10 Elements of Great Copywriting
Copywriting is the art of writing text that will sell. It’s designed to sell your products and establish your brand. The intention of copywriting is to convince 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 and brochures are just barely scratching the surface! But copywriting isn’t all about words; it also includes taglines and social media content which can help you build an identity with potential customers like never before!
Now, a 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, making them feel like they are experiencing it firsthand. Copywriting doesn’t sell products or services; rather, it sells emotion and lifestyle.
Let’s look at the 10 Elements of Great Copywriting
- Grammatically Clean
Errors in copy can have a significant impact on your ultimate goal and brand perception. You would be surprised how often you will find errors, especially when the text is shorter than usual or written by someone who doesn’t know all of the specific words they are trying to use correctly (e.g., “there” instead of “there”).
When people discover an error, it gives them a negative perception about your product/service and company as well! If this happens more than once then customers may go elsewhere for those services that might not be perfect but much better at spelling their texts. So don’t rush through these mistakes just because there seem like so many other tasks to do; take time out of each day to run everything through editing software.
- Be Persuasive
When you write in a way that convinces someone to complete the desired action, it’s important not to sell your product but instead offer them something they can’t live without. You’re selling luxury? Not watches – but luxury! You’re protecting their life and all of its potential risks? It should be clear from what we’ve just said: if there is an emotion or feeling you need people to feel when visiting your site/company then find words combinations that will trigger those feelings.
- Focus on a strong Call-to-Action (CTA)
If you want to leave your reader with a clear idea of what the ultimate goal is, then make sure that message has been conveyed. By presenting this information first and foremost in their minds before they move onto anything else will help them understand not only who you are but also why they need to know more about what makes your company so unique or valuable.
- Gear Up For SEO
You know the importance of keywords for your website copy, but so many people make their text difficult to read and keyword-heavy. Finding a balance between using words that will rank high in search engines while still writing engaging content is key. A good rule of thumb would be not overusing any single word more than three times on one page; give readers something new with each paragraph or sentence instead.
It’s always in your best interest to write the text that makes your content search-friendly. Your website can rank higher if you use keywords related to the content on a page and these are often found near headings, headlines, etc. Anything with an H2 or H3 tag should have relevant keywords included so it performs well for searches containing those words. Plus as long as you don’t force them into bad copy they won’t hurt quality either!
- Get Straight To The Point
Effective copywriting has a punchy, concise tone to it. That means you need to use short sentences and paragraphs. It’s important because of how your message will be communicated but also because long-winded messages can lead readers astray when they’re trying hard to focus on the essential parts!
- Captivate The Lead
A stunning intro is what makes the best copy. Whether it’s a headline, sub-header, subject line or introductory phrases you need to find a way to capture the attention of readers and use action words as an attention grabber. You can start by using statistics, numbers or enticing facts for starters. The purpose of heading is to get someone to read your first paragraph which in turn gets people reading your second one. If they are not interested then there is no chance that anything else will work either.
- Market Specific
Your copy can’t always be reused for each marketing channel. You need to tailor your message according to the product and distribution method you’re using, so make sure it’s unique by paying attention to the tone of voice, style, length, as well as other factors like delivery. Landing pages should have different text than a billboard or an email would; even if they promote the same thing! Pay close attention while writing because what may work on one platform will not necessarily translate elsewhere across all channels – this is especially important when promoting down through sales funnels where people are much more invested in learning about products/services that interest them most.
- Avatar or Audience Awareness
To be successful, you have to know your audience. More often than not there will be people who are unfamiliar with your brand on the homepage, social media site or blog, but they might already know you through email subscription.
- Clear Understanding of the Offering
Copywriters are often tempted to start writing before they have a firm understanding of what the product, service, brand or offer is about. But it’s important for beginners not to write anything until they know as much about their subject matter as possible.