Copywriting
Aimee Carnwath
12 August 2024Introduction
Many people confuse copywriting with simply copying existing text. But in reality, it's the art of creating persuasive written content for advertising and promotion.Copywriting is everywhere in marketing – your website, social media posts, blog articles, and even emails. Since it's such a crucial element, why doesn't it always get the attention it deserves?
I’ve recently undertaken a copywriting qualification which I found extremely insightful and has helped to shape my work, and so in this article I’ll share some of the practical tips I’ve learnt along the way, to help you write effective copy for all your marketing materials.
Know Your Audience
The foundation of any marketing strategy is understanding your target audience. Who are you trying to reach? Are you writing an article targeting young adults (18-29) looking to buy their first home, or a LinkedIn post aimed at experienced landlords? We’ve written a blog about this in more detail here.Tailor your language and approach to resonate with your specific audience.
Quick tip: Love them or hate them, emojis are here to stay! So, incorporate them into social posts to make them stand out and be more engaging.
Hook 'Em Early
For longer content like articles, grabbing the reader's attention in the first paragraph is crucial. People today crave quick information. Don't waste time – get to the point quickly and keep it engaging. Use clear and concise language, break up your text with bullet points, headings and shorter paragraphs for easy reading.
The Power of Words
Crafting engaging copy goes beyond platform specifics. Focus on the words you choose and the language you’re using. For example, forget fancy jargon and acronyms (we all know our industry is full of them!) if you’re trying to engage with new home buyers, instead focus on using everyday language that resonates with them.Quick tip: If you ever find yourself using a term you think might be confusing, take a moment to explain it in simpler terms.
Call to Action️
Great copy grabs attention, but it should also have a clear purpose. What specific action do you want your audience to take after engaging with your content? Do you want them to visit your website, sign up for your email list, download a free guide, or even just leave a comment on your social media post?Define your desired outcome and craft a compelling call to action (CTA) that tells your audience exactly what to do next. Make your CTA button prominent, easy to understand, and use strong verbs like "Download," "Subscribe," or "Learn More."
By outlining the desired action and making it easy to take, you'll bridge the gap between capturing attention and achieving your marketing goals. You will only be able to measure the success of your content by looking at whether it has achieved the desired results (e.g. 10, 50 or 100 people have now signed up to your email database).
Quick tip: Ask questions in your social posts, asking them to reply in comments or react with specific emojis. It promotes positive engagement and the algorithms on social media platforms mean that your content will be more likely to be seen by more people as a result
You don’t have to be Shakespeare
Staring down at a blank page, tasked with crafting compelling marketing copy can feel overwhelming. But fear not! A new wave of AI-powered copywriting tools are here to help.These innovative platforms act as your creative sidekick, helping you to overcome writer's block and generate fresh ideas. They can:
- Craft Engaging Headlines & Openings: AI tools can analyse your product or service and suggest attention-grabbing headlines and opening lines that hook your audience in.
- Beat Writer's Block: Stuck staring at the white screen? AI can help! Simply provide some basic information about your target audience and goals, and the tool can generate different copy variations, sparking your creativity.
- Boost Productivity: Need to churn out social media posts or website copy quickly? AI can help you create drafts in a fraction of the time, freeing you to focus on refining and polishing your content.
So, the next time you face a copywriting challenge, don't be afraid to explore the power of AI tools to help you create compelling content that resonates with your audience. Here are a few FREE tools you can use:
https://openai.com/chatgpt/
https://gemini.google.com/app
https://claude.ai/
https://app.grammarly.com/
Overview
I really hope the initial panic about the introduction of copywriting has eased as you’ve worked your way through this compact guide to marketing copy. I would always say to anyone responsible for their marketing material to just put yourself in the shoes of your audience, cliché I know, but it honestly works.Quick tip: Don’t overthink or overcomplicate it – make it straightforward, relatable and most of all, have fun with it.
