In part one of this blog series, I talked a little bit about what copywriting is, why it is important and offered up a few tips on how to attract readers with the captivating content you’re crafting.
This post — part two — not only offers fantastic copy — see what I did there? It also provides valuable and relevant content, including additional tips on how to draft irresistible copy that engages viewers and compels them to take action.
Hatch an Effective Headline
Good copywriting is concise, it lures the reader in by building off of the previous line of copy and compelling them to read the next line. And more often than not a well-crafted headline will determine whether your reader even moves into the body copy — especially in the current media landscape. In fact, according to The New Yorker, a headline “changes the way” people read and remember articles.
A headline is, in many instances, the first impression a reader will have about your brand or form of communication, so making a positive impression is important. If someone reads your headline and immediately bails, the rest of the words don’t really matter.
Headlines can do more than draw a reader in, though. A well-crafted headline should inform the reader what they’re set to read while attracting them to the body copy.
Content is Increasingly Driving SEO
As Google continues to adjust its search algorithm, search engine optimization (SEO) is becoming increasingly reliant on providing an excellent user experience. More often than before, Google’s crawlers are rewarding pages for grabbing and holding onto a reader’s attention with higher search rankings. This can be achieved with a remarkable design, lightning-fast page load time, anticipating the user’s needs and especially through highly engaging copywriting.
But how do you keep a reader’s attention? With great content! Content that is relevant to searchers, that offers them value, and is entertaining and well-written will keep readers’ eyeballs glued to your page on their screen.
When writing content for SEO, remember to think like a user and use that information to shape how you use keywords on the page, which will increase the quality of your content and ultimately improve your page’s ranking for related search terms. Be careful not to overuse keywords, or use certain, irrelevant keywords just because they get a lot of traffic. Remember, eyes on the page isn’t the goal. You’re trying to compel the reader to take some action — whether that’s to buy a product or change their view of your company. Write for the user, not the search engine.
Copy Conveys Key Messaging
Well-written copy sets the foundation for all written forms of business communication. Copy brings your company’s tone, values and aspirations and any other company messaging together into a coherent whole.
Taglines, phrases, blog posts and emails that are derived from messaging united under the same voice will allow your company or brand to maintain a professional image while increasing client trust.
Unifying messaging is an effective tool that a company or brand can use to move their business forward and well-crafted copy lays the foundation for that messaging.
- Consider Your Audience – The more you know about your audience will allow you to tailor your copy, making it more targeted and relevant. After all, you are writing for your audience!
- Establish Your Purpose – You need to know the reasoning behind the objective your copy is trying to accomplish before you begin drafting your content. If the purpose is unclear to the writer, it will not be any more clear for the reader.
- Use Active Voice – Active voice works to fortify your messaging, while passive voice should be avoided. Sometimes using passive voice weakens the clarity of your content, so try not to use it.
- Be Personal and Appeal to Emotion – Engaging your reader with content that is emotionally appealing and that appears to be personally geared toward them is an effective method for writing compelling copy. When your message begins to feel like a pitch, readers lose interest.
- Know Your Value — and Demonstrate It – The copy you produce shouldn’t leave any questions about the value of your product or service unanswered. Your audience wants to know why they should take action and oftentimes your copy has to tell them why your offer stands out.
In the end, it is apparent that fantastic copy is of utmost importance in today’s PR and marketing landscape. Skilled and thoughtful copywriting is crucial to PR and marketing success. Copywriting sets the foundation for the rest of your brand’s messaging, drives traffic to your site and, when done right, converts traffic into customers.