Did you catch my first copywriting secret? Before I tell you what it was, stay tuned if you want to learn a few of the copywriting techniques I use daily to help my clients generate leads today, and gather prospects for tomorrow.
Yes, I’m going to give away a few best practices to demonstrate that I’m a veteran who knows the craft of copywriting. That way, you and I can have a productive discussion about improving your content and driving business.
But first, let me reveal Copywriting Secret Number 1, because we’ve already moved on to Secret Number 2.
- Write catchy, clear, benefit-driven headlines
Yes, I tricked you, but it made the point, didn’t it? Great headlines (and subheads) cast a spell, pulling you in because they seem to have figured out what you want to know. And then the copy that follows serves it up in customer-centric language (that’s Number 3; more on that later).
So, the first rule for effective content is to write compelling, intuitive headlines. I could write a book on that topic alone, but let me now share the starting point for every great headline you’ve ever read. I’ve written THOUSANDS of eye-catching headlines for ads, blogs, books, white papers and web pages. And I can do it for you, no matter what business you’re in.
So, how do I write compelling headlines?
2. Know and use your USP – Unique Selling Proposition
I discussed this earlier on my landing page, but we’re covering it again in case you missed it. It’s that important.
Our first task together, and a sacred responsibility I have to you, is to find and mobilize your USP. In short, we need to agree on your value and how to express it. What core service or product does your business offer that people need, want, or crave? What does your brand stand for, and how it does it connect your audience to what you sell.
And my USP? I know how to write in ways that affect people and get them to act. Whether it’s reading to the next page. Or downloading a white paper. Or purchasing a product. Or retaining a brand impression that will turn into a sale later.
However, a big reason why I’ve been a successful copywriter and marketer for more than 20 years, and have been working for both Fortune 100 companies and small businesses, is that I’ve stone-cold mastered Copywriting Secret Number 3.
3. Write the way your prospects speak
Even college professors and Shakespeare scholars use short sentences and everyday language. Why? Because people are naturally conversational, not formal. If you want proof, study a few of your texts. Eavesdrop. Read pro direct response copy. You’ll see. We talk in sentence fragments. Like this one. People are colorful and often entertaining. So, that’s how you should speak to your prospects.
Not that you should violate grammar, cuss, or use clichés.
But blogs, websites and ad campaigns are not white papers. And when I ghostwrite or edit a white paper, that too will become the most readable white paper you’ll ever see. Free of confusing jargon or overly complicated sentence structure. The scientists and tech nerds I work with want clean, interesting content that leads readers through their prose. And that leads us to Copywriting Secret Number 4.
4. Every sentence leads your reader to read the next one
And the one after that, because the goal of commercial copy is to guide people to a Call to Action (CTA). The great novelists know this, which is why they built suspense into their stories.
• Will the love interests ever kiss?
• Does the hero know the murderer is in the next room?
• How will Harry Potter (_______fill in the blank)?
The goal is to get you to the next chapter, word by word, sentence by sentence.
In copywriting, our goal is to lead you the next CTA or subhead. If I’ve gotten you this far, I hope that demonstrates my point, and why we should have a no-obligation conversation about your content.
5. Employ a compelling Call-to-Action
It’s the moment of truth. So, if we drop the ball here — game over. What separates copy that converts from copy that fails is a compelling CTA. People are busy. And distracted by all the other CTAs, devices and engaging cat videos they could be watching. So, figure out your offer. Test it and refine.
Here’s mine. SCHEDULE YOUR FREE CONTENT AUDIT. Once I determine that you’re a serious prospect, I’ll review any page of your copy, up to 200 words, at no cost. That includes:
• Website copy
• White paper text
• Blog Post
• Book or eBook
• Business proposal
I’ll evaluate your copy’s readability, grammar, SEO, and sales strength. FREE. So, let’s talk.