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Before we get into the copywriting secrets, let’s address what copywriting is. Copywriting is writing text for the purpose of advertising or marketing. The text, called copy, is written content that aims to increase brand awareness and ultimately persuade your customers or audience to take a particular action.

My 6 copywriting secrets will help you address the needs and wants of your audience and, once you have mastered them, will sell your products and services for you.

We all have websites, blogs, social media accounts, ads, ebooks and newsletters to write for our businesses and it’s more important than ever to master the basics so that your copywriting is effective. If you can afford to pay a good copywriter to do the work for you, it’s money well spent. However, many entrepreneurs and small businesses can’t justify that expense, so it’s important to learn our 6 simple secrets for great copywriting:

1. Copywriting Secret #1

Keep your writing simple. Write at a 5th to 8th grade reading level in your writing. TIP: Microsoft Word will allow you to show readability statistics and rate your reading by grade level. (It’s part of spelling/grammar check).

  • Use short sentences
  • Use short paragraphs
  • Don’t use jargon or specialised language
  • Bullets and lists break up long sections of text and are easy on the eye
  • Use easy words
  • Roget’s Thesaurus is a great tool to use to avoid using the same words over and over again in your copy.

2. Copywriting Secret #2

If you are writing for a website, remember that your visitors will skim to see what’s in it for them to stay, find out more, and take action. Their eyes will skim from left to right in a Z shape down the screen.

  • Use headings and images/icons to break up your text
  • Beautiful, attention-grabbing images are important on your banners with the least amount of text as possible
  • Use sub headings and buttons
  • Bullet points and short sentences are easier to skim than long paragraphs
  • Include keywords and keyphrases in your text for SEO (Search Engine Optimisation) so that your target market find you when they are searching on Google.

3. Copywriting Secret #3

Tell a story in your writing

  • Short stories that involve the senses are best!
  • Take something in your real life and relate it to your business.  Think of the parables you’ve heard as a child.  The stories always related to a desired behaviour, belief, action, etc. –”The moral of the story.”

4. Copywriting Secret #4

Write for ONE person not for everyone. In your writing think of someone who is like the person you want to appeal to with your post and write your post for them.

  • What are their hot buttons? (Find them! Push them!)
  • What are their worries or fears? (Bring them up!)
  • What problems do they have? (Solve them!)

5. Copywriting Secret #5

Follow the AIDA formula:

  • Attention: Get your readers’ attention with a great headline and introduction paragraph.
  • Interest: What’s in it for them? Capture their emotion and share what negative will happen if they don’t do what you want them to do.
  • Desire: Get them to visualize themselves having what they desire and show them that you hold the key to getting what they want.
  • Action: Tell them what you want them to do, be specific and give them a reason to take action NOW. (Use scarcity, incentives, bonuses, etc.)

6. Copywriting Secret #6

Build trust by being believable

  • Tell the truth
  • Don’t hype or embellish
  • Use specific numbers, not generalizations when you’re referring to statistics, results, and data
  • Use testimonials to add credibility
  • Be consistent
  • Over-deliver on your promise
  • Have a rock-solid guarantee if one is required

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Copywriting secrets are really just common sense once you get the hang of it. But, if writing isn’t your forte, then it’s definitely worth the expense to get it done by a professional. I’ll leave you with this quote by Ernest Hemingway who I adore. Maybe it’s not the best advice, but a bit of fun. What do you think????

Write drunk, edit sober

Ernest Hemingway

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Judith Shuttleworth

Judith Shuttleworth is the owner of HotsWots Digital and a Director of Open House ID, an app for real estate agents. We have a range of expertise in all aspects of digital marketing and provide personal customer service. Your success is our motivation.

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