18 Sep Want to Excel in Copywriting?
Want to Excel in Copywriting: Copywriters are some of the highest paid writers in the world. If you are a content marketer in Kuwait, copywriting skills is the backbone of your career then.
Let’s begin with what copywriting actually is. Copywriting is writing copy for the purpose of advertising or marketing. This copy is intended to persuade the audience to buy a product, or influence their beliefs. The talent of direct-response copywriting lies in the words delivered strategically that can get reactions of people. For copywriting you need one skill to develop: skill of writing effective persuasive copy.
Copywriters create direct mail pieces, taglines, jingle lyrics, television or radio commercial scripts, press releases, white papers, catalogs, billboards, brochures, postcards, sales letters, and other marketing communications media pages. However, today we will be discussing the copywriters who are associated with the Internet marketing content (web page content, online ads, e-mails, etc).
Have you ever thought, what is the primary purpose of any piece of copy that you publish online?
The answer is very simple; to get it read. For a compelling piece of copy to work, it is very necessary that is read by the targeted audience. Among the various elements of the copy, headline is the one, which has the maximum potential to compel your targeted audience to read the copy.
The headline is the first impression of your copy on the audience. It grabs viewer’s attention. A great headline should communicate the purpose of the copy. Moreover, it must be attractive enough to lure the viewer into the body text. You can make direct or indirect headlines depending on the need of the copy.
Direct Headlines go simple. It works best for promotions and offers. For instance, “Formal Wears: Flat 50% Sale” or “Free tutorials for Copywriting”
Indirect Headlines take subtle approach. It creates more of a curiosity in the reader’s mind or raises a question which can be answered by the body text of the copy. For instance, “How to ….” or “Do you know…”.
You need to polish your skill-sets regularly in order to match the pace of the market in Kuwait. Research ability is one of the most important skills you must have.
First of all, you must find out who is your target audience? What is their opinion? And what do they need? Figure out what perspective you are speaking from, then find out the domain of your target audience and write in the language they understand. A simple copywriting works better if it is clearly understood by the specific audience you are targeting.
For better understanding, you can survey and find out minute but important things about your target audience or customers. Try using the following tools for your research process:
1. Google Analytics:
Google Analytics is essential for surveying your visitors. It generates detailed statistics about your website’s traffic and traffic sources. It measures conversions and sales as well.
Google Analytics can track visitors of your website from all referrers including search engines, social networks, direct visits and referring sites. If you are using advertisements, pay-per-click networks, email marketing or digital collateral (links within PDF documents, etc), Google Analytics can also track them for you. For pricing, its basic service is free of charge; however a premium version is available for a fee.
Crazyegg will enable you to know exactly where your visitors are clicking on your website. Its easy-to-interpret ‘Heatmaps’ show you each and every part where the visitors have clicked, even if there is no link. With this you can easily interpret which part of your page is getting the most attention and which are getting the least. Hence, you can figure out areas of improvement and work on it. Crazy Egg even tells you how far visitors scroll down on your webpage.
SurveyMonkey lets you to send out a survey, then collect and interpret the results. One of the hardest tasks in surveying is capturing the opinions of the visitors who are not interested in what you are currently offering. At this condition, you can drive them to a survey page with a bait of some incentive, may be a free guide or tutorials. Then, by asking them open-ended questions you can figure out what these visitors are searching for and in your next text, you can provide them these things. There is one thing to always remember: Never ask lengthy questions or those questions whose answer can be long and descriptive. Normally, visitors get irritated by such a survey and fly away without answering the questions. Nobody has a lot of free time, right? So, keep it simple and straight.
iPerception lets you to survey visitors as they land on or leave your website. Using this tool you can ask your visitors why they have visited you and whether their visit was fulfilling. You can always ask to rate your website, primary purpose of visit, complains and suggestions to make. Again, make it simple and short.
Focus on the Benefit to the Reader. It is Essential!
You write for someone to read. If no one will read what you have written then everything is lost. 90% of the people read to gain something, some knowledge. It’s give and take kind of thing. If you need your readers’ attention, give them something of their own interest.
Give them something that is educational, but in an interesting way. Nobody wants to read geeky bookish article. So, make sure your copy is in interesting, clear, concise and in simple words that get your point across. Always keep your copy’s readability high. Use bullet points to list your important points. Keep it simple and clear. Nobody will ever complain your article is easy to understand!
Persuasive Content Structure
Everything goes in persuasive manner. The purpose of the heading is to get the body text of the copy read and the purpose of each sentence in the body text is to get the next line read. Whether you are writing a sales page, advertisement, long blog post or promotional e-book, the flow will decide its effectiveness.
In the opening paragraph, promise the reader what you have down in the upcoming paragraphs. Never give the reader time to think if he is wasting his time. Each paragraph should have an individual unit idea that supports the main idea of the whole copy.
Increase the credibility of your copy by using lots of facts, statistics and graphs. The copy should reflect your expertise. Research before writing any subject, even a simple one, and load your copy with effective and reliable content.
At the end paragraph, sum up the whole context. Return back to the promise you made in the first paragraph and demonstrate how you have fulfilled it.
How to Get More Tips?
If you still feel you need some more advice and help for your copywriting skills or you need a high-quality copywriter in Kuwait who can write for your business, you can always Contact Us. We have much more to share!