There are many things a good copywriter should do. Examples include thoroughly understanding the product before writing copy, catering to the thought process of customers, establishing the authority of the client. If any copywriters implement these, your copy is better than 60 percent of the stuff that’s out there. But any halfway decent copywriter won’t accept these stats. They want to write something that ‘s out of the world. Something that’s better than everything out there. Best of the best.
But how do they do that? Turns out there are a few tricks that you can use to bridge the difference. The difference between a dull web page and page that is a living, breathing and working part of your marketing team.
1. Button optimization: Copyhackers have done an extensive study on this. After they wrote copy for dressipi.com, they began to play around with the headline, thinking that it is one of the factors for conversion optimization. During their A/B testing, they found out that even after testing variations of the headline, conversions were not going up. So in a lightbulb moment, they thought about testing the button. And lo and behold, the conversions went up 123 percent. Moral of the story: The best optimization is website headline optimization + button optimization.
2. Adding infographics to your content: The eye candy in the writer’s market. In today’s blogging scenario, infographics are one of the best things any content marketer or copywriter can employ in their copy. Even though infographics are mainly used to support blogs, they can be used in a variety of other writing spaces such as,
1. Guest blog
2. Social media websites
3.Slides
4. Infographic sharing websites.
Studies have shown that people retain 70-80% of what they read. Information that can be looked upon is getting widely popular. For today’s readers, a picture is indeed worth a thousand words.
3. Selling without selling: The meaning of copywriting is “writing that sells something”. But recent diversion towards content marketing trends shows that customers don’t always respond to selling statement. They sometimes respond to information rather than the product.
If the copywriter can inform readers about something, they will automatically be more inclined towards the product. Content marketing can also be used with soft selling. For example, instead of “Do you want to buy?” You can use “Do you think this is something you can implement in your business”
Instead of “So when are you buying this?”, you can use “So is there anything else on your mind, any questions that I can answer?”. This creates a sense of easiness in the prospect’s mind, creating the perfect bond between them and you on a human level.
4. Understanding the actual task to be done: Sure a client may say “I want a case study highlighting the x and y features of my product”. But a good copywriter will understand that people are not interested in x and y features of the product. They are interested in what x and y features can do for them.
The actual task of the project is not to develop a case study who will go on about what the client has made. The case study will have to be about how those particular features have changed a customer’s life. How since company A started using these features,s they have turned their business around.
Outcomes are always better than features. There is something you can use. When I’m ……….., features x and y help me ………, so that I can ………….This will make sure people understand exactly how the product is impacting their lives.