How can you write copy that captivates?

Make sure to know your audience and what they are expecting to read. Focusing on the niche market is important. Familiariase yourself with the brand and the audience, interests etc,

When looking at your audience, don't forget to look at how they talk and write - older audiences may not understand new expressions, and non-technical audiences may dismiss your message entirely if it includes jargon.

To grab attention with your writing, use catchy headlines and simple words. Tell an interesting story or share helpful info. Break up text with pictures and keep it short. Finally, ask readers to do something at the end.

Copies that sell = 90% research + 10% writing. Research includes: 1. Research your audience and their pain point 2. SEO-based keywords 3. Attention-grabbing hook 4. Compelling contents etc

For inspiration and structure to writing marketing copy, use the AIDA model which was created in 1898 by advertising advocate Elias St.Elmo Lewis. The model lays out a sequence which takes the reader through the stages of Attention (What is is), Interest (I like it), Desire (I want it) and Action (I'm going to purchase/ donate). Attention: Ask a question or outline the problem eg "Man discovers ￡80K in lost pension" Interest: Explain the solution "How to track missing pensions" Desire: Read this blog about how our platform can help you search for lost pensions Action: Call us today to track your pensions

This ties back to knowing your audience. Speak to how you can solve their pain points in the headline to capture their attention quickly.

Stop the scroll! - That's my key measure of a great headline. Is your headline compelling and interesting enough to "stop the scroll" of someone using their mobile phone and going about their day? You have a split second to hook time-starved readers. The main role a headline must fulfill is to make the reader read the next sentence.

Avoid ambiguity Especially when writing your headers, avoid statements with unclear meanings or multiple interpretations. If you find yourself unavoidably using such, let your sub-header create a clear interpretation. Remember to keep it short and simple (KISS)

You need your hook. One-liner that hits — the kind that makes them stop scrolling and read the entire thing. But it’s got to have a very clear message, not just the clickbait headline that would make your reader question your intentions. Start your copy with a clear, punchy headline that would make them want to read more, not necessarily make them think “huh?!”.

Almost a 100% of your audience will read the headline in full, and skip the rest (if the rest isn't useful to them). Write a headline that pulls people in, or one which tells the entire story of the text below in one sentence.

You don't have to hide your features - just turn them into benefits that give your customers value. For example: 1) An umbrella's features: "waterproof and sturdy" 2) Turned into a customer benefit: "Stay dry even in strong winds" 3) Can be written as a value that solves your customers main problem "How to survive the British Summer"

Nobody really cares what you call something internally or how the C-suite describes it. If you can't succinctly tell the audience what's in it for them (physically or metaphysically), then your product has a problem.

You should try to help your audience visualize how their life will improve with your product or service, they should be able to imagine themselves in the scene.

Make your copy all about the reader. It's not about YOU, not about your product.. It's about the customer and it's about their problem, pain and goals. Example: Our brightening serum is made from 100% organic ingredients (you selling features here) Get sun kissed glow with our brightening serum in 14 days (you give the reader an achieveable dream - focusing on benefits here) Don't write words like I, we, our, us.. Use you, your only. This will help you to focus on benefits

Adding numbers can help these benefits seem more tangible (and attainable): 1) "...will save you valuable time." vs. "...has saved managers 1 hour per week." 2) "Walking improves circulation." vs. "Just 20 minutes of walking per day has shown to improve circulation."

When writing a copy, it's important to understand emotional core drivers to influence your narrative. I mean something that would trigger your reader to think again. For instance, if you want to get attention, use NEW In your copy… make your product solve a new problem in a unique way. once something is new, it will get attention. And this will make your copy convert.

I believe that texts that go directly to the point of the matter do not have the necessary appeal. Whether in the slogan, website content or other types of copy, the best way is to use irrelevant and attractive content and then relate them to the main topic. This way you set the hook and when the reader takes the bait, you drag him to the middle of the sea.

Emotion and story can play, but without authenticity behind that emotion your audience will dismiss it. Consumers are smarter than they've ever been, so tell a story that's at least close to the truth and make sure you can stand on it. If you can't figure out how to say it in a 7-second video you're not done refining it.

Farid -- True enough. In lots of documentation scenarios, people like a little foreplay. It depends on the audience, the deliverable. White paper? Training Manual? For geeks and programmers? for warehouse workers? for lawyers?). Some people just want to get down to brass tacks, as quickly as possible. I set myself a rule that the audience finds exactly what they need in three clicks or less, from the home page. I have expandable/collapsible "Learn More" sections so that content is divided between mission-critical content versus nice-to-know content.

In today's fast-paced and divided world, where data quickly becomes outdated, it is essential for storytellers to be versatile and have the ability to view things from a comprehensive perspective. By embracing a holistic approach, storytellers can effectively captivate their audience and make a lasting impact. If you want to enhance your copywriting skills with the power of storytelling, a great starting point is to explore the renowned Freytag's Pyramid.

Write in short sentences and don't use fancy words if they aren't absolutely necessary. My inspiration for good, clear writing is Raymond Chandler. A journalist from The Times of London once said to me 'write like Chandler and you can't go far wrong'. And if you want to understand the rules of concise writing, look no further than George Orwell's short essay 'Politics and the English Language'. When I worked in communications, I made sure each new team member had a copy on their desk on their first day.

I can't stress enough the importance of active voice. It allows you to take ownership of the actions and successes, and therefore conveys confidence in your voice and tone.

There are two words that come to mind and something Axios practices well: smart brevity. Filler words, marketing jargon and lengthy copy will turn readers away. Attention spans are limited these days. The more concise you can be, the more impact your copy will make.

Clear and concise writing is respectful of your readers' time. 3 ways to improve readability include: - bullet point lists when there are multiple ideas in a sentence - replace commas with periods - use white space to break up text

Edit. Then edit some more. Walk away. Come back. Edit some more. There's nothing more clarifying than stepping away from your writing and returning to see it again with fresh eyes.

Try CTV's or a Call to Value. ? It Supersedes action ? It focuses on the result after action ? Its more Compelling We experienced a wild increase in CTR (Clickthrough Rate) to the tune of 13% (more) when we changed our CTA into a CTV.

I see a lot of our marketers defaulting to "Learn more" and "Read more" so I steer them away from that as much as possible. Instead, use keywords from what it is you're promoting – tie the action back to what they'll gain by clicking further into the asset or page. If limited by CTA character counts on web pages, add a final CTA statement that can help share that final "reason to act" messaging with the CTA button or link.

Make your CTAs destinational not directional. For example, instead of "Subscribe" say "Free 30 days Subscription" Keep it simple Make it easy to find Use an Active Verb Take away the risk Use Social Proof Make it Benefit-Orientated

Always make it easy for your reader to take the next step. The CTA should allow the reader to easily receive the information desired without a frustrating wait time or hopeless pursuit.

I was once told: to truly 'know your audience' you must 'become your audience'. Walk a day in their shoes - what do they do, who do they speak to, where do they go, what do they see? Once you can confidently predict your customers behaviour, its like uncovering a secret formula. I feel marketeers today often overlook the art of rolling up their sleeves and harvesting real-life, practical insights.

I believe one more perspective would be worth mentioning and that’s authenticity. ‘People buy from people’ - if you aren’t true to your personality, values and your uniqueness the audience will let you know sooner rather later. This is true both for building a brand as well as personal image. Before I even start to think about the type of content my client needs I run a series of interviews and analysis to find out what the brand/client stands for. I check the online presence before talking to my client and only then start the conversation by asking: ‘How would you describe yourself/your brand in 3-5 key words?’ Reflecting on how the response matches with what I found online builds a solid basis for the initial content design.

While dealing with increasingly sophisticated and demanding clients, whose attention span is getting shorter by the day, we need a compelling title and the right amount of pertinent information. The message should be concise, clear, yet emotional and motivational, tailored to each audience subgroup. The one-size-fits-all approach is no longer effective. Of course, it is crucial to truly understand the characteristics of each audience subgroup.

Think about who you are to your audience. What gives them a reason to listen to you? The most compelling point of view is to speak FOR your audience. Identify the issue, beliefs or ideas that they have a sense of, but haven't articulated. When you can put words to their thoughts and feelings, you'll capture their undivided attention.

Whether?it's the stage or the page, you have approximately three seconds and three words to grab your audience's attention. When you do, remember?they need to be seen and heard. So, let them know that you get it and get them. Then, finish off with your unique twist that is oddly universal. That is the start of a great conversation that anyone, including your audience, will lean into, wanting for more. So, give it to them.