Are you looking for some copywriting rules of thumb to help you put together persuasive content? Whether you’re a professional copywriter or a business owner looking to write better content, there are certain tips and tricks that can help your copy drive results. Here are some of the must-know rules of thumb to get boost your sign ups, engagement, or sales!
Focus on Your Customer’s Values.
When writing copy, it’s important to start by looking at the customer’s needs. Instead of focusing on features and technical specs, focus on what the customer values—how the product or service meets their expectations and solves a problem for them. When you understand your customer’s values, you can tailor your copy in a way that speaks directly to their needs. Spend TIME understanding who your customer is and what they are looking for; from there your copy becomes much more powerful and persuasive.
Here’s one example of figuring out what the marketplace likes or dislikes in a certain product. If you’re selling leather wallets for example, you can head over to Amazon.com and look up similar wallets. Just read the reviews BOTH good & bad, especially the negative ones. From this you can determine what is working & what is lacking in the marketplace. Then, use these insights to highlight certain characteristics of your own product.
If customers are saying that they wish a wallet had “X” number of slots & yours happens to have that that exact amount, state it in your copy. Give some reasoning as to why that’s the preferred number & what the benefits of having that many are. This sort of qualitative research can also be used to design products that are improvements of what’s already out in the marketplace.
Highlight Your Brand Benefits.
When it comes to crafting copy, it’s important to talk about the benefits of your product or service, rather than just the features. People don’t purchase a product just because of its features; they buy it to gain the benefit those features bring. Talk about how using your product or service can help them get what they want. Focus on how their life or business will be better after using your product, and highlight key advantages that make you stand out from competitors in the market.
An example of a feature on a car could be a powerful 532 horsepower engine with 556 lb ft of torque @ 3250 engine RPM. But what does that mean, what’s the benefit? A benefit could be the exhilarating feeling of being pushed back in your seat. Another could be the roaring of a modern V8 that appeals to the old school sentiment of “they don’t make them like this anymore”. Or maybe it’s a luxury car & this much power is all delivered effortlessly while providing a smooth, comfortable, & quiet experience.
How do you come about distilling the benefits out of a feature? Here’s a quick video of how to do just that & supercharge your copywriting:
Keep Your Language Simple and Conversational.
When writing copy, focus on using language that is easy to understand and speaks directly to your target audience. Instead of using technical jargon and complex terms, opt for simpler words and phrases that readers can easily comprehend. Speak the way you would when having a conversation with someone – make it feel as though you’re conversing with them directly. Do your best to sound like someone they already know, like a friend or colleague. We also recommend looking into the Flesch-Kincaid readability score & aim to keep your copy at a high school reading level at most.
Appeal to Emotion, Not Logic Alone.
Copywriting is an art form, and it’s essential to reach your audience on an emotional level in order to really drive your sales. Remember, readers want to feel something when they read your content. Aim to evoke strong emotion in your copy, such as excitement or anticipation. Trigger a feeling that will stay with them long after they’ve finished reading. Highlight the positive outcomes they can achieve if they buy what you’re selling. This step is key not only to creating engaging content but also driving conversions too!
Keep It Short and Convert Bigger with Scannable Text.
Short and sweet is the highly effective strategy you should use when it comes to copywriting. People tend to scan content quickly so shorter sentences, bullets points and lists are all important elements you should consider when putting your copy together. Avoid long-winded explanations and keep things concise for maximum impact. Make sure that your content is scannable by using headings, bold words and relevant keywords, as this will make it easier for readers to find the information they’re looking for.