Content Marketing 11 min read
11 Killer Copywriting Tips You Should Learn From This 2021
- Caleb Gasilao
- 20 Oct 2020 9 min read
In the world of marketing, a well-told story pulls your audience in.
As a marketer, your advertising efforts should aim to convince your audience that they need your product in their lives; and you do this by telling a compelling story. This type of storytelling can only be done by agencies with experienced copywriting services under their belt.
If you’d like to improve your own storytelling, read up, and learn from our copywriting tips.
What is Copywriting?
Copywriting is the process of writing text that persuades readers to take desired actions and purchase your product. Copywriting is a must for all businesses and agencies since it concerns all of its services like search engine optimization (SEO), pay-per-click (PPC) advertising, social media, and even your creative and graphic design.
A copy’s foundation is built upon your knowledge about your audience. Knowing what interests them and how they talk can shape a successful copy.
A good content marketing agency knows that a good copy reflects on the familiarity of its readers to catch and keep their attention. Additionally, a well-thought-out copywriting plan can convert casual readers into loyal customers.
What is good copywriting?
- Good copywriting is clear; it doesn’t beat around the bush.
- Good copywriting is concise; it’s brief yet comprehensive.
- Good copywriting is organized; it structures your ideas.
- Good copywriting is creative; learn to think outside the box.
- Good copywriting is meaningful; write with a purpose in mind.
- Good copywriting is persuasive; call your readers to action.
What makes a good copy? Clickbait titles or sensational captions may deliver clicks, but it will take much more than these to create customers out of your audience.
1. Good copywriting is clear; it doesn’t beat around the bush.
When your readers see your copy, it’s important for them to instantly understand what your topic is. Although a little mystery can get your readers to stay longer, confusing them with vague content can turn them away.
2. Good copywriting is concise; it’s brief yet comprehensive.
Don’t bombard your readers with blocks of text. Strive to keep your writing short and sweet, but not too much that the soul of the copy gets lost in the editing process. Aspire for brevity, but don’t leave out the crucial information that your readers need to make a decision.
3. Good copywriting is organized; it structures your ideas.
Write a copy with a logical and meaningful flow. Strategize the hierarchy of information to be presented. This can help you influence your readers’ decisions and emphasize the most crucial points of the message. If your copy is unstructured and confusing, your readers will likely not understand what you’re trying to say.
4. Good copywriting is creative; learn to think outside the box.
Your readers aren’t robots. They crave creativity and emotion. Don’t settle with the monotonous and formal invitation for your audience to check out your brand. Reel them in with clever quips and memorable phrases through a unique brand voice that’s sure to get stuck in their heads. In this light, make sure to also maintain a consistent brand voice to sustain the connection with your readers.
5. Good copywriting is meaningful; write with a purpose in mind.
Before your team starts writing, be sure they know the objectives of their copy. This includes the target audience and in what marketing channel it’s going to appear. The relevance of your copy depends on your writers’ understanding of who’s going to read it and in what context they are going to read it.
6. Good copywriting is persuasive; call your readers to action.
It’s not enough that you catch your readers’ attention; rather, you need to tell them what to do with the information they read. This comes in the form of a call to action (CTA). You can use CTAs to persuade your readers to purchase from your brand, learn more about your product, or participate in a discussion about the two.
Copywriting Tips for 2021
- Read everything, including the good and the bad.
- Write something every day to practice brevity and clarity.
- List queues as a copywriter.
- Align visual hierarchies with content order.
- Review the typography and text design.
- Fix your copy noise.
- Practice emphatic copywriting.
- Develop a sense of data and research.
- Experiment with different copywriting frameworks.
- Don’t just get feedback, ask for it.
- Keep learning.
Now that you’ve got a good idea of how copywriting works, below are five few tips to help you hone your copywriting skills:
1. Read everything, including the good and the bad.
A good writer is foremost an avid reader. Read all copywriting examples you can get your hands on, both bad and good. Knowing how to distinguish between the two can help improve your copywriting skills.
More importantly, reading sample copies can help give you an idea of how different types of brands write theirs and how different kinds of advertising differ in the copy. This can help you understand the process better through various perspectives and voices.
2. Write something every day to practice brevity and clarity.
The right practice is key!
Improving any skill comes from repeating the action and learning new ways to do it. Writing something every day can help ease you into the task and make it something that comes naturally to you.
Practice the two most important elements of copywriting: brevity and clarity. Get used to state your points clearly without using too many words.
3. List queues as a copywriter.
Unless it’s long-form content, paragraphs containing five or more sentences are such an eyesore for readers. Don’t fall into the habit of prolonging the message you want to convey to your audience.
In copywriting, make sure that you are able to comprehensively chop up your paragraphs into meaningful sentence thoughts. Using H1 and H2 header tags not only guide your readers to the next topic but also help your UX designers map out the visual presentation of your copies.
4. Align visual hierarchies with content order
A visual and content hierarchy guides the flow of your copies so that people don’t read your story out of order. A basic copywriting fundamental is always to start with the most important message at the top since this is the first thing that readers see when a page loads.
Make sure your copies are engaging enough for them to actually scroll and skim the whole content. Directional cues like arrows, bold text, or highlighted words are eye magnets that help readers collect the important bits of your copy.
5. Review the typography and text design
As a copywriter, text, and design are both equally important if you want to create an exceptional copy. Always consider the lines, spaces, fonts, and text size of your copies.
The design concept of Fitt’s Law suggests that the bigger a copy is, the more accessible it can become readers. Ideally, you’d want a 16px text size and a 1.5 line spacing to consider the readability and highlight the importance of a specific section.
Don’t be afraid of varying text sizes and spaces in your copy, UX designers actually welcome this practice to map out the essential elements of your content.
6. Fix your copy noise.
Another rabbit hole in copywriting is stuffing too much information in your copies thinking that this can increase the chances of conversion. On the contrary, it actually does the opposite.
Another design rule, Hick’s law as we call it, reinforces this when it says that the more you put stimuli in front of a consumer the less likely they are to perform your desired action. Keep your page goals minimal and eliminate content that doesn’t support your copies.
Remember: Clutter kills conversions.
Make sure that you have a specific goal for your copy, lest you want your messaging to go all around the place and confuse your readers.
7. Practice emphatic copywriting.
Finally, remember that a story is always critical in selling virtually anything - from ideas to pitches, brands, and services. Great storytelling speaks your audience’s language and resonates in resolving their pain points.
Emphatic copywriting always begins with a WHY before moving to the WHAT and HOW. The talking points for these are rooted in various data-driven methods such as reviewing customer feedback and evaluating industry competitors.
Instead of focusing on what your customers should do, concentrate on creating a clear and concise copy that tells them a meaningful story. This can eventually lead them to perform your desired outcome.
8. Experiment with different copywriting frameworks.
A good copy requires structure and organization. Not only does this help provide your readers with a logical flow of ideas, but it can also help you remember what points you should include in your copy, depending on the purpose of each.
Below are tried-and-tested copywriting frameworks you can use. After some practice, you’ll soon get the hang of utilizing these frameworks in your copies.
Features - Advantages - Benefits (FAB)
This is one of the oldest tricks in the book. Using the FAB framework, you introduce yourself by enumerating what you do best.
- Features - First, introduce your product’s features.
- Advantages - Follow the above with a short explanation of why your readers should choose your product(s) or service(s), based on features that differentiate it from others in the market.
- Benefits - Top off your story by explaining how choosing your product can benefit your reader.
Problem - Agitate - Solve (PAS)
Sometimes, readers need a little agitation to get them to take action.
- Problem - Start by presenting a problem to the user, usually in the form of a question.
- Agitate - Follow the above with words to agitate the reader into action. Explain why the problem is bad or how it greatly affects your readers.
- Solve - The aforementioned action is now worded as a solution at the end of your copy.
Attention – Interest – Desire – Action (AIDA)
This is where creative quips come in handy. Thousands of posts flood your readers’ timelines every day. This framework will help pique their interest.
- Attention - Grab your readers’ attention with a quirky or clever lead.
- Interest - Provide new information or compelling stories that are valuable to your reader.
- Desire - Jump on the readers’ attention and interest by explaining how your product can meet their desires.
- Action - Call your reader into action! Ask for a response or direct them to a task.
Conversion Trinity Framework
Developed by Bryan Eisenberg, the Conversion Trinity follows a three-step formula that is bound to provide the conversion you were aiming for. The simple formula forms a realization from the customers that your brand is the solution to their problems.
- Relevance. Are you relevant to my wants/needs/desires?
- Value. Do I know why you are the right solution for me?
- Call to action. Is it obvious what I need to do next?
Remember that these are just frameworks to guide you. You can still develop your own style or even try to mix and match— there's no infinite law to copywriting. Just see what type of copy communicates your message best.
9. Develop a sense for data and research
Research is your friend.
Data gathered from various researches can give you valuable insight to make your copies really resonate with your audiences.
When it comes to researching what kinds of copies work well with audiences, you can always check out case studies and data of good copywriting and how brands reaped their benefits. Google Search Console and Google Analytics also provide data on metrics that can tell you which of your copies draw the most clicks and attention that leads to conversion.
Another technical data-crunching technique you can do is A/B testing your copies. This technique means conducting a side-by-side comparison of the engagements two, seemingly resemblant copies garnered – giving you insights on which kind of phrasing, tone, and text best resonated with your audiences.
10. Don’t just get feedback, ask for it
Don’t wait for people to point out what’s wrong with your copy. Be proactive in asking for feedback from friends and colleagues. This can greatly speed up your improvement by helping you see assessment points you are unable to pinpoint on your own.
11. Keep learning.
Copywriting, like many marketing processes, changes with technology, and culture. Don’t forget to expand your learning to the context in which your copy will exist. This helps maintain your copywriting skills’ relevance and value, even when times and audiences change.
The pursuit of better ways to connect with your audience should always be at the heart of any brand. This is why producing relevant and valuable copy is important.
A copy that catches the readers’ attention already has a high chance of turning those readers into customers. Don’t be afraid to expand your knowledge and try new things. There’s always something new to learn in the world of marketing.
Good storytelling in marketing has the ability to expand brand awareness and secure brand loyalty. This is why good copywriting is a fundamental element of any digital marketing strategy.
- It’s impossible to produce good copies without knowing your audience. Choosing which stories to tell and voices to use is crucial in connecting with your readers.
- There are various ways to structure your copy. Make sure your option fits your brand and resonates with your audience to ensure success.
- Broadening your copywriting skills and understanding what makes a good copy can help you write better copies and distinguish bad copies from good ones.