Tag Archives: effective copywriting

10 copywriting tips: Become a better copywriter instantly

10 copywriting tips for becoming a better copywriter

10 copywriting tips for becoming a better copywriter

Want to become a better copywriter instantly? These copywriting tips can help you.

10 copywriting tips explained in this blog post include:

  1. Learn to write irresistible headlines
  2. Write for search intent
  3. Make an emotional connection
  4. Write short sentences and paragraphs
  5. Avoid using jargon and difficult words
  6. Research your topic thoroughly
  7. Focus on advantages and deliverability
  8. Make every sentence count
  9. Be open to editing and revising
  10. Don’t obsess over SEO

Copywriting is a term that is heavily used in advertising.

The writers who write marketing literature and advertisements are called copywriters.

But these days the term is also used for writers who write for websites and blogs.

That’s because just like in advertisements, when you are writing for your website or business blog, you need to convert visitors into paying customers and clients.

In fact, whenever you write to convince, whether it is a web page, a landing page, a blog post, a case study, or an email, you are doing copywriting.

You are writing to convince.

In that sense, everyone who writes to convince, is a copywriter.

You may like to read: 13 copywriting rules I use when writing copy for my clients

What is the difference between copywriting and content writing?

Content writing is mostly informational writing.

Of course, you need to write well.

Even in content writing conversion matters.

But content writing is mostly done to provide educational and informational content to the visitors so that they have a reason to visit your website or blog repeatedly.

Content writing is extensively used for SEO purposes.

Copywriting, along with informing and educating, also sells.

It has a clear call-to-action.

The end purpose of a piece of copywriting is to sell or to achieve the call-to-action.

Your call-to-action doesn’t always have to be selling.

It can be downloading an e-book.

It can be subscribing to your newsletter.

It can be signing up for a seminar.

It can be using a free product.

Whatever you want to achieve to establish a long-term relationship with your prospective and existing customers and clients, comes in the ambit of call-to-action.

Good copywriting skills are essential for

  • Clearly communicating your brand message.
  • Improving your CTR (click through ratio).
  • Engaging visitors in a constructive manner.
  • Creating value driven content.
  • Improving search engine rankings (in the context of writing for websites and blogs).
  • Attracting more visitors to your website and blog.
  • Keeping your prospective customers and clients proactively engaged in the long-term.

Want to become a better copywriter instantly?

Here are 10 copywriting tips you can implement instantly.

1. Learn to write irresistible headlines

It is your headline that draws people to your remaining text.

When I talk about headlines, I refer to the title of your web page or blog post, the main headline that appears at the top of your web page or blog post, and in the context of writing emails, your subject line.

These are highly important pieces of content.

The web page or the blog post title is called the meta title.

It shows up in search results.

If it is not captivating, if it does not convey the right message, people don’t click your link.

If they don’t click your link, they don’t come to your web page, and if they don’t come to your web page, there is a little chance of them becoming paying customers or clients.

You may like to read: 8 types of headlines you can use in copywriting

There is a reason why sometimes I differentiate between the meta title, the headline and the email subject line.

Your meta title must be less than or equal to 60 characters because this is the length that appears on Google search results.

With the headline there is no such restriction.

The headline appears on your own page.

You can make it as long as you want.

The same goes for the email subject line.

You cannot have a very long email subject line because then it won’t fit in the inbox preview panel.

For meta title and email subject line, your headline must be as few characters as possible, and at the same time, contain the main phrase.

For example, the main title of this blog post contains “copywriting tips” because this is the main intention of this blog post.

Here are a few things to keep in mind when writing your headline

  • Include the phrase that represents your subject matter.
  • Include the hook (become a better copywriter).
  • Use simple, positive language.
  • Be provocative.
  • Use Power words.
  • Make an emotional connection.

2. Write for search intent

Search intent is the intention with which your target readers search Google (or any other search engine).

Are they simply looking for information?

Do they want to navigate to a website?

Do they want to do research before purchasing something or subscribing to a service?

Do they want to purchase a certain product and for that, they’re looking for more information?

All these are different intentions.

You may want to read: How effective content writing and searcher intent are interrelated

Even subtle differences can send your copywriting efforts to an entirely different direction that you don’t want to pursue.

Whether you are copywriting for yourself or for your client, carefully understand the search intent you want to target and then write accordingly.

This will help you become a more effective and better copywriter.

For example, what search intent am I targeting through this blog post?

I am targeting people who are searching for copywriting tips with an intention of becoming better copywriters.

3. Make an emotional connection

It is suggested that power words be used for making emotional connection through copywriting.

This Entrepreneur article claims that research has shown that adds that touch readers’ emotions are more successful than adds that touch their intellect.

The same applies to copywriting.

Most, if not all, buying decisions are emotion-based.

In terms of copywriting, emotions can be divided into 6 broad categories:

  • Loyalty
  • Confidence
  • Fear
  • Anger
  • Curiosity
  • Greed

You must have come across samples of copywriting that offer you a “bargain” or a “cheap” offer, or promising to “double your investment”.

These are all appealing to your greedy side.

Words such as “sneak peek”, “top secret”, “members only”, and “classified” make you curious.

Visit this Optinmonster link to go through 700 power words that you can use to make an emotional connection through your copywriting.

They have categorized these words under basic emotions such as curiosity, greed, anger, lust, vanity, and so on.

4. Write short sentences and paragraphs

This is particularly important when you are copywriting for web, and I have observed I have mentioned this copywriting tip in almost every blog post on the subject.

Short and simple sentence is also good for your SEO.

Although search engine algorithms are becoming quite advanced, it is still difficult for them to analyse compound and complex sentences.

Simple sentences are easier to analyse.

They help you improve your search engine rankings.

Your readers also find reading small sentences easier and meditative.

The same goes for paragraphs.

You must have noticed on some websites that they have single-sentence paragraphs.

They may seem odd in the beginning, but after a while, you find that they are easier to read.

Especially on mobile phones.

These days all my paragraphs are single-sentence.

If you find it odd, at the most, use two sentences in a paragraph.

Not more.

Remember that many people read your copy on their mobile phones.

Even marginally big paragraph will cover half the screen.

This can be distracting and intimidating.

Short sentences, divided in short paragraphs make it easier to read on mobile phones.

5. Avoid using jargon and difficult words

Again, I have written about this copywriting tip multiple times.

Jargon is a set of industry-specific words.

Jargon words are known to people within a profession, or an industry and they are mostly not known to the outsiders.

My rule of thumb is, use jargon words when you are copywriting for B2B purposes and avoid using them when you are writing for B2C.

When visiting technology websites, you must have come across expressions like “paradigm shift”, “bleeding edge” and “bandwidth”.

As much as possible, avoid using such clichés.

As a trained copywriter your vocabulary is much better than an average person.

If you understand “ubiquitous” it doesn’t mean that the person reading your copy also understands the word.

Use common words.

Do some research on Google to find out what type of search queries people submit and then use the language in those search queries.

In the above screenshot, as you can see that when I partially enter copywriting tips without hitting the enter key, Google gives me the suggestions of the search queries people normally use after copywriting tips.

In the below screenshot, after hitting the enter . Key, when I scroll to the bottom of the Google search results page, it gives me the suggestions of the search queries people often use with “copywriting tips”.

Such research can help you decide what words to use when writing copy.

6. Research your topic thoroughly

The more you research, the more convincing will be your copywriting.

When you are writing about the product, read about it as much as possible.

Read about the competitors.

Read why competitors are better.

Read why the product you are writing about is better than the competitors.

Study the customer profiles.

Gather industry data.

Although I’m giving the suggestions, I also understand that if you are writing for a client, every client has a limited budget and you cannot spend much time on research.

But if you are writing for your own website, leave no stone unturned.

Don’t assume that you know everything about your target audience.

7. Focus on advantages and deliverability

Trained and experienced copywriters focus on the benefits and what the product delivers rather than on its features.

This Hubspot post describes the difference between features and benefits nicely.

You may say that this headphone is wireless – this is a feature.

What is the benefit?

No more tangled cords.

You may say that an air fryer comes with a removable basket – this is a feature.

The benefit is that it is easier to clean after using.

No matter how great the set of features are in a product, ultimately, it is a set of benefits that prompts people to buy a product.

People don’t subscribe for a tool like Grammarly because it may have 50 features; they subscribe to it because they don’t want to commit grammar and structural mistakes and be embarrassed because of that.

How does your product or service make a consumer’s life easy?

I’m not saying completely ignore the features, but when copywriting, give more stress to benefits and what your product or service delivers.

8. Make every sentence count.

In many copywriting books you will read:

The job of your main headline is to make people read the first sentence of your first paragraph.

The job of the first sentence of the first paragraph is to make people read the second sentence of your copy.

This goes on.

Every sentence has a purpose: make the reader read the next sentence.

Just as every sentence has the capability to draw your readers into your copy, every sentence can also send your visitors away by making them feel clueless and directionless.

Therefore, get rid of sentences that are not needed.

Don’t say something repeatedly just to increase the word count.

Make every sentence special.

9. Be open to editing and revising

Most of the word processors these days do half the proofreading for you.

They can catch spelling mistakes.

They can catch grammar mistakes.

They even tell you if there is no subject verb agreement.

Hence, when I say that you should revise and proofread what you are writing, I’m talking about the structure and flow of your document.

Can sentences be shortened?

Can you include more data?

Can you remove difficult and redundant words?

Can you move chunks of text up or down for better flow?

Can you remove portions that are not needed?

Can you add another subheading?

All these things can be taken care of during editing and revising.

10. Don’t obsess over SEO

SEO copywriting is essential.

It means striking a balance between writing for search engines and writing for humans.

Mistakenly, many copywriters get carried away with writing for search engines and in the process, completely ignoring the human readers.

Write for your human readers first.

It doesn’t mean you ignore your keywords.

Throughout this post I have used the main keywords for the post: “copywriting tips” and “better copywriter”.

The new Google “Helpful Content” update algorithm is going to penalise websites that focus more on search engine optimization and less on publishing relevant, human centric and helpful content.

You should write human-centric copy not just because Google demands that, it is also important for your conversion rate.

Unless your copywriting makes an impact that positively affects people, you can’t become a better copywriter.

These are some copywriting tips that can help you become a better copywriter within a few hours.

You can also implement some long-term practices that will help you develop as a copywriter gradually, such as

  • Develop the habit of knowing your product thoroughly.
  • Practice copywriting every day.
  • Learn from the masters and other prominent copywriters.
  • Understand the industry for which you write your copy.
  • Focus more on people and less on your copywriting style.
  • Empathise with the readers.
  • Read good books on copywriting.

 

How to run a successful email marketing campaign with effective copywriting

Successful email marketing with effective copywriting

Successful email marketing with effective copywriting.

These days I’m getting lots of queries from clients who want to run successful email marketing campaigns and they need my copywriting services.

According to Statista, an estimated 306.4 billion emails travel the length and breadth of the web every day.

The graph below shows the trend over a period of 2017-2023.

As you can see, the number is projected to reach 347.3 billion emails by 2023.

Graph of number of emails being sent during 2017-2023

Graph of number of emails being sent during 2017-2023

It is not just the number of emails being sent and received that excite digital marketers and general clients.

It is the ROI in the stats.

This is a slightly old finding, but on an average, for every $1 that you spend on email marketing, you get a return of $38. Some even claim $40.

Here is another pleasing graphic that I found on this link.

The highest ROI is in email marketing

The highest ROI is in email marketing.

Of course, you may look at these numbers cynically because at personal level, you may not have experienced such a startling success with your email campaigns.

The problem is not with the numbers, the problem is with the implementation.

When people claim that you can earn $38 for every dollar you spend on email marketing, you must do whatever is required to make your email marketing effective.

What makes your email marketing successful and how does copywriting contribute?

Email marketing is not about sending emails to a group of subscribers or email ids though, it is a big part.

Successful email marketing is about active engagement.

Here are some attributes that enable you to call your email marketing successful:

  1. A greater number of people open your email messages.
  2. A greater number of people read your messages.
  3. A greater number of people respond by either replying or clicking the call-to-action button or link.

All these three points are very important to make your email marketing successful.

If people are just opening your message and do nothing else, you aren’t achieving much.

Recently a client told me, with a touch of pride, that his open rate is 22%.

Marvelous, I said. Then how do you want me to contribute?

I’m not getting any business, he replied with a subdued tone.

Unless people open your messages, read them, get affected positively and then contact you to do business with you click the link to buy from you, you cannot call your email marketing successful.

Everything needs to work in tandem.

The success of your email marketing depends on the following factors:

  • The quality and growth of your email list.
  • The trust factor enjoyed by your email marketing service provider (so that your emails are not redirected to the spam folder).
  • Your reputation – are people familiar with you? Do they know what you represent and why you are sending them emails? Do they trust you?
  • Your subject line – no matter how familiar they are with your name or brand, unless the subject line compels them to open your message, they are not going to open it.
  • The main headline – this is going to be the biggest work. Only if the headline captivates them, they’re going to read the rest of the message.
  • The convincing copy that keeps them engaged, excited and leads them to a culmination.
  • The most appropriate call-to-action.

Effective copywriting for email marketing

My clients often hire me for my content writing services but when I’m writing marketing emails, I provide them my copywriting services.

You may like to read this: Difference between copywriting and content writing.

Copywriting informs, educates, influences and sells.

Content writing informs and educates.

Marketing means selling.

When you’re sending out emails wanting people to buy from you or do business with you, you’re selling an idea.

They have a problem, you offer a solution.

For example, if I send you an email marketing campaign with the subject line “Better conversion rate for your email marketing with my copywriting services” I am assuming that you are worried about your conversion rate.

Problems may include…

Not many people are opening your messages.

Even if they open your messages, they don’t respond to them.

Even if they contact you, there is some communication gap and they don’t become your paying customers and clients.

The gist is, you’re looking for a solution that can help you improve your email marketing conversion rate and I’m offering you the solution.

Frankly, without effective copywriting, there is no email marketing.

The communication dynamics are different in email marketing.

You need to be bang on the main message of the email.

People don’t want to read long messages unless they are reading some scholarly discourse on a highly technical B2B product.

They have a problem.

You offer a solution.

You offer an irresistible proposition.

You convince them, without making them feel vulnerable or defensive, what a great loss it is going to be not doing business with you.

For such a message, you need copywriting.

You need a copywriter who can write convincingly and persuasively.

The copywriting in your email marketing campaign must be able to directly talk to the recipients with zero distraction.

Remember that most of your recipients will be reading your message on their mobile devices.

They may be in a highly distracted state.

They may be travelling.

They may be in a meeting.

They may be standing in a queue.

They may be sitting on the toilet seat struggling with constipation.

Amidst all this, your copywriting must ensure that the message gets across.

Some tips for effective copywriting for successful email marketing campaigns

Here are some tips to follow when writing copy for your email marketing campaigns.

There are no hard-and-fast rules because every audience is unique, but you can apply the general template that works pretty much for every audience.

Then you can make small tweaks here and there for better conversion rate.

Another thing you must keep in mind is that there is no magic wand.

You will have to experiment.

You will need to gather data and allow your email marketing service (MailChimp, for example) to analyze your campaigns for at least a month to give you some usable insights.

Anyway, there are some things you can do for effective copywriting for successful email marketing campaigns…

Create a killer subject line

As mentioned above, your subject line is very important.

As a copywriter, coming up with the most compelling subject line is one of your greatest challenges.

If the subject line is not great people don’t open your email message and if they don’t open your email message, no matter how great your email message is, everything will go down the drain.

Hence, spend a lot of time coming up with the most appropriate subject line.

It doesn’t have to be out of this world.

There is no need to say something earthshattering.

You don’t need to shout “Earthquake!!” just to get their attention.

Just mention something that will make them open your message in a relevant frame of mind.

Offer something they need, in a clear language.

Make better use of the preview text

These days, many email clients such as Gmail show a small preview text in the inbox even when you haven’t opened your message.

This is another opportunity for you as a copywriter to convince people into opening your message.

Write for easier reading

More than 100 characters in a sentence including spaces?

More than a sentence in a paragraph?

You have already lost most of your audience.

Write very short sentences so that they are easier to read and comprehend on a mobile device, probably while the hand is shaking.

Represent one idea through one sentence.

Use simple sentences, avoid compound sentences.

As far as possible, make sure that your message is not more than 200 words.

Lay everything down for them as clearly as possible.

Never use words and expressions that can be confused or mixed with other words and expressions.

Preferably, write in the first person

It also means that you must know the name of the person to whom you are sending your email messages, but that’s a different issue.

Email messages written in the first person elicit better response compared to email messages that read like as if they have been written to a group.

Again, this is not a hard-and-fast rule – it depends on your audience.

Your copywriting style must reek of enthusiasm

If you don’t sound enthusiastic, how can you excite your audience into taking an action that requires them to go to the trouble of entering their credit card details and buying your product or service?

But make sure that your enthusiasm is not fake.

Remember you’re offering them a solution to their problem.

You are feeling good about the fact that after buying your product or service, their lives are going to be easier or enriched.

Feel good about providing them that solution.

When you feel good while writing the copy, it will show through your writing style and then it will get conveyed to your audience.

Don’t refrain from using persuasive language or power words

Of course, don’t overdo.

Remember you are not writing a Shakespearean play.

Your protagonist is not going to be stabbed by his own supporters.

On the other hand, unless you tell them to do something, how do you expect them to do it?

Hence, tell them that it is a bargain.

Let it be known to them that it is a never seen before offer.

It may even be a once in a lifetime opportunity.

Can my copywriting quadruple your email marketing conversion rate? Heck, why not?

Is it a limited offer available to just the first twenty responders?

Cater to their greed.

Invoke their insecurities.

Just make sure that you don’t trigger a “flight, freeze or fight” response with too much aggression or assumption.

Most importantly, don’t lie.

Always mean what you say.

Write email copy with a specific goal

Don’t have multiple objectives for a single email marketing campaign copy.

Focus on one thing.

Let the objective be just one.

If you have multiple objectives this will stop you from effective copywriting and you will also end up confusing your readers.

So, if you want people to download your white paper after reading your email campaign, just talk about the benefits of downloading the white paper.

If you want them to download and install your mobile app, just focus on that.

Avoid messages like “Although I’m asking you to download my e-book, now that you are reading this message, here are the services that I offer…”

They will neither download your e-book nor contact you for your services.

In conclusion, I have observed that the best copywriting for successful email marketing campaigns comes from the heart.

Mean what you say.

Come to the point as fast as possible.

Give your email is enough time to evolve.

 

10 copywriting tips to boost your website conversion rate

The image shows a notepad with copywriting tips for better conversion rate written on it

Copywriting tips for better conversion rate


In this blog post you will read a few copywriting tips that will help you boost your website conversion rate.

Although I constantly promote myself as a website content writer, when I’m writing for a business website, especially the main pages like the homepage, the services page, the product features page or the about us section, I’m doing copywriting.

Content writing is educational and informative, copywriting is promotional and persuasive.

A long time back I published a web page explaining the difference between copywriting and content writing.

Content writing doesn’t always have to sell, but copywriting is all about selling and hence, conversion rate is very important when it comes to copywriting.

Aside from your main business website content, copywriting is also used for

  • Landing pages
  • Email marketing
  • PPC campaigns
  • Social media advertising
  • Brochures and flyers
  • Promotional video and audio scripts

When you hire a professional copywriter, you want to boost your website conversion rate. You want more people to buy from you or use your services or download your software or e-book or mobile app.

Basically, you want them to click the “call to action” link or button.

How do you make people do that?

This is where my copywriting tips can help you. Even if you yourself don’t want to use these tips, you will be able to glimpse them in the writings of your copywriter and you will feel empowered and involved.

There is nothing magical about copywriting. It is simply convincing and engaging writing, written in a manner that your target audience is impressed by your message and agrees to take the action you want it to take.

Here are 10 copywriting tips that will boost your website conversion rate.

Copywriting tip 1: Have a clear idea of what your audience is looking for

This is one of the most important copywriting tips and without knowing what your audience is looking for, you cannot improve your conversion rate.

Conversion happens when you are providing exactly what your prospective customers and clients are looking for.

Whether they want to update themselves regularly, or educate themselves about a certain product or service or want to make up their minds, you need to create your copy accordingly, and only then your conversion rate improves.

Good copywriting also involves using the language that your audience uses. If your language is totally alien, they don’t understand what you are saying and they leave your webpage or landing page, frustrated and confused.

So,

  1. Write about what your audience is looking for.
  2. Write in the language your audience uses.

Having a persona also helps you understand the expectations of your visitors. You cannot please everyone. So, decide in advance whom you’re going to please. Define a persona. A persona has

  • The gender of your target person.
  • His or her age.
  • His or her social status.
  • His or her job title and industry.
  • Marital status.
  • Location.
  • Whether he or she has kids are not.

These are general traits.

If you are writing copy for a fashion accessory, then it will help you to know the fashion preferences of your persona.

Copywriting tip 2: Use conversational language

Stiff, official-sounding language doesn’t sell well. Use a conversational style when copywriting. Preferably, use first person. Use lots of “you” and “your”.

Talk like a person. Talk as if the other person is sitting in front of you and you are convincing him or her to do something. Use imaginary body language because it reflects through your copy and make sure copy sound natural. You can also imagine a scene from a movie where two characters are talking to each other.

Copywriting tip 3: Come to the point, don’t beat around the bush

Tell straight up what you have to offer.

If you are offering an SEO package, tell the person immediately how you’re going to improve his or her search engine rankings.

Mention the problem, then mention the solution.

Life is full of distractions these days. Even small things can distract people away from your landing page or website.

Hence, deliver your important message as early in the copy as possible.

Copywriting tip 4: Respond to common objections in advance

Frankly, there can be thousands of objections your target audience may have and hence, it is important to define a persona, as described above, and then stick to that persona. This way, you will know the common objections the person may have when going through your copy.

For my target audience, for example, I’m not looking for people who are more interested in getting cheap copywriting services and less interested in improving their conversion rate.

Although cost matters, I’m targeting people for whom cost is not the deciding factor but how well my copy converts.

So, people belonging to my target segment may have a question like, “But, is your copywriting service really effective and will it help me improve my website conversion rate?”

I need to convince them. I need to provide proof. I need to provide testimonials. Through the copy, I need to convince them that I’m the copywriter they are looking for.

Copywriting tip 5: Use numbers instead of claims

“I can double your conversion rate in 8 weeks” is far convincing than “I can improve your conversion rate fast”.

“My clients have experienced 300% improvement in their conversion rate after using my copywriting services for 5 months” is better than “Improve your conversion rate with my copywriting services”.

Numbers give your target audience a clear idea. Whether you are mentioning a price of a product or service or the amount of improvement it can bring in, use numbers to give them a clear idea of what they will get.

Copywriting tip 6: Use shorter, crisper sentences

Shorter sentences are easier to read and easier to understand. They focus on a single thought and that’s it. After being exposed to that single thought, the person can move on.

“A $105 flat fee, no hidden cost.”

“Buy it once, you don’t have to buy it again.”

Life these days is full of distractions. People don’t get distracted when they read short sentences. Short sentences are also powerful and make a big impact.

Most powerful statements have fewer words. Take for example what Mahatma Gandhi said, “Be the change you want to see in the world.” – simple, to the point, says what it means to say.

Copywriting tip 7: Hit the emotional chords

By the end of the day, selling is emotional. We buy less for utility value, more for emotions. As the insane success of the iPhone tells you, people buy for experience and not just for the utility value (provided, they can afford).

This Harvard Business School research says that 95% of purchase decisions are made in the subconscious mind.

You can hit the emotional chords many ways.

Take for example, “Join the elite club of billionaires who make millions every month using these copywriting tips.”

Although, the line talks about making money, it reaches out to people who would like to join the elite club of billionaires.

Another one, “Never worry about putting food on the table – the sure shot way of making money.”

Everybody wants to make money, but, the need to put food on the table can move anyone.

“Make your ex regret the moment he decided to leave you,” can be a great weight loss slogan if making your ex feel bad is more important than being fit.

Emotions are great motivators.

Copywriting tip 8: Sell the benefits, not the product

What is the benefit of good copywriting? It gets you more customers and clients. So, what is the benefit? Getting more customers and clients.

People don’t want to buy your product or subscribe to your service just because you are providing it.

Something is troubling them. Something is missing in their lives. Something is holding them back from achieving their best. Something doesn’t let them sleep.

Take for example a to-do list.

“This is one to-do list that never lets you miss the important things you need to do.”

“The mobile phone app that lets you get your life back on track.”

Nifty features are great to have, and they certainly help people, and this is why you have incorporated them in the first place, but people aren’t really bothered about them unless they have started using your mobile app.

What is the greatest, irresistible benefit of downloading and installing your app? Begin your copy with that.

Copywriting tip 9: Never underestimate the importance of a headline

Headline is what that catches your fancy.

When you come across a headline on Facebook or Twitter, how it beckons you decides whether you are going to click it or not. This is the power of headlines.

A headline is bigger. It attracts the attention of your visitors immediately because the headline is not just bigger, it is also at the top. The size and place says, “Look at me before you look at something else.”

Most people will stay or leave your landing page based on what you have written in your headline.

If you want to make a promise, if you want to highlight the most important benefit of your product, if you want to deliver the most hard-hitting USP, use it in your headline.

Copywriting tip 10: Become your reader’s advocate

Become your customer’s or client’s advocate through your copy.

Although deep within you want them to spend money on your business, basically, what you have is their good in your heart.

Your product or service has the ability to transform their lives.

Your product or service can herald a positive change.

Your prospective customer or client has a problem, and you have got the right solution.

You have totally understood his or her problem and now you want to offer a solution.

Throughout your copy, you fight for the benefit of your customers and clients. This is how you write effective copy.

Conclusion

There is no hard and fast rule in copywriting: you just need to put the interest of your customers and clients first before your own. You need to connect. You need to tell them a story they can relate to. You talk in their language. You become one of them.

How to write a high-impact sales copy without sounding salesy

The image shows a greedy salesman prompting you to buy from him immediately

Avoid being salesy while writing your sales copy

When you are convincing people, you are basically selling. Whether you are promoting a political idea, or urging people to adopt a social change, or prompting them to hire your content writing and copywriting services, for example, you need to convince them, and when you convince them, you are selling. Whenever you are convincing, through writing, you are writing sales copy.

When you are writing sales copy for business, the convincing part takes a totally different level because you are not just telling people to change their behavior, you are also asking them to spend money, and spend money on you – the hardest thing to achieve.

The “hardest” part is actually a misconception, and this is why people begin to indulge in a salesy sales copy instead of actually making a point. They simply want people to buy, instead of offering them something that can transform their lives.

Selling is not difficult if you have something worth buying.

You need two things to sell:

  1. A good product or service that is of great use.
  2. Your ability to convince people that you have got a great product or service that is of great use.

Sales copy comes into the picture during the convincing part. When you overdo the convincing, it becomes salesy.

This Forbes article advises you how to avoid being salesy while promoting your business, I’m writing my post in terms of content writing and copywriting without sounding salesy. Here are a few points we can take from the article itself:

Make a connection with your sales copy instead of immediately starting to sell

Selling is no longer impersonal. We live in a social world. We have always lived in a social world, but now we can socially connect like never before. According to the latest Mary Meeker report on Internet trends, by 2018, 3.8 billion people were connected to the Internet.

Even though you may say that the amount of information available on the Internet is overwhelming and ends up confounding people instead of making them feel more aware, personal recommendations generate more business than conventional advertising and marketing.

Making a personal connection means, talking to the person as if he or she is actually sitting in front of you, through your copywriting.

For example, while writing copy to promote my content writing and copywriting services, instead of constantly harping about how great a copywriter I am, I should address your concerns such as your need to improve your conversion rate and have better search engine rankings.

You want your visitors to come across highly professional and convincing copy on your website. You don’t want to sound unprofessional. You don’t want to sound someone like who doesn’t know how to communicate through writing.

Through helpful content writing and copywriting, you also want to make your visitors aware and educate them on the benefits of doing business with you. Only after that you make a pitch for your product or service.

My preferred way of making a connection is publishing lots of helpful blog posts such as this one. Most of my clients have read my blog posts. They like what I write. By the time they contact me to hire me as their content writer or a copywriter, they are already convinced that they want me to write for them.

Constantly obtain feedback from your prospective customers and clients and update your copy accordingly

The first version of your copy doesn’t have to be your last version. Though, when you are paying for content writer or a copywriter it becomes kind of a hassle, but even if it is a hassle, it is a necessary hassle.

What are the problems faced by the people for whom you are writing your copy? What are the things that trouble them? What are their apprehensions when they want to use your product or service? What sort of language do they use when they are searching for information on your product or service?

The way they talk about your product or service constantly changes according to the rapidly changing cultural and social nuances. Even what they want from you may change over the months. Keep making changes to your copy accordingly.

Offer transformation instead of your product or service

What is the biggest benefit of doing business with you? Make that the central point of your copy instead of your product or service.

I will again take an example from my own content writing and copywriting services. I write great, but so what? You are not looking for a Donna Tartt or a Martin Amis. You are looking for a content writer who can improve your conversion rate and give you better SEO.

You want a copy that converts maximum number of people who come to your landing page. You want the maximum number of people to download your e-book. You want to engage people on social networking websites. You want to establish yourself as an authority in your field.

These are the transformative things I should offer you instead of constantly telling you how great my content writing services are and how prodigal my copy is going to be once I write for you.

Is being salesy totally bad and counter-productive?

I wouldn’t say always. It depends. If you totally ignore selling your product or service, your prospective customer or client may miss the point. He or she may end up thinking that you are simply educating and informing, and you don’t intend to sell your product or service.

So, yes, if I want you to hire me as your content writer or a copywriter, I need to convey to you that I offer these services. I also need to talk about why it makes sense to hire me instead of another content writer or copywriter or another content writing a copywriting service.

But before I can do that, I should establish a connection with you. You should appreciate my writing. You should understand what advantages I bring to the table by going through the information available on my website and blog. After that, even if I sound salesy, you will be more receptive.

Does your content tell a story?

We all love stories don’t we? They excite us, engage us, attract us, fascinate us, antagonize us and motivate us. Whenever there is a story we have readers and listeners. Why do stories captivate as so much?

We can relate to them. They strum the chords of our emotions, attitudes, sense of wisdom and life experiences. We share the emotions present in the story one way or the other. That is why we all have our own indigenous folk tales, anecdotes and historical stories; they bind us together.

Stories can exist in any form. They don’t always need to adhere to a particular form of narration. Even a journalistic account of some event unfolding can be a very engaging and enlightening story. This is precisely why free press is curbed by authoritarian and repressive regimes — effective storytelling can move people into doing things they otherwise would never do.

The same concept can be applied to content writing and copywriting. Whenever you are writing you are trying to move people, you are trying to make them do something. Create a story around the product or service you are offering or describing so that people can empathize with you and really absorb its importance.

When you tell a story instead of a monosyllabic harangue about how great your offer is you get your readers’ undivided attention because whenever we are reading a story we always want to know what happens next. Remember the last time you read a page turner? How eagerly you wanted to know what lay ahead.

Of course not all of us are storytellers but describing a product or service in an interesting manner can be easily achieved by creative content writers and copywriters. Your story needn’t always have esoteric characters; you just need to have a theme and you can center your writing around that theme.

When I’m looking for a solution, frankly, consciously, I am not interested in reading a story. I want to know how this particular product or service can solve my problem that I am facing in my business or in my personal life. A story can definitely help me visualize. It gives me a three-dimensional picture of exactly how your offer can make my life easier — it has a live example I can relate to.

Another great benefit of creating a story is that it has a beginning and then an end. The beginning can be the initiation and the end can be a business transaction that takes place between your visitor and your organization. By storytelling you can change the event of buying a product or service into an experience. It is difficult to remember events and it is difficult to forget experiences.