What excites you about something you read on the internet?
When I say ‘copy,’ I, of course, mean the copywriting that went into it. The words you read that urge you to act.
Copywriting is part art and part science, with a bit of experience and generalism mixed in.
In some ways it’s a lot like being a lawyer, just more fun…
As a lawyer, I can say that.
As we mention on our copywriting services page, copywriting is the act of writing words designed to further a brand’s awareness and persuade a particular group of people to take action. Copy is usually written in a manner that is both artful and concise, and uses a tone that aligns with the brand being promoted.
Let’s think about this for a moment because it’s easy to confuse what copywriting is with what it is not.
Copywriting is the act of writing words designed to further a brand’s awareness and persuade a particular group of people. Copywriting has a specific purpose: it must be designed to engage a particular group of people. It’s not writing to write, it’s writing to raise awareness, engage, convert, and eventually sell specific products or services to particular groups of people.
How does one write rock solid copy?
Writing rock solid copy isn’t difficult, it just takes a bit of practice, dedication to the craft, and, most importantly, the ability to play with words.
1. Know your audience
Knowing your audience is the most important and easiest way for you to write rock solid copy. Without knowing their audiences, not even the best writers can write copy that’s effective.
Effective copy is engaging and high-converting.
Effective copy sells. It’s that simple.
It’s written in a way to maximize interactions with customers and increase the likelihood of selling them a product or service.
The only way copy will be effective enough is if it’s personalized to a specific group of people. And to accomplish this level of personalization, you’ve got to know your audience.
2. Understand your audience
Knowing who your audience isn’t enough. To truly engage, convert, and sell your audience, you’ve got to understand its members.
What makes them tick?
What do they want and why?
What do they need and why?
What are their priorities and why?
Understanding your audience opens up a world of opportunities.
Knowing your audience makes sure that you’re targeting the right group of people. It would be a waste of both your time and money if your messaging fell on deaf ears because you weren’t targeting the right group.
Understanding your audience helps you ensure that your messaging is well-received by your audience. Once you truly understand your audience, you can craft copy that is both impactful and compelling… copy that sells.
Conversions aren’t hard to get.
Writing compelling copy that speaks to your audience’s wants and needs is where the struggle comes in.
People want to buy stuff. It doesn’t matter what business you’re in, whether it’s B2C or B2B, or if you’re in some abstract business in the middle of nowhere.
People like spending money. Spending money gives us a sense of power and, for most, this brings them joy.
If they don’t buy your goods or services, they’ll buy your competitors’ instead.
It’s not a matter of ‘if’ they’ll need what you’re offering, it’s a matter of ‘when’ they’ll need it and if you’ll be pushing the right messaging before then.
3. Connect with your audience
Once you know and understand your audience, you’ll be able to connect with it in a way that each of its members think you’re speaking to them individually.
Have you ever felt that way? Have you ever heard someone speak to the masses, maybe on a podcast or at an event, and think ‘wow, that person’s talking to me!’
It seems a bit hokey if you’re unfamiliar with copywriting and its purposes, but that’s the goal.
Every customer is special.
Every customer is unique.
Every customer needs to perceive an individualized interpretation of the copy you craft in order for the copy to be effective.
Connecting with your audience is easy.
Honestly, it is…
You might be thinking…
Well, why do people struggle to connect with their audience if it’s so easy?
The answer is simple…
You might not like it.
You don’t have to like it.
But it’s true…
People struggle to connect with their audience so frequently because they’re lazy. They don’t want to put the time in and research their audience, know their audience, and understand their audience.
They want to jump from zero to two without achieving one.
In other words, they want to skip the necessary steps that lay the foundation used to connect with their audience.
How can copywriters reasonably expect to connect with a group of people they know nothing about?
There’s no way around putting in the work necessary to know and understand your audience. Put in the work and you’ll be able to connect with your audience pretty easily.
4. Know your keywords
Connecting with your audience is only part of the equation. Knowing your keywords is critical because in order to sell something, you must know what you’re selling.
Too often, marketers will try to sell something without using the right keywords and their messaging won’t resonate.
You might be wondering how you’ll know which keywords to use.
If you are, that’s great…
I’ll be posting on that soon in another post.
The important takeaway, here, is knowing what keywords work for both what you’re selling and your audience is critical.
If you’d like to discuss keywords for a specific campaign you’re working on, you can request a free business evaluation report and one of our experts will be happy to provide some insight.
5. Know and understand your platforms
Knowing, understanding, and connecting with your audience, and knowing your keywords, is useless if you don’t know your platform.
Where will you be posting your messaging and connecting with your audience?
Are you using Facebook?
Or how about Instagram?
Maybe you’re using Google Ads and linking them to a funnel on your website?
The platform you use isn’t the focus of this post, that’ll be in another post on its own.
The focus here is knowing and understanding the platform you choose.
What exactly does this mean?
Well, what platform will you use and why? Why are you using Facebook or LinkedIn over Instagram, or any other combination of platforms over the others? Why?
What is it about the platforms you choose that will enable you to better reach and connect with your audience?
Are you choosing different platforms based on where your personas are? If so, how’d you come to this conclusion?
You need to thoroughly understand why you’re choosing to use certain platforms over others and how they can directly impact your ROI.
Are you using funnels? We like funnels and think they’re great, but they need to make sense.
There’s a time and place for each platform, you just need to pick the right time and place when engaging in your marketing efforts.
It’s not about being a naturally great marketer.
It’s not about being talented or gifted.
It’s not about knowing something other people don’t know.
It’s about putting in the hard work when nobody is looking.
It’s that simple.
Focus on truly understanding the platforms you choose to increase the likelihood of a positive ROI from your efforts.
6. Trimming the fat
Copywriting is an artform that incorporates a bit of science. This causes a lot of confusion, especially for newer writers.
The issue often lies in balancing the subjective with the objective.
What needs to be present and what doesn’t need to be present are two completely different things, but they’re often mistaken as being the same by newer writers and writers who haven’t put in the work.
You need to understand that copywriting isn’t writing for the fun of it…
As I mentioned above, copywriting is the act of writing words designed to further a brand’s awareness and persuade a particular group of people to take action.
Copywriting is purpose-driven. it’s that simple.
If your writing doesn’t have a purpose other than making you, the copywriter, happy, you’re writing is useless. Become a creative writer and you’ll achieve more.
There’s nothing wrong with creative writers. In fact, I’m a creative writer by training and copywriting relies on a great deal of creativity and generalism, both of which are required to successfully write creatively.
The point here is that you must write with purpose and ensure that everything you include in your messaging supports your cause.
So, what does this mean for your writing?
The answer, which is in the title of this section, is trim the fat.
Too often, copywriters become attached to their writing even when it’s garbage.
Don’t be offended, most writing is trash.
The key to developing solid copywriting is knowing what to cut or keep and why.
Solid copy is purpose-driven, engaging, and concise.
Excess words are non-existent in rock solid copy.
7. Track and learn
No copywriter is perfect. This is especially the case with the rate at which the marketing landscape is changing.
No writer writes gold the first time. In fact, no writer writes gold the first few times.
All writing requires refinement over time.
You should consistently refine what you think is necessary and track your conversion rates using different analytics software (more on this in another post).
New content and campaigns provide new opportunities to improve.
Looking to take your copywriting to the next level? Whether you want to better understand how you can improve your copywriting and write rock solid copy yourself or you want an agency with highly qualified experts to do the legwork for you, request your free business evaluation report today.
This service is 100% obligation-free and will provide you with easy-to-implement strategies and recommendations personalized to your business.
Don’t miss your opportunity to succeed today.