Your readers receive 63,000 words of new information every day. Do you think they'll read your words?
To make your copy work you need to ensure that it's easy to read, that it provides compelling content, and that it motivates your reader to take action.
Good copywriting principles are simple to adopt but easy to overlook. Below are 5 fundamentals of good copy.
1. Know your audience
How much do you really know about the people you're writing for? It's not just about demographics. You need to know what their goals are, what motivates them, what entertains them, what problems they have. The more you learn about your audience, the better your copy becomes.
2. Solve your readers' problems
It's been said many times that the crux of good marketing is to identify a prospect's problem and demonstrate how your brand, product or service can solve it.
In the tweet below you can see a perfect distillation of this formula:
- Problem - You're getting low engagement
- Solution - The Complete Guide to Lead Nurturing
- Make it clear what you're doing to solve your prospects' problems.
Readers face extraordinary demands on their attention online and through mobile devices. To create content that's 'thumb-stompingly good' you need to capture attention and drive engagement within a matter of seconds.
The text you write for page titles, page summaries, headlines, subject lines, social media updates, links and captions requires serious attention. Make sure yours stand out.
4. Follow good style principles
Research shows that readers scan and skim more on screens than on paper. You must ensure that your copy is clear, concise, and easy to take in.
Follow the rules of good style to avoid confusing the reader. If they can't understand it easily, and the benefits aren't clear, they won't stick around for long.
5. Plan first
You may be a seat-of-the-pants kind of writer. I can empathise - I am too. But I've learned that planning is the best way to save time and be more effective.
Before you write a word, note down the essentials of what you're writing: Who are you writing for, what problems are you addressing, and how are you planning to solve those problems?
Clarify your objectives: What do you want the reader to know, and how do you want them to feel? What are your business goals, and how will you measure the success of this copy?
Planning your copywriting ensures that you're clear about what you're about to say, how you'll say it, and what information you to need to get across.
To learn more about writing effective copy online, be sure to check out the IDM's Copywriting for Digital course.
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