Copywriting data can help you measure the effectiveness of your words, optimize your content strategy, and improve your conversions. But how do you present it clearly and persuasively to your clients, stakeholders, or audience? Here are some best practices to follow when creating and delivering copywriting data reports.
You don't need to be a data scientist or a graphic designer to create clear and appealing copywriting data reports. There are many tools and platforms that can help you collect, analyze, and visualize your data, such as Google Analytics, Hotjar, SEMrush, Canva, and Tableau. Choose the ones that suit your needs, budget, and goals, and learn how to use them effectively. You can also use templates, dashboards, and plugins to save time and ensure consistency.
To present copywriting data clearly, use concise visuals, such as charts and graphs, to illustrate key metrics like click-through rates, conversion rates, and engagement. Organize data logically, highlight important insights, and provide context for the numbers to make them easily understandable.
Before you dive into the data, you need to have a clear idea of what you want to achieve and how you will measure it. What are the main questions you want to answer with your data? What are the key performance indicators (KPIs) that reflect your copywriting goals? How will you track and compare them over time? Having a clear and specific objective and a set of relevant and measurable metrics will help you focus your data analysis and presentation.
Data alone is not enough to persuade or inform your audience. You need to tell a story with your data, one that connects the dots, highlights the insights, and provides recommendations. To craft a compelling data story, you need to follow a logical structure, such as the situation-complication-resolution framework, the hero's journey, or the before-after-bridge formula. You also need to use clear and concise language, avoid jargon and technical terms, and use metaphors and analogies to make your data more relatable.
Social Media Copywriter at ALLEN Career Institute | Story Teller in Personal Capacity
Nobody wants to see boring numbers. It's your job to make it a compelling story with a takeaway. You can make a data story but... The graphics can make it a comic strip.
One of the best ways to present your data clearly is to use visuals, such as charts, graphs, tables, and infographics. Visuals can help you illustrate trends, patterns, relationships, and comparisons in your data, as well as attract attention and increase retention. However, you need to choose the right type of visual for your data, such as a line chart for time series, a bar chart for categories, or a pie chart for proportions. You also need to follow some design principles, such as using colors, labels, and legends wisely, avoiding clutter and distortion, and aligning your visuals with your brand identity.
Finally, you need to consider who you are presenting your data to, and what they need and expect from you. Different audiences may have different levels of interest, knowledge, and authority in your data, and may require different formats, lengths, and tones for your data presentation. For example, a client may want a detailed and formal report with actionable recommendations, while a social media follower may prefer a short and engaging infographic with a catchy headline. You need to know your audience, their pain points, their goals, and their preferences, and tailor your data presentation accordingly.