[vc_row][vc_column width=”3/4″][vc_raw_html]JTNDZGl2JTIwY2xhc3MlM0QlMjJhZGR0aGlzX3Rvb2xib3glMjBhZGR0aGlzX2RlZmF1bHRfc3R5bGUlMjBhZGR0aGlzXzMyeDMyX3N0eWxlJTIyJTNFJTNDJTJGZGl2JTNFJTBBJTNDc2NyaXB0JTNFJTJGJTJGJTIwJTNDJTIxJTVCQ0RBVEElNUIlMEF2YXIlMjBhZGR0aGlzX2NvbmZpZyUyMCUzRCUyMCU3QiUyMmRhdGFfdHJhY2tfYWRkcmVzc2JhciUyMiUzQXRydWUlN0QlM0IlMEElMkYlMkYlMjAlNUQlNUQlM0UlM0MlMkZzY3JpcHQlM0UlMEElM0NzY3JpcHQlMjBzcmMlM0QlMjIlMkYlMkZzNy5hZGR0aGlzLmNvbSUyRmpzJTJGMzAwJTJGYWRkdGhpc193aWRnZXQuanMlMjNwdWJpZCUzRHJhLTUzOTFmZmZjNjI0Mzk1NjclMjIlM0UlM0MlMkZzY3JpcHQlM0U=[/vc_raw_html][text_output]Writing copy on a regular basis is something that many of us have to tackle as part of our daily roles. Most people focus on how to get copy written quickly, however, there’s a much bigger objective that you need to take into account.
For your copy to be effective, you need to ensure that you are producing something that’s actually worthwhile reading.
After attending a Guardian Masterclass recently on how to write better copy, I wanted to share a few of my key takeaways.
However long you have to write your copy, no matter what it is, divide that time by 4. This will enable you to work through the following 4 steps needed to produce great content.[/text_output][custom_headline type=”left” level=”h1″ looks_like=”h1″]1. Research your audience[/custom_headline][text_output]Use a quarter of the allotted time to research and understand your audience. This is vital to ensuring that you are speaking to them in a way they’re going to understand, your target audience will dictate the language that you should be using and the key points that you will need to cover to get your message across.
You want to give critical authority over your audience, to be the one who knows it all. If there is a slang word used for something, use it but explain it, anything to give you the know-how.
Once you understand your audience you can start to plan your piece.[/text_output][custom_headline type=”left” level=”h1″ looks_like=”h1″]2. Plan what you are going to write[/custom_headline][text_output]When you need to ‘sell’ something, whether it’s a product, service, or event, you’re writing about solving a problem for the reader. You need to tell them what’s in it for them if they buy from you.
Therefore your product/service/event will have;
- The primary sell – most important feature
- The secondary sell – the second most important feature
- The primary flaw – the not so good feature
- All the other features
Although we talk about features here, it’s important to highlight the benefits of your offering to the reader. As mentioned earlier, it’s all about what’s in it for them.[/text_output][custom_headline type=”left” level=”h1″ looks_like=”h1″]3. Tell a story[/custom_headline][text_output]You need to tell a story with these features and benefits using the following structure;
- State the primary sell
- Address the problem, build a situation, and solve it
- Mention secondary sell
- Mention the flaw
- Hit them with the primary sell again
Flesh this out with all the other features and benefits that are going to wow your prospective audience. In order to make these as persuasive as possible make sure to include power words. Some examples of these are;
You – addressing someone directly means that they will relate more strongly to what you are proposing. Writing in the 2nd person makes the copy all about the reader – which should be one of your main objectives
Free – everyone wants something for nothing and offering something for free can be a great way to draw your reader in
Because – be straight with your reader and tell them exactly why they should buy from you, come to your event, complete your survey etc…
Instantly – we want things yesterday! We are living in a world where instant gratification is sought and is actually possible. Instant results can be a fantastic hook to get your reader to take further action
Limited – creating scarcity encourages people to take action. If your readers think that a great price, free resource, product or service, is going to be around forever then the majority will put off taking that final action, such as pressing the Buy Now button
New – newness is intriguing, especially for those people who like to get there first, i.e. the early adopters[/text_output][custom_headline type=”left” level=”h1″ looks_like=”h1″]4. Use your copy to build a relationship with the reader[/custom_headline][text_output]The aim of your copy should be to build ongoing relationships with your readers, not to forcefully get your message across, that’s why your copy should be all about them. You want to be memorable, create trust and get these people coming back for more.
When your readers remember and trust you, they are much more likely to take action on the information that you are sending them.
Our huge content network have this down to a T. So if you need any help on this, please get in touch.[/text_output][/vc_column][vc_column width=”1/4″][visibility type=”hidden-desktop”][gap size=”20px”][/visibility][vc_widget_sidebar sidebar_id=”ups-sidebar-2″][/vc_column][/vc_row]