The purpose of copywriting is to make sales. However, no matter how high-quality your copy is, if you can`t convince people to take action, you can`t sell.
To succeed, your copy should align with people`s interests and solve their challenges. That entails creating a copy that
- Targets the audience's intent
- Focuses the audience`s persona
- Is personalized
- Uses simple, understandable language
That`s how your copy can relate to your clients` needs and easily convert them.
But how can you implement these elements? This article explains how.
1. Know Your Audience Intent
As an online marketer, you should ensure your copy aligns with what people look for when they make searches.
That means apart from targeting a certain niche, your copy should also focus on a particular search intent, which can be
- Informational search intent
- Commercial search intent
- Transactional search intent
An example of utilizing search intent in copywriting is when you are selling sports cars. In that case, you cannot convince a sports car audience to buy heavy commercial cars. You will bore and lose them.
But more than that, you should know if to target people who have an intention of buying at a later date or are looking to make quick purchases.
For people with an intention of buying but are still researching for recommendations, you`ll use commercial search intent. That`s when people search for product comparisons, reviews, etc.
If you want to target transactional search intent, you have to convince them to buy then and not later.
This intent targets people who have decided to buy and are looking for the best places to buy. That entails using words like buy now, discount, offer, etc.
You can also convince people to buy goods and services using informational search intent. However, that`s a long-term strategy because it focuses more on teaching the audience than persuading them to buy.
Such intent uses words like, how, why, when, what, etc. An example in a sentence can be “How to drive a car”.
Therefore, before you write, decide your content purpose and align it with people`s search intent.
To know what words people use when searching for content related to yours, do keyword research, and here is how you to do that:
2. Do Keyword Research
When creating content online don`t assume that it`s what people may search for. Confirm if people use such keywords so you can create copy that has a high potential to convert. And that`s possible through keyword research.
The usage of appropriate keywords makes content SEO-optimized and enables search engines to align it with relevant searches, which increases rank and boosts traffic.
To conduct keyword research, brainstorm the terms that are used to search for content relevant to yours.
For instance, if you sell bracelets, the keywords can be
- beaded bracelets for sale
- Cheap plastic bracelets
- Affordable women`s bracelets
After brainstorming your keywords, paste and search for them on the search engines to get more suggestions.
On the search results page, go to the bottom, see the related searches, and pick the more relevant ones. Then recreate your keywords better based on the search results.
Here are the related searches you can get when you type beaded bracelets for sale:
Afterward, take the keywords and put them in keyword research tools and find more results. This helps in finding the keyword's monthly search volume and difficulty.
Keyword research tools to use include
A keyword that gets low search volume won`t help you get sufficient traffic to help you make sales. On the other hand, a difficult keyword will be hard to rank for, which will still deny you traffic.
What`s the solution then? Find a keyword with high search volume and low difficulty.
If your keyword has a high search volume and high difficulty, make it a long-tail one. That way you can get more targeted and beat the search difficulty.
To make a keyword long tail, when it`s, for instance, “cheap beaded sandals,” you can make it “cheap beaded sandals for children in Mombasa”. This makes the keywords more targeted and easy to appear in your focused audience searches, attracting quality traffic with high chances of purchasing.
So, based on the keyword you get, create an intriguing title, and ensure to incorporate the keywords in the content as well.
3. Use Your Audience`s Tone in Your Copywriting
If you want your copy to bring positive results, you must personalize it. That implies creating content that aligns with the audience`s voice.
To create copy that`s relevant to your audience`s voice, you should know their persona.
Audience persona refers to specific characters representing a group of people in a targeted market.
An example is when you sell bags, you will use a different language if you are promoting women`s from men`s bags—considering their geographic locations, age, jobs, etc.
To know your audience`s persona, check on your competitors` social media profiles. You will see the languages their clients use when talking about products related to yours.
Take insights and implement the same in your content.
Besides, you can use audience persona tools and see what voice you should use for your copy. These tools include
To use these tools, create accounts, and then put in details of the type of product you sell and the client you target.
The tools will let you know the kind of language you should use, whether official, casual, funny, or serious.
That`s how to create content that resonates with your clients and makes it easy to convince them to purchase your products or services.
However, if you have difficulties in creating engaging content, use marketing tools like Getresponse. It can help you generate intriguing content that aligns with your audience`s intent.
What`s better, you can use it to create websites and landing pages, schedule your content, and promote it automatically on various marketing channels.
Here is content on more about how GetResponse can help you market your business.
4. Do Competitive Research and Create Unique Copy
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| Image by PNW Production: Pexels |
To increase conversions, ensure your copy tells your clients how your business can solve their challenges and what makes it different from or better than your competitors.
Your copy should make your business stand out from the rest, which implies being original and creative or innovative.
You can create a unique copy by conducting a competitive analysis to see what works and what doesn`t for your competitors and take insights. This helps create a copy that stands out.
That involves checking the traffic and conversions your competitors get.
You can do competitor research by searching for businesses related to yours and seeing what engagement their copy gets.
For instance, if your copy is about affordable beaded belts, type the same keyword and you`ll find various relevant results.
Open the content and see if they get any positive or negative comments.
From the positive comments, find ways to improve your copy based on your services or products.
If the content gets more negative comments, take that as an opportunity to improve your products and services and create a unique and helpful copy.
Moreover, you can paste your competitors` website URLs in competitive research tools and find much more in-depth results.
Some of the competitor research tools to use are
You only need to create accounts and paste your competitors` URLs in the tools and search. You will find the traffic they get, where it`s coming from, and whether they get conversions.
After the research, take note of the voice of the sources and the keywords that bring them conversions and utilize them in your content. However, don`t copy, find different angles to use them.
5. Tell Relevant, Helpful Stories in Your Copy
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| Image by Suzy Hazelwood: Pexels |
It`s easy to convince people to perform your calls to action if your copy tells a story that relates to their challenges and how to solve them.
That lets people know that not only are you an expert on the topic, but you are also empathetic to their situation.
Here is an example of using a storytelling technique in your copy if your content is about an email marketing course:
“The end month was nearing, and my pockets were empty. I had spent all I had on my new business. Hardly did I know that I was doing it all wrong: thankful for this email marketing course.
I was able to achieve more than my 1000-leads goal in one week and drive sales, which enabled me to cater to my bills. You can do it too. All you have to do is…”
Probably, there are people whose businesses aren`t improving because they lack email marketing skills. Telling such a story makes them relate it to their situation, making it easy to convert them.
6. Let Your Copywriting Solve Your Audience`s Pain Points
Clients aren`t looking for products only because of their features: they are looking to solve their problems.
To achieve that, ask yourself
- Who do I want to sell to?
- Who would like to buy my products or services?
- What would my clients love about my goods?
- What challenges will my products or services help the audience solve?
For your copywriting to be profitable, it should answer these questions.
If someone types, “affordable Toyota in New York”, it`s because they are looking to buy that product. If that`s what you sell, your copy should be based on that intent.
However, don`t base your copy on only your products` features. Consider the challenges the clients face and create content targeting how and where they want to use the car.
In this case, let the audience know that the car withstands rough roads, can carry heavy goods, and consumes less fuel.
However, ensure to explain truthful benefits. If clients find the opposite of what your copy says, you`ll harm your reputation and lose clients.
7. Incorporate Social Proof into Your Copywriting
Positive reviews act as recommendations from people who have had nice experiences with products or services.
Backing up your content with reviews and customer surveys builds audience trust and confidence in your copy.
If former clients are happy with the results they got from a product or service, it strengthens new clients' confidence to buy.
However, ensure to use genuine reviews. That`s because even if you can convince people with fake reviews, it won`t be long-term.
If customers cannot find the results your reviews state, you will lose credibility and fail.
You can get social proof from your clients on social media or review sites.
For instance, if someone posts a positive review about your products on social media, you can use that as testimony.
Moreover, encourage your clients to give you reviews on review sites where you have profiles.
Some of the reliable review sites include
Whenever you incorporate reviews, ensure to include a link to the specific client`s profile. This enables people to confirm if you use active people or dummy accounts.
8. Don`t Use Difficult Jargon and Hyperbole in Copywriting
It`s okay to be knowledgeable about your topic, but people want to know how you can help them solve their problems.
Therefore, show off your sophistication where it matters. Don`t use difficult jargon in any context.
Jargon refers to words or expressions used by particular professions or groups of people but is difficult for others to understand.
For example, use words like “amicus curiae” if you sell law services to lawyers. But, if you offer such services to people who aren`t lawyers, you need to simplify the jargon in a language they can easily understand.
So, instead of amicus curiae, a simple version would be a friend of the court.
Besides, exaggerating your copy and making it too good to be true can put readers off even when the product or service is genuine and helpful.
That`s when you use hyperboles, which refer to exaggerated statements.
This kind of writing uses sensational language and makes the copy unbelievable. Here is an example:
Skyrocket your business with these targetable groundbreaking business insights.
Whenever you use hyperbole, ensure it aligns with the context of your content.
Too much exaggeration makes content sound awful and doubtful and can make your audience ignore it.
9. Avoid Fluff Words in Copywriting
In copywriting, brevity is the key. The fewer words you use the less time it takes to understand, and the faster people can convert. Therefore, learn to speak more with a few words.
Using many words bores readers and makes them lose their attention.
To achieve brevity, avoid the fluff and be straight to the point. Fluff refers to words that don`t have importance in copywriting. They make the copy sound repetitive and difficult to understand.
Some of the words to watch out for include but are not limited to maybe, very, just, really, like, etc.
Also, verb phrases can be fluff if wrongly used. For instance, Instead of, “The analysis is indicative of the fact that,” write, “The analysis indicates that.”
If you find any long phrase in your writing that you can reduce and still make sense, do that. For example, reduce “in spite of the fact that,” into one word such as “because or although.”
Therefore, ensure every word you use makes an impact in the context of the particular statement.
Moreover, create short and easy-to-read sentences and break your copy into short paragraphs.
The best sentence length shouldn`t be more than 25 words, and don`t create more than three-sentence paragraphs.
However, a paragraph can be one sentence, as long as it carries a complete idea.
10. Use the “Fear of Missing Out” Technique in Your Copywriting
Copywriting is geared towards getting people to take action, and you should use words that stir your audience to perform your call to action.
That involves giving people tangible results in your copy and instilling a sense of emergency to move them to complete the action you want.
Examples of power words to convince your audience include:
- Buy before the stock last
- Last chance
- Buy now, pay less
- Grow
- convert
However, use these words strategically. Show how your products or services can solve your audience's pain points.
For instance, if you sell an affiliate marketing course, here is how you can write:
There are challenges in every business, and so does affiliate marketing, but with the right approach, you can make it. If you want 60% of your affiliate clicks to convert this course is for you.
Like others, you will earn $10,000 per month doing affiliate marketing. Join this $1000 course for only $300 now before midnight.
This will give the reader clear expectations to decide whether to buy it.
Create Enticing Copy and Increase Sales
Copywriting can generate sales, but that`s only if you address your audience`s pain points.
Great copywriting can influence people`s perspectives of products or services and convert them into clients.
To create engaging copy ensure to target the audience`s search intent and avoid jargon and fluff.
Then use strong, actionable words to encourage your audience to perform your calls to action.
Moreover, avoid jargon and exaggerated statements so people easily understand your copy, and you`ll increase the chances of converting.
Remember to share this content with others, and whenever you need copywriting services, reach out to me.
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