10 Design Tips for Writing Copy That Sells
Creating effective copy that sells isn’t just about being persuasive — it’s also about keeping your reader on task, while providing the information they need to take action. Any piece of content can be made more interesting and easier to digest by adding some good sales copy. Even if you don’t have a writing background, there are plenty of tips and tricks you can use to improve your writing — which will make it easier for people to understand what you want them to do next.
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Write for the reader
The most important thing, as with anything you write, is to write for the reader. In other words, you should write for the person who will ultimately read your content. In the case of marketing and sales copy, the person is the customer. This means you should always keep in mind what your reader wants from the content. What are the main things they want to know? What are they hoping to achieve? If you can answer these questions, you’ll be able to write content your customers will find useful and interesting. This will make it easier for them to act, and also increase your chances of getting what you want from them — sales.
Focus on benefits and features
When you’re creating marketing copy, you have to focus on what your reader wants to know. So, the first thing to do is to think about what your reader wants to know. What benefits do they want? What features do they want to know about? You can then use these questions to guide you as you draft your content. This will make your article more useful and relevant to your reader, as well as helping you to highlight the specific features you want them to know about. These two things will help to keep your reader on task, as you’re not just talking about your product or services, but giving them the information they need to make an informed decision.
Be clear and concise
If you’re going to give your reader information, it makes sense to do it in a way that’s clear and concise. This means your copy has to be easy to understand. This will make it easier for your reader to absorb the information, without missing out on any key facts. It also means your writing has to be as short as possible. If you’re going to write an article that your customer might read, it makes sense to keep the copy to a minimum. Aim for a length of between one and two sentences. Don’t ramble. Don’t write paragraphs that are a mile long. If you’re going to write a few paragraphs, keep them as short as possible.
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Use bulleted lists
Bulleted lists are one of the best ways to keep your reader on task while also adding some structure to your content. A bulleted list is a way of breaking your content into short, easy-to-follow sections. This makes your article easier to digest, and also makes it easier for your reader to find the information they need, as they don’t have to hunt around through a long piece of text. They make your article more interesting too, by providing structure, colour, and layout. They’re also a great way of making your content more SEO-friendly, as it’s a good idea to include keywords in your bulleted lists. This will make it easier for search engines to pick up on these terms and rank your content higher in the results.
Show, don’t tell
Another important thing to remember is that you have to show, don’t tell. This means you have to try to show your reader why they need your product or service, instead of telling them why. You can do this in a couple of ways. First, you can use examples and metaphors to help to illustrate your point. These are examples, metaphors and similes can help to show your reader why they need what you’re selling. These are short, snappy sentences that show your reader how your product is relevant to their needs.
Ask for what you want
If you want your reader to take some action, you need to make that clear from the beginning. This can be as easy as making a bold statement at the beginning of your content, like: “You need to read this article” or “You need to take action on this now.” This will make it clear that your article is designed to encourage your reader to take some sort of action. Otherwise, they might not realize what you want them to do — which means they might not take any action at all. This is a big no-no when it comes to marketing and sales copy — you want to make it as clear as possible what you want your reader to do next.
Make it your own voice
One final point that’s important to note with copywriting is that it should sound natural, but also like it’s been written by your brand. If you’re not sure whether your writing style sounds natural, try reading some of your own content. If you find your writing doesn’t sound like you, then it might be worth taking the time to try to improve it.
Finally, you want to keep your content conversational. This means you should try to write in a way that sounds like you’re talking to your reader, rather than a wall. This is easiest to do if you write as if you’re talking to your customer. As mentioned above, you can use examples, metaphors and similes to help you create this conversational tone. You can also try to use more conversational phrasing by changing your word choices and avoiding the use of long words.
Marketing and sales copy are an important part of any marketing strategy. It’s essential that these types of content is engaging and interesting, and also easy to understand. If your copy isn’t clear and easy to understand, then it won’t be able to get your reader excited and motivated to act. This means you have to keep your reader on task while also providing them with the information they need to make a decision. The best way to do this is to keep your reader’s needs in mind, and focus on what they want to know.