The headline of this post is not good. Or is it? Well it grabbed your attention hey!
Filling your social media pages and website with words can be a surprisingly difficult task. You could talk for hours about what makes your business great, but writing for potential customers is a different story.
When someone lands on your socials or website, you want to use your words in conjunction with your engaging visuals to lead a visitor to the point of the thinking 'hey, I want to learn more about this service', or 'this product will suit my needs, i'm going to buy it'. There are a few things to unpack here, so let's take a look at the importance of good copywriting.
"Every sentence you write should make them want to read the next sentence you write." - Robert Bruce
If what you write in your first sentence is engaging, interesting and relevant, people will want to read the second sentence. Then the third. Then the rest. And by the time their done they've learned more about you and your business, identified your unique value proposition, or have been persuaded to become a customer.
Here are a few more aspects of copywriting to keep an eye on:
Headlines, Titles or Subject Lines
Maybe the most important lines you'll write, you should write last. Headlines are for blogs and articles, titles are for videos, subject lines are for emails; true to the above quote, this one line should make people want to read/view the rest of that you have to say. Make them punchy, make them relevant, make them exciting.
Descriptions and Body Copy
Here is where the real magic happens. Your body copy is where you can drill down into what makes your business great and why people should choose you to do business with. You don't need to write hundred or thousands of words to make a point stick. Nowadays it's almost better to write less! Just make sure what you're writing is interesting and engaging.
A great tip is to use paragraph spaces to make your copy easier to read.
Bullet points are also great because:
They break up your copy
They emphasise your points
They add variety
Furthermore, numbered lists are great too.
They're quick to read
They're easily remembered
They denote importance
Good copy writing takes practice, but when done well in either short or long form, it can go a long way to a prospect to make the decision to buy from you or do business with you.
Search Engine Optimisation is perhaps a buzzword you've heard when dabbling with digital marketing. Basically if you want your website to be found on search engines like Google and Ecosia, you have to put the keywords people will put in the search bar in your copy. There are plenty of tools to help you optimise your copy for search engines like Yoast or SEMrush, as well as keyword identifiers like Wordtracker.
Call to Actions
Call to actions (CTAs) are pieces of text, graphics, buttons, basically anything designed to encourage a visitor to do something - from clicking a link, to sending an enquiry, to making a purchase. These short phrases can take many forms such as 'Learn More', 'Call Now', 'Subscribe' or 'Sign Up'. CTAs are key in prompting visitors along on the customer journey to take the next step from a visitor to a lead, or better yet to a customer.
"Today, marketers everywhere have put some creative spins on their calls to action to generate the leads their businesses depend on." - Brittany Leaning
Let's recap this article and see if I walked the walk; I had an engaging headline, my body copy was interesting and engaging (I think so at least), I repeatedly used the keywords of copywriting and website, now all I need is a call to action...