Every marketer, entrepreneur, and small businessman needs high-quality content to sustain a successful marketing campaign. Of course, certain types of content are preferred over others.
When it comes to business, the information that reaches the customer needs to be properly optimized in order to attract attention, interest, and, eventually, sales. Welcome to copywriting.
To design a content marketing strategy, you need to learn how to copywrite. The difference between copywriting and content writing is often misunderstood, so I’m going to explain it quick.
Copywriting focuses primarily on generating sales, while content writing focuses on bringing the prospective customer closer to the purchase. Simply put, a sales copy is the final piece of the puzzle that tells the customer the reason why they should buy, the urgency of the offer, the price, and the benefits.
Generally, copywriting deals with PPC landing pages, sales letters, digital ads, sales emails, and so on. Moreover, CTAs and headlines are also the primary tasks of a copywriter because their purpose is to prompt prospects to subscribe to a service, submit vital information, or purchase a product.
1. Understand Your Audience
Effective copywriting is the result of creativity, skill, and a lot of research. To generate a strong impact through your words, you have to know who you’re talking to first.
For that reason, understanding your target audience is one of the most critical objectives that you need to tackle. Before you write a single word of copy, make sure that you understand the following things:
- Who’s reading your copy?
- What’s the reader’s mindset and attitude?
- What are his problems?
- What are his needs?
- What is his average income?
- What are his purchasing habits?
- What emotions makes him “tick”?
- Does he need a lot of testimonials to be convinced?
- Does he make purchasing decisions alone?
This is just the start. You need to dig deeper than that and find out as much as possible about your prospective customers. If you understand where they’re coming from, you’ll be able to “speak the same language” and create true rapport. Once they trust you, they will click, subscribe, or buy.
2. Segment Your Content According to the Customer Journey
Every piece of content you develop needs to be well-purposed. For example, if you’re writing an email sales copy for people who have recently subscribed to your list, you have to avoid being intrusive. An educational type of content would work better in that case.
If you’re writing copy for a landing page, you need to think about the people that are going to end up on that landing page. For example, if you want to convince desperate students to pay to write a paper, you should mention the disaster that they’ll experience by not turning in their paper on time.
3. Use Clear Headlines
Headlines need to be short and clear. To make them extremely attractive, you should leverage content marketing tools and power words. A power word is an emotional word that will usually enter the subconscious mind of the reader.
For example, “exclusive,” “unbreakable,” “amazing,” “free,” “forbidden,” “deal,” “discount” – these are just some examples of words that generate a higher attention impact. Here is a post that outlines over 600 power words that convert well.
4. Simple Language is Key
If you’re writing copy, you don’t have to be clever. In fact, you’ll want your customers to feel clever because they understand the value of your offer and the benefits that they’ll gain once purchasing it.
Use simple language. Keep your sentences short, and imagine that you’re having a dialogue. Ask your readers questions even if they can’t answer, be prompt, and make your content easily digestible.
5. Focus on the Benefits
Always focus on the benefits first. Even though you’ll mention the features of your products and services later, you need to start with the benefits.
It’s simple: the customer’s main objective is to gain value from what you have to sell. Let him know how his life is going to change and why failing to purchase your products will make him lose a lot of value.
Copywriting is an art and a skill. The more copy you write, the easier it will be to attract the attention of your customers and close sales. Great copywriters are amazing persuaders that understand customer psychology better than anyone.
If you’re looking to improve your copywriting impact, I’d highly suggest you start studying psychology too. Until then, use today’s tips and tricks to improve the performance of your content marketing campaigns right away!