That’s how long we’ve got to make a good impression online.
Research shows that visitors who read a blog post for 3 minutes are 2 times more likely to return to that site than those who only read for 1 minute.
Clearly, copywriting in business is incredibly important, but what’s the secret for a good and effective copy?
Here are 7 essential tips to step up your content game and keep readers on page.
#1: Use paragraph breaks to make your copy visually more attractive.
Less is more.
Invest in short and concise sentences (with larger fonts) that go straight to the point.
Avoid fluff and filler, this will only distract the readers from the focus of the text and most likely kill their interest.
Separate each unique point or statement you make so that they all sit on their own line.
#2: Cut Sugary Testimonials
Be careful with sugar-coated testimonials that says how amazing your product is.
Think about it. Do you believe those perfect testimonials that you sometimes come across on websites? They sound fake or written by a marketer, don’t they?
Write story-based testimonials that help you overcome objections.
#3: Use emotion to boost your conversion rates
Big brands use emotion in their copy and their advertising campaigns all the time.
It makes the copy memorable – just think of some of the most famous UK Christmas ads.
During this festive season, brands like Iceland, John Lewis, Sainsburys, Heathrow, Boots, and many others, heavily invest in emotional Christmas ads that keep us talking for months.
Don’t forget: a feeling is a lot more memorable than words.
So, sit down with your team and whether it is in copy, photo or video, and find out what problem does your product solve and give your audience a feel-good factor. Finally, attach descriptive emotions to those problems and show how your product can help them.
#4: Eliminate powerless words
For those who haven’t heard of them, powerless words are words that you use as filler when you’re lacking commitment and action.
These words take the life out of your post and cause visitors to question why they started reading your blog – it undermines your message.
Have a look at the two examples below and think about which way is more effective:
Carl, please try to do your homework.
Carl, do your homework.
It’s obvious, right? It can be very subtle differences that you will only notice once you are aware of this factor.
Start by noticing when you use the word. Then rephrase “try” and instead say “I will” or “I get to”, for example.
A few other examples of powerless words are:
Need to/Have to
#5: Use everyday language
When you are writing copy it needs to reach out to a variety of people; yet everytime someone reads it they need to feel it speaks directly to them.
Be simple and don’t use fancy words to spread your message, it will most likely get lost half way.
#6: Choose your font carefully
The aesthetics of your copy, website, etc, is one of the most important factors that get your readers’ attention. Do you remember those 7 seconds we talked about earlier? Well, if your copy is not visually attractive this will heavily decrease.
Ideally you want it to look respectable. For example, how many times have you been searching for a restaurant just by checking its decoration and menus? If the menu doesn’t look good, surely the food won’t be good, am I right?
It works the same way for your copy.
Choose attractive font, check other websites or copy that you like and see what font, colour and size they are using. This will help you having a better idea of what to do with your own piece.
#7: Think about the order of your messages
Have your main points on the beginning of your copy – catch your readers attention with what exactly they were looking for right away.
This will increase chances of them reading the rest of your article.
Be careful with too much introduction or beating around the bush. Readers like to see the key words they searched to find your copy right in the beginning, preferably on the first sentence.
If you are writing about more than one topic, evaluate which ones are more important and organise them by order.
The same will work with websites.
Do you want to know more about how to master the art of copywriting?
At UMG Training, we provide the ‘Confident Copywriting’ training course where you can learn how to research your audience effectively, collate and articulate information quickly without losing key points or tone of voice, and frame your message in a way that will gain a positive response every time.
Want to get involved in the conversation?
If you would like to discuss any of the details you have read in this blog; including our upcoming September courses, please contact us on 0800 014 2468 or email [email protected].
Can’t make the date?
If you can’t make the date of these courses, we can run any course In-House at your organisation or a venue of your choice, on a date to suit you. Bringing your team together for a group training event is a great team building exercise, and we work closely with you to develop a bespoke training agenda that is completely tailored to your organisation’s requirements.
Contact our In-House training team on [email protected] or call 0800 542 9414 to find out more.