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Write Copy that Converts

Written by Erinn McKinney on Sep 19, 2017 9:59:00 AM

In Marketing Enablement

Anyone can write copy, but not everyone can write it well. Still, good content is the cornerstone of any Inbound Marketing StrategyMany say that writing copy is an art. It takes a certain degree of skill to persuade an audience and evoke action from them, and writing for mediums requires a different approach; social media posts, blog posts, and advertisements don't have the same form or goal. A skilled copywriter knows how to weave words in the perfect way to convert prospects.

Tips for Writing Great Copy

Many try their best in the hopes that their copy will convert, but not all are successful. There are a few tricks, though, that you can use to see better results in your marketing investment.

1) Thoroughly understand your target readers: Before you write sales copy that converts, you need to understand what exactly appeals to your customers. Think about what they want, what they need, and how your product/service can be of assistance. They won't pay attention to copy about unappealing features, products, etc. Using the inbound tactic of creating buyer personas will help you answer these questions.

2) Tailor your copy to a medium: Some forms of copy work for one medium, but not another. Don't make the monumental mistake of writing copy and slapping the exact same words on every medium you have access to. Copy for a blog post will be much different from that found on a landing page. The same goes for website copy compared to newsletter copy. Throughout these mediums, the underlying message should be the same. It's a good idea to recycle the language, but you need to tailor it to your medium of choice.

Related: How to Write a Compelling eBook

3) Don't focus on product features: We get it. You think your product is the best thing since sliced bread, and you want everyone to know the cool things it capable of. Repress the urge to list off the features of your product, and, instead, focus on the benefits it brings to your client base. This tactic is much more persuasive. Grab their attention with benefits that provide a solution to their most common pain point then explain how the product's features make that happen.

4) Stay simple: Any copy you write should be understandable from readers of various backgrounds. Use direct language and simple words. You don't want to make your readers grab a dictionary to understand the point you're trying to make. You need to remember while writing that your customers are of different ages and educational levels. To keep copy simple, keep your writing contained in short paragraphs, and leave lots of white space.

5) Don't write robotically: When you're writing sales copy, remember who you're writing it for. On the other side of that computer screen, there will be a real-life person reading your carefully selected words. To reach a higher level of engagement, make your writing conversational. If the copy sounds like it was written by a robot, there will be fewer people reading it.

6) Insert customer testimonials: What better way to convert prospects than showing them how great other customers think your product is? When potential customers see real people bought, used, and enjoyed your product, they'll be more inclined to take it for a spin themselves. Inserting some quotes into blogs, on your website, and other forms of copy is an effective method of promoting your product and business.

7) Don't forget a call to action: A call to action is one of the most important elements of your copy. All your blog posts and social media posts should have one. Whether it's booking a consultation or telling them to read a specific blog, you need to make your customer feel involved and point them towards conversion.

Copy that converts is priceless, and every marketer wants it. With practice and these tips loaded in your arsenal, your sales copy will see higher conversion rates. 

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