Behind every successful company is a team of highly professional copywriters. Big brands and companies for a long time have relied on copywriters to develop and sustain their marketing.
Copywriting is not just any regular type of writing, it is an art.
Let’s begin here, what is copywriting?
Copywriting is a special form of writing content that is written specifically for marketing and advertisement purposes. It differs from content writing to a larger extent.
Content writing may cover fictional or non-fictional writing with the intent of delivering a certain type of message. However, copywriting is solely intended to pass or sell an idea with the goal of converting the reader to a buyer.
Because I have reason to believe it is not your first time hearing of copywriting, let’s leave that aside.
In this piece, we are going to see some of the ways you can improve your copywriting skills.
1. Search Engine Optimization
Change your sales copy has all it takes to make a successful sale but what you are missing is optimization for search engine results.
SEO copywriting is the process of making your content more visible to a larger audience.
SEO guarantees a higher conversion rate, meaning the more people reading your sales copy may convert into actual customers.
SEO may be on-page, where your sales copy is optimized using keywords, titles, meta descriptions, URL optimization, internal and external links among other techniques that help get a better ranking.
You can also use email marketing as a form of off-page SEO to reach a larger audience directing them to your web page.
If search engine optimization is not a skill you possess you may have someone else do it for you.
There a lot of SEO experts, companies, and agencies out there that hope your sales copy ranks higher.
Copywriting is not copywriting without properly undertaking research. As a matter of fact, a good copywriter takes more time researching than actual writing.
One characteristic of an under-researched piece of a sales copy is bulkiness. This is so because, when someone has not done their research properly they spend more time trying to sell out an idea by use of theories and theories.
Nobody has time to read pages after pages in a sales copy.
Now, what should proper research cover? The following are guiding market research tips;
a) In-depth product research
Know everything about the product you are trying to sell. How does it differ from your competitors? Is there any difference between your product and products out there? Why should someone buy your product?
b) Target audience research
Sometimes sales copies are not selling out because you are advertising them to the wrong audience. Identify the right audience, no the problem they face, and how your product solves it.
Your writing should be directed and meant only for your targeted audience.
c) Understand your competitors and their product
Ask yourself, is your product more advantageous than your competitors? Why should someone buy from you and not the other company?
Having done all that research, sit down and come up with a simple, summarised, persuasive and compelling piece of writing based on your research.
3. Make your work more appealing
The hard part is done, no more research, no more writing.
You have to make your writing appealing to the eye so that someone can click on them. Ask yourself whether or not your message has been presented in a manner that someone is inclined to read and learn more.
Look at the wording, the copy’s headline, and the meta description if it has one.
Remember to check for grammatical and spelling errors. Getting your grammar and spelling together is so crucial for copywriting. It has been proven that typos amplify an impression of less cognitive ability and it makes the writer look ignorant.
Why can someone trust you to buy a product from you when you can’t second check your work?
Again, keep your writing simple, do not overwrite.
4. Understanding the DON’Ts of copywriting
Sometimes it is that one simple mistake that is failing your writing. Below I have sampled out a few don’ts to watch out for in your copywriting;
- Do not exaggerate
- Do not overwrite
- Do not right for everyone
- Do not lie
- Do not miss out on important information
- Do not make it about you
- Do not brag
- Do not be bland
- Do not use clickbait
- Do not overcomplicate