These copywriting tips are perfect for non-copywriters who’ve been struggling to create marketing content that gets people to take action. (There’s a bonus tip #6 at the bottom!)
[Meghan] In case you don’t already know, copywriting is the process of writing persuasive marketing and promotional materials that motivate people to take some form of action, such as make a purchase, click on a link, donate to a cause, or schedule a consultation. (AWAI)
[Theresa] Copywriting appears everywhere! It’s used in printed marketing materials as well as online in blog posts, sales pages, and social media posts. Even videos and podcasts use copywriting techniques.
Copywriting is at the core of nearly every business. – AWAI
[Meghan] Let’s face it, almost all marketing requires the ability to persuade people and convince them to take action. That’s why way back in episode 9 we said that copywriting is a skill that every marketer needs.
[Theresa] And, by the way, if you run a business, then you’re also a marketer. So, we’re talking to you!
[Meghan] Although we’re not professional copywriters, we’ve certainly had to improve our persuasive writing skills. These days, copywriting is even a part of content marketing since you’ve got to inspire action along that customer journey.
The fact is, strengthening your writing is never a waste of time.
[Theresa] Even with Chat GPT available to you, copywriting tips will improve your content and hopefully your conversions. If you’re using AI generated content, then these tips can guide your prompts. We’ll talk about prompts a little more later.
Check out these copywriting tips if you need to create marketing content that persuades people to take action. Perfect for non-copywriters!Click To Tweet1) Focus on your customer, not yourself
[Meghan] The first copywriting tip is to focus your content on your prospect, not yourself.
[Theresa] It’s not that you can’t share your stories and experiences. But when you’re trying to emotionally and intellectually connect with prospects, you must put them at the center. Appeal and relate to them by acknowledging THEIR struggles, THEIR desires, and THEIR feelings.
This will help them to better relate to your content.
[Meghan] Switch from your perspective to that of your prospective customer when you’re storytelling and advising. Speak directly to your audience with ‘you’ rather than using ‘we.’
Why? Because it’s more effective to position yourself as an authoritative expert who can guide them. When you use “we” you come across as a person who commiserates with them rather than as the person they can rely on to solve their problem.
[Theresa] And, speaking directly to your audience draws them in. It’s another way to get them to relate to your content and feel emotionally connected to what you’re talking about.
How you address their problems and concerns depends on where they are in their buying journey. Cold, warm and hot leads are at different points in their awareness. So, plan your copywriting accordingly.
2) Use copywriting formulas, templates, and tools
[Meghan] Our second tip is to use copywriting formulas, templates, and tools to come up with persuasive content.
[Theresa] As we’ve discussed before, templates simplify your work and reduce friction in getting tasks done, which we love for marketing productivity!
Expert copywriters have tested lots of tactics and methods. So why not utilize their expertise and knowledge?
[Meghan] Exactly! There are tried and true formulas that make copywriting easier, faster, and better. Copyhackers and SmartBlogger are two resources that offer how-to’s for formulas and examples.
Instead of starting from scratch, you can also try fill-in-the-blank templates, online apps, or AI tools. Some options are FunnelScripts and ClosersCopy. I sometimes use Jim Edwards’ copywriting tools, but those options are both paid. So you’re probably thinking, can you use ChatGPT?
Yes, you can! With ChatGPT or any AI content generator, it’s all about how advanced the tool is and your prompts.
[Theresa] A prompt is the phrase you input into the tool to specify what you want written.
You’ve got to get really good at AI prompts to make the output good. It’s like that old saying goes, “garbage in / garbage out.” You need to get specific with what you want written.
SEO.ai has a prompt guide, so definitely check that out!
The newer version of ChatGPT will likely be a lot better at copywriting. And, as time goes on, all AI tools will improve.
3) Get inside your prospect’s head
[Meghan] Since effective copywriting is all about your prospect’s emotions and desires, you need to get inside their head. And that’s tip number three of the copywriting tips.
One of the best methods of discovering what’s on the mind of your target market is to talk to prospects and existing customers.
[Theresa] In what Meghan and I do, we end up face to face with people. And, this can provide awesome insight!
But, if your business doesn’t include frequent client interaction, then you can use other methods of research to understand your market better.
[Meghan] That’s right, you may need to get creative and research more about your audience.
Here are some suggestions of places to research:
- Competitor’s marketing – get on their lists, consume their content, they’ll be copywriting too!
- ChatGPT: prompt – What are the main struggles/issues that X (target market) faces when Y (problem you solve)
ie What are the main issues that businesses face when trying to write blog content? - Amazon – product or book reviews
- Communications with you – Emails, direct messages
- Forums and Quora
- Survey – email, pop up on your website, chat bot
- Social media comments, especially in Facebook groups
- Data, statistics, research
Make a list of what you discover in your research. Then address those concerns, struggles, feelings – both the negative and positive – in your copywriting.
4) Get super specific
[Theresa] Copywriting tip number four is to get super specific.
When you avoid vague statements and provide the juicy details, you boost your credibility and trustworthiness. And, people tend to like the details!
Use very specific or exact:
- Statistics
- Numbers
- Outcomes
- Time frames or timing
- Client or customer stories
[Meghan] People will believe those detailed numbers over general estimates.
For example, saying that “78.5% of your clients had an increase” in results is more convincing than saying “more than half” did. Plus, the numbers stand out more and catch the eye. It’s a better visual.
[Theresa] And storytelling is one of the best ways to relate to your prospects and appeal to their emotional side.
Copywriting’s goal is to convince people to take action. So the more proof you offer, the more believable your writing, and the higher your chance of conversions.
5) Ask “so what?” to focus on the ‘why’
[Meghan] When you create content, it’s not unusual to focus more on the “what” rather than the “why.” But the “what” isn’t nearly as persuasive as the “why.”
[Theresa] For example, most SaaS companies talk about their features. The features are WHAT they offer. But, WHY should their prospects care about those features? What are the benefits of those features?
[Meghan] And that brings us to the fifth of the copywriting tips. When you’re writing about the features of your offer or you’re trying to get someone to take action, ask yourself “so what? Why would my prospect care about this?”
Asking “so what” helps you get to the core of why this or that matters to your target market so that you can include it in your copywriting. In the process, it makes your copywriting more effective.
[Theresa] For example, I may talk about the feature of: getting six months of 1:1 coaching with me. Then I’d ask, so what? What does 6 months of 1:1 coaching mean or why does it matter? What’s the benefit?
The benefit is that you get to reach out directly to me anytime you need help, guidance, support, or accountability for six months, which will help my clients make better, faster progress in their business.
[Meghan] Asking yourself “so what?” will help you to explain the benefits to your prospects, which is much more powerful for converting them into a customer or client.
The ‘what’ tends to appeal to people’s logic, and the ‘why’ tends to appeal to their emotions. And, the why—or the benefit—is usually the reason the person invests in something!
6) Use a hook (BONUS!)
[Theresa] And, to reward you for staying to the end, we have a bonus tip. Use a hook for your first sentence or your email subject line.
What’s a hook? A hook is what you present off the get go to your audience that gets them interested—or hooks them—into consuming your content. It’s about grabbing attention and leading your audience to take action.
[Meghan] Here are a few ideas for hooks:
- Ask a question
- Make an outrageous claim
- Share a shocking or surprising statistic
- Start with a relatable metaphor
- Begin with an irresistible story
These Copywriting Tips Won’t Make You an Expert, But They Will Make You More Persuasive
[Theresa] Inevitably, at some point in your business, you’ll need your content to motivate your audience to take action. That’s why your sales pages, blog posts, scripts, emails, and even social media posts will all benefit from a lesson in copywriting!
[Meghan] After all, effective copywriting takes practice and skill. It’s not always easy to eliminate the barriers in your prospect’s mind. But, hopefully, these tips helped to make the process easier.
[Theresa] We offered some helpful business writing tips in episode 14, so be sure to check that out too.
[Meghan] Yes, good stuff!
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