Copywriting Tips and Strategies: 6 Steps to Writing Copy That Sells
What if you could drive people and compel them to take any action you want, all with carefully-crafted words? What if you could create a headline, a blog post, or an advertisement to influence thousands, time and time again, even without having met them in person?
That is the power of copywriting. You can wield the wonder of words to inform and educate, inspire and equip, invite and empower.
Because of the unique power that words hold, it’s important to choose them carefully, especially when they’re plastered on billboards or the internet.
In his book To Sell Is Human, Daniel Pink makes the argument that every human being is “selling” something in one way or another: it may not be the literal selling of physical products or services, but no matter what your occupation, you will always need to persuade someone of something, even if it’s just an idea or belief.
What Is Marketing Copy?
Marketing copy is content that is written with the intention of converting readers to potential customers. It includes the text and images on print advertisements, the script and visuals for a TV or radio commercial, and the text and images on a web marketing page.
Writing a headline has one goal: to get the audience to continue reading to the first line. And the goal of the first line should be to get them to read the second, and so on. Your goal should be to write marketing copy that’s so effective, it keeps readers hooked and compels them to take action.
Converting Readers from Browsers to Buyers
To help you understand this better, let’s first talk about the kinds of people who read content on the Internet, and how we identify them by the search terms they use.
For example, if a person searches the term “laptop computer,” it can indicate many things, but at this point, they represent the least engaged group: those who are only browsing. They may be interested in laptop computers, but maybe they just want to find out how they fare over desktop computers.
At this stage, we can assume they have no intention of purchasing anything.
What if the person types “best laptop computer”? This represents the next level, wherein the person is convinced of the value of laptop computers, but they may not yet have the intention of buying. Perhaps they are just interested in the latest models.
But when someone searches “best laptop computer where to buy,” we have a clear signal that this type of person is actually looking to buy a laptop computer.
The goal of marketing copy is to move your website’s readers from the initial stage of mere browsing, until they become actual customers looking to make a purchase.
Take Your Pick: Boring vs. Ka-Boom Writing
Read the following examples and note the difference between ho-hum writing and copywriting that ignites you to take action:
- This new toothpaste will make your teeth whiter and your breath fresher.
- A brighter smile and fresher breath–for more meaningful connections with the people you love!
- Try this new flavor of soda, a refreshing taste of apple and mint.
- Freshen up and gear up! Take the world by storm!
- This course will teach you everything you need to know about online marketing.
- Discover how to influence the audience you want within the first ten minutes of this course!
You’d be right to guess that the second sentences of each example are more compelling!
Tips for Effective Copywriting
If you want to write marketing copy that lures your readers in and compels them to take action, follow these steps.
1. Define your objective.
What do you want to achieve specifically with this marketing copy? Do you want your readers to sign up to get more information? Do you want them to buy a product or service?
Decide what your goal is for your marketing copy or ad before you write the first word.
2. Choose your words carefully.
People have very short attention spans. If you don’t hook them from the first line, they’ll immediately click away from the page. This means you need to learn to write as concisely as possible, while still delivering an effective hook.
Not everyone can write concisely on the first try. This means that you will need to keep revising until you get a version you’re happy with.
3. Create urgency.
One tactic for writing compelling copy is to increase the reader’s sense of urgency. If an offer comes with a time limit, readers will be more likely to pay attention now, versus an offer that they believe will be there forever.
That’s why many advertisements come with lines like “Don’t miss out!” “Limited seats only!” and similar pressing invitations.
4. Use the active voice.
Writing in the active voice is more compelling than passive. Compare the following examples:
- Passive: This course is taught by experts in online marketing.
- Active: Online marketing experts teach this course.
The active voice tends to utilize fewer words, so it’s more direct, concise, and powerful.
5. Describe benefits instead of features.
What’s the difference between benefits and features, and why is this important in writing marketing copy?
Features are the actual specifications of your product or service. Benefits refer to what the customer will get from those features.
For example, if you are selling an online course on online marketing, you can discuss its features, such as:
- video lessons available anytime
- taught by a marketing expert
- assignments included
But what does this information mean for your potential students? Perhaps these features yield the following benefits:
- Video lessons are available anytime, so you can learn at your own convenience, anytime, anywhere!
- Learn from the priceless experience of a verified expert in online marketing!
- The included assignments let you put what you learn into practical action and learn how to do it yourself!
6. Give your readers one specific call to action.
After they read your copy, what do you want your readers to do? Do you want them to subscribe to your YouTube channel or like your Facebook Page? Or do you want them to enter their email to download a free gift? Whatever your call to action is, choose only one and make it clear.
Nothing turns off readers than too many choices: instead of following through on what you want them to do, chances are, they’ll be overwhelmed and click away instead.
What Books Should You Read to Improve Your Writing?
If you’re really serious about learning how to be a more persuasive writer, check out some of these books below:
1. The Boron Letters by Gary Halbert
This classic marketing book is actually a compilation of letters written by the greatest copywriter in history, Gary Halbert, sharing his wisdom and tactics to his youngest son Bond. His insights are described as giving us more than a Master’s Degree in persuasion and selling, especially with the specific and practical steps that he gives.
2. Made to Stick by Chip Heath
What if you could find a way to make an idea or product stick in your potential customers’ minds? This book explores what makes ideas memorable, giving you tools to use in your marketing and advertising.
3. Scientific Advertising by Claude Hopkins
What if you could write advertising copy out of a place of certainty, rather than guesswork? Written back in 1923, Hopkins shares powerful and timeless truths about consumer behavior that are still relevant today. Write advertising copy that knows what your customers want!
Writing Marketing Copy that Sticks
Test out these tips and see how your copywriting improves. Once you master the skills of writing compelling marketing copy, you’ll be able to convert casual browsers into committed customers.
For more marketing tips, check out our guides on how to build squeeze pages and write effective email subject lines.
Did you find this post helpful? Let us know in the comments below!
If you enjoyed this post, then you might also like:
- How to Be Persuasive: Expert Tips for Getting What You Want
- Content Marketing Tips and Strategies: A Guide for Beginners
- 18 Online Email Marketing Courses
- 10 Best Marketing Books: Strategies to Up Your Marketing Game
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