How copywriting is transforming content marketing for good
"Less is more" is the future of digital marketing.
“You need sales & sales lies in actions you control”
We have amazing tools to drive traffic to our digital assets to make more money online. 95% of the marketing efforts are fruitless. I’m not saying it, a study by ahrefs found that 91% of all the pages they tested (almost a billion pages) didn’t any traffic from Google. Literally Zero! Shunya!
There’s a technical reason behind it but when you take a closer look at it, one of the core reasons I could figure out was the pages lacked compelling content.
I’m not saying the content was bad or not worth being on page one - there’s an algorithm to decide. But what I’m saying is those pages lack one element that’s driving the digital marketing industry crazy.
This post is to share some of the most subtle copywriting tips that I’ve discovered while digging the web.
“Copywriting principles” that will make you fall for it
I have been following this topic for quite a long now. I’ve been practicing my copywriting skills on Twitter. I have a tsunami of thoughts which I share on Twitter, several times almost every day.
Sometimes I bombard, sometimes I don’t. But the point is, I have 280 characters to make my point. If that doesn’t force me to learn to Copywrite, I don’t know what will.
I have to condense my thoughts to make them relatable, relevant, should resonate with my audience & should deliver the point without them having to assume anything. All this is under/up to 280 characters.
As a best practice, I add hashtags for better reach & organize my profile so that I can dig tweets from the past on certain topics (for content ideas) in the future. It’s safe to say that I treat Twitter as my note-taking app, that even the world has access to.
So here a thing or two that I’ve learned doing that for a year now & my learning several other sources.
There you go!
#1 Have an outcome right from the beginning
For all your campaigns, begin with figuring what is it that you want to achieve & what your target audience should achieve. This is crucial because all your efforts depend on this little thing.
I didn’t do that all this while, but since the day I’ve started, I can measure every ounce of my energy that goes into the creation & promotion process of all my campaigns (organic or paid)
Twitter is the classic example. I send out tweets on various topics that cross my mind. It can be personal & professional. I have an outcome set for all the tweets I send out. It’s either educational, informational, opinion, awareness & just random thoughts.
Most of the time, my intention is to spread awareness about topics I care about. Topics that keep me awake, what wakes me up at night. Topics that are inclined towards my mission, vision & goal. I can feel the dopamine spreading once I share the thoughts.
That’s the point of having an outcome set since the beginning.
#2 Have the right bait for the right audience
First, if you’re targeting everyone, you’re not targeting anyone at all. This means if you want to target a specific audience, you need to have the right bait for each one of them.
Most of the marketing efforts go in vain because the right content is shown to right audience but with wrong message.
Copywriting is exactly for that. You don’t know how people will respond to your content once its online. You need to work on optimizing the conversion ration by constantly tweaking a several variables like audience, message, content format, & platform.
Leave aside the audience part, but the remaining three is where copywriting principles are to be applied.
Oh! By the way, bait is what your target audience get in return to paying attention to you & your work.
#3 The only goal of the copy you write
In fact, this should be the goal of any marketing efforts you make - action. The ultimate goal of a copy is to make people take action. If you can’t make that happen, your efforts fail.
That’s exactly what you should be optimizing your copies for - conversions. Not everyone seeing your ad copy, your newsletter or your blog post are going to take action. Less than 10% is the industry standard of conversions that happen online.
By conversion I don’t mean only sales, it can be as simple as following you on Instagram, downloading your ebook or subscribing to your newsletter.
Humans are emotional beings, they decide emotionally & then logically.
If they opt for taking an action you told them to take which didn’t cost them real money, who’s to stop them for action you tell them to take that actually cost them real money?
Let me orient you to the right path if misled, the idea is to make people to take action, not make money out of your copywriting or ad copies. Sales is the by product of actions people take on your “sales copy”, don’t forget this.
I don’t want to make this post long so here’s are some more tips without any fluff.
Use emotions to drive action & then the sales will drive itself. Tickle male’s ego & female’s feelings to drive them to take action
Leverage current news to take control of decision making ability of your prospect
Use storytelling & never make a mistake of selling the story. ‘SELL THE GODDAMN HERO’
Make a crystal clear offer. Prospects should’ve no seconds thoughts about what they’re going to get. Also, make the CTA (Call to Action) crystal clear as well.
Do not under estimate the power of testimonails
Use a scroll-stopping opening statement. Ask question, talk about the paining nerve you’re going address.
Discuss FOMO, the cost of missing out the offer
Know about your audience before you start writing sales copies. Address their burning desiers, what keeps them up late at night? Talk about that.
Make your audience work hard for the discount, chances are they’ll claim it, and BAM! there’s you sales
Make them feel important & exclusive. At the same time, the buyers shouldn’t feel pressured to buy from you or feel that you’re under pressure to sell.
Lastly, less is more. People have lesser attention spans and you have to make every second count. Hitting the right chords doesn’t takes a lot of time, but coming up with it takes weeks of preparation. The trick is to condense a lot of brainstorming into a couple of seconds to trigger an action that drive sales.
I have been practicing copywriting for a very long time now, still I can’t say I’m very good at it. But I know a thing or two about this concept. Copywriting is extremely complicated & simple at the same time.
Depends on how you execute it.
I want to help you build a personal brand by cultivating the right mindset in you. If you have any question regarding your brand, you can get in touch with me on Twitter or Instagram. You can even book a 30 minute free discovery call with me.
Hope you’re doing good, I’ll see you in the next one.