16 Copywriting Tips
16 copywriting tips that’ll see you become a copywriter in no time!
Everything starts and ends with words. Words have the power to move mountains. They’re the difference between leaving a lasting impression for the right or the wrong reason. And that’s why you have to choose your words so carefully. There’s a lot more to copywriting than meets the eye, which is why we wanted to share our top 16 copywriting tips with you, shared by our team of amazing copywriters themselves. So, in no particular order, here they are!
Research, research, research…
First things first, when you start writing about a topic, you need to make sure you know what you’re talking about. Even if the majority of your target audience doesn’t know much about the subject you’re writing about, you still need to make sure that all your facts are correct. You wouldn’t want an expert to come across your site and find mistakes.
Another way of building credibility is through statistics. They show that you’re not just making things up, and also help to prove a point as to why what you’re saying is so important.
Let your personality shine
No one wants to waste time reading something boring. That’s why when you’re copywriting or writing a blog post, you need to make it personal. Copywriters will tell you that you need to speak to the person you’re writing to and show off your personality.
People do business with people, and a lot of businesses out there are going for a personal touch. They’re screwing conventionality and making business fun.
Keep things simple
Moving on from the last point of being personal, copywriters have to keep things simple, too. Unless you’re selling something highly specialized, there’s no need to use industry jargon. It’ll just alienate your buyers and will leave them thinking is this company really for me?
There’s also a big chance that English isn’t your buyer’s first language, so be careful when using idioms and phrases that could be taken completely differently. And, when it comes to SEO – Google will actually penalize you for using big words.
Write as if you’re speaking
When you’re trying to sell a product or a service, you need to relate to the person who’s buying. As a copywriter, you need to make it look like you’re having an open conversation with them, that it’s not all one-sided and me me me. That’s why as a copywriter, it’s so important to write as if you’re speaking to the person you’re writing to.
Grammar Nazi’s – leave now!!!
Now’s the time to ignore everything, and we mean everything you learnt in English class. When you’re copywriting, you need to be OK with breaking grammar rules. When you speak, you never speak in the Queen’s English, so why write in it? We’re not trying to trick you – it really is OK to start a sentence with and. So go ahead…start committing grammar-related crimes and see the results pay off.
Everything needs a purpose
There’s nothing worse than reading something where it’s blatantly obvious that the copywriter is just babbling just for the sake of it. Make sure that all of your writing has a clear purpose, and that that purpose is clear right from the start. Don’t deviate, and never write for the sake of filling a page/meeting a word count.
Stop being such a grumpy bastard
Guys, be positive. There are so many depressing things going on in the world right now. So many in fact, that your depressing copywriting really doesn’t have to be added to the list. Scare tactics don’t build trust, so don’t do it! Solve problems, don’t create them, and add some positivity to someone’s day.
Sharing is caring, knowledge included
If you’re one of those people who doesn’t want to give their secrets away in case someone learns something from you, being a copywriter really isn’t the job for you. Just like we’re giving away our copywriting tips, it’s totally OK for you to share your knowledge, too. Again, this builds trust and shows the buyer that you know what you’re talking about. Just make sure that you’re not too forceful with your views, though, as no one likes a self-righteous prick.
Pull at those heartstrings
When you’re trying to get someone to do something, you need to get them right in the feels. By adding emotion, you not only show you care, but you get your buyer to care, too. Look at all the charity adverts on TV and how depressing they are. They’re playing with people’s feelings, which is why they’re so successful.
Back up your claims
Whenever you make a claim about something, you need evidence. You can’t just decide that your product is the best on the market because it reduces hair loss by 100%. That counts as false advertising, so whenever you use statistics or other facts, make sure you cite the source, and that it’s a credible one, too. You don’t want to get in trouble for breaching advertising laws.
It’s all about the buyer
This is probably the most important point, and we should have put it right at the beginning of our copywriting tips, but we wanted to check who’s still reading 😛 Your job as a copywriter is to put the client first. Don’t go on about how amazing your company is – no one gives a shit! They want to know how you can solve their problems. And what makes you better than all the other choices they have.
Include call to actions
When you’re writing a piece of copy, you want the reader to take a particular action. One way to do this is by including a call to action. This will guide them towards taking the action and remind them to do what you want them to do if they forget by the end of the article.
Tell a story
Everyone loves stories. And that’s why you need to learn to tell yours. Every company has something that makes it special, a reason they started their business in the first place, so sell it! People want to know about the people behind the business.
Links aren’t just great for SEO – they’re a good way of cutting down on paper/brochures, too.
So, let’s start with SEO. If you read a lot of articles, you’ll notice the terms backlinks and link building come up all the time. That basically means adding links to and from that particular web page. So as a rule, one internal link to another page on your site and one linking to someone else’s site is a good rule of thumb. You can, of course, do more when they’re relevant, but don’t go OTT – a max of 5 per page is generally the rule.
And if you’re not a webpage copywriter, you can still add links to things like sales emails. That’ll make it easier for the buyer to find what they want and mean that you don’t have to worry about attaching loads of documents (which they’ll probably never open).
When you’re writing something long, you don’t want to put people off by presenting them with blocks full of text. Break it up, so that if people are short of time, they can at least skim read and get the gist of what you’re saying. This is also vital for SEO – so it’s a good thing to get in the habit of doing.
Make it look pretty
Finally, the most fun copywriting tip we’ve got – making your texts stand out! For those of you like us who love graphic design, you’re going to love pimping up your articles with graphics, videos and infographics. But for those of you who aren’t that artistically minded, try not to panic. You can make your own designs really easily with the likes of Canva. Just make sure that your images are professional, you don’t violate copyright laws, and that the graphics fit in with your colours and brand style. There’s nothing worse than unprofessional graphics and tacky stock images.