Writing copy is something of an applied science. At first, it takes a lot of trial and error to get right. Lots of testing and reasearch. Learning what works and what doesn’t.
But the key to good copy is simple. It’s all about maintaining a balance between persuasive and engaging. Guiding your reader down the path you want them to take.
But even with this in mind, one fact still remains:
Writing good copy is hard. And there’s a bit more to it than “do this” and “don’t do that”.
So then the question here is, how do you write good copy? Copy that sells.
The answer doesn’t lie within a secret formula passed along writers for generations. It’s much simpler.
Writing copy that sells means understanding your audience, your niche, and how the two connect. And more importantly, knowing how to connect the two. But let’s expand on that a bit more.
Tips For Writing Effective Copy That Sells
Know your niche
One of the most valuable tips of all is one of the most simple. Know your niche. Understand what’s important, what’s trending, and what’s essential. Don’t just write about what you think is relevant. Write what you know is relevant. What’s useful. Content that your readers can enjoy reading. Content they can benefit from. Which leads to the next point.
Know your audience/customer
You’ve heard this before. We even mentioned it in our post about improving your writing.
And that’s because knowing your audience is essential for success in any writing field. Whether you write sales copy or sci-fi novels.
You may have an amazing story to tell, but if you can’t share it in a way your audience connects with, the results may disappoint you. Whether it’s poor engagement or no engagement at all. So before you go pumping out a surplus of content, take some time to get to know your reader.
How are they connected to your niche?
What are they interested in learning about?
What are their needs?
How do they prefer to absorb information?
The object here is identifying what valuable resources your audience seek. Then supplying them in the best way possible.
And speaking of supplying, you have a service or product you’re selling right? That’s why you’re reading these tips for writing effective copy that sells.
Well, in that case, this next tip is for you.
Know your product
You understand your niche and your audience, but well do you know your product? Rather, how well can you promote it? Well enough to get the results you want when people read your copy?
Maybe not yet, but don’t worry, it’s easier than you think. Knowing your product means illustrating exactly how it accommodates a need. How it solves a problem. Your reader’s problem.
But it’s more than just describing the product, or what it does. It’s about making it clear why it’s a necessity.
Imagine your business has the only source of cold, clean water (product) during a record-breaking drought. People are going to want what you have. Because there isn’t better place or person to get it from. And it’s exactly what they (your audience) need to survive. To thrive. To improve their current situation.That’s how persuasive your offer should be.
Create an enticing offer (headline)
But above all else, it’s where you make your offer. A concise yet strong summary of everything you’re about to say in your copy. In 70 characters or less.
So the best course of action here is to make your headline as enticing as possible. Powerful and to the point.
So for example, let’s say you’re posting to a health blog. And you’re writing about a new, advanced supplement that contains all the vitamins essential to good health. One that eliminates the need to take any extra supplements.
For your headline, you could write:
“Advanced multi-vitamin that’s great for your health”
“The one and only supplement you’ll ever need”
Which one has your curiosity peaking?
You care less about an “advanced multi-vitamin”. You see ads for multi-vitamins all the time.
But “the one and only supplement you’ll ever need”? Whoa, now that sounds interesting *click*.
To create copy that sells, your offer needs to hook your reader’s attention. And you can do that by writing an irresistible headline. One that plays on the curiosity, desire, and needs of your audience.
Sell the experience
Your copy is a powerful sales tool.
It presents a problem or issue. One your reader is often faced with. And explains it in a way your reader can relate to.
But it should also tell a story. Because after you’ve identified the problems, the reader will want to know all about the perfect solution.
And it’s your job to paint that picture for the reader. To show them how your solution can solve those same problems.
So put your reader in the driver’s seat. Use your imagination here. This is your chance to get them to see the difference your solution will make.
Use real examples, real scenarios, data, and language that’ll pull in your reader’s attention.
And once you’ve done that, it’s time to make the offer. Think back to your headline here. What did you originally promise?
Restate that promise, and connect it to everything you just said. And while you’re at it, add a bit more strength to your offer . Perhaps a customer testimonial or review?
Whatever helps to add that extra bit of appeal. The difference that’ll make it crystal clear to the reader that you have the solution they need.
Clarity over complexity
“If you can’t explain it simply, you don’t understand it well enough.”
In almost all cases, if you can make your point in fewer words, do it. Because writing effective copy, copy that works, doesn’t mean overcompensating.
It means explaining what you have to offer, how it can help, and why it’s a necessity.
So cut out the fluff. Drop anything that doesn’t strengthen your writing.
If it’s not adding to what you’re saying, then you probably don’t need it. But doesn’t mean you can’t get a little creative. A little crafty with your approach.
Because after all, good copy is just a conversation between you and your reader. Is it not?
[Maintaining clarity is one of the keys to improving your editing skills. Learn a few more editing tips here]
Effective copy never sounds like writing. Nor does it sound like a sales pitch. It sounds like a conversation.
Like it was written just for you. Tapping into your innermost thoughts, answering every question you can think of. As if you were talking directly to the writer.
That’s how your copy should read. But how, right? Well, writing marketing copy like that isn’t at hard as you think.
To do this, include questions in your copy. Preferably the ones your readers will have related to their problem. And answer those questions.
And do so in a way that feels natural. Using simple language over fancy five-dollar words. And breaking up complex ideas into simple, easy-to-swallow keypoints.
Use bullet point, subheaders, and smaller paragraphs for the best results.
[Helpful? We talked about other tips like this one in our post Tips For Improving Your Writing]
Create a Call-To-Action (and stick to it)
You’re learning how to write copy that sells. Which is great, but what’s the point of the copy you’re writing? What are you trying to get your reader to do in the first place?
Maybe you want them to subscribe to your email list, or purchase your eBook.
Whatever it may be, there’s one important thing to remember. And that’s to stick to the point.
Don’t confuse your readers by asking too much. And be careful not to bombard them with too many offers.
Instead, keep your eyes on the prize. Or rather, your customer’s eyes.
If the goal is to purchase an eBook, then craft your copy around that action. Gradually guiding your reader’s train of thought. Influencing and addressing all the important decision making needed to get the result you want.
Put all of these tips into practice, and you’ll have everything you need to create copy that sells. But maybe you’re pressed for time. And sharpening up your copy is just too much with everything else on your plate. In that case, it might be a good idea to hire a copywriter. They’ll work with you to craft the copy that aligns with your goals. Helping you boost sales and convert more curious readers into loyal customers. Which means more sales, and more time for you to focus on what matters most.