So what are the hallmarks of great copy today?
You know it when you read it. Makes use of emotional triggers, images and anything else it can get its hands on to hit you where you live.
The sickening truth for marketers is that it is damn hard to write great copy. The days of throwing up (apt phrase) for what passed for good web content even a few years ago are long gone as we find ourselves competing for slices of people’s time that are getting ever smaller.
With that in mind, we wanted to look at ways you can make your web copy, whether it be sales copy, emails, web pages or blog posts; vibrant and uniquely suited to get the results you are seeking.
7 Ways to make your copy more compelling and effective
1. Plan on scanners, but write for readers! – In a seminal study by Jakob Nielsen, research showed that some 79 percent of web users scan the copy, digesting only headlines, and parts that catch their interest. A dismal 16 percent actually read word for word. That said, while it’s clear that much of your copy may not get read, making sure that what is read is compelling is your challenge today.
2. Copy success – Look at what moves you to make a buying decision. What is their language like? As they say, success leaves clues. Study salespages of successful products, and examine emails and newsletters of people you subscribe to. There is much here to learn!
3. Write memorable words – Using rich language and painting vivid word pictures is one thing that will engage and thrill your reader. If what you write is pedestrian, and forgotten moments after being clicked off of, you’ve essentially wasted your virtual ink!
4. Understand the conversion process – Using hypnotic words, along with overcoming objections and providing social proof will go a long way toward increasing your conversions.
5. Structure your copy from the top down – Since we know we have precious little time to waste, employ what’s known as the inverted pyramid. Put your most important point at the top of your copy, followed by less important ones.
6. Use emotional imagery – Paint word pictures, but also employ emotionally powerful images to illustrate and attest to your words. These can often help keep the visitor on the page longer, so they can read more of your outstanding prose!
7. You’re asking for it! – I hope you are, anyway. Asking for the sale, opt-in or any other call to action is an indispensable part of your web copy. You are there to persuade: to ask for an action is not only expected, but vitally important to your success!