COPYWRITING
Copy – not just a bunch of words
Good copy makes a difference across the web and is one of the best investments marketers can make.
Copywriting is the art of creating persuasive content for marketing, advertising, or promotions – with the ultimate goal of generating conversions and sales through the written word.
It’s about crafting plain and easy-to-understand text with the perfect tone (harder than it sounds) to make the reader take some form of action; usually to buy a product or subscribe to a service.
If a text is easily digestible and fit for purpose, readers will bite.
Concept: the right ingredients make for tasty copy
Like prepping a great meal or mixing the perfect cocktail, the right ingredients – and time and effort – are of the essence in effective copywriting. These are our eight key ingredients for compelling copy:
1. Research
A great deal of the writing process is the preliminary research. It’s easier to write when you know what you’re talking about.
2. Clarity
Copywriting isn’t about fine prose; it’s about prose that's simple (but not simplistic) and as short as possible while still getting the message across.
3. Reader-friendliness
Most copy should be written in a friendly, respectfully conversational voice. It should make the reader feel valued, welcomed, clever, and not like an alien.
4. Headlines
The attention-grabbing headline is the secret to attention. No attention, no retention. The subheader has the power to reel the reader in and make them stay till the end.
5. Sincerity
Good copy always puts the readers and their problems (and the solutions) in the spotlight. But…! While copy should be compelling, it should never seek to badger the reader with loud and overtly sales-y words.
6. Scannability
You only got about 7 seconds to make a good impression, so good copy cuts out the waffle and unnecessary chitchat. It simplifies to amplify – shortly and sweetly.
7. Cheekiness
It’s OK to be different and bold. There are about a billion other marketers out there chasing your prospects. Going down a different road gives you a better opportunity to get their attention.
8. SEO
If you want to be noticed online, Google is your ally. Good copy always takes into account the mythical creature that is SEO.
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