Copywriting: Definition, How it Works, Examples & Tips
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Start by creating a buyer persona, or a fictional representation of your ideal customer. This will outline who your audience is, including their demographics, job title, location, age, and general information about income.
Once you have your buyer persona outlined, dig a little deeper by asking yourself questions like:
Writing well is about more than choosing the right words. Tone, or the attitude your writing uses, gives your writing far more context than just the words you choose. It tells prospective customers if you are fun-loving, serious, quirky, or uber professional.
The tone needs to be adjusted to the audience. It helps customers feel like they are in the right place.
When you write copy, it’s tempting to focus on the good stuff like how awesome your product is or how much your current customers love you.
However, customers aren’t looking for a product or service because everything is sunshine and rainbows — they’re looking for a solution to a problem. Those problems are pain points, and they should be the main focus of your copy.
According to copywriter Rose Crompton, there are six main pain points customers face:
Part of the copywriting process is figuring out what resonates with your prospects. Always A/B test your copy.
Don’t test drastically different versions of your copy. Test one or at most two element changes & see which drives the most conversions.
Then test again with the most successful version.
Elements to consider testing:
Copywriting is content writing to make a sale. It is precise, effective, & revolves around creative problem-solving. Copies driving conversions while creating meaningful experiences for the target audience.
The features, the benefits, & the price of a product help determine whether a consumer is willing to convert. Copy is the way you communicate value to these potential customers.
Content marketing can have different less direct goals, like educating, amusing, or building brand awareness.
When you write copy, every single word must serve a purpose. If it doesn’t educate, stress a benefit, or build a connection, it needs to go.
Here are a few common words and phrases to ditch when writing copy:
Substitute filler phrases with powerful words that drive action rather than taking up space.
When we see that someone else has had a good experience with a service, we want to enjoy the same, and we trust info that comes from other users more than info that comes directly from brands.
Your copy needs to focus on what sets you apart, or your unique value proposition. Your UVP should be laser-focused on explaining why you are the right fit for your specific audience.
You don’t have to be good at everything. Rather than focusing on all the amazing things you do, take the time to settle on what really sets you apart.
Then focus on that in your copy.
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Digital Marketer Welcome to my Deepstash where I share ideas I find most valuable for those who wish learn more about digital marketing!
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This article talks about conversion-focused writing and how to create messages that drive sales. Check out the last idea for copywriting tips.