Content is still king. In fact, according to Demand Metric, content marketing not only costs 65% less than outbound marketing, but it also creates three times more leads. Crazy right? One of the most crucial parts of a solid content strategy is copy.
Good copywriting can make or break any marketing campaign. If your words don’t resonate with people, then they’re not going to respond. Whether you want to get more clicks on your blog and ads, or increase engagement on your social media posts, the biggest differentiator is the quality of your copy.
Now, there’s a whole lot of science behind the psychology of using written text to inspire people to act. And, if you’re new to the copy game, the book, “Ca$hvertising” by Drew E. Whitman, is a great place to start. However, there are a lot of quick tips and tricks for improving your copy and increasing those click rates, no reading required.
1. Break Up Your Text: Seriously. No one likes reading large blocks of text. Break your blogs, posts, and emails into easy-to-digest sections. Write shorter paragraphs and use bullet points or numbers. Try breaking it up with pictures.
2. Write Like a Human for Humans: SEO is essential, but the search engines aren’t going to buy what you’re selling. Instead, write directly to the reader. Use “you” and “your.” You have to ensure that your copy keeps the people engaged once they land on your page. Also, focus on them, not yourself. Copy filled with “I” and “we” historically converts incredibly low.
3. Polish Up Those Titles: Use numbers in your Titles, like 5 versus five. It grabs people’s attention and leads to higher click-through rates. Additionally, write titles that will encourage people to click. No, we’re not talking those cringey, click-bait titles, but something interesting, that will make people actually want to read your article or click your ad.
4. Call to Actions: Whether it’s an ad on Facebook or a blog article, you have to put a call-to-action, or CTA in it. A Call to Action, is just where you tell the people what you want them to do. Click here, or buy now, or learn more, or get a free quote. All of these CTAs work. All your copy must have a clear CTA; otherwise, how will people know what you want them to do?
5. Appeal to Emotions: Here’s the thing, people aren’t going to buy your products or services if you don’t appeal to them on an emotional level. People don’t usually make purchasing decisions because the product is superior. They purchase because the copy made them feel something.
6. Ask Questions: Is all of this making sense? Are you going to start using these techniques? Quick, rhetorical questions are a great way to get people to engage mentally. Asking questions forces the reader to answer internally. If they’re answering your questions, they’re more engaged and more likely to click or keep reading.
7. Focus on Keywords: Google’s algorithms are getting smarter, and today they prioritize quality content over keyword-stuffed, incoherent articles. However, keywords are still incredibly relevant when it comes to getting your website ranked and making your blogs and even social ads, searchable. When doing SEO on your website, be sure to include relevant keywords and header tags. It not only amps up your SEO, but it makes your text easier to digest and read.
8. Keep it Simple: When copywriting, simplicity is key. Go with more straightforward vocabulary and explanations versus overly explained text stuffed with technical jargon. If it’s difficult to understand or requires too much effort to digest, it won’t make an impact. If you want to people able to reach the general public, you should aim for writing text at a reading level of 8th grade or lower.
9. Know Where and to Whom You’re Advertising: Know your target demographic and speak to them directly in your blogs, ads, and marketing material. Also, keep in mind where you’re writing. For instance, Facebook ads that are longer and tell stories tend to perform really well, whereas Twitter, you have to keep it short. Google ads are more direct, and your blog is a reflection of your brand.
Upping your copywriting game isn’t rocket science. It’s about using all these little tricks, knowing your audience, and testing until you find what works. If you take the time to make these small changes, you’ll see an increase in your click-through rate, and ultimately an increase in conversions, too.
Marla DiCarlo, CEO of Raincatcher, is an accomplished business consultant with more than 28 years of professional experience helping business owners sell their business.