Tag Archives: copywriting tips

7 steps to writing great copy according to Joseph Sugarman

Step-by-step guide to writing better copy

Step-by-step guide to writing better copy

These days I’m reading multiple books on copywriting, especially on persuasive writing.

One of the books I’m reading these days is The Adweek Copywriting Handbook written by Joseph Sugarman.

Joseph Sugarman is one of the greatest direct marketing copywriters who started his mail-order business JS&A and sold multiple revolutionary products by publishing long ad copies that converted like crazy.

Many blog posts on Joseph Sugarman talk about his great feat of selling an aeroplane for $240,000 (the same amount he paid when he bought the plane) with a single advertisement, but very few mention that the person who bought the plane used it for running drugs from South America and was later confiscated.

Most of the excellent copywriting examples that Joseph Sugarman has used in the book are from his own campaigns.

He had his own company – JS&A – through which he would sell products like sunglasses, calculators, mixers, or even Casio watches.

After getting a contract with the parent company (for example Casio) he would publish advertisements in the publications like Wall Street Journal and then sell his products by mail order.

He also sold products through direct mail advertising (just like these days we send email marketing campaigns).

Copywriting steps by Joseph Sugarman

Copywriting steps by Joseph Sugarman

Even in the 70s and 80s his conversion rate was legendary.

He was appreciated for his humorous style and his deep understanding of the human psych.

I will come to the copywriting steps later, but listed below are the main highlights of his entire copywriting philosophy:

Your first sentence must make people read the next sentence

The importance of the first sentence in copywriting

The importance of the first sentence in copywriting

It may seem like a simple statement, but it also tells you how important every sentence in your copy is.

Your prospective customers and clients read your copy in a highly distracted state.

There were less distractions when Joseph Sugarman wrote his copy.

I mean, very few people these days read Wall Street Journal or a marketing message in a conventionally published magazine or in a letter.

People read on their mobile phones or computers.

These devices are full of distractions.

Therefore, make every sentence count.

Even a single needless sentence can send people away.

Keep people interested.

Keep them on the edge of your seat.

Make them want to know what comes next.

Although his copywriting advice is fundamental, many copywriters, in the heat of the moment, end up ignoring it.

Hence, it is good to revise some of the suggestions made by him when writing copy.

In his book he mentions that there are more than 60 factors that can affect the performance of your copy, but in this blog post I’m covering 7 steps that can help you write great copy on a day-to-day basis.

These steps are not revolutionary. You may find them almost everywhere on the Internet.

Nonetheless, just as I said above, it is always better to revise your concepts so that they remain fresh in your mind.

Besides, they may seem commonplace right now because thousands of people have written about them.

Sell a cure, not a prevention

Solve an existing problem with your copywriting

Solve an existing problem with your copywriting

Joseph Sugarman uses an example of a burglar alarm system.

Few people would be interested in a burglar alarm system if they consider their neighborhood safe.

People don’t want to think about unpleasant events. Especially when they haven’t happened yet.

But then suddenly one day, a burglary takes place in the neighborhood.

People are more likely to buy a burglar alarm system in the event of a neighborhood burglary than when simply being told that someday there may be a burglary and then, a burglar alarm system would be useful.

Whenever you are selling something, sell it as a cure and not a prevention.

A good example: Don’t tell people that you can stop them from gaining weight; tell them you can help them lose weight.

Prevention: My copywriting services will stop your customers from going to your competitors.

Cure: My copywriting services will help you get more customers.

Ask your customers questions to which the answer is “yes”

Create a harmony through your copywriting

Create a harmony through your copywriting

You want to become a better copywriter?

Well, that’s why you are reading this blog post, so the answer would be “yes”.

You want to improve the conversion rate of your copy?

Who doesn’t?

So, the answer would be, “yes”.

You want to improve your search engine rankings or social media visibility?

Again, this is a basic requirement of any business, so the answer would be “yes”.

Joseph Sugarman says that the more you make your customer say “yes” the more they say “yes” to buying from you.

It creates a harmony between your readers and your copy.

When you make them nod in acceptance, you lead them into a space where they don’t want to say “no” to you.

When writing copy, create a narrative that makes people nod their head in repetitive “yes”.

Copywriting is all about emotions

Most buying decisions are emotional

Most buying decisions are emotional

It’s famously said that people buy with their emotions and then explain their purchase with logic.

All buying decisions are based on emotions whether you’re writing copy for B2B or B2C.

Holiday packages sell dream vacations.

Limited offers make you reach out to your credit card using FOMO (fear of missing out).

Insurance companies emotionally blackmail you into buying insurance cover for your family.

You buy an expensive car because you want to belong to that “exclusive group”.

I have never purchased an iPhone and the only reason why I would like to purchase one is to appear bright and clear during video calls to my family and clients.

It is always first our limbic system that reacts to a situation (emotion) and after that it is the neocortex that uses the logic.

Although there are innumerable shades of emotions, broadly, you can divide them into 5 categories:

  1. Loyalty
  2. Confidence
  3. Fear
  4. Anger
  5. Curiosity

Loyalty is normally used in content marketing.

Joseph Sugarman says that he could raise the level of loyalty through his marketing ad copy to such a level that people felt guilty when they didn’t buy from him.

Emotion allows you to humanise your business.

If there is no emotion, it is difficult to establish a connection and make another human being do your bidding.

When you emotionally move people, they remember you.

You stand out in the crowd when you can make an emotional connection.

You leave an imprint on them.

With an outpouring of marketing messages from every possible direction, for your target customers and clients it is often difficult to notice you.

Through emotional copywriting you distinguish yourself.

Studies have shown that businesses and brands that provide an emotional experience are more likely to be retained by customers.

Does your copy make people uneasy?

Does it inculcate a sense of urgency?

Does it allow a sense of loyalty?

Does it provide exclusivity?

All these, and more emotions can help you sell more through your copy.

Now we come back to those famous 7 steps that can help you write great copy thanks to Joseph Sugarman. Here they are:

Step 1: Study the product thoroughly

Once Joseph Sugarman started writing copy about a product, he used to become obsessed with the product.

Sometimes, he claims in the book, he knew more about the product than the manufacturer or the supplier.

The strongest point of the copy would often come from a relatively lesser known but a highly influential feature in a product.

For example, when he was writing about a thermostat, he discovered that the most important aspect of the thermostat was ease of installation.

Often, people would face lots of difficulty installing the thermostat and they often had to call an expensive electrician.

But, the thermostat that he was promoting, could be easily installed by the customer.

That turned out to be one of the biggest selling points.

Even the manufacturers hadn’t realized this great feature.

Step 2: Know your audience

Knowing your audience is as important as knowing your product.

Unless you know about the person sitting in front of you (or reading your copy) how can you have a conversation with them?

In modern day copywriting, this is called creating a persona.

Every product has a unique personality, and this unique product personality caters to a certain audience.

What does your audience crave for?

In what social and cultural circles does your audience move?

What are its aspirations?

How does your audience spend money?

What are the priorities of your audience?

In what language does your audience speak?

Knowing all these traits of your audience will help you strike an effective conversation through your copy.

Step 3: Write the headline and the main caption

Some people prefer to write the headline and the main caption after they have written the complete copy, and some prefer to do it in the beginning.

Joseph Sugarman preferred to do it in the beginning.

Capture the entire essence of your copy in the headline.

When you are writing a blog post or web page, there is a chance that 8 out of 10 people will just read the headline and then move on.

The job of your headline is to hook people enough so that they read your main caption.

The highlighted portion in the below screenshot is the main caption.

[Insert the main caption screenshot]

The main caption is the highlighted text that appears beneath the headline.

The job of your main caption is to compel your readers to read the copy of your ad or web page or blog post.

If people read your main caption after reading your headline, there is a great chance that they will read at least a few sentences of your main copy.

Step 4: Write the remaining copy

Joseph Sugarman suggests that when you are writing your main copy, write relentlessly.

Don’t worry about spelling or grammar mistakes.

Don’t worry about the flow or the structure.

No matter how bad it seems, just write it down on the paper or on your computer.

Spontaneity is very important when you are writing copy.

Step 5: Edit your copy

Once you have completed your copy in a single flow, it’s time to edit it.

Many suggest that you don’t edit your copy on the same day.

Come back to it with a new perspective the next day.

Whether you do it on the same day or the next day is your prerogative, but make all the improvements when you are editing it.

Step 6: Let your copy incubate

We must consider the fact that Joseph Sugarman sometimes spent weeks on a single piece of copy.

As a professional copywriter you may not have that much luxury.

As a content writer sometimes I need to submit multiple documents in a single day.

In copywriting your client may be more accommodating because their conversion rate depends on how well you can write.

For example, recently I worked on a lead generation email on which I spent more than a week going through the material and revising the copy.

I even charged 5 times what I would charge for a normal email.

The client was quite accommodating because he wanted to make sure that the lead generation email campaign was a success.

Letting your copy incubate really helps.

Step 7: Give your copy a final look

Look at it from the perspective of your customers and clients.

Scrutinise it ruthlessly.

Make sure you have answered all the whys, hows and whatifs.

Read it loudly.

Is it easy to read.

Do you fumble when reading (if yes, so will your readers)?

Remember that you should be able to read your copy smoothly, as if you’re talking to someone.

There are many “copywriting frameworks” on different blogs and social media posts that you can use as they are.

But as you evolve as an experienced and seasoned copywriter, you will develop your own ways.

Joseph Sugarman was a highly experienced copywriter, but his methods worked for his way of working.

You may have your own way of working.

In the meantime, it pays to use tried and proven copywriting methods.

How do you transition from being a content writer to being a copywriter?

Becoming a copywriter from being a content writer

Becoming a copywriter from being a content writer

Usually, the line between being a content writer and copywriter is constantly being blurred when you are writing for blogs and websites.

Whereas content writing mostly involves writing informational and educational material, copywriting is more about convincing and persuading people into becoming paid customers and clients.

As a copywriter you write for

  • The main sections of a website such as the homepage, the services page/pages, company profile, and product descriptions.
  • Landing pages.
  • Email marketing campaigns
  • Brochures and other marketing materials.

As a content writer you write

  • SEO content.
  • Blog posts.
  • Instructional articles.
  • Generic content on the website.
  • Social media posts (non-commercial).
  • Case studies.
  • White papers.
  • Every other piece of content that aims to inform and engage the audience.

I have been writing content for more than 17 years now.

My writing style is quite flexible.

Whether clients need an SEO content, blog posts, main website content, landing pages, case studies, or email marketing campaigns, I have been writing relentlessly, but just as a content writer.

I have been performing tasks of a copywriter as a content writer.

The disadvantages of working as a content writer while being a copywriter

Working as a content writer or a copywriter?

Working as a content writer or a copywriter?

The disadvantages are multipronged.

There is of course, the financial aspect.

Whereas I should be paid as a copywriter, I am being paid as a content writer.

This way I’m not realising my actual earning potential.

This gets me trapped in a rut and prevents me from taking on assignments that can actually help my clients grow their businesses.

I’m mostly doing grunt work whereas I can do some really creative work.

Without knowing, even clients suffer.

Over the years I have noticed that they don’t take a content writer as seriously as they would take a copywriter.

This is obvious.

Since I’m not educating my clients (about me working as a copywriter and not a content writer), when I try to charge them more, they balk at my rates.

“Other content writers are not charging this much,” they often say.

When I tell them that I’m not writing like other content writers, they find it difficult to understand because they have hired me as a content writer and all I’m doing is, writing content for them, just like any other content writer.

It’s not their fault. It’s my fault.

Even while working as a copywriter, I have been promoting myself as a content writer.

Hence, when they find me on the Internet, they find me for my content writing services, and not for my copywriting services.

I’m changing that.

From being a content writer, I’m transitioning to being a copywriter.

Why copywriting costs more than content writing

Copywriting costs more than content writing

Copywriting costs more than content writing

First of all, I don’t mean to say that if you are a content writer you are less of a writer than a copywriter.

I’m just saying that copywriting requires more expertise than being a content writer.

I have realized this more when I started hiring other content writers for my business.

I’m working with 15 content writers right now.

Although they can write blog posts, articles, and social media posts, none of them have been able to write content for business websites of my clients.

Even if I try to assign them some work for writing for a landing page, an email campaign, or even the main website, ultimately, I need to rewrite most of the text.

Educating as a content writer is easier.

Making people pay for products and services is harder as a copywriter.

The When you are writing for the main web pages you need to convince people.

You need to persuade.

For example, if I write for your app development company, after reading your text, your visitors must hire you as an app developer.

All your main website pages are intended to generate business for you.

What does generating business mean?

It means you are able to influence people in such a manner that they are ready to spend money on you.

This is a difficult job to achieve.

Without being convinced, people don’t even spend a single dollar.

Copywriting does the job of convincing people into spending money on your business.

It’s not a mean achievement.

There is no such compulsion for a content writer.

The job of a content writer is to increase your visibility and draw people into your sales funnel.

There is no commitment.

There is no stake.

As a content writer you’re not asking people to spend money after reading your text.

This is why copywriting costs more than content writing.

Can you transition into being a copywriter from being a content writer?

Possible being a copywriter from being a content writer

Possible being a copywriter from being a content writer

Depends on your writing abilities.

Content writing is about informing and educating.

Copywriting is about selling and converting.

You may like to read: Difference between copywriting on content writing: explained

As I have mentioned above, currently I’m working with 15 content writers and none of them can write for main business websites, landing pages and email marketing campaigns.

The success of your copywriting job is scrutinised with greater degree than your content writing job.

In content writing, your job is to deliver a well written piece of content that is easier to read and digest.

You don’t ask people to spend money.

You don’t ask them to make a commitment.

In copywriting you tell people to spend money on a product or a service.

You convince them into taking an action.

This Forbes article on the difference between copywriting and content writing explains in the following manner:

As a content writer you educate or entertain readers by creating high quality and valuable content.

Your content may drive sales in the long term, but that’s not its primary purpose.

Copywriting involves the creation of text content to persuade readers to take some type of action related to your business’s sale process.

You need to convince prospective customers that the product you are writing about is worth buying.

Or your business is worth calling.

Copywriting is the art of persuading readers to take a sales-related action.

When you work as a copywriter your language needs to change.

Your writing style must be conversational.

You should know how to use psychological triggers to convince and persuade your readers into taking an action.

Your writing should be able to hook your readers.

Some people have a natural flair for copywriting.

Some writers have gained enough writing experience (like yours truly) and just need to fine tune certain aspects of convincing and persuading.

Some writers need to learn from scratch.

They need to have basic writing skills.

To writers who have the basic writing skills and inclination but would like to become copywriters, I would suggest start following some established copywriters on LinkedIn.

There are many useful videos on YouTube where people share their copywriting tips and tricks.

In my personal experience, LinkedIn is the best source.

On blogs and YouTube videos, it’s mostly regurgitated stuff and people simply repeat themselves.

On LinkedIn on the other hand, people share their hands-on experiences and also give real-world examples of how certain pieces of copywriting perform well.

Additionally, copywriting depends a lot on your experience as an entrepreneur, a motivator, a learner, a listener, and an observer.

You can develop these qualities.

As a copywriter, when you are writing for a landing page or an email campaign you need to have a deep understanding of

  • What the business needs to achieve (for which you are copywriting).
  • What the product or the service you’re writing about delivers – what are its biggest capabilities.
  • What are the expectations of the target audience – what problems people are facing and what solutions they’re looking for.

Learn about power words.

Learn how to write compelling headlines.

Read books and LinkedIn threads on copywriting.

Follow influential copywriters on LinkedIn and Twitter.

Start practicing a conversational writing style.

Develop a habit of understanding your audience and then writing in their language.

Learn to love writing instead of doing it just to earn money.

Start building a swipe file to save good examples of high conversion copywriting.

How to use the concept of slippery slide in copywriting to increase your sales

The concept of slippery slide in copywriting

The concept of slippery slide in copywriting

For the first time I read about the concept of slippery slide in copywriting on one of Copyblogger posts.

Then I came across the reference in Joseph Sugarman’s book, The Adweek Copywriting Handbook.

In the beginning pages of the book, he writes:

“Your readers should be so compelled to read your copy that they cannot stop reading until they read all of it as if sliding down a slippery slide.”

Some also call it “the slippery slope of copywriting”.

There are also some good YouTube videos that explain how slippery slide works in copywriting.

When your copy is so compelling that your readers can’t stop reading from the beginning till the end, you have caused a slippery slide in copywriting.

If you want your copywriting to convert, you want to make an impact.

You make an impact through your words and sentences.

Hence, your readers must read your copy fully.

How do you do that?

You write a headline that hooks them and makes them read the first sentence.

Your first sentence is so effective that they want to read further.

Every new sentence propels the reader to the next sentence or the next subsection.

The reader goes on reading in rapt attention until she has reached the end where you have your call to action.

Here is a good example of the concept of slippery slide being used for paid content:

Slippery slide Netflix advertisement a New York Times screenshot

Slippery slide Netflix advertisement a New York Times screenshot

The above screenshot is an advertisement masquerading as an article.

When you read the headline “Women inmates: Why the male model doesn’t work”, you feel as if you are reading an article on jail reforms.

Even the subtext, “As the number of women inmates soars, so does the need for policies and programs that meet their needs” makes you believe it is an article.

It is in fact an advertisement for the Netflix series Orange Is the New Black.

Here is another example of a Volkswagen ad that shows the power of the slippery slide in copywriting:

Volkswagen ad crooked wheels

Volkswagen ad crooked wheels

It shows the image of a car raised in the air. Its wheels are crooked.

The headline beneath the image asks, “Why are the wheels crooked?”

The reader or the viewer has the same question: why do the wheels appear crooked?

After the question being reaffirmed, the reader wants to find out.

The remaining copy of the ad explains that the crooked wheels in the car are not a defect but a feature.

How exactly does the slippery slide work in copywriting?

In the concept of slippery slide or slippery slope, your copywriting follows a set pattern.

The pattern goes like this:

Slippery slide in copywriting explained

Slippery slide in copywriting explained

  • Headline or image: This needs to be the strongest because unless this captures your reader’s imagination, they are not going to read further. A strong headline makes them read the subheading.
  • Subheading: It provides additional information in such a manner that the reader wants to read what comes next.
  • Introduction: It is the first sentence of your copy, followed by the second or the third sentence. Every sentence must prompt the reader to read the next sentence.
  • Remaining copy: Keep your remaining copy sticky. Keep them wanting to know more.
  • The end of the copy: This is where your CTA appears. It is a big achievement that you have made them read the entire copy and there is a great chance they will act upon the CTA.

Is slippery slide in copywriting just about an ad or web page?

Not necessarily.

You can create a complex marketing funnel.

That funnel itself can be a slippery slide.

For example, you publish lots of content and spread it using channels like Google, LinkedIn and Instagram.

People come across your content and want to know more about you.

They have entered your funnel.

They have climbed upon your slippery slide.

They follow you.

They subscribe to your updates.

They have started sliding.

The remain your followers.

They don’t unsubscribe.

They occasionally respond and engage.

They are going down the slippery slide.

Some of them eventually buy from you.

Hence, you can see that the slippery slide or the slippery slope can also exist in the form of your sales or marketing funnel.

Is slippery slide also used in content writing?

When you are writing online, the line between content writing and copywriting is constantly being blurred.

Many clients hire me as a content writer, but I work as a copywriter for their website.

Even when you are writing a blog post that is intended to generate sales, you are working as a copywriter.

Even if you are writing a blog post for information purposes, you need to attract traffic.

How to create your own slippery slide effect in copywriting

Frankly, this is just a fancy term for what you may call, old wine in new bottle.

Every promotional material that you write must be engaging and must be able to hook your readers into reading the whole copy.

Good and engaging copy often conforms to the concept of slippery slide or slippery slope in copywriting.

You need a headline that makes people read the fine print.

The fine print must have a narrative.

It must tell a story.

People should be made curious to know what is going to happen next.

You can take a calculated risk and use a headline that is not misleading, but has got nothing to do with the copy.

You can use the same treatment coming up with subject lines for your email – not misleading people, but being creative so that when people read the subject line, they open the email.

Hence, you may need to create a slippery slide headline to make people click your link and come to your blog post.

Take for example a headline

Why my horse is laughing to the bank

This is a typical slippery slide or slippery slope headline.

The reader would immediately want to know why this horse is laughing all the way to the bank?

If you want to have a step-by-step approach to slippery slide copywriting, you can do the following:

  • Craft a compelling headline that makes people eager to read your web page or blog post.
  • Make a strong introduction; in the introduction people must get an idea of what you’re offering.
  • Keep the readers on the edge of the seat.
  • Use crisp, smaller sentences that can be read fast.
  • Use simple language, again, so that your copy can be read fast.
  • Every sentence must lead to a culmination.
  • In the end, sum up everything because it is easier to remember the last thing that someone has read.
  • Present the call to action.

Can content writing help your business stand out from the noise?

Your content writing voice helps your business stand out

Your content writing voice helps your business stand out

Do you know there are 600 million blogs on the Internet?

7.5 million blog posts are published every day.

500 hours of video is uploaded on YouTube every minute.

With so many platforms like Instagram, Facebook, LinkedIn and Medium, hundreds of terabytes of data are being injected into the Internet every minute.

At various levels, all these platforms have their highly evolved algorithms to help you find the content that you’re looking for (for example Google or YouTube), still, with every search bringing up hundreds of thousands of results, you need to be able to stand out for people to take note of you.

There is too much noise on the Internet.

What is voice and what is noise?

Your car engine gives out noise.

Your fan gives out noise.

The droning sound of a machine running nearby is noise.

When you sit in a busy restaurant or café, lots of people are talking at the same time; unless someone is sitting at your table, you cannot make out who is saying what.

Therefore, noise is a sound that you can hear but it does not contain words.

Voice is normally referred to as the sound that comes from human mouth.

Voice contains words and sentences.

It is distinguishable.

It contains familiar intonations and vocal ups and downs.

Voice can be a speech or even a song.

You should be able to understand what is being conveyed for it to be voice.

You don’t say, “She is an influential noise in the profession.”

You say, “She is an influential voice in the profession.”

The biggest difference between noise and voice is that you cannot make sense of noise (except for basic things like what is the noise like and where it might be coming from) but you can make sense of voice.

Your friend has a voice. Your colleague has a voice. Your child has a voice.

You understand the meaning of voice.

The Internet is full of noise though.

Not everything is meaningless, but most of it is.

The Internet is like a busy café.

With so much content out there, it becomes an indecipherable chatter.

If you become a part of the usual chatter, your message too turns into noise.

Content writing helps you turn your noise into voice

Your content writing helps you make an impact so that your audience pays attention to your message.

Quality content writing services can help you elevate your brand voice to a level that it rises above the noise and becomes distinguishable.

Why is it important to be distinguishable?

If there is nothing to distinguish you from your competitors, how do you expect people to not just find you but also decide to buy your product or subscribe to your service?

One needs to identify a business to be able to buy something from it.

Your prospective customers and clients should be able to identify your business to single you out and prefer you over other businesses.

You see, the Internet is not your normal marketplace.

There are practically unlimited choices for your customers and clients.

They can decide to go to any website.

It’s all a matter of doing a search on Google or coming across a website’s name on one of the social media websites.

People can also purchase from mobile apps these days.

Hence, you need to stand out.

This can be achieved with quality content writing with a personal touch.

People should be able to identify you for your content.

It can be your unique writing style.

It can be the unencumbered quality that you provide.

It can be your authority over a subject.

Two things are very important:

  1. A strong sense of identity and uniqueness.
  2. Uncompromising relevance.

What are the benefits of developing your own content writing voice?

The basic purpose is to sound unique.

The words, the expressions, even the slight liberties that you take with grammar and spelling, make you stand out.

Your copywriting voice helps you reinforce your first impression that you make on your customers and clients.

It helps you make an emotional connection with your readers.

You establish a personality for your brand and you stand out from the crowd.

Developing your voice gives you the following benefits:

  • Your business is memorable: It is essential for every business to make a memorable impression. People are more likely to remember you if they can recognize your writing voice.
  • It’s easier to identify you: This is very important for highlighting your brand. People should be able to differentiate you from your competitors. They should clearly know what your values are, what you stand for and what your opinions are.
  • You build trust: Your customers and clients trust you more if they become familiar with your voice and relate your presence with the values and opinions they hold dear.

Some good examples of good brand voice through content writing

Your content writing voice or your brand voice is a consistent way of communicating your message to your audience.

Language is important. Words are important. They can shape the way people think of your brand.

Many brands carefully craft messages using their own writing style and choice of words. I’m mentioning some of them below:

LetsShave

It’s an Indian company selling shaving and grooming products for men and women (and people in between).

I have been buying razors and shaving foam from them ever since they actively started promoting in India.

In all their promotions they have a very casual, conversational language.

It’s as if they’re talking to you.

They don’t sound like a company or an organization.

Even when they are promoting their products, they are recommending them in such a manner that it is in your best interest to buy them.

Their messaging is unique to them.

They are the perfect example of having a consistent voice when talking to target customers.

They never sound salesy.

Their conversational style made me switch from Gillette to LetsShave, maybe within 10 minutes.

LetsShave content voice

LetsShave content voice

Starbucks

Starbucks takes its content voice so seriously that it has a special guidelines section for the company’s brand voice.

The company insists that its messaging is functional and expressive.

Its copywriters anticipate the audience needs and then create an enjoyable experience for everyone involved.

The company takes strong political stands without hurting someone and it uses expressive copy for this.

They also believe in telling “passionate coffee stories”.

Starbucks branding voice

Starbucks branding voice

Mailchimp

I’ve used the MailChimp service on and off, but I have always found their branding voice quite fascinating.

In the beginning they used to have a chimp cartoon on its home page with various funny captions (due to them being MailChimp).

These days they mostly showcase their customers who have used the email marketing service to create their businesses.

MailChimp has a separate section on “voice and tone” where they explain how empowering content can be written by being aware of one’s voice and tone.

They use a conversational voice to convey their messages.

They use plain language.

They also copiously use humor.

MailChimp writing voice

MailChimp writing voice

Content writing tips to turn your noise into voice

“It’s not what you say; it’s how you say it.”

If you are a seasoned reader of literature, you can identify writing styles of Hemingway, Charles Dickens, or a famous copywriter like David Ogilvy.

There is a certain texture.

There is a distinguishable tone.

There is a certain rhythm in words and sentences.

Read a few paragraphs and you can recognize the voice of your favorite writer.

Can you develop a similar writing style that is unique?

Yes, you can.

It is not as difficult as it may seem.

Also, whether you are writing content for your own website or for your client, it is important to sound unique to stand out.

If you just sound like the others, your voice becomes the usual chatter and then why should people pay attention to you?

Just like you’re sitting in a restaurant, what the others are talking about becomes “white noise”.

You either need to raise your voice, or you need to say something people really need to pay attention to.

Here are a few things you can do to change your noise into voice when writing content.

Develop a strong opinion

Have you noticed, when you have a strong opinion, the way you speak changes.

You speak with conviction.

There is confidence in your voice.

Even the words that you choose to express yourself are quite forceful.

People around you pay attention to you.

Since you speak with confidence, your sentiments rub onto your listeners, and they easily believe you.

The same happens when you are writing content or copy with a strong opinion.

Your opinion must be informed.

You should form an opinion after thorough research and reading.

When copywriting for a company, do thorough research.

Find out about their product or service as much as you can.

Not just features and specifications, but also the benefits that they can deliver.

How can their product or service change people’s lives?

Gather information about the target audience.

Read about competitors, watch the videos.

The more you know, the stronger will be your opinion.

Without knowledge, without information, without research, your opinion will sound hollow and unconvincing.

Empathise with your readers

Whom are you writing content for?

The simple answer is that you may be writing content for your own website (hence, for yourself), or for one of your clients.

You are writing content for customers or clients – whether your own, or of your client.

You write content to increase engagement level.

You write content to inform and educate people so that they turn into paying customers and clients.

Hence, no matter what you write as a content writer or copywriter, your ultimate readers are the prospective customers and clients.

How do you empathise with them?

Understand their concerns.

What questions and doubts do they have about your product or service?

What problems are they are facing right now?

How pressing are those problems?

What is the biggest benefit your product or service delivers to them?

How can this benefit transform their lives?

Understand their language.

Try to find out the words and expressions they use when they talk about their problems and probable solutions.

Then write your content using those words and expressions.

This will help you speak to them in their own language and consequently, help you find your content writing and copywriting voice.

Do some research and pick their dialect and accent.

Start compiling a list of words and expressions you want to use in your writing

The words and expressions that you use in your writing can have a lasting impact on your voice.

Take for example Nike.

They are targeting sports persons and athletes and people who intend to use lots of physical activity to keep themselves fit.

Their motto is “Just do it”.

Most of the marketing messages from Nike are inspirational and motivational.

They use lots of words like “believe”, “inspire”, “sacrifice”, and “hardwork”.

You find these words repeatedly appearing in their ads.

These words are a big part of their content voice.

Nike branding voice

Nike branding voice

You can have a similar list of words and expressions that truly represent the voice of your business.

There are many other ways you can develop your own content writing voice including

  • Practice writing every day.
  • Write mostly in the first person.
  • Write in active voice.
  • Write as if you are having a conversation with your readers.
  • Avoid using unnecessary words and sentences.
  • Establish a rhythm – use a mix of varying sentence length.
  • Don’t try to impress; write to inform and educate.

 

6 e-commerce copywriting tricks you can master right now

E-commerce copywriting tricks you can master right now

E-commerce copywriting tricks you can master right now

Although copywriting always has a commercial aspect to it, e-commerce copywriting means writing copy for e-commerce websites.

So, naturally, the primary purpose of your writing becomes: influencing maximum number of people so that they purchase from your website.

Main topics covered in this blog post are

A great difference between an online and off-line store is that in an online store, when someone comes to shop, they are alone and unassisted.

It is your words that do all the selling.

Your copy is the salesperson.

Frankly, there is no hard-and-fast rule on what effective e-commerce copywriting is because scores of factors are playing together.

One word that may influence one buyer may dissuade another buyer from making the purchase.

Consequently, your copy goes through lots of testing before it can be decided whether it is effective.

What is e-commerce copywriting?

In the context of the Internet, e-commerce copywriting must be able to describe the benefits of your product and at the same time, improve your search engine rankings.

To be an effective e-commerce copywriter, you must be a strong communicator.

You must be able to persuade people with words.

You should be able to understand the psychology of why people purchase a certain product or subscribe to a certain service.

Copywriting for e-commerce websites can be done for your own online store or you can write product descriptions for an Amazon or Shopify store.

Such copywriting can be done for individual products.

You can do copywriting for an e-commerce website at different locations such as the homepage, the landing page, the about us page or the blog.

E-commerce copywriting means writing content for an online store.

It may include writing headlines, product categories, product descriptions, brochure copy or email campaigns.

E-commerce copywriting may also involve writing sales letters, social media posts, and advertisements.

It is one of the most important tools in your marketing bag.

The copy needs to be able to sell.

It must convert and generate leads and then eventually, sales.

What does e-commerce copywriting achieve for you?

Copywriting for e-commerce gives you the following benefits:

  • It helps your brand look unique.
  • It can be a great differentiator.
  • Good copywriting can improve your conversion rate.
  • It can highlight the benefits of your products and services so that it becomes easier for your prospective customers and clients to decide in your favor.
  • It makes the first good impression.
  • You can keep your customers focused throughout the entire sales funnel.
  • Well-written e-commerce copy can improve your search engine rankings.
  • It makes your content shareable.
  • It hits the right tone with your customers and clients.
  • It builds your company’s image.
  • When you tell your brand story, it forms an emotional bond with your readers.
  • It persuades your visitors to take a constructive action.

E-commerce copywriting tricks you can start implementing right now

These e-commerce copywriting tricks will equip you to write effective copy that entices your audience to take a favorable action

1. Create psychological triggers in e-commerce copywriting

Psychological triggers can be

  • Greed
  • Fear of missing out
  • Desire to belong
  • Curiosity
  • Sense of urgency
  • Instant gratification
  • Sense of honor
  • Guilt
  • Hope
  • Familiarity
  • Current fads
  • Proof of value
  • Exclusivity
  • Respect for authority

95% purchasing decisions stem from the subconscious mind.

You are more likely to respond to a piece of copywriting that uses emotional psychology.

An emotional urgency like fear is commonly used by insurance companies and security agencies.

Example of copywriting inciting fear

Example of copywriting inciting fear

The above copy scares you even when you have not fallen victim to a home invasion.

Until we are attacked, we cannot relate to someone who has been attacked.

The above ad makes us feel like a victim and hence, scares us out of our wits.

In the same vein, WordPress uses a sense of authority – “world’s most popular website builder”.

Copywriting asserting authority

Copywriting asserting authority

You certainly want to use the world’s most popular and the most widely used website builder.

In many shopping carts listings, you must have seen “3 items left” – such messages create a sense of scarcity.

2. Create attractive headlines

Headlines are very important in e-commerce copywriting.

A successful headline must satisfy the 4 Us:

  1. Unique
  2. Ultra-specific
  3. Urgent
  4. Useful

The e-commerce product headline must encapsulate the essence of the product, or the item being sold.

Usually when we are talking about headlines it is mostly about headlines for blog posts, articles, or even newsletters.

Headlines are also important for your product listings.

It is the headline that people see the first.

It makes the most important impact.

What should a headline of an e-commerce listing contain?

  • The name of the item
  • The most compelling reason to buy it
E-commerce headline displaying convenience

E-commerce headline displaying convenience

The headline above shows convenience.

No reason to visit the neighborhood mall every month.

Your favorite clothes are delivered to you every month.

An ultra-specific headline

An ultra-specific headline

The above headline is quite specific.

The sleepwear is “good in bed” whether you look at it from the point of view of looking good or for comfort.

3. Keep your language simple

E-commerce copywriting is not the right place to show your language prowess.

Use very simple, straightforward language.

Example of simple language used in e-commerce copywriting

Example of simple language used in e-commerce copywriting

In the description above, just observe how simply all the highlights are presented.

The Solo Stove Lite is lightweight, cooks for 1-2 people, you can use wood or twigs, it generates little smoke, and it is made of stainless steel.

In the description there is not a single word you don’t understand.

In simple language the writer explains that the stove can be carried on a picnic or a hike without much fuss.

There is no need to carry fuel.

Why is it important to use simple language in e-commerce copywriting?

When people reach the product listing, they are at a very crucial stage.

They are about to buy.

They are about to place an order.

Even a small distraction can send them away.

Hence, it is important to use simple, precise words that convey the true essence of your product.

The main features.

The convenience it provides.

The overwhelming reason to buy it.

Another example of using simple language when copywriting for e-commerce

Another example of using simple language when copywriting for e-commerce

Above is another example of using simple language to describe great features.

The e-commerce copywriting above draws parallels between “Before Basecamp” and “After Basecamp”.

Although Basecamp is a heavily technology company, you can read in the description that there is no technology jargon.

They have simply explained what problems people may face when they don’t use Basecamp and then what are the advantages once they start using it.

In e-commerce copywriting, it is super important that you avoid wordy sentences, highlight more benefits than features, and use lots of action words such as “Buy Now” or “Download Now”.

4. Tell success stories

Success stories in e-commerce copywriting can be testimonials or positive comments made by customers and clients.

They can also describe someone who has used a product and immensely benefited from it.

Success stories are relatable.

They are not just claims made by the company.

The product or service is used by a real person and then that real person describes his or her experience.

Here is how the flow of an e-commerce success story goes:

  • The customer or the shopper is your hero.
  • They were facing an overwhelming problem.
  • For a fairly long time they were looking for a solution.
  • The problem had reached its peak and the situation was dire.
  • Then they came across your product.
  • They were swayed by the benefits and features.
  • They purchased it.
  • Now they are living happily ever after.

You may like to read James Patterson’s storytelling advice to hook readers

5. Use persuasive words when copywriting for e-commerce

Persuasive words can supercharge your e-commerce copywriting but for them to be effective, you need to know for whom you’re writing.

You may like to read Content writing: why is it important to know your audience?

Examples of using persuasive words:

  • Easy to install.
  • Exclusive offer just for you.
  • Free for a limited period.
  • Get it right now.
  • Outstanding results guaranteed.
  • You are going to love it.
  • Best software in its category.
  • 500,000 people trust us with their money
  • The offer expires in three days.
  • A bargain that will be foolish to miss.
  • A powerful way to optimize your website.
  • Win exciting prizes.
  • Deadline fast approaching.
  • The offer ends soon.
  • Verified investment opportunities.

6. Optimize e-commerce copywriting for SEO

I have always believed that search engine optimization is about using the right language and presenting the information in its correct form.

When optimizing your e-commerce copywriting for SEO make sure that the main headline or the title of the product listing contains the right keyword.

Will people be searching by the name of your product or the benefit that it delivers?

Suppose you’re selling an SEO analytics tool.

The name of your SEO analytics tool is Zolo.

You can write a headline like

Zolo – the only SEO analytics tool you will ever need

or

Zolo – the complete SEO analytics tool

or even better

SEO analytics tool – improve your search visibility in 2 weeks

Although the name is missing, you can use the name in the description.

These are easy e-commerce copywriting tricks that you can start implementing even in your ongoing project.