How to Make Your Copy Convert
By: Bull And Bear Marketing
Tags: Copywriter, Copy, Copyright, Copywriting, Copywriting Tips

Communication is arguably the very foundation of marketing.

You have to say something to sell something. This statement becomes even more appropriate in the digital world, where every product or service is there on your screen!

However, I know you’re probably there saying, “meh, a good image should do the trick.“

Well, if that were true, then Samsung, Apple, and other successful giants wouldn’t bother including any text on their website. After all, they do have the prettiest product pictures online.

You see, unlike selling a product or service in the real world (physically), the internet is limited to you sending a message.

Your voice, how you represent yourself, how you can answer random questions spontaneously, and how you talk to your prospects doesn’t exist online — not yet.

It’s users checking out your website or social page.

It takes time before you get to have a meeting with them. So you’re left with one-way communication at best.

That is why copywriting is essential, and that’s why you should learn to be better at it.

Copy Definition

Before I go ahead and teach you how to improve your copywriting skills, let’s first define it properly.

For a total novice, you might consider copy as just any text you find online.

Well, that is still correct, but we’re going to focus on this simple definition by Cambridge Dictionary: “text that is intended to help with the sale of a product.”

In a nutshell, any text on your website that will persuade people to buy what you’re selling is a copy.

So how do you write one effectively?

Customer Knowledge

Before anything else, you have to understand your customers.

You must know what they’re looking for, their pain points, and their wants.

Not knowing can make you pathless.

You could write just about anything, and none of it will work because you’re missing all your shots as you have no clue who your target is.

Write to them as if you are a customer yourself and have found a solution through your product or service.

Write Benefits and Solutions

The next thing you want to do is to write benefits.

You want to express what your product or service can do for your customers.

Don’t be one of those businesses that boast about their product’s material and so on; it doesn’t work.

People aren’t buying products, to be honest, they are buying what it can do for them.

If you’re selling washing machines, you’re not selling the equipment per se but the solution it provides.

Thus:

Washing machines free you of your laundry chores.

Washing machines clean your clothes better than manual washing.

Washing machines allow you to spend more time on things you love.

Washing machines save you money in the long run.

Don’t tell them your washing machine’s chassis or that it can flip your clothes seven times per second.

No one wants that.

People want to know what they can get out of your washing machine, which is clean clothes and convenience.

Sell them that.

Of course, there is room for technical stuff, but that shouldn’t be in your copy. It should be in your product’s user manual.

Conciseness

Your copy should be concise. It should be direct, and it must be on point.

The reason why conciseness is your priority is people have short attention spans.

When your text is beyond 20 words or more, it starts to feel super lengthy and boring.

You want your copy to be short but packs a punch.

Avoid writing a novel; bookstores got that covered.

Just remember: writing copy is pointless if nobody is going to read it.

So how do you keep it concise?

Use headers — big fonts that say “look at me!“

No to jargons or technical words — instead of “our new acetaminophen is the answer to your cephalgia,” go for “continue your hustle with our new headache buster!“

Use bullets — bullets are faster to digest when it comes to selling a product or service. Again, you want to keep your copy simple and direct.

Have a Proper Flow

Apart from the words themselves, always see the flow of the copy.

Make sure that it’s a journey that’s worth the trip.

What I mean by that is you want the trip to be A-B-C — never B-C-A.

So start with a simple introduction that catches your customers’ attention.

Then have a body that explains the Benefits.

Lastly, hit them with a Call-to-Action.

Call-to-Action

As mentioned above, the call-to-action is your final step and is your trump card.

I can’t stress this enough, direct your customers to what you want them to do.

Sometimes, we are so sure that an image or a video highlighting our product or service is enough.

People forget, skip, or will save you for later.

You want to avoid that as much as possible.

You want them to take action while they’re on the page reading your copy.

If you want them to buy your product or service, TELL THEM.

If you want to subscribe to your newsletter, YouTube channel, or follow your Facebook page, TELL THEM.

TELL THEM what you want NOW.

This is the part where you try and sell your product.

You can be creative by adding a little bit of pressure such as including these typical lines: stocks are limited, get a discount only if you buy now, or we include a freebie when you order today!