With the rise of the digital marketing industry, copywriting, too, has become one of the most profitable businesses in the digital arena. But copywriting can be effective only if it’s good enough to convince your audience to make a purchase or take action on your website.
This can be to subscribe to your email newsletter, follow you on your social media accounts, click a button to go to a certain landing page, or whatever your conversion goal is.
For that, you need more than just impeccable grammar and a strong vocabulary. So what are the other skills you need to be an excellent copywriter who can make the most out of using their words?
Let’s find out.
1. Stellar Research Skills
To be a successful copywriter, you need to have stellar research skills. You can be a good copywriter only if you can create compelling copy that convinces people to do what you want them to do.
But for that, you need to know how the product or service you’re writing about can solve people’s problems. This means you need a deep understanding of the product or service you’re working on, which can come only through research.
But how do you know that your research is going in the right direction? For that, you need to ensure that you have the following answers by the end of the process.
First, why is the product made the way it is? This will help you find the unique selling approach for your product or service.
Next, what problems can it solve for your audience? Answering this will help them view your product or service as a means to ease their pain, conquer their fear, or align with their vision for a better and easier life.
But the market will have hundreds of similar products or services like yours. So why should they choose yours over any of them?
Give them a reason for that. This brings us to the next question, which is – what makes your product special? This will help you differentiate your business from that of your competitors. It’s a great point to talk about your features. But don’t limit your copy just to the features of your product or service. Talk about how it can benefit your users, too, because it’s the benefits that your audience will respond to more than its features.
For example, if you’re selling anti-virus software, it might be more effective to say that it will keep your computer safe 24/7 by preventing it from all kinds of threats rather than simply listing out its features. It’s a great way to connect with your audience through emotion.
2. Ability to Simplify Complex Information
Another essential skill that every copywriter needs is the ability to break down complex information for their audience. The best way to do that is to convey your points in the most straightforward manner.
Copywriting is more about passing on your message to your readers effectively rather than displaying your stellar vocabulary.
Your readership may include people of different age groups and from different linguistic backgrounds. Not everyone may understand complex words.
So make your copy easy for everyone to understand. The best way to do that is to write like you’re writing for a 12-year-old. Use simple and plain language so that your audience doesn’t have to switch tabs to find the meaning of the words you use.
To make sure that your reader isn’t overwhelmed by your writing, make proper use of white space. This can be done by writing short paragraphs with short sentences. This will make your copy easily readable without losing its meaning.
3. Ability to Convince People to Take Action
The next important skill that every professional copywriter needs is the ability to convert. And to create copy that converts, you should be able to convince your readers to take action on your website. Without that, it can be difficult to reach your conversion goals.
The best way to encourage people to do what you want is to create problem-solving content. Your audience doesn’t need another pitch. What they want is a clear solution to their problems. So identify their problems first and then poke their pressure points.
Ask questions like, “Are you struggling to expand your email list?”
Such questions will instantly help them understand their problem, and they will continue reading your post in the hope of finding a solution.
You can also try using emotions to motivate them to act. A good way of doing that is to use the power of FOMO or the Fear of Missing Out. FOMO is a psychological trigger that people react to when they see that they are missing out on something that others are enjoying.
For example, if you’re selling a product, try running a Limited period offer and see how fast people respond to it. No one wants to miss out on great opportunities. So when they see that the offer will run only for a limited time, they will try to grab it at the earliest in fear of missing out.
But this technique will work only if you can show the relevance of the product. Show them how result-oriented the product is. The best way of doing that is through personal examples.
Try out something like “I used X product to grow my email list by 250% in just 40 days”.
This is a great way of gaining quick attention from your readers and encouraging them to follow your steps. And since you have already achieved the results, they are more confident in trying them out themselves.
The most important point here is to give them a way to get what you’re offering. So close your article with a powerful CTA. Without that, you might end up confusing your readers.
4. Ability to Create Catchy Headlines
Your title is the one thing that will help people decide whether or not they want to read your article. That’s why it’s important for you to create a catchy title that captures your audience’s attention.
The best way to do that is to use power words in your headlines. Smart copywriters use such words to evoke an emotional response from the readers. These words are called power words because people can’t resist clicking on them.
A few examples of such words are Interesting, Funniest, Cheapest, Limited Period Sale, Behind the Scenes, etc.
But simply using a power-word won’t make your headline attractive. You have to optimize them too. Coschedule’s Headline Analyzer makes it easy for you to do that. It helps you figure out if your title has the right balance of words, has a good length, etc., and tells you if your headline is powerful enough to convince people to click.
5. Workable SEO Skills
You don’t need to be an SEO expert to make your copy work, but you surely have to know the basic SEO skills to attract traffic. People will read your articles only when they know that your article exists.
Of course, you can promote it on social platforms. But the traffic you receive through social media will eventually die out. What stays is the organic traffic that comes through Google.
For that, you have to optimize your copy with proper on-page SEO. This starts with solid keyword research. There are several other parameters that you need to follow to optimize your posts.
For example, you need to use a strong meta description, add alt tags to your images, optimize your slug, etc. This will make your blog posts search engine friendly, which will take them to the top search results.
In the current digital era, anyone can become a copywriter. What’s important, however, is to be able to create a copy that is profitable for your business. And that’s possible only if you have the right skills. The above tips can help you come up with a stellar copy that not only promotes your business but sells it too.
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