Copywriting can either help or hurt a business. Your abilities have an impact on how well you communicate with your consumers, both directly and indirectly. If you have poor grammar or vocabulary skills, your business will suffer as customers either can’t understand what you’re saying or they get frustrated because they know that you can’t fully comprehend the written language. Good writing makes people feel something, answers their questions, and leads them to buy something.
Customers in this stage are starting to say things like, “I keep getting wet on my way to work,” to describe what’s wrong. When writing copy for people in the awareness stage, you should use language that fits their symptoms.
– The consideration stage: The customer has looked into things. They’ve said, “I need a new raincoat that looks good and keeps me dry.” When your audience is at this point, talk straight to them about how to solve their problem: “Our raincoats will keep you dry and look good.” At this stage, you might want to include a direct call to action for buyers: “Buy a raincoat, and your commute will never be the same.”
– The customer is deciding whether or not to buy something at this point. Case studies, reviews, and testimonials are all ways to help close the deal.
Here are 10 copywriting tips that will help you improve your writing skills and increase your conversion rates, all while keeping your customers’ journey in mind.
1. For and against
In your product and service descriptions, don’t forget to list the good things about what you’re selling. Benefits include everything a customer should feel when using your product, and they usually refer to emotions, or how happy customers will feel when using your products.
For example, if you’re selling rain jackets online, don’t just say “red waist-length raincoat” and the type of material and color.
Instead, focus on the advantages: it will keep them dry and looking fine, but it is also constructed of breathable material that will not trap sweat and will not produce garbage bag noises while you walk. Is the fabric made from recycled materials or bought in an ethical way? Tell that to your customers as well. This makes people more likely to buy because they can imagine exactly what they will feel.
Talk about the problems that customers might be having. You could say that they won’t have to worry about getting wet on the way to work or messing up their hair.
2. Make up a story
Getting to know your audience is an excellent method to foster a sense of belonging and trust. Users are more likely to buy from you and your business if they can relate to you and it. One of the best ways to do this is to tell a story, using examples or anecdotes from real life to show how your main points work.
Let’s look at the case of Chris Haddad. He is a business owner who sells products with information about relationships. At first, his product sold at a rate of 2%. By using stories from his own life in his writing, he was able to increase his conversion rate by 400%.
You can do this in a few different ways. Think about where a possible customer is coming from and talk about how you’ve been there too. If your product or service is for people who want to start their own business, talk about how you did it and what problems you ran into. Maybe you were having trouble making ends meet before you started your business. Tell them what happened and how you ended up where you are now.
Storytelling can also be much easier, like talking about a recent event that inspired your most recent article. For example, I’ve been learning about copywriting lately, which is what made me think of writing this article. After reading several books, going to seminars, and learning other things, I thought it would be a good idea to share what I had learned.
3. Sound like a professional
When you sound like an expert on a topic, people are more likely to trust your brand. Use stats and numbers when you talk or write about your product or service. This is a surefire way to get people to believe you. The data you use should always come from a reliable source, and you should always say who got it. Don’t make claims, especially big ones, if you don’t have real numbers to back them up.
For instance, a Vennli study shows that:
– When making their pitches, 89 percent of marketing agencies with a success rate of 50 percent or more use primary research.
– According to 34% of agencies, having market recognition and reputation is a major factor in winning pitches.
15 percent of marketers say that a company’s reputation helps them decide which ones to work with.
If you can find your own company’s data (and conclusions) and share them, along with unique statistics, it’s more likely to spread on its own. Online, anyone can put together statistics from different sources, but it’s powerful to share private information.
4. Use urgency
Consider this scenario: you’re shopping online and there are only 100 pairs of the shoes you desire left. Most likely, you wouldn’t be in a big hurry to buy.
If there were only a few left, though, things might be different. So you don’t miss out, you’d be more likely to buy.
A good way to get buyers to act is to make them feel like time is running out:
– Let people know that a sale is nearly over.
– If a product is running low, show how many are left.
– Let customers know that a coupon is only good until a certain date.
Strategies like these make it hard for the customer not to act right away. But you shouldn’t make people feel like they need to act quickly when they don’t. Imagine getting an email a few times a week saying you’re missing out on the best deal of the year. You’d be able to tell this is a scam right away. Don’t use a lot of urgent language.
5. Buy with your heart, explain it with your head
Even though it seems strange, the buying process is based on feelings. People are more likely to want something because of how it makes them feel and then give a logical reason for wanting it.
Some people are attracted to the idea of being powerful and important, like with fancy sports cars. This is based on emotion, but they may try to explain why they want it by saying that it gets good gas mileage and has high-tech features.
With this in mind, you should always start your sales copy with something emotional and then explain why the purchase makes sense. This is similar to the way we looked at features and benefits before. Tell the customer what they will get out of the purchase, but also explain why it makes sense. Will they get a better deal? Will it help them feel better? That’s how you put an end to it that makes sense.
Continuing with the luxury car example, let’s look at how Rolls Royce uses this to promote their new car, the “Black Badge Ghost.” Their advertising copy starts with the words, “Black Badge is Rolls-Royce let loose, its aura made stronger.” More strength, courage, and spirit. Rolls-Royce makes its most daring cars for people who don’t like to follow the rules. The key is the final state. It speaks to the people they want to reach, and the message as a whole is emotional.
In their writing, they say things like “enhanced performance makes this the fastest Ghost ever,” “darkened chrome elements and carbon fiber composite wheels highlight Ghost’s sculptural purity,” and “the horseshoe sweep design of the interior wraps you in a visceral experience of luxury.” This is a great example of how to end a piece of writing about a product with more logical statements.
6. Give an exclusive deal
Everyone likes to feel unique and special. This is how many high-end businesses brand themselves. If you buy something from them, you become part of a small group.
This won’t work for every business, but here are some ways to try:
Have a part of a website that is only for members.
– Make your product seem unique and rare.
– Sell things that are one of a kind.
– Send out a private newsletter
Similar to what I said about urgency, don’t make false claims about exclusivity. Don’t say that your product is exclusive or hard to find if it isn’t. If customers find out about this, it could hurt your brand and credibility, which is very important as you’ve learned.
Try making limited collections or products that can only be bought for a certain amount of time to show that they are truly unique. You can still sell your main items, but you can use this copywriting trick to help you. In the same way, you could make things out of rare materials.
7. Tell the truth
Your business will do better if you are honest about it. You might think that pointing out the bad things about something wouldn’t help, but it can help a lot. This makes you seem more trustworthy and credible because you aren’t just talking about how great your product is.
Be honest about how your business got started, what your products do and don’t do, and what you can deliver. The last thing you want to do is to surprise or disappoint a customer.
Volkswagen is a good example of what not to do. They said a certain car model was more environmentally friendly than it actually was. What happened? They had to pay a fine of $2.8 billion and lost a lot of customers as a result. Volkswagen might have been able to avoid all of that if they had been more honest from the start.
8. Tell people what to do
This is one of the most effective copywriting techniques that almost every entrepreneur learns first. A “call to action” is just a phrase that tells people to do something.
These things are:
– “Buy now”
“Don’t keep waiting”
“Get in touch with us now”
– “Get your free quote”
They are usually short and to the point. It’s enough to make a sale or get a customer interested in buying something. Let’s say you’re writing a blog post to tell people about a new feature of your product. Some potential customers are very interested, but you don’t include a call to action or a link to the product. Just think about how many sales you would lose out on. To avoid this, use calls to action to move people through your sales funnel.
9. Pay attention to the format
Have you ever read an article that was just paragraphs and paragraphs of text? Most likely, you took a few scrolls and then left. Without good formatting, it’s hard to understand the content. It makes it hard to find the answer you’re looking for and figure out what the article is about.
Here are a few good rules for formatting:
– Use header tags to divide the content into different parts.
– Use bullet points and lists to keep things in order.
– Make some words stand out in every paragraph.
– Add links to other helpful sites.
– Add images or video
10. Make sure they say yes
When you know enough about your customers, you can make sure your content is just right for them. Throughout your sales copy, you should ask questions that they are likely to be thinking. If the answer is yes, they are more likely to agree to the purchase later. It’s also a great way to build trust because it shows you know the person well.
“Have you tried to create a website?”
“Having trouble with SEO?”
“Do you have X or Y on your mind?”
Changes that are small but make a big difference in your sales copy. It’s something every business owner should try to get better at.
Here’s a rundown of the 10 ideas above:
– Don’t just say what your product or service does; say how it will help the customer.
– Tell stories that your audience cares about.
– Use numbers, studies, and statistics to make yourself sound like an expert.
– Create a sense of urgency to get people to buy.
– Give a good reason for the purchase.
– Make your product seem unique or hard to find.
– Tell the truth about your business, its history, and its products.
– Ask people to do something.
– Make sure your content is easy to read.
– Ask your audience what they are thinking.
Copywriting doesn’t have to be hard, as you can see. It’s one of the most cost-effective ways for a business to market itself. Try one or more of the above techniques and see how well they work for you.
Don’t stop there, though. Don’t just write something and then forget about it, whether it’s for your product website or your blog. If some of your pages or products don’t do as well as you’d like, you should try out a new language often or you’ll miss out on sales.