How To Write Online Copy For New Web Business Owners
These copywriting tips for new business owners are designed to give the budding web entrepreneur or freelance writer a head start. If you are reading this article you may be someone who is just starting to learn the tricks of the trade.
Understand that copywriting for websites is a different beast from writing copy for the offline world. Put simply, it is not journalistic reporting and definitely not writing academic papers.
The purpose of copywriting is to create an emotional reaction in the reader. This is the most important point to keep in mind as you work through these tips.
Tip 1 – Keep the Writing Tight
Tight writing eliminates unnecessary words. By keeping your copywriting as brief as possible:
- You communicate your message immediately
- You hold the reader’s attention with laser focus
- You quickly demonstrate clarity of purpose and thorough knowledge of your topic
Also, in many copywriting situations you only have limited space within which to communicate your message. For example, Google ads only gives you a limited number of characters to craft your ad. So you need to train yourself to get to the point fast!
Tip 2 – Use Active Words
You’re probably aware of the distinction between the active and passive voices in writing. Now this point is worth repeating in relation to copywriting. Aim to craft your copy with plenty of active, strong verbs. Why? Because that creates thoughts of action in the reader’s mind. Ultimately it leads to action in the form of a purchase by your customer.
Remember what I said above about creating emotion in the reader. It’s the active language achieves that.
Tip 3 – Benefits, Benefits, Benefits
The key to good copywriting, when it comes to talking about a product or service, is to focus on benefits instead of features. What’s the difference? Well, a feature is an element of a product itself. Let’s use the example of an ABS braking system on a car. The benefit of having the ABS braking system an increased sense of personal and family safety of the braking technology. ABS braking is an engineering feature of said vehicle.
Your customers don’t really care about your products features. They care about how it can actually improve their lives. So your job when copywriting is to focus on the benefits of your product.
Tip 4 – Know Your Audience
Different markets, different people, different problems, different copywriting. This means you don’t talk to highly educated stock market traders the same way you’d talk to someone who wants to learn how to play guitar. Horses for courses.
Figure out who your target market is and get inside their psychology. When you can get inside their heads, it will help you bring out the most important benefits of your product or service that they can see. Here is where you really highlight the benefits of your product in your copy.
Tip 5 – Use Your Imagination
If you’ve done any formal writing particularly at university level, you would have been trained to write like an academic. Some might say much of the imagination has probably been sucked out of your writing style.
So you need to inject it back in. Now this is important because adding creativity and flair to your writing is one of the major ways to incite emotions in the reader.
Be honest, you can’t encourage a reader to feel anything by reading your copy when you don’t feel anything as you write it. Don’t just go through the motions. Invest the time and effort to get excited about what you are writing.
These copywriting tips for beginners should be enough to get you started on your path to crafted excellent copy that produces the results you want.
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