Most digital marketers tend to focus their content for the technical SEO side. This results in them hiring writers to create content that teaches search engine algorithms to understand. This approach fails for two reasons, first is that these search engines rank content based on the experience it provides readers. The second reason why this approach fails is that the search engine is not the one who is going to part with his/her money for your solution. Similar to any successful business that is built around the wants, needs and desires of its consumers, copywriting should be centred upon the reader of this content.
Before we get into how to create copywriting content that compels readers to action, let’s address how search engines approach and rate content. The most popular search engine (Google) uses two approaches in its quest to separate content: is the content Valuable and High Quality Vs. the rest of the tripe available on the Internet. It checks for Expertise, Authority and Trustworthiness of the content. It also checks content that can directly or indirectly impacts the reader’s levels of Happiness, Health, Financial Benefit and Wellbeing.
When marketers write digital content for audiences it is imperative that the copy keeps in mind the awareness levels of its target audience.
Not all your prospect customers have the same levels of awareness
The key for your copywriters is to map content basis the reader awareness level. It is important to spend time to introduce your solution in a clear and concise manner. Keep in mind that readers of your content are not only dealing with an attention deficit (due to the amount of digital content that they consume) but also want to know upfront what is in it for them without having to scan pages of writing to get to the crux of the matter. Make your opening sentence bold and provoke curiosity. Ensure that your value proposition is upfront and captivating.
There are 5 ways that a headline can be written:
The Normal Way (i.e. Ways to Make Drinking Chocolate More Delightful)
The Question Way (i.e. What are Ways to Make Drinking Chocolate More Delightful?)
The How-to Way (How to Make Drinking Chocolate More Delightful)
The Number Way (i.e. 15 Ways that Make Drinking Chocolate More Delightful)
The Addressed Reader Way (i.e. Ways in which you can Make Drinking Chocolate More Delightful)
Statistical data reveal that Headlines with Numbers receive the highest response (36%) followed with Headlines Addressing Readers (21%). How to, Normal and Questions garnered only 17%, 15% and 11% respectively. The more clarity the consumer/ reader gets from the headline, the better informed and quick is the decision to proceed.
Another powerful tactic to compelling headlines is the use of superlatives (i.e. Best, Fastest, Smartest, Perfect etc.). Ensure that your content is skimmable so that the reader picks up on the key points without having to read mind-numbing chunks of copy. Break up the content with Headline, Sub headlines, Bullet points and Pictures.
Copywriting is a critical part of not only telling a beautifully crafted story that paints pictures in your readers’ minds as they journey through the copy. Of course not all copywriting has to be positive reinforcement. It has been proven that fear and danger communicated more powerfully than pleasure and rewards. Copywriting needs to take the readers’ thoughts, emotions, wants, needs, fears and desires and give them a clear path of action by telling them what to do next and how to go about it.
When writing copy in communication, ensure that you continually ask yourself "How does it make me feel?". Words have power along with meaning. With the growing integration of AI in technology, AI has classified power words into 4 categories:
Common Words: (i.e. For, With, The, Will, A, Is, To, And, For, Why, Me, You, I, Your, How, What etc)
Uncommon Words: (i.e. Make, More, Mind, Life, Needs, Now, New, Time, Day, One, Really, Ways, Actually etc)
Emotional Words: (i.e. Epic, Guaranteed, Immediately, Tempting, Sensational, Startling, Ultimate, Adorable, Practical, Authentic, Reliable, Truth etc)
Power Words: (i.e. Growth, Remarkable, Easy, Unbelievable, Superb, Powerful, Triumph, Irresistible, Perfect, Comprehensive, Unstoppable, Bold etc)
A guideline towards writing result-oriented copy should include the following:
Pain Points: Outline the problems that your solutions helps people solve.
Benefits: What is the value the readers get from your solution?
Differentiators: How is your solution uniquely superior from everything that is already out there?
Objections: Why would they not accept your offer and how can you reduce their risk?
Call to Action: What should they do next?
Conclusion: Your copy needs to communicate a clear value proposition that describes what you're offering, why people should want it and how it separates your offering from your competitors’. It needs to be tailored to address the specific audience you're talking to; their pain points or the problems that you hope your offer is going to solve. If your value proposition, target audience and message do not match it is almost certain that your copy with fail to convince the reader and fail to achieve the desired results.
Related Reading: Unlock the artful craft of creative copywriting for explosive growth
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