Copywriting is so much more than merely sitting with pen and paper (or behind a computer screen) and pouring out what’s on your mind. While this could be fine for a personal blog, marketing copywriting pretty much has only one goal – to drive sales or at least enquiries for the brand participating in the marketing activities. Therefore, copywriters should know how to maximise the sales potential of their content. Luckily, there are tricks copywriters can use to ensure their copy sells every day of the week:
1. Know your audience
People want to feel noticed, appreciated, and cared for. For this reason, starting a piece of copy with a focus on the brand and its needs won’t get you very far towards converting the reader. Don’t make it about you; make it about the reader. Get to know who you’re speaking to, find out what challenges they might be facing, and be the brand that is willing and able to help them – instead of just helping yourself.
2. Add value where possible
Value is the commodity that can be the difference between a bounce and a conversion. What are you offering your customers and readers that none of your competitors can? Are there ways that you can add more value to your transactions? People want to know that they’re getting a good deal. There mere exchange of the product for the money you are charging is not enough anymore – people want more!
3. Deliver actionable insights
This trick is where your copywriting really gets to make a difference in people’s lives. You’re probably writing copy with the goal of having it read by as many people as possible. Unfortunately, people don’t just read for the sake of reading anymore. They have limited leisure time, and if they’re choosing to spend that time reading your content – you should make sure that you’ve offered actionable tips, they can try out immediately.
4. Include a call-to-action
A final copywriting trick is the inclusion of a CTA (call-to-action) in your copy. Like movies and the final seasons of popular television series, there needs to be some sort of finality; a wrapping up of the whole thing. Pieces of content that just end abruptly have no purpose, and no further steps or actions for the reader to take. Consider including a button or link that readers can follow to find out more, contact the brand, or make a purchase.
Let’s face it – copywriting isn’t for fools. To craft copy that really resonates with an audience, and spurs them into taking an action and aligning themselves with a brand, consider our accredited National Diploma in Copywriting from DSM! We’re South Africa’s preferred online portal for digital marketing qualifications, so contact us if there’s a specific course you’re looking for.
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