Hey fellow marketer, let's take a look at some of the most powerful ways pro marketers write. Here, I share with you 5 pro tips on how to write better copy.
So without further ado, let's get right into it!
Pro Tip # 1
Observe marketing ads around you through the eyes of the customer you're trying to reach.
To do this, you need to first have a deep understanding of who your customer is. Their age, gender, interests, personality, geography, hobbies, income bracket.
Obviously, it's not always possible to know all these details, but the point is–the more you can narrow down your target market–the better this will work.
When you see advertisements, newsletters, sales funnels or any kind of marketing, try to imagine how your potential customer would perceive them. Would they be effective? Would they get your customer to take action?
If not, think about what you would change in those ads to convert your audience.
The more you make this a habit, the better copy you'll produce.
Copywriting IS a mindset.
So keep your eyes open at all times. Observe the marketing around you and try to understand what angle the marketer is trying to reach you from. Is it quality? Pricing? Scarcity? Fear? Association?
Then ask yourself: 'Is this ad effective if I were to take it's general idea and revamp it for my own niche? More often than not, you'll start coming up with more creative ways to market to your audience.
Because..
By constantly analysing ads from the stand point of your customer and trying to make them better, you'll begin to develop powerful insights into which marketing might work best for your niche.
Pro Tip#2
Read your copy out loud.
Reading your copy out loud is a nice trick to use when calibrating your flow. If your copy doesn't flow, or if it's difficult to read or understand, then it's no good. Crumple up that piece of copy, toss it in the bin and try again!
But how do I know if my copy flows or not?
Good question! Using this very article as an example, here's what I'd do.
I close my eyes and picture myself at a gathering. I'm waiting in line for the bathroom when I recognize an acquaintance I haven't seen in a few months. We greet one another and start catching up.. Our conversation develops and before you know it, we start discussing ways to improve copy. (The topic of this article.)
Here comes the test.
I read my copy out loud in the context of having a light conversation with an old acquaintance as we wait in line for the bathroom. If my copy sounds appropriate for such a conversation, then it has passed the flow test.
Read your copy out loud and ask yourself: Would this copy flow as a conversation?
If the answer is yes, then you've got yourself a winner!
Avoid copy that sounds monotonous and try to keep it conversational. If you can do that, your prospects will read it through because they'll feel as though they're engaging you in conversation.
Pro Tip#3
Keep. Your. Sentences. Short.
Think about it this way, if your sentences are too long, you might end up losing people as they struggle to piece together what you're trying to tell them and they might end up leaving your page and go somewhere else where they don't have to struggle as much to understand the content, so always make sure to write in short sentences otherwise your conversion rate will plummet.
You probably noticed that sentence I just wrote was way too long. Just a few more of those and I would have lost you.
Keep your writing concise and straight to the point.
Short sentences allow the reader to absorb your information in small, digestible blocks without being overwhelmed. The number ONE rule of effective written communication is:
*DRUMROLL*
(Ready for this earth shattering revelation?)
Writing so people can understand. I know.. ground breaking right?
It's so simple, yet many people ignore this very basic premise. The moment your reader can't understand your copy, is the moment a countdown begins for when he leaves your page.
Short sentences and simple vocabulary are the best ways to avoid that from happening.
That's right. Big words don't impress anyone.
For example:
Attempting to demonstrate your superior apprehension of the English language through a conceited endeavour of utilizing convoluted words will repel your reader and steer them towards the 'close browser' button.
Was that pleasant to read? Probably not.
Make sure to write in everyday English. Don't use big, fancy words. Remember, if people can't understand you, then you might as well be talking to yourself.
Pro Tip#4
Tailor your writing to ONE person.
When you're writing copy, you're writing to hundreds or thousands of potential customers.
Ideally, you want your copy to reach as many people as possible.
But the drawback with writing for the masses is:
- Your content isn't personalized
- Your reader may just feel like 1 out of 10,000 other people reading your content
- You're not building a real connection with each reader
People like to feel special. When they read your content, they want to feel like it was made with THEM in mind.
But how do you personalize your content as though you're writing to an individual reader?
Simple! Do this when you write:
- Think of a friend and convince yourself that you're writing for him/her.
- Use the words 'you' and 'your' A LOT, while limiting the use of words like 'I' 'me' 'my' 'mine.' Remember, this isn't about you, it's about your reader!
- Ask questions and answer them. What questions might your reader have as they're reading through your copy? Be proactive and address their concerns.
- Keep it conversational. We refer you back to Pro Tip#2. We mention it again because its that important.
If your reader feels like you're conversing with them and addressing their concerns, they'll begin to trust you more.
Trust = Conversions.
Pro Tip#5
Benefits. Benefits. Benefits.
The harsh reality is, your prospect doesn't care about you, your website, your Youtube channel or your product/service. The reader cares about one thing and one thing only.
Himself/Herself.
The first question any prospect asks themself when they see your offer is:
What's in it for me? (WIIFM)
Want me to read your blog post? Well WIIFM? Want me to subscribe to your Youtube channel? WIIFM? Want me to buy your product? WIIFM!
If you can't give your readers the answer to that all mighty question, then you've already lost them.
The very title of this article "How to write better copy" focuses on the WIIFM question.
Don't talk about features. Talk about benefits.
Say this:
Don't say this:
Write in terms of how your product or offering benefits the reader. Not in terms of how impressive it's features are. That way, you answer the WIIFM question and keep your prospect as the main focus of your marketing.
Now You Know How to Write Better Copy
Using these 5 pro tips will give you a sharp edge over the rest of the competition. You'll definitely notice incredible change to how people respond to your writing.
I hope you learned something valuable from this post on how to write better copy!
I want to hear your comments and feedback.
Which of these pro tips do you find the most useful? Are there other tips you would have preferred to see on this list?
I look forward to reading your comments below!
Before you go! Check out my article on The Elaboration Likelihood Method, an incredible piece of marketing knowledge to add to your arsenal!
Talk soon!
