If you're one of the many brands or executives who produces your own copy, here are six tips to help you go from starving writer to advertising powerhouse. Putting the customer first is the key to crafting great copy. For example, HubSpot implemented a customer-driven copywriting process and increased conversions nearly 100 percent. The process will differ somewhat for writers and businesses, but the primary steps are the same. Grow beyond text-only copywriting. Video, images, emojis and other non-text elements are key to increasing the impact of your copy and brand. When researching your audience, look for the pain points, opinions and benefits they mention and steal them. What they care about is how each feature will benefit them. Test, test, test. They're guys and girls forever researching their audience, writing consistently and testing daily.
These six tips will help you write professional copy, even if you’re a complete novice.
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How do certain brands consistently churn out killer copy? Copy so good it not only sells products, but entertains, empathizes and makes customers excited to open their wallets or get in touch.
These brands often have an experienced copywriter (or team) with years of tests under their belt. They simply pay for the best and give them the freedom they need to succeed.
But, hiring the best isn’t always an option. If you’re one of the many brands or executives who produces your own copy, here are six tips to help you go from starving writer to advertising powerhouse.
It’s all about the process.
Mad Men was a great show, but it reinforced the misguided idea that copywriting is a wholly creative endeavor. Hate to break it to you, but you’re not going to find inspiration whilst sat in a chair nursing a glass of whiskey. The best copywriters in the world work to a process which puts the customer at the center of their efforts.
Putting the customer first is the key to crafting great copy. For example, HubSpot implemented a customer-driven copywriting process and increased conversions nearly 100 percent.
The process will differ somewhat for writers and businesses, but the primary steps are the same.
1. Research: Knowledge is power when it comes to crafting effective copy. You have to know exactly who you’re targeting, the problems they’re facing and the terms used to describe their problem and ideal solution.
2. Find the overlaps: What are the intersections between the ideal user’s problems and the solution you offer? Those overlaps are what people will pay for and should be heavily featured in your copy.
3. Wireframe and draft: Start by plotting the major persuasion points of your piece in line with a formula like AIDA: Attention, Interest, Desin and Action. Adapt design around your key persuasive copy points. After mapping the overall flow, produce your first draft.
4. Review: Have a section of your target market run through your draft before asking for feedback on unclear statements, clunky structure, poor targeting and non-compelling elements.
5. Polish: Use that feedback to polish the article. Repeat steps four and five until you’re happy and you have your first control for future tests.
Grow beyond text-only copywriting.
Coming from a copywriting background, I love the written word, but it has its limitations. In the always connected world of mobile devices, social media and video sharing, text sometimes fails to grab user attention. Many brands are hooking and holding user attention by growing beyond simple text: