Effective copywriting and content writing is always preceded by a thorough understanding of your target market – your customers, your readers. Want to be a better copywriter? Think from the perspective of your customers. And in order to be a better online copywriter you also need to understand how the search engines interpret what you have written.
Of course we all have different definitions of being better. By being a better copywriter I mean you can improve your conversion rate and by being a better online copywriter along with improving the conversion rate you also improve your search engine rankings. In the end what matters is what the results are and how consistently your copy can perform.
When you understand the needs and desires of your target readers you can provide them exactly what they are looking for. An average surfer on the Internet is looking for solutions. Even when people are looking for brands they are actually looking for solutions. For instance if I am looking for an iPhone, although I am looking for a particular brand I am actually looking for two things: my desire to own a trendy gadget and the things that I can do with all the functions the phone carries. You have to cater to both the aspects if you want people to buy iPhones from your online store.
So when you are working on a copy understand what your customer is looking for and highlight that thing. If you are promoting yourself as an online copywriter, along with highlighting the sort of service you are providing, also highlight the greatest benefit your clients are looking for in case they want to hire you.
- Do they want a more professional voice on their website or blog?
- Are they looking for a particular style of writing?
- Are they looking for a particular expertise (technical writer, medical writer, film critic, instructional writer, blogger, SEO writer, etc.)?
- Do they want to improve their conversion rate?
These kinds of things immediately convey to your prospective customer or client you have what they are looking for. If you simply go on and on about what a great writer you are and how many clients you have worked for it is not going to make much impact.
This goes for any kind of product or service. Whenever you are starting to write think about what your customer or client would like to read. If it helps make a list of all the things your customer can gain if he or she purchases your product. Feel enthusiastic about all the benefits your product can offer. Why must your customer feel excited about your product or service? This should be the starting point.