Ogilvy also said, “If you’re trying to persuade people to do something, or buy something, it seems to me you should use their language, the language they use every day, the language in which they think. We try to write in the vernacular.”
What is Copywriting?
Copywriting is the art of writing text for marketing purposes. It’s designed to sell your products or services while establishing a voice for your brand.
The main intention of copywriting is to persuade people to take a particular action, whether it’s purchasing, signing up for something, or any other type of conversion.
Copywriting comes in many different forms—advertisements, web pages, brochures, white papers, social media content, and company taglines would all fall into the copywriting category, and that’s just barely scratching the surface.
But copywriting is much more than just words. Great copy tells a compelling story and represents your brand image. It pulls on the strings that trigger the decision-making process for whoever reads what you’re writing.
Forget everything you’ve learned at school
Grammar and spelling are obviously important, but academic writing is all about elaborate vocabulary and structural conformity. A brand can’t communicate effectively and create individuality in that kind of environment.
1. Make a list of all the writing guidelines you remember being told at school. If you get stuck, go online and search for terms like ‘school essay writing tips’.
2. Highlight the ones that you think would inhibit the creation of good business copy for the digital arena. Need an example? Teachers always tell kids never start a sentence with ‘and’ or ‘but’. Roald Dahl didn’t care about doing that, Apple doesn’t and nor should you.
Copywriting tips for digital marketers
1. Read everything, including the good and the bad.
A good writer is foremost an avid reader. Read all copywriting examples you can get your hands on, both bad and good. Knowing how to distinguish between the two can help improve your copywriting skills. You’ll find that, among copywriting tips, this is the one that helps you develop a finer eye for good copy as you expose yourself to different phrasing and crafting of copies.
More importantly, reading sample copies can help give you an idea of how different types of brands write theirs and how different kinds of advertising differ in the copy. Following this copywriting tip helps you understand the process better through various perspectives and voices.
2. Write something every day to practice brevity and clarity.
Improving any skill comes from repeating the action and learning new ways to do it. Writing something every day can help ease you into the task and make it something that comes naturally to you.
3. List queues as a copywriter.
Unless it’s long-form content, paragraphs containing five or more sentences are such an eyesore for readers. Don’t fall into the habit of prolonging the message you want to convey to your audience.
In copywriting , make sure that you are able to comprehensively chop up your paragraphs into meaningful sentence thoughts. Using H1 and H2 header tags not only guide your readers to the next topic but also help your UX designers map out the visual presentation of your copies.
4. Align visual hierarchies with content order.
A visual and content hierarchy guides the flow of your copies so that people don’t read your story out of order. A basic copywriting fundamental is always to start with the most important message at the top since this is the first thing that readers see when a page loads.
Make sure your copies are engaging enough for them to actually scroll and skim the whole content. Directional cues like arrows, bold text, or highlighted words are eye magnets that help readers collect the important bits of your copy.
Draw your assignment or idea
Sometimes, the project at hand can be messy. Maybe you’re writing YouTube video scripts for a product launch. Maybe you’re working on email drafts for a new nurture path. For big projects like these, with lots of moving parts and little pieces, figuring out where to start writing can be challenging.
Use different shapes to represent the pieces of copy, and arrange them in order. Grab some scissors, cut them out, and rearrange if needed. Visualizing this helps—and pinning down the structure is such an important step.
Ask questions that get readers to say “yes.”
A classic persuasion technique used by Socrates and used car salesmen, this theory states that the more often you can get prospects to say “yes,” the more likely they are to say “yes” again. A-list direct-response copywriter Parris Lampropoulos uses this technique a different way: “In sales copy, I’ll throw in a question here and there, but more often, I’ll phrase it as a statement. You know – one of those statements that get prospects nodding their heads.”
Early in his career, Lampropoulos saw a particular copywriting gig as his chance to make it to the big leagues, so he pulled out all the stops. In addition to packing it with proof elements, testimonials, and price justifications, he also “worked every possible emotion the reader might have.” It was one of his most successful direct-mail packages, and it mailed for four years.
The trick to incorporating emotions in your copy is to ask yourself: what is my prospect’s deepest desire right now? There are lots of emotions you can appeal to, but the key driving emotions – the strongest, deepest emotions not governed by rational thought – are: