where you ask for the sale, your landing page(s).
Copywriting is vital to the profitability of your website and thus your business. Develop a partnership with a copywriter you trust to turn words into revenue.
If you have any questions or would like to discuss using Mobile Atom Media as your copywriter partner, please contact us.
In my view, the authoritative source for all things copywriting is Copyblogger Media. Check them out here.