A great product doesn’t ‘sell by itself’. Effective copywriting is key to drive conversions. However, most people don’t know how to write effective sales copy.
Copywriting is a skill that can be learned, and with the right tips you can start creating persuasive content that drives conversions.
In this article, we’ll discuss copywriting secrets and how you can use it to boost your business. We’ll cover the power of persuasive writing, how to create great copy that drives conversions, and tips for using copy to sell products or services no matter what you sell. Plus, we’ll give you examples of effective copywriting in action.
What is copywriting and why is it important
Copywriting is the art of persuasive writing, and it’s a powerful tool for boosting your business.
Copywriting is important because it can help persuade people to take action. By using the right words in your sales copy, you can convince people to buy a product or sign up for a service, leading to more sales! Copywriting can also be used to create effective marketing materials, such as digital marketing ads, brochures and website copy. When done correctly, copywriting can be a powerful way to drive conversions and boost your business.
How to create great copy that drives conversions
There are a few copywriting secrets that you can use to make your writing more persuasive.
Understand your buyer’s persona
When creating a sales letter or copy, it’s important to understand your buyer’s persona. This means understanding the person’s needs, wants and concerns. By understanding your buyer, you can tailor your content to speak directly to them and convince them to take action.
The power of the headline
The headline is the most important part of your copy. It’s the first thing people will see, and it’s the one thing that can convince them to keep reading or move on. So, make sure your headline is catchy and relevant, and that it speaks to your buyer’s persona.
How important are headlines?
On the average, five times as many people read the headline as read the body copy. When you have written your headline, you have spent eighty cents out of your dollar – David Ogilvy
Write about how your product can help them
When writing sales copy, it’s important to talk about how your product can help your buyer. By highlighting the benefits of your product, you can persuade people to take action.
Remember, talk about benefits, not features.
Think about what your buyer wants and needs, and focus on how your product can solve their problems. Use compelling language to show how your product can make their life better.
The PAS framework is a effective way that explains how your product solves your customer’s problem.
Problem– Describe a problem that your customer has
Agitate– Make the problem worse
Solution– How using your product helps solve the problem
When writing sales copy, you can use the PAS framework to explain how your product can help your customer.
Include customer testimonials
Customer testimonials can be powerful tools when it comes to copywriting. 92% of customers read online reviews before buying and 88% of customers trust online reviews as much as recommendations from friends and family. (BigCommerce) When you include quotes from happy customers, you can increase trust and credibility with potential buyers.
Make your call to action clear
Your call to action is the part of your copy that tells the reader what you want them to do. Make sure it’s clear and easy to understand, and that it stands out from the rest of your content. You can use a brighter colour, like Masterclass’s example above!
Include images and videos
Images and videos can be powerful tools when it comes to copywriting. They can help break up text, add visual interest, and help explain complex concepts.
Tips for using copy to sell products or services
When using copy to sell products or services, be sure to:
1. Make your argument clear and logical
When creating sales copy, make sure to make your argument clear and easy to follow. Don’t try to confuse the reader with complicated terms or jargon, like using technical terms that’s only recognised by industry professionals. Keep your writing simple and easy to understand.
2. Appeal to the reader’s emotions
People are more likely to take action when they feel an emotional connection to what you’re saying. Remember – emotion is what causes people to act. So, be sure to appeal to the reader’s emotions when creating sales letters. Use powerful words and images that evoke a strong reaction.
3. Use strong evidence and social proof
When making a sales pitch, be sure to back up your argument with strong evidence. This could be testimonials from satisfied customers, statistics, or any other form of evidence that supports your argument.
4. Address any objections that come up in the reader’s mind
When writing copy, it’s important to anticipate any objections that the reader might have. Be sure to address these objections head-on, and offer rational solutions to any problems that might come up. To know what are common objections your potential customers has, you can create a customer survey or utilise social media to ask questions pertaining to your product.
5. Use artificial intelligence to help you create amazing copywriting
Did you know that there are tons of software that can help you create amazing sales copy in literally seconds? It saves you time and really helps your copy stand out. For my top picks, check out this guide on the best AI Copywriting Software! (Free & Paid Options)
By using these techniques, you can write sales copy that will drive conversions!
Examples of effective copywriting in action
When examining effective copywriting in action, it’s important to look at a few examples of well-written ads, website pages, and marketing materials.
Here are a few examples where marketers applied the best copywriting secrets to effectively run a campaign:
Apple’s iPhone 13
One of my top picks for excellent copywriting is Apple. Steve Jobs did a great job in marketing the Apple Line of products (do you remember the slogan for the iPod – 1000 songs in your pocket?)
Apple’s copywriting focuses on writing about how the product can help you. Notice in the above example, when they talk about improvements to their camera, they use the sales copy of “New sensor-shift optical image stabilisation keeps shots steady even when you’re not”.
Using Video to help customers visualise certain benefits
“The superior durability of Ceramic Shield means iPhone 13 Pro is ready for any shoot” is accompanied by the iPhone dropping on cold hard ice, the floor, and even a visual of the coffee being spilled. This helps the customer imagine how durable that iPhone would be in day to day life.
These are all examples of effective copywriting in action. Each one uses strong persuasive techniques to drive conversions.
The do’s and don’ts of effective copy
When it comes to effective copywriting, there are a few do’s and don’ts to keep in mind. Here are some tips:
Copywriting Secrets – Do’s of Effective Copy
- Write for your audience
When creating copy, be sure to write in a way that appeals to your target audience. Tailor your writing to match the needs and interests of the people you’re trying to reach.
- Be clear and concise
Make sure your writing is easy to understand, and don’t try to overload the reader with too much information at once. Keep your sentences short and to the point.
- Make your content interesting and engaging
Use visuals: A picture is worth a thousand words, and adding visuals to your content can help keep readers engaged.
Write in a conversational tone: When you write in a more informal tone, it can be easier for readers to connect with your content.
Use storytelling: Telling stories is a great way to engage readers and help them connect with your brand.
- Make your CTA clear and easy to see
Check the wording of your CTA. Be sure it’s not too sweeping or vague. Make sure the colour draws attention and place it in an optimal location.
Copywriting Secrets – Don’ts of Effective Copy
- Use too much jargon or technical language
When writing copy, be sure to use language that is easy to understand for the average reader. Don’t try to use too much technical language, which can be confusing and overwhelming as don’t everyone understands tech jargon!
- Be misleading or use exaggerated statements
When writing copy, be truthful and honest about the benefits of your product or service. Don’t try to mislead the reader with false claims or exaggerated statements.
The power of great copywriting is something that all marketers should be mindful of. By creating content with the right words and structure, you can influence your customers to take action-whether it’s buying a product or signing up for a service. Writing in this way takes time and work, but if done well will pay off handsomely when it comes to conversions. So, if you’re looking to boost your business, start by focusing on your copywriting skills.
Frequently Asked Questions about Copywriting Secrets
How can you write for your audience?
Creating a buyer persona is a great way to ensure you’re writing for your audience.
A buyer persona is a fictional, archetypes of your buyers. It’s used to help the company imagine the attitude, behavior and needs of their consumers. Buyer personas can be created by researching your customer base, using surveys or interviews.
Once you have a general idea of who you’re writing for, it becomes much easier to target your content and create persuasive arguments.
How long should your copy be?
There’s no one answer to this question, as the length of your copy will vary depending on your audience and the type content. However, it’s generally a good idea to keep your content concise and easy to read, so you don’t overwhelm your readers.
Try to stick to around 1000-1500 words for articles, and 125 characters for Facebook Ads. Of course, there will be times when you need to write more or less, but this is a good rule of thumb to follow.
What resources can you pick up more copywriting secrets from?
Well, one of them definitely has to be the book Copywriting Secrets by Jim Edwards. Jim Edwards is one of the highest paid copywriters in the world, and in this book he shares techniques and strategies you can use to improve your copywriting immediately. Definitely read copywriting secrets if you would like to improve your copywriting skills.