Copywriting today is an entirely different beast from what it used to be. Where once, as a copywriter, you had only one directive: write to sell products; you now need to create copy that builds relationships with customers, defines brands, evokes emotion and paints colorful experiences as well.
To do all this, you need to be a master of your craft, switching effortlessly between poetic turns of phrase, gripping storytelling, industry-level know-how, skillful SEO techniques, and hard-hitting calls to action — all this in just a few words to sway an often impatient reader before the inescapable deluge of internet noise gets to them.
If this sounds like a herculean task, well, that’s because it often is. Exceptional copywriting and content marketing in the UAE and anywhere in the world, for that matter, is a highly sought-after skill.
So, what’s the secret to creating truly great copy? Read on to find out.
Five Essential Elements of Excellent Copywriting
Contrary to the popular belief that writing is an art reserved for the select few born with a gift for words, writing compelling copy is a craft that can be honed through consistent hard work and practice.
So, if you’re a business owner or marketer looking to improve your product descriptions, brochures, landing pages or email newsletters, here are five of the most important factors that you need to focus on to create an impactful copy.
1. Focus on Your Customers
Good copywriting doesn’t talk at customers; it speaks to them. So, however tempted you might be to close that sale and convince your readers that they need your products, when in actuality, they might not, resist it. Instead, focus on how your product or service solves a problem for a customer, alleviates a pain point or satisfies a need.
Thinking of your customer interactions as something more than a transactional exchange can drastically change the way you communicate with them. So, rather than coming off as pushy and sales-y, you can offer something of value to them through your writing, like informative facts or an amusing story, where they see themselves and their needs at the center.
2. Don’t Compromise on Quality
Most people have grown accustomed to tuning out marketing messages and ads, and some don’t even see them at all anymore. Why? While the sheer volume of information vying for their attention plays a role, mediocre writing is another culprit that’s often underhandedly responsible.
Think about it. When was the last time you opened an email or clicked on a social media post because the headline was just so enticing? One of the most powerful things a copywriter can do is break through a reader’s guard with high-quality content that speaks to them.
And while spammy, black-hat tactics and clickbait headlines can get you some quality traffic, it won’t last for long. With today’s customers demanding content with greater quality and authenticity (not to mention Google’’s algorithms), there’s no replacement for well-crafted, value-driven content.
3. Use Storytelling
Human beings are wired for stories, and the best copywriters know that. Stories that portray your audience as the hero, taking into account their struggles, values, and aspirations, tend to resonate far more than cold price comparisons or technical feature descriptions.
Take, for example, testimonials and case studies. They’re one of the most effective selling tools. Why? Because they offer an engaging narrative where a client had a problem, and your product or service stepped in and solved it.
4. Write How You Speak
With conversational writing comes engagement, clear communication and a greater chance of building trust with your audience. Keep your writing simple and concise, and avoid jargon whenever you can. The goal is to get your message across with the fewest, most impactful words possible.
And if you have an established brand tone of voice that you use to communicate marketing with your customers, do your best to incorporate it in product descriptions as well. A cohesively branded copy builds awareness, strengthens customer relationships and distinguishes you from competitors.
5. Answer Customers’ Questions
When people are done reading your product descriptions, they shouldn’t be left with any questions. Brainstorm as many queries as you can think of that your customers would ask about your product or service, like its features, benefits and how it compares to competitors, for example, and then address them in the copy.
This will allay any potential concerns or doubts they might have and demonstrate how much you care about them having a good experience with your brand.
The Secret to Great Copy
Truly mastering the craft of copywriting takes hard work, dedication and training. You have to make peace with the fact that not every piece of writing you create will be a winner. Still, with enough practice and by applying the essential elements shared here, you’ll be well on your way to crafting exceptional copy.
And for busy business owners and marketers who don’t have the time or inclination to take on the task themselves, freelance copywriting services are available to help you create high-quality content that drives results for your business.
