The entire point of marketing is to draw people in so that they want to purchase a given product or service. In order to make marketing content that is effective, you need a number of different things.
Interesting pictures and videos are just two aspects of effective marketing. But perhaps the most important aspect of marketing is copywriting.
What is Copywriting?
To put it simply, copywriting is writing which is used for marketing purposes. It’s point is to not only be informative, but to persuade readers and draw them in.
The end goal of copywriting is to get budding customers to buy a specific product or service. Copywriting is used to create a number of different marketing materials, including, but not limited to:
- Blog Posts
- White Papers
- Commercial scripts
These days, copywriting is most effectively used on the internet through social media, company websites, email, and more.
There are a number of different techniques employed to attract customers, and make sales. Looking to get better at copywriting yourself? Here are some tips to help you write better content.
9 Copywriting Tips to Help You Create Better Content
1. Provide Your Readers with Useful Information
The biggest mistake inexperienced marketers make is creating content without solid, useful information. Readers aren't interested in fluff and hollow writing. They want to feel as if they’re learning something from your content.
The last thing you want to do is go off on an irrelevant tangent while you’re trying to explain something. Try to write shortly and succinctly, avoiding unnecessary words as much as possible. These are just a few of the many tips you can use to keep yourself from writing fluff.
2. Write in a Conversational Voice
When writing marketing content, you’re not writing an essay. The point is to inform and educate potential customers, not bore them to death. By writing in an informal, laid-back, conversational tone, you will help to keep your reader’s interest through the entire piece.
This isn’t to say that you should sacrifice quality in any ways. Don’t go dropping in slang words for the simple sake of dropping in slang words. Keep your information factual and informative. Just explain it in the same way that you would explain it to someone in person.
3. Don’t Underestimate the Use of Sub Headers
There are a few ways in which you must format your marketing content. For instance, it is an absolute necessity to include sub headers in your writing.
Internet users are fickle beasts. If an article fails to constantly keep their interest, they will close out of it as fast as humanly possible. In order to keep a reader’s interest, you must make your content scannable. By using a sub header, you are informing your reader that a new idea is being discussed.
4. Use Short Paragraphs
As we just stated, internet users tend to lose interest in things at a fairly rapid pace. In order to keep their interest, you must make your marketing content scannable. Part of keeping your marketing content scannable is using short, concise paragraphs.
As a general rule, try to never write a paragraph over 4 sentences. Ideally, you’ll only use 1 to 3. There’s no better way to scare a reader off than by pushing huge blocks of text in his or her face. It makes for some of the most frustrating and boring reading imaginable.
5. Make Use of Bulleted and Numbered Lists
One of the most commonly used ways to keep your readers’ attentions is to use lists. Whether these lists are denoted by numbers or bullet points, they will help to provide your reader with the main ideas of your content.
Be honest. You click on that “10 Best Mustaches of All Time” article every time it pops up on your newsfeed don’t you? That’s the effect that lists have on readers. They make for simple, lazy reading. Who doesn’t like to be lazy as much as possible?
6. Keep Sentences Short and Simple
As with paragraphs, you need to keep your sentences short. Try your best to never go over 20 words in a sentence. In most cases, the less words, the better.
Again, internet users and buyers have no interest in reading a dissertation. They want the main ideas, in their face, as solid and concise as possible. A long, windy sentence will turn a reader off faster than the time it takes to read it. Don’t lose readers with annoyingly long sentences.
7. Be Authoritative
People are reading your blog post or white paper because they want to learn something . They’re not going to learn anything from someone who sounds unsure of themself. You must present yourself as an authority on the subject you’re talking about.
So, while you should be conversational, you shouldn’t speak in “maybes.” Force the point home with gusto. That’s not to say that you should be condescending. Just write as if you know what you’re talking about, which ideally you do. Marketing is no place for timidity and shyness.
8. Link to Sources and Relevant Information
While you’re not writing an essay or thesis, you still need to cite your sources. When writing for the internet, you do this by linking to direct websites in the context of your article.
Linking directly to other online articles not only shows readers where you got information from, but also helps with SEO (Search Engine Optimization). SEO is vital when trying to rank your website pages and posts high on Google and other search engines.
9. Don’t Forget to Include a Call-to-Action
Your reader made it through the end of your article, and enjoyed it as well. Now what’s he or she to do? If you don’t end your article with a call-to-action, he or she will probably just click out of the page and go on with life. This isn't what you want.
Keep your reader on your website by telling him or her to do something. Say something such as, “Keep in contact with us by clicking here!” Not every reader will click, but some will. It’s these “some” that are the reason for creating marketing content in the first place.