You’ve created a product or service and now want to get it to the masses as quickly as possible. But which marketing channels should you invest in? Although Google Ads and Facebook Ads had the highest conversion rates by far, content marketing had over a 600 percent return on marketing spend. The obvious lesson here is that mastering copywriting is a necessity. So, how do you write effective copy? Here are some answers:
Back in 2006, specialists discovered the «F-shaped» reading pattern. This refers to how people scan content online and on mobile. While the F-shaped pattern still exists, it’s not the only way people scan content.
First, it’s important to understand this common reading pattern: Readers scan a line near the top of the content before jumping farther down the page to scan another line. Finally, they scan the content vertically on the left side, typically glancing at subheads. This gives you that «F» shape.
Since there are other scanning patterns, such as the spotted and marking patterns, it’s important to format your text to accommodate a wide variety of readers. Here are some suggestions you should take into consideration:
- Clear headings and subheadings;
- The most important words first, both in your intro paragraphs and the first few words of headings and subheadings;
- Boldface important points or words;
- Make small sections more visually appealing with borders, colors or images;
- Use lists and bullet points.
Stick to the facts
Customers don’t have the time or patience for fluff. They want to know the facts, and they want to know them now.
So, list the facts and why they matter. How does your business help the consumer? What makes your product better than the competition? Don’t just talk about your opinion.
Also, try to educate in an engaging way. If you keep your content short, sweet and easily digestible for busy consumers, you do better than you would be trying to fill out a word count.
Keep readers awake!
According to research, people spend an average of three hours and 48 minutes every day consuming content on their phones, tablets, and computers. This means we’re all eager to interact with content, but we want something interesting and engaging.
Your job is to not only inform and educate but to keep readers awake! Not sure if those people are using your copy as a sleeping aid? Check your website and marketing data. Look for things such as high bounce rates, high «unsubscribe» and «unfollow» rates, little-to-no social sharing, traffic drops or no growth at all.
Keep your readers engaged and awake by:
- Keeping articles short and to the point;
- Making them scannable;
- Interjecting personality;
- Telling a story;
- Adding visuals.
Your headline is the single most important part of your copy. If it doesn’t grab the reader, he or she will never make it to your actual copy. Think about it as you would a product name.
Make it personal
Storytelling is a brand’s secret weapon if used correctly. Making the copy more personal can be more engaging.
Get creative. Tell your own story that relates to your product or service. Just go beyond the normal, “please buy my product because it’s great” speech.
Simple, yet purposely
Before you write a single word, have a purpose. Your purpose isn’t just to sell. You need to make consumers feel as passionate about your product or service as you do. You only have a limited number of words to tell your story. Make them count.
Your purpose is to build a relationship with readers, educate them and make them see your product in the same light that you do. So, keep your copy simple, short and engaging, and you’ll have done your job.
Research, plan and organize
This part might sound boring, but it’s critical to better copywriting: Research your copy to add relevant details. Plan out what you want to include, how long the copy should be and what strategy to use, such as storytelling or a fact list.
Finally, organize everything. Set up your headline and subheads. List the one or two most important points for each section. Then, build upon it. Great copy takes time, but quality content can continue driving leads for years to come.