Last time we wrote about copywriting we focused more on the general issues involved in copywriting. Today we will start off with the same approach but will incorporate some more concrete recommendations as well. Copywriting is still a relatively underdeveloped area. Most companies are laughably bad at writing copies, so it might be hard to get a decent grasp on what a good copy looks like.
1. Multiple goals
Specializing in only one aspect of copywriting is like relying on a single tool in your toolbox. While technical prowess, creative flair, or SEO mastery are all valuable, they are usually not enough to build a masterpiece. To craft truly impactful copy, you need to have an array of diverse skills. Hone your grammatical precision to ensure clarity, weave captivating narratives that draw readers in, and understand the algorithms that guide your message to the right eyes. Usually at least the SEO aspect is handled or supervised by people who specialize in that area. With that in mind, you should focus on delivering on these different fronts.
2. Relying on trends
Cliches and overused trends might seem like safe bets, but they will leave your audience yawning and clicking away. People do not usually care for reading copies anyway, so having a bland one can be a huge missed opportunity. That is why it is generally a good idea to focus more on simplicity and straight-forwardness. A lot of brands out there rely on the same professional-sounding phrases, you want to avoid that as much as possible.
3. Social proof
Do not let your message be a lone voice echoing in the void. People crave validation, the reassuring comments of satisfied customers and the trusted voices of respected figures. Weave social proof into your narrative by featuring testimonials from happy clients, showcasing real-world case studies of your products success, and leveraging expert endorsements to add weight to your claims. These threads of trust transform your message from a solitary echo into a unified voice that resonates with your audience and builds confidence.
4. Structuring the text
Dense paragraphs and overwhelming text blocks are rarely ever worth reading in this industry. And even if they are worth reading, the users probably wont anyway. Use white space to let your words breathe, structure your content with clear headings and subheadings to guide the eye, and craft concise sentences that deliver your message with punch. Bullet points and numbered lists become your trusty trail markers, helping readers navigate the information with ease and clarity.
Focus on making things as simple as possible while trying to fit a lot of information in that simplicity. This is generally a decent advice when writing, not just when writing copies.
5. The wrong words
Technical terms might be your everyday language, but they are not your audiences. Do not build walls of jargon that isolate you from your readers. It is probably far easier to do this that you realize. Which is why it is generally a good idea to have others give your copy a once over to see any problems such as these. And by others we generally mean those who are not in your industry.
Translate complex concepts into relatable terms, focus on the tangible benefits your product or service offers, and make your copy an engaging conversation, not a dusty technical manual. Bridge the gap between your expertise and your audiences understanding, and that will likely resonate with a wider, more engaged audience.