The Ultimate Guide to Writing Compelling Copy

Did you know that there is about 4,000 to 10,000 ad copy online right now? You need more than words to make your copy stand out from the crowd. Urgh!

Your copy, which you use in all areas of your business, such as social media, your website, and even your product descriptions, essentially helps you sell - so yes, it must be compelling.

In this article, we’ll look at some ways you can transform your writing to fascinate your audience and entice them to click on your CTA's.

Utilise emotive language

When it comes to copywriting and advertising in general, emotion is sometimes more important than logic. You may be asking yourself, well that can’t be right. Humans are designed to be more logically influenced when it comes to making purchase decisions! This is sometimes entirely untrue. When you bring emotions into your writing, your words essentially have more power in influencing your audience to feel a certain way towards your brand and product offering - and no we are not talking about gaslighting your audience, haha.

Take this for instance, how many times have you seen phrases like this used in an advertisement?

• Are you sick and tired of waiting?
• Putting in the hard work but not getting the results that you want?
• Fed up?

These types of slogans are great and yes they do work! They do a wonderful job of creating an emotional response to a certain problem that your audience may be currently facing.

Next time you sit down to write a blog or a caption for your Instagram post, ask yourself; how is my audience currently feeling and what can I do to relate and provide a solution to their current problem??

Employ a conversational tone:

This type of writing approach is simply just as easy as having a conversation with your neighbour. There are two people; the writer and the reader, having a casual conversation.?

When you employ a conversational tone, not only does it make the reader feel more comfortable and at ease, but it allows them to relate to the points that you are trying to put forth. It also helps you to convey your message to the reader in an easy manner. Even if you operate in the B2B environment, don’t rule out using a conversational tone altogether. Individuals who work within the business landscape are still regular civilians!

Remember: keep your language simple - just as you would if you were having a conversation with your mum!

Create a sense of urgency

Now, this one can be a little bit more tricky to master when it comes to spicing up your copywriting. You want to avoid coming across as pushy and rather nudge your customer in the right direction to take swift action.

Although, if your copy makes your reader feel like the offer or product is always going to be readily available, then they might be less likely to convert - if they ever convert at all. Use time-sensitive language such as “sale ending tomorrow” or “last chance to cop the drop”. The more FOMO (fear of missing out) that your reader feels the more likely they are to take purposeful action.

What does your customer really want?

We think that this one is pretty straightforward, yet, it is something that is often overlooked. Your customer should always be at the forefront of your mind when it comes to any type of business process or activity - especially in regards to copy.

Locate pain points your customer may be feeling, and then show them how you can make their life easier. Customers want to feel like the products/services that they are purchasing are making their life that tiny bit less stressful. To do this, you want to make sure that you know your target audience inside out. Create an in-depth buyer persona, so that you can use the information to attract attention and inspire action!

In a nutshell

Copywriting is something that should not be feared but embraced. Yes, you are not going to be the best copywriter that there ever was or has been after reading this article - but like all good things, practice makes perfect. Keep these tips in mind when you are writing your copy, and watch how your audience reacts to your CTAs.?

Short on time? Need help mastering your copywriting? Team Elephant is here to help!?

Elephant in the Boardroom is a Melbourne-based digital marketing agency. We have been helping businesses right across the globe to stand out in the digital marketplace.

Contact us today!