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Creating content that will convert is a vital skill for any copywriter. Discover how to hone your skill in this area.
Why Is It Important To Produce Copy That Converts?
Many business owners and copywriters miss a crucial element of content production. They assume the main purpose of the copy is to sell a product or service. To an extent this is true. However, the copy should never be approached with this direct goal. If you access copy from this perspective you will write for the business.
Instead, you should be writing for the customer. You need to think about what sounds natural to them and what will be more appealing. You need to make sure that your copy feels like a conversation. It should understand the customer. By showing you understand them, you’ll convert them into a buyer. You will get that sale and potentially earn the loyalty of the consumer too. Here are some key tips to guarantee your copy does convert.
Understand The Subject
To get the conversion, you need to know who your audience is and who you want to reach. Imagine planning a surprise for a friend. Instead of getting clues on what they like you need to gain key information to ensure the surprise is a success. You need to understand their likes and dislikes, their personal preferences, and their interests. If you don’t do this, your surprise could become a disaster.
Research buyer personas and explore the demographics you are interested in. This will provide you with an ideal example of your key target audience member.
Get Your Headline Right
Your headline may be the smallest part of your copy but it’s also the most important piece of the puzzle. It’s often the first thing a consumer will see. Eight out of ten people will read the headline. Two in ten will not bother with the rest of your copy. So, how do you get headlines right? You can research headlines that have provided great results in the past. Using numbers in a headline is a great option because it provides clear information. It can take a while to nail the headline. Upworthy requires writers to create 25 different deadlines for each piece of content. You can try this yourself and then choose your favorite.
Forget The Features, Focus On Benefits
Don’t get the wrong idea here. Features do matter but customers want a personalized approach. They want to know how your product can help them specifically. Copy should always tell the audience how a product can solve a problem that they have. The benefits of a product will show them why the product or service is the solution they need. If you’re smart, you’ll focus on one key benefit and build the content around it, dropping in additional smaller benefits that will appeal to a consumer.
Keep It Succinct
You could write a beautiful 1000 word piece of content. It could have twists, turns, and incredible metaphorical language that would make Shakespeare swoon and Hemingway grimace. It doesn’t matter because the chances are that no one is going to read it. Often on websites, you’ll find a message on content telling users how long it takes to read. Usually, this won’t stretch more than five minutes. Users are easily distracted and get bored. You need to get straight to the point. There are a few ways to do this.
First, make sure that you use short, sharp sentences. Users will get lost on long winded sentences and it will kill your readability. That will limit the audience that you can reach.
Do you have a lot of information that you need to break down? Use bullet points to keep things clear and simple to understand. You can also think about headers too. Headers break down information and allow users to scan the article. Don’t expect them to read every word on the page. Headers should also be self-explanatory. They should show exactly what content users can expect to be included in each section.
Understand The Channel And Medium
Writing to your reader isn’t enough. You also need to make sure your writing matches your medium and channel.
The medium could be things like online, radio, or print. It’s the line your message travels through.
The channel is the environment. Online this could be a mobile device, social media or a blog.
Both the medium and channel will change the structure and content of your copy. Even key details are going to be different because of the medium and channel. A CTA on an email is not going to even be close to the CTA that could be present on a piece of content appearing on a webpage.
Don’t Use Your First Draft
Tempting as it may be, you should never settle on your first draft when you are writing compelling copy. It will never have the punchy feel you need to dazzle your audience. Ideally, you should gain an outside perspective of your writing. Get into the mindset of the customer and read it again. Does it make you want to buy? If not, give it a makeover. Ideally, you need a customer to read it for you and tell you whether it makes them want to buy. Discuss what is missing and determine how you can add to your pitch.
Include Power Words
Words can be incredibly powerful. They can help and heal. They can tell stories and be used to spin lies. You need to be aware of the power of words every time you write copy. There is a fundamental difference between words like “sad” and “depressed.” They might be similar in meaning but the impact they have is a whole world apart. There are numerous power words that should be included in your copy such as:
- New
- Free
- You
- Instant
Adding power words can ensure you create excitement in every other sentence. This keeps your user engaged.
Tell Them Why
Various research has highlighted the power of reasoning. One famous set of studies known as “The Copy Machine” revealed giving a reason for action increases success rate. Tell someone why you need to take action or why they should take action and they are more likely to listen to you. Without reasoning behind your words, you’ll have as many misses as you do hits. Are you wondering whether you have hit your target here?
If your content uses “because” at least a few times, you’ll be on the right track.
Make Them Feel Special
Of course, if you want to boost your success with compelling copy, you just need to ensure that every audience member feels special. To do this, exploit feelings of exclusivity. Make them feel as though they have been hand selected or identified in a crowd of thousands. They need to feel important and as though they matter to the company or brand in question.
A lot of companies play the exclusivity card with the content that they create. Have you ever wondered why email copy can often start with your first name? It’s simple – they want it to feel like they are talking directly to you rather than a massive group of users.
Remember The CTA
Finally, getting the copy on point is just the beginning. The headline hooks them in and the copy tells them why they should be interested. But you’ll only get the conversion if they know what to do next. You have to lead them in the right direction. Without a CTA users are like lemmings falling off a cliff. The copy becomes irrelevant and the users click away as soon as they finish reading.
Your CTA needs to be direct, clear, and concise. It should tell your users exactly what to do next. If you want to add a sense of urgency, include a date or time limit to take action. This can trigger FOMO which does boost conversion levels. No one wants to miss a great deal.
It’s worth ensuring the CTA stands out too. You can do this with the right design choices. You can highlight a CTA with a different color or font and set it apart.
Do You Want To Learn More?
Are you struggling with creating copy that does trigger a high level of conversions? Unfortunately, this is a skill that doesn’t come naturally to everyone, but it can be acquired with the right support in place.
At San Francisco School of Copywriting, you will be mentored by industry professionals that have honed their craft after years working for major brands and niche clients alike. Whether you are keen to get started into the world of copywriting or you already have a few years of experience yourself, they will help you take your content to the next level.
Creating compelling content is a vital skill for any copywriter and will ensure that you become a vital hire for a diverse range of clients. At the San Francisco School of Copywriting, you will develop the tools and knowledge necessary to rise to the top of the market.
