Successful marketing copy has a big job. It could be technically flawless and terrifically entertaining. But if it’s not resulting in readers filling out your form, then somewhere along the line, the copy is lagging. The bottom line is that you need to empathize with your reader, meet them where they are at, and show them how life could be better.
Here are a few copywriting tips to help you attract business:
- Remain true – That’s right, don’t write something into your copy just because your competition does it. What are YOUR strengths? What is doing business with YOU going to be like? Tell readers YOUR story.
- Make it about them – This may seem counter intuitive to the last point, but hear me out. While you want to tell your story, you can’t be self absorbed. When it comes to the blogging comments and social media, it will pay off to listen as much as you talk.
- Identify with your audience – The easiest way to do this is to tell your readers how you’ll fix their problem. Think about those late night infomercials. They always start with a clip of someone trying to cook or clean without the benefit of your invention. It’s the same principle. Remind them of life before your business, and show them what life could be like after.
- Give them something to talk about – How doesn’t matter as much. You can entertain, or inform. You can make them laugh, or you can make them cry. Whatever you do though, you have to give them a reason to keep reading. Do this enough times, and you’ll keep an audience.
- Create a call to action – You may have heard this 100 times, but it’s worth saying 100 more. If people don’t know what you want them to do, chances are, they’ll never do it. End your blog with a question. Put your contact info on every page, and welcome your readers to find you.
- All else fails, bring in the big guns – Whether it’s for a quick edit or to write the whole thing, don’t be afraid to ask for a little help from time to time. Hiring a freelance writer is probably more affordable than you think.
You have to be a little different to stand out. Just follow these steps, and hopefully you should see your online marketing conversions on the rise.
Matt Brennan is a Chicago-area marketing writer and copy editor. He is also the author of Write Right-Sell Now.
Good tips Matt. I would like to point out one additional fact–that oftentimes the copy isn’t to blame when prospects don’t take the appropriate action; sometimes the problem is the visitors aren’t targeted. High bounce rates and “low average time on page” are indications that the visitors might not be the correct type for the offer being presented.
Of course, with your tips in mind, writers are that much closer to actually engaging the visitors who will actually move forward.
Excellent point, Jarvis. You have to always keep your audience in mind, and make sure that your keyword research is always targeting the right people. Thanks for the comment!
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