You're struggling to connect with your audience. What are the best tools for creating content that resonates?

As a copywriter with 18 years of experience, I can say that identifying your audience before writing is crucial for crafting messages that resonate deeply (and convert)! Two tactics that work for me are: 1) Empathy Mapping: This goes beyond basic demographics, exploring your audience's thoughts, feelings, and behaviors. It helps in crafting emotionally resonant messages. 2) Industry-Wide Social Listening: Instead of just monitoring brand mentions, listening to broader industry conversations can uncover unmet needs and the language people use, providing rich insights for targeted copy. These methods offer a deeper understanding of your audience, which is what makes copywriting more effective and persuasive.

David Ogilvy wrote, “The customer is not a moron, she is your wife.” Let's put aside the dated sexism for now. He was trying to get people to stop generalising about the audience and realise that you probably know someone in this audience personally. So write for them. Demographics are one of the worst culprits for dehumanising people. It's easier to write effectively for Uncle Norman than it is for an ABC1 25-40 audience. Write for Uncle Norman. Say things he'll relate to. Make him smile. Make it clear what he'll get out of it. Stroke his ego and tell him why this is the smart choice.

Firstly, you conduct extensive research on your ideal audience. There will be no real impact if you create content that doesn't suit the profile of your target audience. Secondly, what is the purpose of this content? Is it to inspire, educate, inform, or entertain? Once questions 1 and 2 are sorted. We proceed to the headline that best suits your content type. "Question", "listicles" and "statement of facts" headlines have been proven to drive high engagement and curiosity. Ask a question, state a fact, or share a personal story that triggers emotions. Furthermore, write in a logical order and flow to improve readability. Keep it clear and concise. Break down your points into bullets and subheadings to also aid readability.

Be honest. Show that you understand their pain and care about it. Focus on them when writing, not yourself. Honesty is always (eventually) rewarded!

If you're not brand-priming ChatGPT, you're in the stone ages. I recently consulted with a company that fabricates enormous metal contraptions for the mining industry. Gears the size of houses! Their marketing content was professional, straightforward and completely uninspiring. I primed ChatGPT with a description that included "our audience of miners are salty and appreciate strong humor and coarse language." The results of our prompts were nothing less than spectacular. Designed to connect with our target audience.

David Ogilvy said, "When you have written your headline, you have spent eighty cents out of your dollar.” A catchy, attention-grabbing headline is a MUST. If they don't read the first line, they won't read the rest. Here are 2 ways I do this: 1) Contradictory Pairings: Mix unexpected elements to spark curiosity. This method encourages readers to explore your copy for answers. ("Vegans Love This New Steakhouse and It's Not What You Think") 2) Emotional Resonance: Tap into specific emotions with powerful, emotive language or scenarios that readers can immediately relate to. Whether it's joy, fear, surprise, or nostalgia, headlines that evoke strong emotions are more likely to connect with your audience, prompting them to take action.

Use this simple ChatGPT prompt to create simple and compelling headlines that resonate with your target audience. Copy and paste into ChatGPT and edit the square brackets: "Summarize the key message of my product or service in a 5-10 word sentence. The sentence should be concise, straightforward, and distill my business down to its essence. The aim is to articulate what I offer in the simplest terms possible, making it immediately clear and understandable to anyone. This ensures there's no confusion about the value and purpose of my product or service. Context for the summary: [Provide excerpts or key points from your website, ad copy, and proposal documents]."

Headlines make it break your content. 90% of your audience won't read past your headline and the ones that do are going to look for other headlines in your content(if it's long form, skimmability!!!) CoSchedule is a POWERFUL tool, however your headlines should always cover these basics: 1. Is it action oriented 2. Is it focused on benefits 3. Does it convey an emotional element 4. Does it have a number, stats or something related? 5. Is it easy to read? 6. Is it too long? Once you gain an insight into writing powerful headlines that resonate, using tools like CoSchedule becomes more intuitive. I would encourage if you're just starting out to write all headlines on your own and to them slowly transition using tools.

Whatever you do it needs to reflect whoever you are, copying the others sometimes bring followers but the ones that soon to leave. Be authentic and try to do your videos with your own style you can add a bit from this or a bit from that content creator but do not try to be her/him.

Creating a killer headline is the key to making your copy and content stand out. It's the first thing your audience sees, and it can make or break their decision to keep reading. A great headline not only grabs their interest but also gives them a glimpse of what's in store, promising something valuable. It's the difference between being forgettable and leaving a lasting impression, setting the vibe for your entire piece, and building a connection with your audience. Persuading and engaging your readers starts with a headline that hooks them, sparks curiosity, and leads them into your story.

When you're starting out, don't just freestyle your copy. Follow a proven structure like one of these: ? PAS: Problem-Agitate-Solution. ? AIDA: Attention-Interest-Desire-Action. ? Why, Try Buy ? Features-Advantages-Benefits Just Google these to find out more about them. You'll find even more formulas while you're at it. Then, as you become experienced in using these proven structures, you'll develop a natural feel for writing and won't be as dependent on them.

Your content NEEDS to be SKIMMABLE. When your reader scans your page they should know what it's all about without having to actually read the entire thing. Paragraphs should be at most 3-4 lines long, and long paras should NEVER be followed up by another longer para. Whitespaces are just as important as the content you write. How well are you using your H2s, H3s? If you aren't then your content isn't SKIMMABLE and readers will be looking at entire blocks or content and will be turned off of the entire thing altogether. Neil Patel is the GOAT for writing clear, concise, engaging, flowing articles with lots of head - check out his articles if you want to learn how to write in this way.

Simple tip. Create a structure that guides the reader in a smooth, riverine manner, not a jolty, whitewater rafting stint. People are pressed for time, so divide your content efficiently. Even if someone skims through the beginning or the end and leaves out the middle, they should still know what you're talking about.

Before you write a single word, you must understand who you're writing to, where they're at (in terms of the Buyer's Journey AND the copy you're writing), the purpose of the piece, and what you want them to do at the end. Your copy should take them on that journey from headline (or pre-head), i.e., where they are now, through to where they will be--their future-self--after they click on the CTA and take your intended action.

Structuring in any aspect of life is very important, you can't just keep posting content as you deem fit. You need to structure it in certain ways, you can break it into days or weeks and see how it goes and in future, after analysing the same you can further structure it for maximum impact.

If you want to improve your writing style, the fastest way to get there is to read, read, read and practice writing a lot, even in a personal journal so you can find your true voice. The best writers are those who read a lot of fiction and non fiction, exposing themselves to a variety of styles. You'll find that the more you read, the more you are exposed to the best and most effective authors who have an authentic ease in the way they write. It gets easier with time, and soon your writing style will be second nature.

I attribute my writing career to Hemingway App. You wanna know why? Because it helped me develop a clear concise way of writing. Short paragraphs, shirt sentences, no buzz words, grade 9 reading levels and active voice ( though that's still something that annoys me to this day) This went a long, long way to helping me develop my style. Every writer has a style yes but if you can adop Being able to inject personality into your writing is the difference between a good writer and a GREAT writer and your readers can immediately recognise that personality in whatever you write. You only develop this if you're mastered the basics.

La práctica es la mejor manera. Escribe, borra, re-escribe, equivócate, vuelve a borrar, escribe otra vez Solo a través de la práctica constante podrás mejorar tu manera de escribir y-por tanto- conectar con tu audiencia. Otro hábito clave es la lectura: lee distintos registros, estilos y categorías, desde pura ficción hasta revistas o papers científicos. Cuantos más diversos sean los textos, más herramientas tendrás para escribir mejor. Y ojo, no vale lectura diagonal: tiene que ser una lectura activa, absorbiendo cada palabra, impregnando de su estructura, su ritmo

If you want to improve your style, read and write more. The more diverse then the broader your style and the better you'll become. The English language is a language of synonyms, and though there are a bunch of tools out there that can help, few are as effective as picking something a magazine or book up and actually reading it (and I mean active, rather than passive, reading): look at the sentence and paragraph structure, the word choice, the layout, the rhythm, the cadence (even the white text and spacing)... it all contributes to the overall impact.

If you're wanting to connect with your audience, this isn't about improving YOUR style at all. It's about learning the nuances, the voice, the lexicon of the audience you're trying to connect with. Write in THEIR style, and then, connecting will become easier.

Testing live copy is key to optimizing conversion rates and understanding audience response. Two effective tactics: 1) Heatmaps/Scroll Tracking: Use tools like Hotjar to see user interaction, identifying what attracts or loses attention. This guides tweaks in copy placement and format to boost engagement. 2) Multivariate Testing: Don’t just test headlines! Platforms like Optimizely enable testing multiple elements (headlines, body copy, CTAs) simultaneously to find the best combination for conversion. It goes beyond A/B testing, offering detailed insights for optimization. I always find these insights fascinating but more importantly? You’ll know what is and isn’t working, and how to update your copy for impact.

Take risks, make content that no one is making, even if it doesn't get the result that you need it will make a different since you will understand your audience better and to stand out you can't just keep copying people but you have to put in your heads as well.

Das Testen von Inhalten im Rahmen von A/B-Tests ist leider nicht immer m?glich. Gerade im Print-Bereich mit Long Copys für Broschüren und Kataloge ist es nicht üblich Tests durchzuführen. Was Ads und kürzere Copys betrifft, insbesondere im Bereich UX Writing, ist das Testen von Inhalten allerdings Standard und auch absolut hilfreich.

Content creation is incompatible with the mantra “publish and forget”. You cannot ignore the importance of testing and optimizing content that truly matters to your audience. You can see your content performance through heatmaps and user recordings, revealing how visitors interact with your content, highlighting areas that captivate or lose interest. Perform A/B content testing, enabling you to fine-tune elements based on real user responses. Engage with users in a manner they can provide valuable data through quizzes and surveys. These tools collectively empower creators to enhance conversion rates, boost engagement, and foster loyalty. Ignoring content testing is like to shooting arrows in the dark.

No two ICP will think alike. A/B/C testing is a must. Get an external perspective - existing customers, Prospects or partners. Analyze the data and optimize the content. Tools like coschedule helps underline the emotional quotient based on scoring. Tools like hotjar shows the overall engagement and journey of a user on a particular webpage. Also 'Read' percentage of your email campaigns is a good way to check if your content is engaging.

This is a sure strategy because learning from the Big Bosses who have mastered the copywriting game brings you closer to your dreams of hitting the career jackpot. You win when you learn from the best!

It's good to admire nice writing. But you want to learn how to do it yourself, don't you? Let me accelerate that process for you. When you find great copy, spend ten minutes getting to the bottom of what makes it so good. Use a notebook or note-taking app to answer questions like: - how will the audience relate to this? - what tone of voice did they use? - what's the pace of writing? - the length of sentences, the variation of sentence length, the length of paragraphs. - what structure did they use? - how does it make me feel? - how did the product fit into this? - what's the call to action? Make up your own questions. Just make sure you do this on a regular basis when you find well-written copy. You'll become great, much faster.

Neil Patel was instrumental in my understanding of content and copy and how it should be written. I poured through hundreds of his videos and blogs and I developed a deeper level of understanding of what makes content tick. If you want to as well, read his work.

Read as much as you write, if not more. Read copy from industry leaders and competitors. Take note of copy that stands out to you. What makes it stand out? Does it serve a greater purpose? How did they incorporate objectives into this writing? And lastly: How would I make this better? It is so important to apply your own perspective. This allows you to better understand the content and your approach to writing. There is a Latin proverb that I love that illustrates the importance of a self-proclaiming perspective: By teaching you will learn, by learning you will teach. You will never know everything, but you can try to emulate and improve what you know. Apply yourself and see what happens. There is always more to learn.

Aprender é ótimo, mas ensinar também é bom para aprendizado. Recomendo ter um blog para falar sobre marketing e copywriting, inclusive sobre grandes copywriters.

As a former copywriter who teaches Generative AI, I would tell you to be careful in how you use the technology in your writing. Gen AI helps you create a first draft of your writing. But what makes that writing good is the addition of your own abilities in the editing process. Those abilities come from experience and from spending time honing your skills. There's no shortcut. The only way you become a better writer is by writing. It's a muscle you need to develop through practice. I'm seeing an increasing amount of writing that smells of AI and shows very little human polishing. That concerns me. Develop your writing muscle. Then you'll be able to capture people's hearts with or without the help of AI.

I regularly leverage search and social insight to help strategically plan and produce content that resonates. By understanding the intent and search behaviours across both search and social and understanding what audiences engage with you can create connective-tissue content that helps to shorten the path the purchase and align your customer journey experience to maximise each touch point. This provides the warmest lead possible at the point of conversion. This is a huge opportunity area for businesses to transform their comms and content, ensuring that everything we are producing is additive, ensuring a reason for existing in the ecosystem, and provides tangible value to audiences and customers.

All the examples are great, but we need to consider one very essential thing - emotion! We humans are emotional beings. We are primitively driven by it, our purpose revolves around it. Our stories are woven around it. Regardless of what the objective is for the companies, communication that lacks emotion is treated in a robotic manner. It is merely transactional. Add an emotional aspect to it, and people will start talking. If you talk to people in the language that they understand, they will relate to it. That's something inevitable.

I think one thing to do before you start writing is to look on social media and at resources like the "People Also Ask" section on Google to get an idea of what people want to know most about a given topic. You can use these points to help structure your article and determine what sections should be emphasized over others to better cater to what people really want to know on the topic.

If you're struggling to connect with your audience, you either don't understand them, or your content is dishonest. So first, make sure you know your audience. Then tell them a story. A real story. A relatable story. (Bonus points for humour and vulnerability.) As long as you communicate honestly with your audience, and tell stories that matter to them, you will connect.