A copywriter is someone who is able to influence the actions of others through the written word. This could mean persuading a website visitor to click a link or subscribe to an email list or make a purchase, all through written content. Learning to write effective marketing copy is a key to successfully marketing a product and making sales. The following are some expert tips for improving your copywriting skills.
1. Keep it simple.
The most effective marketing messages are short, sweet, and to the point because that’s how they penetrate the reader’s consciousness, cutting through all the distractions of competing thoughts and messages. Albert Einstein famously said, “If you can’t explain it simply, you don’t understand it well enough.” If you find that you can’t get your point across succinctly, then do more research to build up greater knowledge and understanding.
2. Put personality into your words.
A unique voice will stand out from the crowd. Factors that can communicate personality to the reader include things like tone, word choice, and a sense of humor. A copywriter should try to match his or her “voice” to the target audience. In general, an informal, conversational style will come across as more friendly and relatable. Nonetheless, it’s important to write well and to proofread for the basics of grammar and mechanics. Misspelled words or capitalization errors can take away from the authority of a message.
3. Use an attention-grabbing headline.
The best headlines come after the copy is written, and they’re drawn from the most memorable and interesting parts of the text. A good headline should promise a concrete benefit to the reader, which the copy should then deliver. One veteran copywriter recommends asking yourself whether the headline alone, followed by a phone number, would be enough to get a reader to call for more information. If so, then the headline is perfect.
Like all skills, copywriting can be improved through study and practice. For personal study, try keeping a file of marketing messages that stand out for their quality and effectiveness, and notice how they work. Some copywriters feel that they have improved their skills the most by copying other writers’ words by hand. For serious students, there are copywriting books, seminars, and courses available.