Copywriting is in no way a new art. From the very first written flyer or poster, newspaper blurb, TV ad and radio jingle, copywriting has evolved through the decades. Today though, we’re in the world of digital marketing, and there is more to consider than word count and a catchy image. So, what do you need to know? Here are some tips to get you started:
You Will Need Support
This sounds presumptuous, but in most cases, it’s true. Over half of the people who land on your page or website will only view it for a few seconds, unless they are looking for something specific like contact details or price. So, unless you have written copy before, you will need some help to understand how it works. It’s not just about optimising your website, it’s about how you engage the reader and how you use copy to ensure your audience wants to stick around. The longer they stay, the more interested they become, and that’s how conversions are made. You have a couple of choices in terms of copy support; 1. Self-study and application, 2. Seek out an expert. It all depends on how much time you have and how willing you are to hone the perfect copy skills. Trust us, bad copy will show.
Business Doesn’t Equal Dry!
This is such an important tip. There are still too many websites out there that simply stick to facts and figures. Know this: no matter how skilled they are with their marketing campaign and SEO, a boring website will not succeed. Of course, get your facts and figures in there, but have a little charisma. People are not turned off by remembering that there is a human behind the business. In fact, quite the opposite. These days, people are tired of the facelessness that can be the world wide web. They want personality; they want to see the passion and the story behind the business, product or service. Reminding your customers that your human will help them to relate. And it’s actually quite easy to do. This is because it comes naturally: you’re a person or team of people who once had an idea and a passion for turning that idea into a business that can serve your customers. So, inject that into your copy. It’s much more appealing to your potential customers than a bunch of statistics.
If the copy on your website is your tree, your social platforms and the content you put out via ads, video, events and so on, are your branches. The more branches that lead back to your website, the better – and every branch has reach. To stray consistent with you copy, you will need to think ahead and run a campaign that stretches further than your homepage. Here are some examples of the branches you can utilise as part of your copy strategy: Facebook, YouTube, Blogging, LinkedIn articles, Twitter, in fact – all social platforms can be used as a branch, as can AdWords or alternative advertising campaigns that utilise PPC, and so on. What you will find though, is that every branch will need copy in one form or another. So, be consistent and true to your brand identity, utilise the marketing tools that you have at your disposal such as key word generators and perhaps, analytics.
Finally, remember that your copywriting journey is never really over. Stay current, up-to-date and engaging. This way, you will keep your audience interested.