Being a copywriter means needing to be at the top of your game at all times. With the growing use of digital marketing and businesses looking to copywriters for spectacular content, the industry has exploded. Unfortunately, this means that every day more and more copywriters pop up, fresh and ready for work which makes it harder for you to cash in on the highest paying clients.
In order to become one of the most recognised copywriters, you need to start focusing on what will set you apart from the rest. A good piece of writing is like creating a 5-star dish. You need the correct ingredients to create something spectacular that will not only keep the client happy, but also draw in prospective clients.
We’ve created a recipe that includes all the right ingredients for you to create noteworthy and memorable content.
Your headline should be irresistible, you want people to click on the link, mailer, or stay on the page to read the article. The best way to achieve this is to create a short headline that is punchy and powerful. Smart headlines also make for shareable content on social media!
The best copywriters in the business will tell you that a headline needs to be 8 or less words. It is well-known that 80% of people read headlines but only 20% of those people read the rest of the content. Take your time when creating a headline as it can ultimately make or break your content.
Tip: Make use of numbers in your headline. According to statistics more people react to headlines with numbers in them e.g. 7 tips to creating noteworthy content!
Add Relevant Subheadings
Another important part of creating the perfect dish of content is to add informative subheadings. These can be a little bit trickier because they need to be reasonably short but still provide enough information for skim readers. Most people tend to skim through content instead of reading it, therefore your subheadings need to tell them all they need to know without requiring them to work through a meaty piece of content.
Let’s say your article is about the 5 things needed to make a friendship last, the subheadings should then name the 5 things. When a skim reader goes through your post they should know what the 5 things are without having to actually read the content e.g. Trust your Friend, Respect their boundaries, etc. See how the subheadings provide you with the vital information you wanted from the article? That is exactly what your subheadings need to do for your readers.
Know Your Audience
Before you can write any piece, whether it is for your own personal site or a client’s, you need to first do a bit of research on the target market. Who you direct your content to can either sell or destroy the validity and impact of your content. You can’t write about food on a site for web developers unless it actually has value to them. It is therefore important to focus on learning more about your audience and their interests. The client is important but the most important person remains the one who will read your work.
Conversational English – No Jargon
As soon as you’ve determined your audience, you can start planning and writing. Try and stay away from jargon or sounding like a corporate robot. Most people lose interest when you make use of long, difficult words as it will make them feel that the information is above their paygrade. To make your writing relatable you need to stick to conversational English. Write the way you speak as clients want to bond with you and feel like they are part of a conversation. Using words they don’t understand will only alienate them.
Add Relevant Pictures
Photos and infographics are marvellous tools for copywriters to use. Not only does it brighten up the page and make it seem less boring but it also allows your reader to catch some air between lengthy content pieces. Never add pictures for the sake of having pictures, but rather have your pictures contribute to the content in one way or another. Make them form part of the story.
Specific, Straightforward Content
It’s important to stick to the facts. While many believe that exaggeration sells, statistics show otherwise. Try to stick to the facts and create straightforward phrases, if you have to think about what something might mean then you don’t need it.
Many copywriters forget that you have to “dumb” down your content. It doesn’t necessarily mean that your audience is stupid, it simply allows people with different levels of education to understand and relate to what you are saying. If you are going to write like an Oxford professor you can’t expect the boy next door to understand or even take part in your Call to Action.
Make those Edits
Editing might just be one of the most important tasks of a copywriter. On many occasions you will find yourself reading through your work and noticing where you could remove words, or even an entire paragraph. If something isn’t useful or factual it is best to remove it as it wastes unnecessary space and pulls the attention away from what you are actually trying to achieve through your work.
Triple check for spelling and grammar errors as they might be fatal. As a copywriter, people generally expect you to write flawless copy. A single mistake, no matter how small, might completely ruin your reputation. You can always ask a friend or colleague to read through your work too, just for added security.
Don’t Forget a Call to Action
No matter what type of copy you are writing, whether it is for a blog, an email or a website, there should always be a Call to Action. A Call to Action guides the reader towards doing something such as sharing, liking or buying. Be clear on what exactly it is you want them to do.
Creating impactful copy is all about simplicity and establishing an objective. If you mix all the ingredients together we’ve added above, then you are guaranteed to have a crowd-pleasing dish of content!
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