5 Copywriting Tips To Spice Up Your Writing And Increase Action by Mike Schwenk, Associate Marketing Manager.Posted on July 27th, 2012
Perhaps one of the most important skills you can hone to increase your success, is the ability to write your own sales copy.
But there’s more to learning copywriting than being able to “sell stuff”…
A side effect of mastering the art of persuasion, is that you get a bet understanding of how people work, and what motivates them.
In other words, a lot of what you’ll learn to write copy can also be applied to your everyday life, to make you a better communicator with those around you.
But since this article applies only to online marketing and sales, here are a few tips to get you started…
Copywriting Tip #1 – There’s No Such Thing As “Too Long”
Only too boring…
A common question that comes up, is whether or not something that’s been written is “too long”.
The truth is, your copy should be long enough to get your point across, and nothing more.
As long as you’re able to keep your reader’s attention, the length of your copy shouldn’t matter.
Note: The length of your actual sentences, however, should be short a punchy. If you write a big wall of text, it will intimidate your readers’ eyes, and you’ll lose them for good.
Copywriting Tip #2 – Leave Your Dictionary At The Door
Don’t make the mistake of trying to sound impressive by using “big words”.
Some argue that your writing should be at no more than an eight grade reading level, to make sure it’s easy for everyone to understand.
(For more about reading ease, read about the Flesch-Kincaid Readability Test when you finish this article.)
Copywriting Tip #3 – Wrap Your Sales Message Inside A Story
Storytelling is a great way to trigger emotions and your reader’s imagination.
And since we all respond to stories so well, it’s easier to break past “sales barriers” your prospects might have.
If you can, try to tell a story about how your product/service has helped someone in the past.
Two other common story “templates” are:
The “Origin” Story – How someone (you) learned whatever it is they are teaching.
The “Hero Journey” – A recount of different ups-and-downs/struggles of what someone had to do to achieve whatever it is they’ve achieved. Also, how they can transfer than knowledge, experience, and (in some cases) suffering to someone else and help them save time.
Copywriting Tip #4 – Create A Prospect Avatar
Sometimes known as a “customer avatar”, this is a representation of who you’re trying to get your message to.
What are they like?
What are their goals, dreams, fears, struggles, hobbies, beliefs, etc?
You can even give your avatar a name, age range, profession, etc. to further bring it to life.
This helps with our final tip…
Copywriting Tip #5 – Keep It Conversational
Once you have your avatar created, or your ideal prospect in mind, use that to craft your actual sales message.
One piece of advice you’ll hear often, is to write as though you’re sitting across the bar with someone, or talking to a good friend.
How would you speak to them?
Keeping that in mind will give your writing a conversational tone.
Associate Marketing Manager
PS – What are some other copywriting tips you can think of? Sound off in the comments below!