Get more registrations with these killer copywriting tips.
You are a copywriter. More often this happens to you- it seems like your copy seems to be so compelling and action-driven. But, when you read what you have written, your copy lulls you to sleep.
There’s nothing to feel dreadful about. All the eminent copywriters have been there. Copywriting, as simple as it looks and as easy as it sounds, is often not the most favorite things to do. At least, until you master it.
The simple technique to draft a compelling and honest copy is to not complicate it. If there’s one takeaway from this post, you need to inject this in your mind. Keep it simple.
The more you think, the fancier you want it to get, the more features and benefits you try to stuff into your copies – three things happen as a chain reaction.
You are scaring away your visitors, you are sounding completely dishonest, and bam. You lost a sale there.
I have for you some kickass actionable tips to take your web copy content a notch higher on the conversions drive. Let’s get started.
Remove all the fluff
When you begin every section of your web copy, feel free to add all your learnings and understanding in one go. Type them out in your document as you do not want to miss out on the essentials. Once you are done with this, the next critical step in the process begins.
Now, go back to the first line, and right from there measure, weigh, and validate the need for every single word.
As much dramatic as this sounds, at the end of the exercise, I am sure you have the perfect pointer crafted there.
When you do this exercise, you must remember that you are not trying to show off your vocabulary or how intelligently you prefix adjectives to a word. Making the reader go in awe of your abilities to magnify a point and inundate the reader is not the purpose of the web copy.
You want the reader to either relate to the challenge, realize the benefit, or appreciate the solution.
Don’t be unconventional with web copies. Like any other form of content, you may not want to experiment here. Stick to the norms and best practices. Scan every word. If it seems like it is fluff and you can do away with it, go ahead and remove it.
The more precise it gets, the better it gets perceived.
Example of a lousy sentence: This incredible scheduling feature allows you to save your tasks that help keep track of your to-do’s.
How should it be instead? Schedule your tasks and track your to-do’s.
Cut crappy words that add weight to your sentences.
The website is not to keep insisting on how awesome your products and services are. The web copy is for the customer. It should guide and help the buyer make decisions.
Instead of simply talking about the features and benefits all through your website, talk about the pain points of your customers. Make them feel like you know them well and understand their challenges. Communicate how their challenges can be efficiently overcome and how you are going to help them transform.
Let it be about them, always. Once you establish that connection, go ahead and talk in-depth about your products and its features in the inside pages. The first step is to strike the chord with the buyer, once that’s done, the buyer is interested in learning about the intricacies of the products and the science behind its features.
Example of a lousy sentence: #1 CRM software in the industry. (it’s really fine to say this, but you need to emphasize on what makes you block that position).
How should it be instead? Manage your leads with the #1 CRM software.
Talk to an individual
Although your web copy is for a large chunk of your target audience, you should always write for a single person. You must make your copy personalized to every individual who reads your content.
Why do you need to do this?
To personalize the experience and make them feel like they are having a real conversation. Persuasive copies are born out of personalization tactic. When you are talking to an individual you are practically sneaking into their minds and inducing a purchase decision. You may want to use words like “you” to make it more friendly and appealing.
Example of a lousy sentence: Book travel tickets online and don’t wait in queues.
How should it be instead? No more queues. Book your tickets online.
Tell them what to do
A user may be at any point of her buying journey. She may be browsing, researching, considering a purchase, evaluating you etc. At any given point in time, whoever the user is or in whatever stage of the buying journey they are in, your copy should guide the user and indulge them in an action.
Don’t just say things and keep the user wondering what to do. Instead of sugar coating your sentences, be bossy. Ask them to register for your services. Tell them how to pay, or if you allow a free trial or demo.
If you want them to subscribe for your newsletter, be dominating. Visitors will not be ready to take actions that easy. You need to drive it by cutting to the chase and asking them to do what you want them to do.
Example of a lousy sentence: Do you want to sign up to our weekly newsletter for fresh updates?
How should it be instead? Enter your email address and get fresh weekly updates to your inbox.
Stick to your claims
Once you know what is your unique selling point, reiterate it throughout the copy.
By doing so, you are getting it across more firmly. Also, you have to be very clear of what you are stating in the web copy. The claims you make there are very critical and be sure to check the accuracy of it as you do not want to be accused of false claims in the future.
The truth is, copywriting cannot be mastered that easy. It takes immense practice, experience, and understanding of the real purpose of your pages. Once you get a grip of this, these tactics will work like a charm.