How will you truly know if you have good copy?
Honestly, any content is good content if the reader responds the way you want. It’s just that some copy is better!
What is better copy? Persuasive writing? Something more engaging? More informative? All of the above?
There are a wide variety of content styles used in different marketing tactics. After all, you don’t see long form copy on a billboard, or short form copy on direct mail letters. So, first let’s establish the difference between writing digital content and content for direct response.
Digital is typically short form copy. There’s less space and it’s assumed that the reader has a shorter attention span. Whether you’re talking about a web page, emails, or social media posting, it’s short form.
Copy for offline use can be either short of long depending on its purpose. Like the example above, a billboard has to contain a short and powerful headline that penetrates the reader’s consciousness. A direct mail letter – especially one that contains a persuasive message, might work much better as long form. More time is invested by the reader as they become “engaged” in the persuasiveness of the message.
Whether digital or offline, however, copy is key to gain attention and to motivate the reader by providing a “call to action.” You must make them aware of the next step they should take. You might want them to continue reading, call a number, or make a purchase.
How to Write Good Copy
Establish the Purpose of Your WritingSales copy
- Web page
- Social post
Who is Your Audience?
Is it for B2B or B2C use?
Which channel will deliver your message?
- Television commercial
- Radio spo
- Bus bench
- Web page
- Print ad
- Banner ad
While we firmly believe that copywriting should be left in the hands of the professional – mainly because there’s a qualitative aspect to writing good copy that only a pro with years of experience could understand – here’s some key ingredients you need to remember:
Determine Your Target Audience
- Their gender
- Their age
- Household income
- Personal interests
If your copy, graphics, message, concept, and more do not grab them, you will not lead them to the promised land! GRAB THEIR INTEREST!
Remember the Marketing Tactic
Write according to the tactic you are using. Long form for one, short another, and so on.
Develop a Unique Selling Proposition (USP)
Without a USP most products or services will die on the vine. What is your USP? How can you claim it? Do you have testimonials – happy customers who would write nice things about you?
Remember the “Call to Action,” (CTA)
Think of those radio ads that must repeat the telephone number a hundred times. It’s annoying but it works, and you need to do the same with your copy. Repeat the CTA numerous times in numerous ways if you want to get the reader to take a next step
Edit, Edit, Edit
You have to read and re-read your copy and make sure it’s doing what you intended it to do.
And finally, perhaps the most important element to remember is not the copywriting itself, but the testing.
Test, Test, Test
No one’s a genius. Even the so-called experts. So here’s their secret – they test! They take a number of runs at different approaches to the copy, and test each one. It is then, and only then, that you will truly know if your writing actually sells!
Call us for help with writing that sells.