Content marketing has become an essential part of a business strategy to engage with the right audience online.
A lot of companies are doing it, but it’s getting harder to stand out with all the audio, video, images, documents and blogs available on the internet.
This article examines seven tips for turning copy into customers.
Tip #1: Become the Subject Matter Expert for Your Brand
When you are tasked with marketing a product, first become a subject matter expert with regards to the product. Nothing can substitute for the copywriter’s familiarity of the product.
Being a product or brand subject matter expert will increase the chances that you will see the product from different perspectives. Approaching the product from a variety of perspectives can result in creating ad copy by helping the author identify the breakthrough angle.
Get to know the product so that you have the information you need to write intelligent, compelling copy.
Tip #2: Know Your Audience
Your audience is the universe of potential customers that may purchase your product. One of the most important factors in content marketing is knowing your audience.
Marketing content needs to hone in on the topics of interest to the same population who will purchase your product. However, content for marketing should not be overtly “salesy.”
Knowing your audience means that you know what excites and interests your target demographic.
Knowing your audience will mean that you are marketing skateboards to teens and young adults, instead of retirees.
Knowing your audience also requires that you know where your content will be found and accessed by your target demographic. Speak to your audience in a language that resonates with them.
Tip #3: Write First and Second Drafts for Everything
Generally, the key to good writing is re-writing. Commit to writing a first and second draft for every piece of copy you write.
When you write the first draft, capture the main ideas and basic premises.
The second draft allows you to organize and refine your thoughts, and to create a cohesive flow for the piece. Generate the first draft quickly, and then spend more time on the second draft to refine and organize.
Use tools like Grammarly to double check your copy.
Tip #4: Provide a Lede That Will Be Read
Web copy is a bit trickier than the printed word. With web copy, you must attract the viewer’s attention with an interesting lede for each piece of content.
Many elements vie for the user’s attention when on the site. Images, sounds, flashing elements can grab the attention of the user away from the message of the site.
One way to ensure that users read the content on the site is to entice them with an intriguing lede (first line). The design of the website should never overwhelm the message.
However, users often find sites hard to use and confusing because the layout distracts from the objective of the site. Opt for professional web design services like 99Designs to ensure your content stands out and conveys the right message to your audience.
Tip #5: Create an Effective Context for Your Product
The context of your product is the website design and style. You want to make sure that the design, colors, layout and style of your website properly showcases your product.
Ads for luxury cars and other items use a lot of gold, silver and black to convey the idea of luxury. Sales signs often include yellow and red. Colors and design convey a message about the product.
Make sure that your potential customers are receiving the right message about your brand.
Tip #6: Create Content that Makes Readers Want More
Effective marketing content always compels the reader to want more similar information. You may want to create a series that forces the reader to navigate through various sections to view all of the content.
Perfect examples of this are the top 10 lists of funny photos, tweets, and posts. These lists are configured so that only one photo or post shows at a time.
The viewer must click through to see each item. In between items, the viewer is exposed to various ads, but the user continues to click to see each item until they reach the end of the list.
Some content is so valuable and informative that users will seek out additional work from the author. Make sure that you link to similar posts and articles from within your content.
Tip #7: Go For the Reader’s Emotions First
People generally buy products based on their emotional impulses. For this reason, it is important to appeal to your reader’s emotion in your copy.
Customers first want the product, and then they learn about the features and benefits of the project.
First, appeal to the potential customer on an emotional level, and then provide them with facts and features to reinforce the decision to buy. Start with emotions and then move to logic.
Start writing copy by asking yourself:
- What does my reader want?
- What can your company, product or service provide your customer to fulfil a need that they have?
Approach content from the perspective of fulfilling this unfilled need. Once you have convinced the customer that they want what you are selling, then provide them with the features and benefits of the product to seal the deal.
The Final Word
All copyrighting comes down to one objective: to get the customer to exchange their valued dollars for a particular product. You may have seen beautifully designed websites that do not convey the message of the product well.
Copywriters must always remember that the goal of content is to get the potential customer to make the purchase.
All content, design, layout and style elements must work toward this common goal.
Article by Erik Emanuelli
Erik is a freelance writer and social media marketer. He’s making a living online working on NoPassiveIncome.