Four Steps to Craft Compelling Copy for Your Business
1. Keep It Simple and Clear
Avoid the temptation to use complex language and lengthy paragraphs. Here’s what to focus on:
Write for Clarity
Big words and industry jargon can confuse readers. Limit them when you can, aiming instead for concise and easily understandable writing.
Include subheadings that explain each section. Many readers skim for specific information, making it easy to find what they’re looking for.
2. Address Your Audiences’ Concerns Directly
Your readers are real people with real problems. Tailor your content to answer their pressing question: “what’s in it for me?”
Focus on Benefits
Emphasize how your business can solve the reader’s problems, rather than just promoting your brand.
Speak Directly to the Reader
Use personal words like “you” or “your” and address the readers’ concerns. Example: “Your rent is rising, but our service could double your store sales.” This approach demonstrates empathy and provides a solution.
3. Implement Hooks
Hooks are short, intriguing statements designed to catch the reader’s attention. They can be strategically placed throughout your copy.
Make It Intriguing
Good hooks highlight the benefit of reading on, without revealing everything. Keep them concise and remove unnecessary words.
Avoid clickbait; make sure your hook aligns with the content that follows. Otherwise, you risk losing readers’ trust.
Use Numbers or Statistics
Numbers offer a concise way to convey information and lend credibility to your claim. For example, “Get flight tickets 60% cheaper” is more specific and impactful than “Get flight tickets at better than half price.”
4. Follow a Structured Plan
Effective copywriting follows a well-crafted plan. As Eugene Schwartz said, copy is assembled, not written. Here’s a proven structure to follow:
The AIDA Formula
AIDA stands for Attention, Interest, Desire, and Action. This classic formula can guide you through the process:
- Get Attention: Start with a hook to engage your reader.
- Keep Interest: Offer background information to sustain interest and bridge between attention and desire.
- Create Desire: Connect with the reader’s desires and explain how your product or service can fulfill them.
- Call To Action (CTA): Guide the reader to the next step with a clear and compelling CTA, like “Click below to sign up and save on your flights.”
Remember, crafting killer copy focuses on your readers’ needs rather than your business. Understand their problems and then offer precise solutions. This approach will keep them engaged and increase the chances of them taking action.
Experiment with various proven copywriting formulas available online, and don’t be afraid to study and emulate great copywriters. Recreate their work in your style, understand their thought process, and apply it to your business. By focusing on these four essential steps, you’ll be well on your way to crafting copy that resonates with your readers and drives them to act.