1. Research
Knowing what you’re talking about helps copy to flow and engage. When you know what something does, you know what it can be used for.
2. Keep it simple
Even if you do know all the industry jargon, acronyms and tech talk, try not to use it. Be inclusive not a show off. Get to the point quickly, using simple, clear, easy to understand language. You won’t impress your reader by making them feel stupid.
3. Short & snappy
On a website, you’ve 7-10 seconds to get your reader engaged – people’s attention spans are now shorter than a goldfish’s. Start with a hook, a solution to a problem, a reason why the reader should care. If they read on, you can explain more then.
Keep sentences and paragraphs short. Keep the document short.
4. Make the copy visually appealing
A sea of grey words can be a challenge to get through. Break up the copy with headlines, sub-headings, call- out quotes and facts. Pictures, graphs and icons are great, but if you don’t have any, use words, fonts and stand out statements to create visual interest.
5. Solve a problem
It’s all about me. Me the reader. It’s not about you, it’s your customer or reader.
Fight the natural urge to start every sentence with ‘we’, ‘our’ or ‘I’. Offer solutions to problems – that’s why they’re coming to you. People don’t want to hear why you’re great, but what you can do for them.
1 = BENEFIT 2 = FEATURES
You’ll enjoy your best night’s sleep = benefit – the reason why they care
Our beds have more springs than anyone else’s = feature – how you deliver on your promise
Your data will be safe and protected = benefit
Our cloud storage is strong, secure, locked by X, Y and Z technology = feature
6. Call to action
Tell your reader what you want them to do next, they’re smart, but if you assume… well you know what that makes! (It makes an ‘ass’ out of ‘u’ and ‘me’ – ass-u-me!)
Here are some strong and simple CTAs to get you started…
Buy Now. Sign up here. Add to Cart. Download Now. Learn More. Offer Now. Apply today.
7. Brand your message
Make it crystal clear who’s talking. Make your branding clear. If you bury it, or make it too small, you won’t reap the rewards of all your hard work and great copywriting.
If you need help finding the right words, making your words count, and increasing engagement, why not give me a call. I love the power words wield, strategic thinking and being creative when finding the perfect solution. It’s not always what you may think.
Michelle Power, Copywriter at Power of Words
07870 416455 or email michelle@powerofwords.media