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How do you write copy that works on any online platform?

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Online marketing is a competitive and dynamic field that requires you to communicate effectively with your target audience across various platforms. Whether you are writing for a website, a blog, a social media post, an email, or a landing page, you need to craft copy that works on any online platform. How do you do that? Here are some tips to help you write copy that engages, persuades, and converts your readers.

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Elizabeth R.

Award Winning Social Media Marketing Strategist for Innovative Marketing Leaders | Certified Digital Marketing…

1 Know your audience

Before you write anything, you need to know who you are writing for. What are their needs, pain points, goals, and preferences? How do they use the online platform you are writing for? What kind of language, tone, and style do they respond to? How can you address their objections and offer them value? Researching your audience will help you write copy that resonates with them and motivates them to take action.

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Elizabeth R.

Award Winning Social Media Marketing Strategist for Innovative Marketing Leaders | Certified Digital Marketing Strategist | Industry Disruptor | Creator of the ISMS Framework ????Ask Me How it Works
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Speaking your target market’s language and talking directly to them in your content is key. Instead of using vocabulary relative to your industry, use terms relevant to their industry. For example, instead of titling a blog post “What 90% of SaaS Marketers don’t Know about Client Retention on LinkedIn” I’d say: “Here’s How the Top 10% of SaaS Marketers Leverage LinkedIn to Decrease Churn” This uses a term “churn” that tells my target audience that I understand them and stands out more than generic marketing terms like “client retention”.

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2 Write clear and concise copy

Online readers have short attention spans and are bombarded with information. You need to write copy that is clear and concise, and that delivers your message quickly and effectively. Avoid jargon, fluff, and unnecessary words. Use short sentences, paragraphs, and headings. Break up your text with bullets, numbers, or subheadings. Use active voice, verbs, and transitions. Make sure your copy is easy to read, understand, and scan.

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Elizabeth R.

Award Winning Social Media Marketing Strategist for Innovative Marketing Leaders | Certified Digital Marketing Strategist | Industry Disruptor | Creator of the ISMS Framework ????Ask Me How it Works
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One of my favorite tools to keep your copy concise is the Hemingway App. Additionally, AI tools like ChatGPT are great for taking your content and editing to be more concise. Try this prompt in GPT4: “Edit this content for (channel) targeted to (market). Keep the keywords () and the tone is (witty, educational, etc.) Make it more concise and a readability grade level of (I recommend 8th grade or below) Keep it at less than (character length) and give me 5 options to choose from.” Paste your content into the prompt box and press enter ??

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Bevan C.

(Rhymes with "Even Halo") | Full-Time Digital Media Advisor for SHP | Moonlighting Freelance Full Stack Marketer | Drove Digital Media Engagement for Top Brands and Thought Leaders at least 50% YoY
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Four easy ways to do this... - Start with an attention-grabbing first line. - Speak to your audience as if you're a friend, not a client. Friendly banter is more personable than professional jargon. - Begin with the end in mind. Determine your main point/conclusion first. Your copy should work towards that point. - Edit with no mercy! If something can be said with fewer words, do it! - Provide a call to action (CTA) or question to encourage engagement and interaction.

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3 Write with a purpose and a goal

Every piece of copy you write should have a clear purpose and a specific goal. What do you want your readers to do after reading your copy? Do you want them to sign up, buy, download, share, or contact you? How will you persuade them to do that? Write with a clear call to action that tells your readers what to do next and why. Use words that create urgency, emotion, and curiosity. Show the benefits and outcomes of your offer, not just the features and details.

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4 Write for the platform

Different online platforms have different characteristics, formats, and expectations. You need to write copy that adapts to the platform you are using and that matches the intent and behavior of your readers. For example, website copy should be informative, authoritative, and SEO-friendly. Blog copy should be engaging, informative, and shareable. Social media copy should be catchy, conversational, and interactive. Email copy should be personal, relevant, and actionable. Landing page copy should be focused, persuasive, and conversion-oriented.

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5 Test and optimize your copy

Writing copy that works on any online platform is not a one-time task. It is an ongoing process that requires testing and optimization. You need to measure the performance of your copy and see how it affects your online marketing goals. You can use tools like Google Analytics, A/B testing, surveys, or feedback to collect data and insights. Based on the results, you can tweak, improve, or rewrite your copy to make it more effective and appealing.

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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 do you write copy that works on any online platform?

1

2

3

4

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1 Know your audience

2 Write clear and concise copy

3 Write with a purpose and a goal

4 Write for the platform

5 Test and optimize your copy

6 Here’s what else to consider

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