Writing good copy is tough. And scary. Especially when you are a
beginner with no prior copywriting experience. It is as if your brain decides to freeze right at
that moment when you sit in front of your computer and open the blank word
You see good copy around you all the time and wonder how someone can evoke emotions through words and not sound salesy at the same time.
“A professional writer is an amateur who didn’t quit” – Richard Bach
Remember this quote whenever you feel like giving up on your copy.
I want to share with you some basics of copywriting that have time and again been stressed on
by copywriting masters. These tips have helped me get over my fear of writing good copy and I
hope they will help you start copywriting on the right foot.
What’s your customer avatar?
Let’s get over with it. By now you must have heard this a ton of times. But if you are a solopreneur, freelancer or small business owner, this is the single most important thing that can differentiate you from your competitor. Knowing your customer extremely well. Knowing their likes, pain points, desires, ambitions and trigger points will help you tremendously when you are trying to write a copy for your audience.
Once you know who they are and where they hang out, you can talk to them through your copy as if you were talking to a friend. This not only makes your copy sound more natural and less formal, but it also gives you the assurance that you are reaching out to people who are truly in need of your service or product.
Transformations work better than benefits
A lot of people stress on the importance of writing your copy around the benefits of the product/ service rather than around the features. It is true. But what works best is writing your copy around transformations. How your product or service can transform the customers’ pain point and convert it into a strength for them will make it a better copy than just listing out the benefits of your product/ service. Make a promise without necessarily explicitly listing any benefit. Use “you” often.
Request your happy customers to write testimonials and reviews around transformations. Frame your product to be THE solution that the customer needs to reach his desired goal.
Make it interesting
Share a story, create metaphors. True, curiosity generates interest, but if you don’t talk about how the product/service can really make a difference in the customers’ life or business, the interest soon dies. No one wants to read a boring copy even if the headline makes them curious.
One thing I would really like to stress on here is that please please do not write a curiosity generating headline that is completely un-relatable to your copy or product. It will do more harm than good.
Use verbs for Call-to- action. Make those Call- to – actions very specific. They encourage the reader to move from reading to doing. Would you rather click on a CTA that says “Submit” or the one that says “ I am Ready to take Action”? Instead of using flowery language, write in a tone that is easy to read and simple to understand.
Use punctuation to make important lines stand out. Use quotes that emphasize on the value that your product or service can provide. Use the tone that relates to your brand, in the copy. It creates consistency and your audience can identify with it.
I love how Bushra Azhar has created a brand around her tone. Her language is totally opposite to what some might find “acceptable”, but she can make any product sound interesting by using her copy. If you don’t know what I am talking about, visit her blog at thepersuasionrevolution.com.
Before you can even start writing your copy, you should understand that writing something for a sales page is different than writing something for a social media post. The tone is different, the reason a reader is hanging out there is different and the expectation of the reader is also different. You copy also depends on what kind of audience you are writing for (cold, warm, hot) and what kind of product you are selling (low ticket vs high ticket).
For example, for selling a low-ticket product or a tripewire offer, you don’t need to write a long
form sales page. Only describing the product and how it can help the reader, coupled with a
few testimonials is enough since it is not a major investment for the reader. But for a more
complex high-end product, you would need to relate it to a story, share in detail how the
product or service can help the reader get desired results and even share a video where you
talk about your offering in greater detail and answer any questions that the reader might have.
Use Scannable Elements
If your ideal customer is someone like me, then good luck with your copy (Uh?).
I personally absolutely hate reading long form sales copy. And
article states that 79% of the people on the web, don’t read, they scan. This means that you
need to make your copy scannable. There are different ways you can do that
Use sub headings– This helps the scanners to get a gist of the copy and your
Use images– These help to break the monotony of the copy. A great tip is to use
infographics. It provides valuable information in an image format, meaning that scanners are
less likely to skip it
Write one idea per paragraph. Short paragraphs make your copy an easy read
Use CAPS or Bold/ Italic text to make important points stand out.
Be specific. Avoid using redundant information.
Do Your Research
Especially when you are a beginner. By doing competitor research, you know who is completing
for the same audience’s attention and what their copy is saying. You have to make your copy
sound more convincing than them. It helps you set a benchmark.
David Ogilvy, the lord of advertising, said that he spent a great deal of time analyzing his competitors. This not only gave him the insight into what his competitors were up to, but also helped him find out how the market was responding to them.
Researching about your ideal customers and your competitors not only helps you better plan
your copy, but it also helps you understand your product better
It is hard to get started. I totally get it. But you need to start, in order to finish. Here are some
pointers that have helped me become better at writing copy.
Set aside a time in the day that is dedicated to practicing this art. Remember, there
is no better teacher than practice and execution
- Start with the end, it will help you build up your copy
- Get into the shoes of your ideal customer (not literally). It helps you think from their
- Write as if you are talking to ONE person. Helps making your copy sound casual and
- Brain dump your ideas into a document and then arrange them in sequence
Have a template ready to use. The structure could be something like stating the
problem, telling a story, asking a question, emphasizing on the transformation, sharing
testimonials, giving time-sensitive bonus, call- to-action
- Sleep over it. Don’t write your copy and edit it the same day
Most importantly, read your copy out loud. If it sounds too simple and too obvious, its ready.
What you some of you tips when it comes to writing copy?