(Copywriting is also one of the most expensive things to outsource, which is another great reason to get good at the basics.)
The great news is… copywriting is a very learnable skill and with a little practice you can only get better.
Here are three important components you can use in your next piece of marketing copy to help boost your bottom line.
Copy Component #1: Curiosity
Humans love to try to figure things out. We’re naturally curious! This applies to our writing as business owners because piquing a reader’s curiosity keeps them reading further.
Where can you use curiosity to keep a prospect engaged? Your blog post titles, social media updates, headlines and subject lines just to name a few.
Here’s one example: If you’re making this ONE common mistake on your Facebook Page, you’re probably sabotaging your marketing efforts.
Notice that a sentence like this leads the reader to wonder what this “one” specific mistake might be. Could they too be making this mistake?
“Sabotaging” is also important here, as it’s strong language that is tied to pain. But, the word “common” tells the reader that it’s probably not just them making this mistake.
Think about TV newscasters: they use the element of curiosity all the time to get viewers to “tune it at 11.” It’s really about the art of the tease.
You can also pay attention to your own behavior. I save messages in a file that have made me click or really piqued my curiosity. These messages inspire me when I’m creating my own marketing copy.
Copy Component #2: Bullet Points
Bullet points also allow you to tease and pique curiosity as well as showcase benefits.
You can use bullet points when selling information products, in your “jacket copy” when selling books, and in your copy for webinars, courses, events and teleseminars.
Some teaser bullet examples:
- “The #1 marketing mistake 98 out of 100 business owners make—and how you can easily avoid it.”
- “How you can reduce your chances of a stroke by 75% with a powerful nutrient.”
- “The one tax loophole Congress overlooked.”
When it comes to teaser bullet best practices, use words that evoke emotion to connect with the reader’s wants, needs and fears. You also want to think about how to pique curiosity, alleviate confusion or help them avoid a problem.
Of course, stay in integrity and deliver on what you’re promising!
Copy Component #3: Headline
Whether it’s a sales page, a subject line or a blog post title, the headline is the first thing someone sees, so it is important to make a splash!
Understanding your ideal client or customer is important here in order to tap into what they need or are frustrated by.
Yes, headlines are notoriously tough to write, so don’t beat yourself up if you find them tricky. Practicing is key.
- “How to Build a High-Quality, Profitable List of Prospects Who’ll Buy From You Over and Over”
- “64 Best Foods To Fuel Your Muscles Gains”
As a general rule, questions, problems and specifics work best:
- Does your husband hear anything you say? vs. Tips for better communication in your marriage
- Are you closing the sale less than 50% of the time? vs. How to have more effective sales conversations
Also, what makes people take action with email, sales pages, blog posts, etc. is the same in social media. Think about what would make your connections click and share.
When crafting your copy, write like you would talk to a friend and communicate that you understand your ideal client’s pain, desires, and needs. If you read it over and YOU are bored to tears, go back and tweak it until it moves you and elicits an emotional reaction.
Most of all, remember that more clicks, opens and further reading = more sales. It’s crucial! I’d love to hear your thoughts on creating compelling copy in the comments below!