Copywriting skills that pay the bills
Writing great content is the most important factor in building a niche site. This article will explore the function of good copywriting skills, and we’ll slide some great tips and reminders in as well!
Let’s Settle the Great Debate over Copywriting Skills
Writers often argue about whether some short sales copy with lots of white space is preferred, or whether a long and detailed advertisement is the best way to go. To be honest, both are right, so the question really is… what type of buyer are you targeting?
There are basically 2 kinds of buyers.
1. The Impulsive Buyer
This is someone with a lot to do and not a much time to do it in. Typically, he’ll scan the headlines and graphics, and make a quick decision.
2. The Analytical Buyer
This person believes that the proof is in the details. They’ll read everything… including the fine print.
Well crafted copy will address the needs of both buyers… regardless of length. Let’s look at what you need to do to reach both buyers.
Copywriting skills that attract the Impulsive buyer
1. Use attention grabbing headlines and sub headlines.
2. Good use of graphics that drive the message home, including:
Photos ( on topic and colorful)
Captions (ease of reading-capture the essence of the body copy)
Varying fonts and font sizes (makes the eyes work a bit)
Shading (breaks up the copy)
Use Bold Headlines (make is easy to skim and get the point of the message)
Highlight with shaded areas or bullets (bullets separate and make it easy to digest the text)
Copywriting skills that appeal to the analytical reader
1. Use the headlines, sub headlines, and graphics for the impulsive buyer as guides. Add all the details that the analytic buyer seeks under the proper heading, and you’ve got a winning marketing
strategy guaranteed to appeal to both.
Knowledge of how your potential buyers react is the key to getting their attention… and the sale! The fact that the needs of the impulsive buyer and the analytical buyer overlaps is a bonus for
Copyright skills: the short course
Good content makes or breaks a niche website. Copywriting skills is perhaps the best use of your time as you develop and grow.
Good content will organically produce traffic to your website. Information is what people seek, and how they will find you.
You can hire freelance writers to develop content, but this can get expensive for the small start up. Furthermore, developing your content initially gives you the chance to grow a “voice” that separates you from your competition.
Being a solid writer is not enough, however. Your copywriting skills must center around writing for the Internet .
A quick review of solid internet copywriting skills
1. Write Clear and to the Point
Think “simple” and “understandable”. Think easy to digest. If your article must be long, break it up with bullet points, graphics, and headlines. Some long articles include a summary at the start, enabling the audience to see just what will be discussed further on.
2. Stick to the purpose of the content
One mistake inexperienced content writers have is straying off course in their article. Stay on course, give the reader what they expected. Save the “detours” into related subjects for another article (even link to that within your site for further reading)
If you’re writing to sell a product, promoting an event, or any other information, then write to that purpose.
3. Style of Writing
Good content writers develop a ‘voice”- a way of presenting that separates from the pack.
Writing with a personality takes a bit of practice. You may find it easier to focus on getting your point across first. Then, as you grow, you will add a bit of yourself into each piece.
While content writers might have different styles of writing, good flow and organization of the article must always be central.
Remember, you are writing to be understood first. The written piece must have the form and the substance that attracts and keeps an audience’s attention.
Many of the best content writers on the Internet are writing in a conversational tone. Readers connect with and appreciate this!
Write to be understood universally.
Lastly, write with a flair and passion. Write that excites and engages your audience. Write to keep them coming back for more.
Basic copywriting skills checklist
Copywriting is one of the most important parts of internet marketing. Once you get visitors to your site, you must depend largely on your sales copy to convert the visitors into customers.
Sadly, many webmasters neglect the art of web copywriting. Copywriting truly is an art!
Here are some of the major components of good web copywriting.
1 – Your Headline
Does your headline grab the readers’ attention and suck them in? It is essential that your headline do that. Research says that you have mere seconds to catch your website readers’ attention,
or they will move on.
2 – Your Introductory Copy
The first few paragraphs should reinforce the headline, and convince readers to continue reading. It should establish a voice, and tell the readers what’s to come.
3 – Benefits
If you’re writing promotional content, now is time to explain the features or the benefits of your product or service. Don’t focus on the brass tacks- focus on the “pain points” that the reader experiences, and offer solutions.
4 – Call to Action
Don’t be shy! Your content should include a strong call to action- buy the product, sign up for newsletter, etc.
5 – Assurances
Your prospects will only buy if they feel comfortable doing so. There
are several things you can do to make them feel more comfortable
buying from you, such as:
A: Displaying your picture and bio
B: Displaying your contact data
C: A membership with the Better Business Bureau, etc
D: A Guarantee
E: A secure server logo
These 5 points are only a few of the most important parts effective web copywriting. If you want to convert as many of your visitors as possible, keep studying and learning the art of good copy!
Copywriting Skills from the user point of view
To increase your marketing reach and find more qualified leads, you need to improve the quality of the
copywriting on your website and emails. This is critical – copywriting is your “salesperson” on the internet … and a great salesman produces great sales!
Here are a few copywriting tips that will improve your marketing results.
I have framed these points from the perspective of the reader (potential customer or client).
1. I hope you have done research to know what benefits I want most from your type of product or service. If you don’t, I won’t even notice you, and if I do, I won’t even give you any business. I will notice.
2. What do you do? How will it help me? I need to know “what’s in it for me” instantly or I’m gone. Why should I believe you?
3. I have used another company for this product/service – tell me why should I listen to you?
4. Make it easy for me to read, understand, navigate, and “scan” your website and marketing pitch.
5. I want an authority in this niche for my situation or my needs.
6. Don’t bore me! I’m tired of corporate speak, business buzz words and mumbo-jumbo. Business marketing is usually very dull, and I won’t read it.
7. I want ALL the details and specs available if I want them.
8. I want you to speak directly at me, not some pre-formatted text from some emotionless corporation.
9. I won’t admit it openly, but I make purchase decisions based on emotions. Sure I need the details and features for verification, but if you can reach my emotions, I’m much more likely to buy from you.
10. I want more from my life than just work. I’m forever interested in saving time, work and stress.
11. Make it easy for me! You list many different things I can do and I’m confused. What one thing should I do now and why?
12. Don’t overload your website or emails with fluff – stick only to the information I need. I’m tired of all the irrelevant “filler” information on the web and I’ll skip over it.
13. Give me a honest comparison of your product or service against your competitors. Be straight-forward-as I’ll see through any false hype.
14. Be specific; general hype goes right into my trash.
15. Do you have a guarantee?
16. Do you offer a way to test your product, service or company first? Do you offer a low cost or free trial, before I make a large commitment?
17. Help me justify my investment.
Looking at your copyrighting skills from the potential customer’s eyes gives you vital insight!
Copyrighting Makeovers Made Easy
Let’s do some magic with a makeover!
Maybe your skill set needs a little shot of medicine… and not major surgery. Take
the sales copy you currently have and tweak it. Let’s repackage what you got!
I’ll bet you are already sitting on some great, albeit undiscovered, sales material.
Often basic copy makeovers can boost your response rate. So, before you trash all that work,let’s try tweaking it first. You might be surprised at the results.
3 simple steps to complete copy makeovers…
1. Create A Better Headline.
The headline is the first thing your audience sees. It either “grabs” them by the eyeballs… or it doesn’t. If the headline fails, nothing else matters much because it won’t even get a fair reading.
Make your headline and/or sub-heading intriguing. Speak to your audience about what is most important to them. Think along the lines of the BIG BENEFIT your product offers and deliver it in a captivating and compelling way.
Craft words that attract attention and deliver enough interest and intrigue to pull people inside. If you’re struggling with your headline, just think about the greatest advantage your product offers and promise it right up front.
2. Take The “YOU” Point Of View.
Resist the urge to talk about yourself! Speak to your reader personally about something important in THEIR life… and you’ve got THEIR undivided attention – at least for the moment.
Re-shape YOUR story to fit their narrative… express it in a way that
is meaningful to your individual readers, and quickly capture their interest.
There’s a huge difference between telling your audience that you made X amount of money… and telling them how they can make X dollars.
Remember the phrase “What’s In It For Me?” Everything your prospect reads gets filtered through this frame of reference. With each statement you make, your audience is thinking… “So What?
What does this have to do with me in my situation? How does this help
If the answer isn’t immediately obvious, they hit the trail and you lose the sale. Many times the decision to stay or go is made in the blink of an eye – and often unconsciously.
3.Turn Your Bullet Points Into Tasty, Benefit-dripping Mini-Headlines.
Make each bullet a “grabber” on its’ own. Prospects tend to browse segments of an ad or sales letter, quickly deciding if it offers something they want or need.
Most marketers use bullets in their sales letters, but most use weak bullet point copy — copy devoid of enthusiasm and passion. Don’t waste this space!
Craft your bullet points with the same emotion and appeal as you’d pour into a major headline. After a
while, this gets easier to do.
Bullet points have the power to quickly stimulate intense reader interest. Use them for all
they’re worth by making each point justify itself. Each and every bullet point should be capable of driving the reader to keep going — with increased desire and interest.
Copywriting Skills: How to Get Your Customers to Take Action
Here’s a real shocker: If you want people to buy, ask for the sale. It really is that simple. Oddly
enough, there are tons of sales copy floating around that doesn’t ever ask.
The fine art of the Call to Action
What’s a call to action? Simply, It’s telling people what action you want them to take. Typical calls to action include:
Click here now.
Nothing insanely sexy, for sure. But if you want to see an increase in your customers, leads, income, etc., this is an vital piece of the puzzle.
I now what you’re thinking: isn’t this obvious?
Why would you bother running an ad if you didn’t want people to buy anything?
Obviously, people know that you are trying to sell without asking…most of the time.
However, the truth is your “would-be” customers aren’t going to spend much time thinking about it. People are busy enough besides spending time and energy scoping out your business. If they manage to read your promotional material and it doesn’t have a distinct call to action, you’ll likely lose them to the next big thing.
The next big killer is a potential customer being overwhelmed or not knowing what to do next. Do they pick up the phone? Go to a specific Web page? Sign up for emails? If it’s not clear what they should be doing, chances are they won’t do anything
You need to be clear, and focus on ONE call to action during the course of your dialogue.
Your calls to action also need to have wording that creates that “sense of urgency.”
Using terms and statements such as “Now” and “only a few left” or “limited time only” is a great way to
coax people into acting right now and not later.
Copyright Skills- Write Your Call to Action
Here’s an easy step-by-step formula for calls to action statements:
1. What’s the purpose of the promotion? Is it to generate leads? Get your name out there? Get people to buy? Or what?
2. Now write it down.
3. That’s it. That’s your call to action. Whatever the end result you
want for the campaign is what you should be asking people to do.
I hope this article has helped! Feel free to post comments and add pointers for the audience!
Hi, I’m Rob, creator of NICHE-WEEKLY and NICHE-FACTORY. My passions are market research and online marketing….and coffee!!
I hope you gained some insight and inspiration from this post, and invite you to poke around here and see what else we offer.
When I’m not here building new content, you can find me active in the community of my favorite affiliate marketing training center and web host!