Blog

Copywriting

Aimee Carnwath

Aimee Carnwath

12 August 2024
Introduction
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 Action
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.
While AI can’t and never will replace the human touch in crafting relatable copy, it can be a valuable asset for busy marketers and content creators. Make sure that you check that all AI-generated content makes sense, is edited where necessary, complies with FCA regulations around financial promotions, and reflects your brand values before it is posted. Think of it as a brainstorming partner, a research assistant, and a time-saving machine all rolled into one.

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.

Reading this blog counts towards your CPD!

Click here to add this session to your Paradigm CPD log.


16 October 2024

Your Business Matters


7 October 2024

What may impact BTL and Resi markets in 2025?


1 October 2024

Why Gen Z could be the perfect match for protection


30 September 2024

Self-employed mortgages can be easy, if you choose the right lender


26 September 2024

Lenders and regulators must be careful not to add to adviser disillusion


19 September 2024

There may be trouble ahead…


2 September 2024

Source Go: The Modern Answer to the GI Question


29 August 2024

Pre- and post-mini Budget remortgagors need guidance in transformed market


23 August 2024

Guardian's 2023 claims report: a milestone worth celebrating


14 August 2024

Rate cuts are a positive story for advisers


7 August 2024

Mind the gap (s)...


1 August 2024

The mortgage market is set for a teeming H2


29 July 2024

Aldermore are backing more of your clients to go for it


22 July 2024

YOU SAID, WE DID!


12 July 2024

A surge of optimism for the market


9 July 2024

Distribution of Wealth


3 July 2024

Consumer Duty one year on – what might happen next?


24 June 2024

How to increase your protection business


17 June 2024

Consumer Duty will mark new era of continuously changing advice


6 June 2024

Mental Health Matters: Workplace Wellbeing


21 May 2024

Advise or refer? Ensuring the best possible outcomes for your clients


15 May 2024

Darlington Criteria Updates


14 May 2024

And The Wait Goes On


10 May 2024

Cap on broker fees sparks industry debate


1 May 2024

Expect the unexpected


15 April 2024

Ready, set, remortgage!


12 April 2024

How the mortgage market is failing new arrivals to the UK


11 April 2024

A compliance refresh will lighten unavoidable market stress


4 April 2024

What is driving the Specialist Residential and Buy-to-Let markets this year?


4 April 2024

A Government that prioritises owner occupiers at the expense of the PRS


28 March 2024

What is your website for?


19 March 2024

Exploring the value of value added benefits


4 March 2024

Artificial intelligence – friend or foe to advisers?


21 February 2024

RESTRICTIONS LIFTED?


9 February 2024

Trust your own gut when listening to market predictions


7 February 2024

Strategic thinking - Is this time for a new look at how we work as a business?


8 January 2024

The Name's Bond...


21 December 2023

PTs remain a big part of the marketplace


21 December 2023

Not all wine and roses but outlook is better


15 December 2023

Artificial Intelligence: A vision for the future


12 December 2023

Reflecting on 2023


11 December 2023

Mental Health Matters: Menopause


8 December 2023

Looking ahead: Reasons to be cheerful about the market in 2023


17 November 2023

Why TikTok could be a winning tactic for brokers


30 October 2023

How advisers can improve the quality metrics with insurers


27 October 2023

The Aggregator Market - Friend or Foe?


25 October 2023

Don’t let Charter support remove advice from the mortgage process


3 October 2023

How to strengthen your defences against cyber threats


29 September 2023

White Dragon Communications


8 September 2023

Advisers deserve recognition for keeping borrowers on lender books


8 September 2023

Claims history of an insurance should form core part of assessing true value of insurance and advic


23 August 2023

The good, the bad & the ugly of using Artificial Intelligence (AI)


14 August 2023

Accessibility in your marketing


14 August 2023

Choosing the right social media platform for you


7 August 2023

Staying safe online


4 August 2023

The blasé attitude towards sudden mortgage withdrawals is not good enough


1 August 2023

Is your content compliant?


10 July 2023

The argument for higher proc fees for better quality business is undeniable


22 June 2023

Product withdrawal timescales and how brokers can adapt


1 June 2023

We're not in mini-Budget territory yet!


24 May 2023

Skipton’s 100 per cent mortgage should be replicated, not feared


30 April 2023

Protection And Mortgage Fair Value Assessments – What Is My Actual Responsibility?


6 April 2023

Lenders will compete on mortgage rates, but don’t expect a price war


27 March 2023

Vulnerable Customers and Economic Abuse


10 March 2023

Tell borrowers to stop waiting for mortgage rates to fall


7 March 2023

Mixed messages from Bank of England boss ahead of MPC meeting


6 March 2023

Take the Consumer Duty seriously when it comes to protection


17 February 2023

Mortgage Market Update


10 February 2023

Let’s not be hasty and write off this year’s property purchase appetite


6 February 2023

Implementing Consumer Duty


9 January 2023

Income Drawdown – moving with the times


9 January 2023

Why it’s so important you tell us about your vulnerable customers


5 January 2023

Why advisers are so vital in the mortgage market


Paradigm

THIS SITE IS FOR PROFESSIONAL INTERMEDIARY USE ONLY AND NOT FOR USE BY THE GENERAL PUBLIC.

APCC MemberConsumer Duty Alliance

Paradigm Consulting is a Member of the Association of Professional Compliance Consultants and also the Consumer Duty Alliance.

Paradigm Consulting is a trading name of Paradigm Partners Ltd
Office address: Paradigm Partners Ltd, Paradigm House, Brooke Court, Wilmslow, Cheshire, SK9 3ND
Paradigm Partners Ltd is registered in England and Wales. No.09902499. Registered Office: As above

Paradigm Mortgage Services LLP
Office address: 1310 Solihull Parkway, Birmingham Business Park, Birmingham B37 7YB
Registered in England and Wales. Company No: OC323403. Registered Office: Paradigm House, Brooke Court, Lower Meadow Road, Wilmslow, SK9 3ND
Paradigm Mortgage Services LLP is a Limited Liability Partnership.

Paradigm Protect is a trading name of Paradigm Mortgage Services LLP
Office address: 1310 Solihull Parkway, Birmingham Business Park, Birmingham B37 7YB
Paradigm Mortgage Services LLP is registered in England and Wales. Company No: OC323403. Registered Office: Paradigm House, Brooke Court, Lower Meadow Road, Wilmslow, SK9 3ND
Paradigm Mortgage Services LLP is a Limited Liability Partnership.