4 Steps to Create Killer Copy for Your Business
Whether you want to rank on Google or sell a product, using powerful copy is enough to transform your business’s results.
In the last blog post, we discussed the best on-page SEO tips for 2023 and touched on engaging your audience. Today we will expand on this but show you how to apply it to all areas of your business. Let’s dive in.
1. Keep It Simple and Clear
Although tempting, using big words and long paragraphs can be really off-putting for your reader. Jargon can also make copy less clear, so you should avoid it whenever possible (although it’s okay in small amounts).
Remember that good copywriting is all about communicating a clear and specific message to your reader.
But here’s something else to consider: use subheaders that clearly explain what that section is about. Some readers might only be on your page to find specific information, so it’s best if they can easily find it.
2. Talk Directly to Your Audiences’ Issues
Remember, a real person with a life, responsibilities and hobbies reads your copy, and nobody has enough time to spend all day reading about your business’s greatness.
Instead, think of the reader always asking, “what’s in it for me”. By addressing this question, your content will be focused on helping your reader rather than just talking about yourself or your business.
It’s ok to talk about your business as long as you focus on benefits to the reader.
Another great way to connect with your reader is by addressing them personally with words like “you” or “your”. You can also address their issues outright with statements such as:
“Your rent is rising, and the economy is slowing. However, this one trick could double your brick-and-mortar store sales.”
The example above shows an understanding of the reader’s issue and provides a solution. In this case, the answer is a hook, which leads us to our next step.
3. Use Hooks
Simply put, a hook is a sentence that grabs the reader’s attention and keeps them reading. Copywriters mostly use hooks at the beginning of the copy, but you can also use them after subheadings if you see an opportunity.
Great hooks tell the reader the benefit of reading on without giving too much away. It’s also a good idea to keep it short by removing unnecessary words.
You can also use a statement that sounds controversial or contrary to popular belief in a hook to entice the reader. But remember that the copy should back up the hook, or you could lose your readers’ interest; in other words, avoid clickbait.
Another idea for a hook is to use numbers or statistics. For example
“What if there were a way you could get flight tickets 60% cheaper?”
Using numbers makes your copy seem more legitimate and can build trust with the reader. Also, numbers can convey a message in one or two characters that would otherwise take multiple words. Think about what the hook above would look like without the number.
“What if there were a way you could get flight tickets at better than half price?”
The hook is less specific and takes longer to read without the numbers, and as we discussed earlier, shorter and simpler is always better.
4. Follow a Plan
Eugene Schwartz, one of history’s best copywriters, once said that copy is not written; it’s assembled. By this, he meant you should take pieces of writing and apply them to a structure that is proven to work.
This makes life easy for the writer, as they only have to fill in the components rather than structuring an entire piece of copy.
Here is an example to help explain the concept better:
The AIDA formula is one of the best structures in copywriting to grab your readers’ attention and get them to take action. AIDA stands for attention, information, desire and action. Here is what each means and how you can use them to assemble great copy.
Attention means to engage your user. You will do this through a hook that makes them want to know more. Refer back to the section above to learn what makes a great hook.
This is where you will inform your reader and deepen their interest. Generally, this means giving more background information on the statement you made in your hook. Another way of looking at this section is as a transition between the attention and desire stages.
You need to tap into your user’s desire. Try to answer the user’s question, “what’s in it for me?” You can use Maslow’s Hierarchy Of Needs to help with this. Choose one desire and explain how the product or service will help remove or improve an issue relating to it.
Call To Action
By now, the reader knows: who and what the product is for and why they need it. Next, you need to explain where to get it and how. This is what your call to action is for. A good CTA will tell the reader precisely what steps to take next. Here’s an example:
“Click below to sign up to our email list and save on your flights.”
Overall, creating killer copy is quite simple. The focus is always on benefits to the reader rather than to your business. You need to know your reader’s issues and explain exactly how your business fixes them. Doing this will keep your reader engaged and increase their chances of following through with your CTA.
The best part is that there are hundreds of proven copywriting formulas online that you can experiment with to see what suits you most!
*Copywriting homework* Study great copywriters. Try to recreate copy they wrote in your own style and aim to understand the thinking behind what they said.