The 4th Step to Successful Copywriting: Write Your Copy

Let’s do a quick recap of what we’ve covered so far in this five step series. By now, you know who your buyer is because you’ve created your buyer persona. You know where to find them in the buyer’s journey and you’ve decided how you’re going to reach them. Now you’re ready to write your copy.

Successful copywriting connects with your buyer persona. It gets them to act and it brings you results. Successful copywriting grabs their attention, engages them and provides them with valuable information. It’s concise, persuasive and easy to read. It helps your buyer persona understand your offer, how it will help them and how to respond.

Call to Action

Successful copywriting includes a call to action. Your call to action is what you want your buyer persona to do. Do you want them to sign up for a newsletter or free trial? Do you want them to ask for a sample? Do you want them to call you for more information? Tell them what you want them to do and make it easy for them to do it.

Write your call to action first so you can make sure the rest of your copy supports your goal. You’ll know what direction your copy needs to go and how it needs to end.

Body

Use clear (not clever) words. You want your buyer to understand what you’re trying to say. You don’t want them to have any questions or doubts about what you’re trying to communicate.

Use the power of one. Stick to one main idea throughout your copy and stay on track. Think about the biggest problem you’re trying to solve for your buyer persona. The more ideas you try to cover, the less effective each one will be. Multiple ideas may even conflict or compete with each other.

Use active (not passive) words. Active voice is strong and direct. The subject of the sentence does the action.

Example: Kim wrote this article.

Passive voice is weak and difficult to understand. The subject of the sentence receives the action.

Example: This article was written by Kim.

Appeal to emotions. Try to make your buyer persona feel some emotions in your writing so you can connect with them. Emotions influence decisions. We like to think that we buy based on information and facts, but in reality, our emotions create preferences and affect our decisions.

Write like your buyer persona thinks. What words would they use? How would they talk?

Headline

“On the average, five times as many people read the headlines as read the body copy.” David Ogilvy

The headline is the first line of the copy your buyer persona reads – and first impressions count. Your headline can make or break the rest of your copy. The job of your headline is to get your buyer persona to keep reading so make sure it pulls them in instead of pushing them away.

Write your headline last. It’s easier to write your headline once you’ve written the rest of your copy. You’ll know exactly what you want your buyer persona to do, what you’ve written about and what you’ve promised. You’ll write a headline that grabs attention and best reflects your copy. Your headline won’t be misleading.

Use the Four U’s Formula.

It’s impossible to include all the 4 U’s in every single headline, but use them all when you can. The more of these you use, the more successful your headline will be.

1. Urgent

Communicate a sense of urgency with a time element in your headline so your reader will act now instead of later.

2. Unique

Say something new or communicate something in a new and refreshing way. People get bored when they hear the same thing over and over.

3. Ultra-specific

Tell your buyer persona what specific benefits are in store for them. Make your headline as specific as possible – don’t be vague.

4. Useful

Your headline should communicate something of value. Appeal to your buyer persona’s self-interest and tell them how your unique product or service can help them.

“Make it simple. Make it memorable. Make it inviting to look at. Make it fun to read.” Leo Burnett

Stay tuned for the last article in this series – The Fifth Step to Successful Copywriting!

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