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How can you write both educational and actionable copy?

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Writing copy that educates your audience and motivates them to take action is a valuable skill for any copywriter. Whether you're writing for a blog, a landing page, an email, or a sales letter, you need to balance information and persuasion to achieve your goals. But how can you write both educational and actionable copy without boring or overwhelming your readers? Here are some tips to help you.

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1 Know your audience

Before you write anything, you need to understand who you're writing for. What are their pain points, needs, desires, and objections? How much do they already know about your topic? What are their preferred learning styles and communication channels? By knowing your audience, you can tailor your copy to their level of awareness, interest, and urgency. You can also use the language, tone, and format that resonate with them.

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Iheanacho Michael

I help CEOs & Founders maximize Performance, Creative Time and Brand Image by handling detailed administrative tasks.
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This is it for me. Imagine walking into a high school classroom with college materials. You will leave your students confused. I know a boxer whose name I can't remember.. Mike Tyson said something about him. He said.. This boxer will meet you at your level of experience and still beat you. If you're mediocre. He fights on your level and still wins. You get the point? Always meet your audience at their awareness level. That's just it.

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2 Use the AIDA formula

AIDA stands for Attention, Interest, Desire, and Action. It's a classic copywriting formula that helps you structure your copy in a way that captures your readers' attention, builds their interest, arouses their desire, and prompts them to take action. You can use different techniques to achieve each stage, such as headlines, subheadings, hooks, stories, facts, benefits, testimonials, guarantees, and calls to action. The AIDA formula helps you write copy that is both educational and actionable, as you guide your readers from awareness to action.

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Mariana Griffiths Moya
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En el mundo del copywriting, la fórmula AIDA es fundamental para crear contenido persuasivo de manera facil y efectiva. Comienza captando la Atención con un titular impactante. Luego, despierta el Interés presentando información relevante y de como entregas soluciones a problemas específicos. Luego construye el Deseo resaltando los beneficios y ventajas de tu producto o servicio. Finalmente, impulsa a la Acción con una llamada clara y convincente.

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3 Provide value and relevance

Your copy should provide value and relevance to your audience. Value means that your copy solves a problem, answers a question, teaches a skill, or offers a benefit. Relevance means that your copy relates to your audience's situation, goals, or challenges. You can provide value and relevance by using clear and concise language, focusing on benefits rather than features, addressing objections and FAQs, and showing proof and credibility. Your copy should also align with your offer and your goal, so that your readers know what to expect and what to do next.

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Danielle Foronda

Digital Marketing Designer | Copywriter | Content Writer | I design promotional material and copywriting for business owners in the services industry, with my DM Rescue System!
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Value, value, value... people are attracted to others who share, and provide solutions. So make sure when writing your copy, that you explain the value that will solve their problems! They don't want to hear about the *great* features, they want to know if it's the thing they need to solve THEIR problem!

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Pedro Margolles, PhD

?? Cognitive psychologist | ?? PhD in Cognitive Neuroscience | ?? Founder of @BehaVora | ?? Boost your conversions through cognitive design and behavioral analytics
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Content value is not something your copy provides; it is something your copy earns. It is a perception bestowed upon your work by your audience. This perception depends less on the quantity of quality information, its educational value, and its actionability, and more on how deeply your message resonates with people. The value of content is based on the perception that your copy is not only relevant and addresses your audience's real problems, but is also interesting to them. For example, while science might be more relevant to most of us, football is more valued (and well paid) by being more interesting. If you are unable to provide entertainment in an accessible way, then the relevance you offer will not translate into any value.

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Aniruddha Ravisankar

Social Media Specialist @Technip Energies | 7+ years of experience in corporate communications
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As copywriters, we tend to think we're different. But we're providing a solution so think about the value you're bringing to your audience. You want to inform the reader. If they find value in your work, they will act on it. Your goal is to ensure the reader feels more knowledgable about the subject after reading your work. If they feel satisfied, they will want to learn more and read more of your work.

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4 Engage and entertain

Your copy should not only inform and persuade your audience, but also engage and entertain them. Engaging and entertaining copy keeps your readers interested, curious, and emotionally invested. You can use various methods to engage and entertain your audience, such as storytelling, humor, metaphors, analogies, examples, quizzes, polls, or interactive elements. You can also use different formats, such as videos, images, infographics, or podcasts, to make your copy more appealing and memorable. Engaging and entertaining copy helps you build rapport and trust with your audience, as well as differentiate yourself from your competitors.

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Rao Muhammad Affan Shahid

I help small and medium business owners grow by writing copies that trigger buying decisions |?Beauty & Aesthetics, Health & Wellness, Food & Drinks, and Clothing Copywriter
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It’s about presentation. Not just about information. Make it a blast. Make it a spectacle. And they'll be begging for more. Because when the sun sets, it's all about the thrill of the ride. It's about making your audience feel alive. It's about taking them on an adventure, tickling their funny bone, sparking their curiosity, making them feel seen and heard. It's about making a bond that goes way beyond just selling a product or service. Turn your copy into an unforgettable journey and your audience won't just come back for more. They'll bring the whole crowd with them.

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5 Test and optimize

Finally, you should test and optimize your copy to make sure it's effective and efficient. Testing and optimizing your copy means that you measure its performance, analyze its results, and make improvements based on data and feedback. You can use various tools and methods to test and optimize your copy, such as analytics, split testing, surveys, or user testing. You can also use best practices and guidelines from experts and studies to improve your copy. Testing and optimizing your copy helps you write copy that is both educational and actionable, as you learn what works and what doesn't for your audience and your goal.

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6 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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How can you write both educational and actionable copy?

1

2

3

4

5

6

1 Know your audience

2 Use the AIDA formula

3 Provide value and relevance

4 Engage and entertain

5 Test and optimize

6 Here’s what else to consider

Copywriting

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How can you write both educational and actionable copy?

1

2

3

4

5

6

1 Know your audience

2 Use the AIDA formula

3 Provide value and relevance

4 Engage and entertain

5 Test and optimize

6 Here’s what else to consider

Copywriting

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