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Copywriting Rules for Massive Conversion
Copywriting has evolved from mere art to an important marketing strategy. The benefits and efficacy of copywriting in content marketing made it critical that businesses and brands employ it as an essential marketing strategy.
However, there are some rules that you must pay attention to ensure that you deliver effective copy. If you are a copywriter or a content marketing specialist, this article will be of immense benefits to you.
Ten Do’s of Copywriting
The following are 10 of the critical rules you should consider for creating and delivering content for high conversion rates.
Understand your Audience
One of the best things you can do for your brand is to understand your audience. As much as this point remains repeated in most copywriting advice, you can never go wrong with it. Knowing your audience puts you in a position where you can create content that appeals to them and addresses their issues.
In-depth research is an underestimated factor in content creation. Researching extensively before writing your copy puts you in a better position to create a better and persuasive piece. You would get all the information, or almost all of them, you need to create useful and valuable content that will land your audience exactly where you need them (add to cart, email signup, share and engagement).
It also allows you to get insights from different perspectives, making your content unique.
Go over your copy again.
Did you just finish writing a killer content? Your ideas came right and coordinated in this piece that it got you feeling like a boss that you are? That’s all fine. But you need to go over that content once again.
Crosschecking your draft after completion should be an essential part of your copywriting process. This step helps you identify mistakes and grammatical errors that you might have missed. Moreover, you can add a few more words here and there and remove the fluffs from the work to make the copy more compelling.
Most of your copies will be in line with your product description, service value, the benefits of your product or service, or other marketing contents. These contents usually implore readers to read more on a product or service or purchase the product. Call-To-Action button (CTA) is what gives them the final push. Thus, CTA is a critical component of marketing contents as it provides the final nudge and links your readers to the product or service described in the content. It is not enough to have CTAs in your content; you must ensure that they are in positions where readers can easily find them.
Benefits over Features
When you write to describe a product, it is normal to feel tempted to focus on the features. However, shedding more light on the features of a product without doing justice to the associated benefit is a copywriting blunder.
As important as the features of the product are, readers usually don’t care about them. What they are after is the benefits of the product. How do the features of the product help them? What benefits do they derive from the product? You should ensure that your copy answers this question and focuses more on it.
Remember the Scanners
You should have heard about the popular saying about people reading novels, but scanning web copies. That statement is the absolute truth. Most readers scan through web contents. Hence you should employ the use of bulleted points, graphics, bold fonts and the likes to arrest your reader’s attention.
Watch Your Competitors
You are neither the only one in your industry competing for the attention of your target audience nor the only one writing on that topic. Study your competitors and understand how they did what you are trying to do and what result it fetched them.
This step will give you an insight as to write different but better content and build your brand’s voice.
Short sentences pay
As a copywriter, you probably know what readability is. It measures the rate at which a particular class of reader can understand your contents. The higher the readability score, the better it is. Short sentences increase the readability of your content. This is because short sentences are easy to read and understand, unlike longer sentences.
Use caption for images.
If you use images in your content (which you should), it is helpful to label them with captions or titles. These captions help readers to understand the images and determine the aspect of the content it seeks to clarify.
You should include testimonials from previous clients and customers in your copies. Testimonials reinstate the trust and belief in your product. It gives your customers the feeling that your products and services will work for them as they worked for those in the testimonials.
Don’ts of Copywriting
Having discussed some of the crucial dos of copywriting, let’s examine some errors and blunders that you should avoid if you wish to create a highly converting content.
No lies or Exaggeration
The last thing you want to do as a copywriter is to lie or exaggerate in your contents. It has devastating effects on the content and subsequent contents. In fact, you don’t have to make this mistake repeatedly before you start feeling its impact. One time is enough to lose the trust of your readers.
Avoid Appealing to Mass Audience
This is why you need to identify and understand your audience. You have a niche in the market; write for them. If you try to appeal to a lot of people, you may end up appealing to nobody. Hence, identify your niche and stay on it.
Don’t imply, be explicit.
You should avoid leaving an important aspect of your content unsaid. Leaving some parts of your contents to the imagination of your readers could be disastrous to your conversion rate. Explain everything you need to in details.
Don’t rely solely on testimonials.
As much as testimonials are important parts of your content, it is a bad practice to build your content around it. Testimonials are supportive contents that reinstate the trust that you already built through the benefits of the product.
You should try as much as possible to use the most straightforward and most basic languages in your content. Your audience doesn’t want to have to use a dictionary before they understand your content. That isn’t good for copywriting. Be as clear and simple as you can be.
Beware of tone-copying
Do not copy another writer’s tone of voice in your content. The fact that the tone works for them doesn’t mean it will hold the same result for you. Also, you may do a lousy job of copying the tone as much that it has a devastating effect on your content. Stay true to your tone, and if you must copy, make sure you do it very well.
Clarity over Cleverness
Never should you sacrifice the clarity of your content in a bid to sound witty or smart. As a copywriter, your primary function is simple; ensure that prospective buyers get converted to active customers. You can only do this by ensuring that readers get your message as clearly as possible.
Don’t be boring
We cannot stress the point enough. It takes only a few seconds to get or lose your readers attention. As such, you should be as enjoyable as possible. Your contents should contain facts, information and humor as much as possible.
Don’t write long bullet lists.
When you use bullet points, ensure that you don’t go overboard with it. Keep them short and simple.
Don’t Copy Your Competitors.
Although you need to study your competitors and learn from their strategies, one mistake you must not make is to copy their contents. Apart from plagiarism and copyright issues, you can also lose the trust of your readers and prospective customers.
You already know that copywriting is a game-changer in the marketing world today. Thus, you must avoid unnecessary mistakes and follow best practices while creating and delivering your content.
Do you need the help of a professional copywriter for your copywriting project? Let’s discuss