Copywriting is really and truly the bread and butter of marketing. Google ads, social media, emails, and SEO are nothing without the flair of a great piece of effective copy – especially if you are trying to boost sales!
No one preaches this more than our team here at BeKonstructive. A great example of this was when we worked with Air-Rite, a commercial air conditioning company whose copy was a little all over the shop. We prioritised developing clear and relevant content across their website and blog which improved their SEO ratings and their ROI.
So, as seasoned professionals in the art of writing super good and cool and effective copy (with great grammar), we decided to share some of our top tips on how to turn your copywriting into real-life tangible sales.
1. Know who your people are!
Yep. That’s right. It can be a little surprising how often we see copy that has been created for the entirely wrong demographic. Knowing who your audience is is essential in creating content that will find them.
We often like to turn our audience into a character. Some things to think about are…
- What they like to do in their spare time
- Where they shop
- What are their values
- Where do they live
- What is their income bracket
Once you have this character outlined out, try writing content that would appeal to that specific person. This is a great way to simplify your audience when it seems a little overwhelming. While everyone has their own idiosyncrasies, you can generally assume that if they are interested in your product or service, they will also have other similar interests.
Knowing these things about your audience allows you to accurately gear your content towards them. For example, if you were a bespoke furniture company you would rather be writing content for home buyers and not uni students in share houses, right?
2. Strategy, strategy, strategy!
Once you know who your audience is, you can then start to pivot your content towards them. It isn’t enough to have a great website anymore – you have to be in your potential clients head and pockets whenever you can. Find out what social platforms your audience is on, what groups they are in, etc etc, and then meet them there.
Don’t waste good copywriting where it wont do any good work. Know where to centralise your efforts and then keep it coming.
3. A title that delivers
When writing a title for your piece of content, it is always best practice to make it snappy, attention-grabbing and ACCURATE. Please, for the love of god, do not exercise the thought of click-bait. While it may have worked on you at some point, companies that use click-bait tend to be black-listed by search-engines, as well as snubbed by readers due to unreliability.
It is one of those SEO red flags that will absolutely get you booted off the internet.
Your title should clearly communicate the contents of your article while still being appealing. This is why listicles and explainers are so popular – they have clear titles that everyone can understand.
4. Keep your tone right!
Successful copywriting relies on harnessing the right tone for your piece. But first let’s get the structure down.
In marketing, we refer to AIDA (Attention, Interest, Desire, and Action) to help us navigate writing copy. Grab their attention with a snappy title, and encourage interest by highlighting the key parts of the copy. Use your content to build a desire and want in your audience for your specific product, and make sure to include a call-to-action that really speaks to your people.
Once you have your framework for your content, identify the tone of your message. Is it upbeat, professional, fun, or educational. For example, at Bekonstructive we aim to keep our tone of voice casual and a little cheeky, as well as informed. Knowing this helps us design effective copy that our readers actually want to engage with.
5. Identify pain points and eliminate doubt
When we discuss pain points, we are talking about the things that have brought a client to you in the first place. It is likely that your client is seeking your services as they dont have the time, energy, or skills to do it themselves.
If your client is feeling as though your product isn’t fulfilling their requirements, then they will move on pretty quickly. It’s on you to know these pain points and make sure that your copy highlights how easy, or efficient, or skilled the service is.
Eliminating a client’s objections is a great way to move yourself to the top of their list. Think about the questions you ask yourself when you assess a product or service and make sure they are answered through your copy.
Okay, so you do everything we have discussed. We identify the audience and create effective and strategised copy that meets their needs and eliminates their doubts. And then, we call to action (CTA).
Call to actions have a tendency to feel a little forced, like an awkward appendix that we would rather avoid. But the reality is that calls to actions are essential. If you aren’t letting the client know that you actually offer the service they are looking for, they may not even realise.
So, at BeKonstructive, we think about CTA’s as the next step for the audience. If they have connected and enjoyed the content you have created, a CTA is the next step they can take to continue the process.
A great way to make this next step more enticing is to also offer the client something in return. Asking your client to ‘sign up for a free consultation’ is more rewarding for the reader than ‘sign up now’.
So, pretty much, having someone take the next step after reading your article is the ultimate end goal for your piece of content.
Great copywriting is simple copywriting
If you take anything from these copywriting tips and tricks, it’s that knowing your audience and writing strategically for them is key in boosting sales. Don’t over-complicate your work by writing it for lots of different types of people – it will just lead to confusion and disinterest in your readers.
Good copywriting is all about strategy, and strategy is the ultimate deciding factor in whether you will boost sales or not. Remember, when in doubt, you can always throw in a cute pic of your cat and hope for the best!
We consider ourselves pretty adept at this old copywriting game, so if you are interested in our copywriting services click here to book a free consultation (see what I did there 😉).