How to create copy that has a real impact03.10.2019
In a digital world that is saturated with endless content and copy, it is becoming more difficult to stand out from the crowd and say something that will grab you audience’s attention.
With social media and video marketing rising in popularity, traditional copy may appear to be taking a back seat. However, that’s not to say you should only focus purely on attractive visuals. Quality copy is essential too, if you want to make a real impact.
As the way we consume content has changed, there are now more ways than ever before to showcase your copy, including eBooks, blog posts, white papers, leaflets, visual-led social posts, and captions. Copywriting will always be required to engage with an audience, share information and persuade action, no matter how we consume our content.
To help you adapt your copy to create something exciting, fresh, and enticing, we’ve put together some pointers to consider before you put pen to paper.
Keep it to the point
Whether you’re writing a blog post to inform your reader or creating a call to action that will make someone buy something or use your service, you need to establish the main point early on. Avoid going off topic and writing for the sake of writing, you don’t want your reader to lose interest.
If your copy isn’t relevant or topical, it’s likely it won’t get much traction. People want to read interesting and newsworthy copy, so it’s important to stay in tune with what’s going on in your industry and be aware of seasonal trends.
Content doesn’t always need to be planned weeks in advance, if you see something interesting, speak about it. Insightful and relevant copy that is quick to read will likely receive a higher engagement.
Connect with your reader
The substance of your copy matters and, if you want to connect with your reader, it needs to be meaningful. You need to understand your reader and think about what they want to hear and what they care about. Making your message personal and real will allow your audience to relate. They will also be more likely to engage, buy or recommend your product or service.
Structure your copy accordingly
Before you create any copy, you need to consider its structure and format. For example, if you’re writing a blog post, you want to aim for a minimum of 300 words for it to be optimised for SEO, whereas if you’re writing for social media, it needs to be more to the point and short form.
Create a tone of voice
As a business, it’s important to create a tone of voice that is consistent across all of the copy you publish. You don’t want your blog post or eBook to sound like it could have be written by any business. Keep it unique and focus on the things that matter most to you and your business.
If you want to learn more about creating copy that has a real impact and how we can help to develop a strong tone of voice for your business, please don’t hesitate to get in touch!