The fact that you clicked on this blog tells me that either you’re a copywriter or starting copywriting as a beginner. Well, welcome to the club.
And, before moving on, let me tell you that you’re going to do amazing in this field. Only remember one significant thing: ‘Put out the value with honesty. And you’ll gain the 10x of it back.’
This blog covers the major aspects of copywriting. It guides you through every component in a composed version. Along with that, the tips and tricks are unusually practical and amazing.
So, get yourself a paper and a pen. And let’s begin!
Copywriting is about selling your products/services using the right words at the right place. It’s not about perfect grammar and perfect sentence structures.
All that matters is if you’re able to convey the right message to your target audience. The start is the identification of pain points. And the words are adjusted around it.
It’s about coming up with a written version of the conversation.
Imagine if you could talk to your prospect about how your product/service can benefit them. And without actually talking to them. That’s copywriting. Allowing your words to make all that conversation.
And a secret, we all do copywriting at all times. We know how to do copywriting since the time we started talking. (Yes, I mean it!)
Many people confuse copywriting with content writing. They’re NOT the same.
Content writing is about you. Copywriting is about your customer/ prospect. I like to summarise it this way:
Content writing is about information. Copywriting is about the conversation.
When you write content, you tell the reader about something. When you write a copy, you make a conversation with your next customer.
So, I believe now you know the difference between these two. Let’s move forward.
Well, many people will tell you a long list when it comes to this question. Though I believe you do not need anything, just one.
The only thing you need to be a good copywriter is amazing communication skills.
And, well, they can always be built. And improved.
Before you prepare all the contradictory remarks to debate with me on this, hold on. As mentioned before, copywriting is about having a conversation.
If you have good communication skills, you can put your thoughts in the right words. And it’s pretty much all that’s needed. It’s not a combination of fancy words nor perfectly structured phrases, it’s about honest talk. That’s it.
Time for the tips and tricks that are practical and amazing when it comes to writing a good copy.
All of them will succeed with a credible resource, where you can find examples and further details on that topic. The idea behind this is to allow you to grip the best of it to the core.
If you want to make the most out of these steps, there is a mega bonus tip.
Pick up any niche you want to write the copy. Follow along these steps to write a portion of a copy. In the end, compile all of it together to form a single copy, and you’ll have something great; I promise. (Plus, do visit and study all the resources mentioned to gain a great grip on the concept)
I like to break it into a seven-day course on copywriting. So, each day you have to:
- Study one copywriting tip mentioned here.
- Visit the resources and study most of the ideas you can.
- Write a portion of the copy on your selected niche.
Repeat for the next tip, the next day.
I know the name sounds a bit weird. Let me accept it. It’s not a proper English word. But, we’re talking about copy. Hence, I’m going to break the rule of having perfect grammar first.
So, what does Coreating means?
Coreating = Copy + Creating
The idea behind this is that you do not need to create everything from the scratch. When it comes to copywriting, you can get access to numerous converting copies.
All you have to do is thorough research. Find the different examples of the copies that worked. After that, use your creativity to create something unique and amazing.
One of the major mistakes most beginner copywriters make is to start from the first step. You do not need to. It’s like you want to create an incredible car. But before that, you want to recreate the basic structure of the wheel.
Don’t. Every amazing car has that same circular structure as the wheel. Yes, there is additional work to that. And this is what you have to do. You have to take the basic structure and make it the most powerful one using your creativity.
So, Coreating is the key.
If you want to have a resource of the best copies that have worked, Swipe Files are the key. Here you can get access to one of the best copies. It contains collections of the works of renowned and amazing copywriters.
All you have to do is pick up few copies that match the idea you’re working on. Start instilling your creativity in it. And, you’re good to go!
You can use any of these (or preferably both):
Yet again, we have another new word. The idea that your copy should be conversational has been discussed quite many times before. But, what does copyspeak mean?
Copyspeak = Speak your copy!
Yes, I know, we write the copy. But when you make your subconscious understand that you have to speak a copy, your whole approach will change. Having this idea in mind will allow you to write whatever comes to your mind without filtering it through the rules and regulations.
Because when it comes to copy, there are no strict rules, but just one. Communicate it ethically clear.
What does ethically clear communication mean? It’s about talking to the person while taking care of the communication ethics. The ethics may include the avoidance of abusive words, putting others down, or simply making the other person feel bad.
Yes, in copywriting we do build the words around the pain points of customers. But, the purpose is not to make them feel bad. Instead, make them feel good about how they can change their situation for the better.
So, whenever you’re about to write a copy, remember, you have to speak the copy.
To be able to write in a conversational tone, studying two views of one scenario is the key. Having the comparison of two writings will allow you to get the idea faster. So, here is an amazing guide that can help you with that:
The concept of content writing is that you have to inform the reader about the outcome. It does not mean that it only talks about the outcome, but mostly it does. But, if it’s about copywriting, you have to let your reader know the process too. It’s their right.
Let you readers know not only the outcome, but the process.
Many times, we fall into the trap of, ‘But, I thought that why would anyone care to know?’ Trust me on this one, they do care. Letting them know the process creates a level of transparency.
What does process exactly mean? It’s simply the sequence of steps that you take.
For example, if you’re selling a product or a service, what are the steps that you and your team go through to come up with the final result. Enlist each step.
Next question is, but if it’s too technical, then what? Then it’s even greater. Including some technical details in your web copy can form the basis of credibility. A little technical jargon means that don’t try to simplify the technicalities involved in the process.
For example, if you’re building a product that involves a certain chemical substance and you think that including it will create confusion for the reader. Include it anyway. Write a little description if needed.
Why does it work? Transparency and credibility lead to trust-building. And, to have better communication, you need to have a good amount of trust.
So, next time overcome your subconscious barrier of not mentioning the process.
Sometimes, all that your customer need is the proper technical details of the product. And, if you want to understand it, a product description is the best way to start.
However, it can be applied similarly to the services as well. (The idea of starting with product description is that it’s easy to grip for the start.)
Here is one amazing product description:
(Feel free to explore more on this website. Almost all the product descriptions follow the same format)
Remember that copywriting is about having communication with your prospect, without being there? For this, you need to answer all the invisible aspects of communication.
I don’t believe in the idiom of ‘Walk in someone’s shoes’ (You want to know why? Drop a comment). But, it quite explains the concept here.
Every time you write a copy, it’s backed up by thorough research. What is that research for? It’s about the audience, their emotional desires, and their pain points. Why do we do that? To answer the invisible.
You have to answer all those questions that can or will be in the mind of your prospect. It’s one of the toughest parts of copywriting. Because it’s about going inside someone’s mind. But, it’s not impossible.
In the present world, where we have access to loads of information just a click away, it’s an executable task.
To come up with the best answers, you need to know the most accurate invisible questions.
Following are the three steps you can follow to execute this process successfully:
- Build up the clear personas of your target audience. (In case, if you don’t know what persona is, this link has got a lot for you).
- Search for the people falling in those persona guidelines on every platform ranging from social media to professional networks.
- Study the material they have put out on the internet. Every piece of information will allow you to put the puzzle in the right place. Combining all that will give you all the questions you need to cater to.
Don’t miss this tip at any cost as it forms the basis of how customer-focused your copy is.
To know the accurate questions, you need to do proper research. But, what are the points that you should take out of that research? For that, you have to go through some case studies before. Here are the two amazing resources that can help you with that:
When it comes to copywriting, you do not need to have perfect English. As mentioned before, all you need are good communication skills.
Just so you know what I mean by it, take a look back at the words ‘Coreating’ and ‘Copyspeak’. They do not exist in the English dictionary. So, it’s a clear violation of the rules. But, it’s okay. Why? Because it enhances the communication and conveys the meaning in an engagingly right way.
So, if you want to change the sentence structures a bit or add the words that no one has ever heard of, you’re free to do. Just, take into consideration that they’re understandable and convey the meaning. Remember that.
Copywriting is not an English test.
The drawback of falling in the pit of following the exact English rules is that you shift your mind from the level of creativity.
It does not allow you to focus on being creative in the way a conversation is put out. Instead, it starts focusing on the fact if the words are fancy enough to showcase that you’re a good writer.
To be a good writer, you may need a set good vocabulary. (Though, I disagree with this also). However, to be a good copywriter, you don’t need to have a good collection of fancy words. Instead, you want to have straightforwardness and clarity in your writing.
Many people will tell you ‘But, your writing is not grammatically correct’. Well, you don’t have to fall into this trap, if it’s about copywriting. Indeed, considering the basic structures is necessary, but no need to make an English test out of it.
Here is a guide to let you know the rules you can break:
To write a good copy, you have to keep your focus on your target audience, and not you. It’s simply putting out value without any expectations.
When you focus on them, you’re able to cater to the pain points in a better way. In addition to that, you do not try to pretend anything that you or your product is not.
It’s about building connections. And, connections are built on honesty and trust.
In copywriting, you have to be honest about not only what your product/service has. But also, what it does not has.
Yes, I know, it feels unnatural to do so. Also, one has a great place for their work in the heart. But, when it’s about putting out value, you have to focus on the things that have a great place in their hearts.
Seemingly, it looks like a loose-loose deal. However, it’s a win-win situation.
For example, if your product provides benefit A, Benefit B, and Benefit C. However, your product does not include the Benefit D that many of the similar products are offering. Be honest about it. Mention that how not having that benefit is balanced by having the additional ones.
This way you are not only honest with your customers, but you save their research time too. The time they spend trying to make a comparison between different products. And I’m sure they’re going to value you for that.
It’ll not only bring you the customers but the ones that strive for longer connections with you and your business.
As a copywriter, you need to avoid making it about you. But, it’s not an easy task. So, how to do it? The only way to do this is to study some of the incredible customer-centric copies. These will allow your subconscious mind to pick up things that will lead to better writing. Study all of the examples given here:
(Trust me, it’s going to do wonders to your copywriting skills)
If you want to write a good copy, you need to back it up with great research. That research is not mostly about coming up with the best references or citations. But, it’s about coming up with the comprehensive details of your target audience. I like to explain it this way:
Your copy is a sales research paper.
You have to understand not only your product/service but your customers to the core as well. Spend at least 20% of the total time to write a copy on the comprehensive research and planning.
An appropriate cycle to execute it will be:
- Create an outline and fill out each heading with two to three lines about what it will be. You don’t have to write the actual copy for now. After completion, give yourself some break.
- Come back to it after some time. (But, this time not as the product/service owner, but as the customer who is going to purchase that).
- Read it at all. Two times or three, if you will. It’ll help you to understand it better.
It’s about shifting the roles. Between the owner and the customer if you want to come up with a great copy.
There is no real scale to measure if you understood the copy idea well. Instead, it works as a reverse engineering process. So, complete your copy. And, then go reverse while following some methods to see if your copy can be marked as a good one. To know those methods, here is the incredible resource:
Each one of us is a great copywriter. All you need to do is polish that skill by considering some of the tricks and techniques. And to be a good copywriter, you not only need to learn copywriting. But, also implement your learnings side by side.
This blog concluded the seven unusual copywriting tips along with the practically comprehensive resources for them.
So, Did you write your copy along? If yes, how was it? (I am excited to know)