4 Ways to Copywriting Success
Here are some golden copywriting tips for you. Copywriting is fairly easy. But online copywriting can be a bit tricky.
Let’s put it this way. Writing in general is all about finding words that compel. Copywriting is aimed at people out in the real world, while web copywriting is written for both real-world people and search engine spiders.
Yes, search engine spiders do read texts . . . and they are the equivalent of virtual robots who try to discern what a web page is all about.
But whichever way you look at it, whether you are writing for people or for people and robots, it’s all about the words.
A successful piece of online copy effectively compels human readers to do what you want them to do, and makes search engine spiders understand what your page is trying to communicate.
If done right, online copies have the potential to be read by a massive number of highly targeted customers who are all but ready to say: “Shut up and take my money!”
Let’s take a look at several of the most important points about writing effective web copies.
The compelling headline
Perhaps the most important part of any copy is the headline. Without a great, Adele-like headline, no one will notice your message, much less care about it.
Pundits will argue that the best way to come up with great copy that flows and persuades readers is to start by writing the headline. It’s the foundation from which you build a magnificent and magic piece of copy.
What are the elements of a great online copy headline?
In the past, we’ve comprehensively covered effective headline writing. A compelling headline is urgent, unique, and very specific. A truly powerful headline states at least 2 bold claims that will make readers take a second look.
Write with your readers in mind
Your copy should have your readers’ best interests written all over the piece. It’s all about THEM.
Write as though you are writing to just one person and put plenty of emphasis on the benefits. In other words, always, always make them feel you’re writing to satisfy that burning question: “What’s in it for me?”
Keep your readers interested. Don’t allow their interest to flag after a few paragraphs. One way to do this is to break down your copy into smaller chunks and introduce each section with a sub headline.
Ideally, the sub headlines summarize the entire set of copy below so that if you removed the rest of the content and left only the headline and sub headlines, all the important points of your message would be sufficiently covered.
Keep the following points in mind to hold the readers’ interest throughout your piece:
- Cut the content into smaller chunks
- Use bullet points to emphasize the benefits
- Place the most important ideas of each paragraph in the first two lines
- Use bolding, underlining, and highlighting strategically
All of these tactics are intended to keep the readers’ mind from straying from the forward flow of the copy.
Then write for the search engines
Online copywriting includes the conscious use of SEO. By properly optimizing the page’s title, headline, and H1 and H2 tags, as well as the body of the copy for the keywords that you are focusing on, you make it easy for search engine robots to understand what your page is all about.
Make readers want to take action right this instant
After walking your readers through the entire length of your copy with all the spellbinding magnetism of your words, it’s time to go for the kill: the call to action.
The call to action instructs your readers to do something about what they’ve just read and does it with a sense of urgency. You tell them why it’s important to take action right this very instant.
With the call to action, you inform your readers where to buy the product, how to get in touch with you, or how to download your freemium.
As pointed out earlier, online copywriting is easy if you have a good understanding of how to compel your readers to take action and sufficient knowledge of how to help the search engines grasp what your page is all about.
It may be a challenge at first, but if you keep at it, in short order — possibly just a matter of days — you’ll be able to churn out highly effective online copies.
Want more information on content marketing? Head over to our comprehensive guide on content marketing here: The All-in-One Guide to Planning and Launching a Content Marketing Strategy.
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