Copywriting is one of the key components of advertising. The more directed copywriting is to a specific audience, the easier it is to write. Copywriting comes down to three fundamental traits. The first is writing for a specific person that is looking for your product. Second, you need to be able to apply a strategy to your writing. Lastly, your copywriting needs to be able to entice people to act on what you’re asking them to do through a call-to-action.
The call-to-action must deliver quality, bring attention, and appeal to the right audience (Lurie, 2020). The marketing copy is the first product your customer buys, through their time. It takes creativity to write copy that will leave your customers wanting more.
Supporting the call-to-action requires four main concepts. The first is general writing while the second concept is writing to get the reader’s attention. Since copy writing is one of the first things a customer will see, you also want to make sure the writing satisfies the customer. Finally, it needs to fit in the format that it’s in. These concepts in a collective send the right message to your reader.
Writing copy well is all about preparation. An important way to prepare is to find ways in which your brain will stay engaged. Set yourself up with background tools such as music or try working in an area where nobody can bother you to help keep brain engagement and focus.
Once you have everything you need to start writing, you need to create a plan. It’s good to start out by reviewing any information you know about the audience you’re targeting. Once you have your specific audience, begin the writing process by laying out thoughts and ideas. Getting all your thoughts onto paper will help with any writer’s block that you may feel. Once you have a rough draft you can start editing and re-structuring your first draft.
Remember, write as if you’re talking to someone face-to-face. It’s easy to get caught up in having the perfect search terms and phrases. You need to remember that you’re writing for a person and not an algorithm. The more specific of a person you’re talking to, the more powerful your writing will be. Make sure you’re clear with what you are selling. This will help keep your reader from guessing what it is you’re trying to provide them.
After you have a clear direction in your copy, you can start working on your headline. Make sure the headline is clear and pulls your reader. It is always a good idea to create a few different headline options and test them out before deciding on the final one you’ll use.
After you have everything done, you need to focus on the typography. Based on where your copywriting is being featured, you want it to be as short and to the point as it can be. Remember that having a clear and meaningful message will always win. Lastly, another important step is always ensuring there is a backup copy to safeguard your work. This will ensure nothing is lost in your process of copywriting.
It’s important to know the type of media your copywriting will be featured on. With offline media, you want to make sure you’ve double-checked your editing, images, and call-to-action (Lurie, 2020). You won’t be able to edit your work once your final copy is published, so make sure there’s information on how to contact you.
There are many unique qualities for online media sources. Readers also have the ability to share what they’ve read on other platforms different from the source. For example, an image on Instagram or a phrase in a Facebook post. You also need to consider how someone is reading your writing. You want to make sure it can read it on any device. This includes anything from a laptop to a smartphone. A big advantage of online sources is that it's both editable and testable. You'll be able to see how people react to your writing and make changes when needed.
Writing copy for social media has become a job in itself with its own unique challenges. Unlike other online media, it’s best not to edit anything once it’s out for your audience to see. At the end of the day, you want to make sure what you’re posting is fun to read and not offensive. Treat it as if you’re having a direct conversation with another person. The more personable the better.
Always try and add images to your writing to help grab the reader's attention. How often you should promote your products on social media? A good rule is for every post that you’re trying to sell your product you should have 4 posts that keep your audience engaged. By following these tips, you should have a raving audience in no time.
Sometimes writing one piece of copy is part of an ongoing campaign. It’s good to have an editorial calendar to help you know what to write and when (Lurie, 2020). Having this tool can help you with the type of content you can produce. This makes sure that you are putting out content that will connect your audience in an emotional way. It all comes down to knowing who your customer is and what they want for content.
Sometimes your audience won’t respond to your copywriting and that’s okay. This is why it is important to make sure you’re always testing your copywriting. Keeping a library will help you improve on your message and allow you to understand who your customers are. Becoming a good copywriter is like everything else in life, it takes practice.
Copywriting is the backbone of any marketing strategy. Something that anyone can achieve with practice. Writing compelling copy is all about speaking to a specific audience. Convincing them that you have what they’re looking for. Next time you make a post on social media and are looking for people to act. You can better your chances of action by having the right tools and structure in place. What seems to be an impossible task will turn into a fun exercise.
Lurie, I. (2020, 11 25). Learning to Write Marketing Copy. Retrieved from Linkedin Learning: https://www.linkedin.com/learning/learning-to-write-marketing-copy/becoming-a-great-copywriter?u=2109516