But I don’t know whether it’s worth increasing the price per hectare of it. So I need your advice
. What do you think?Copywriting guide 2024
Copywriting is an important skill in the 21st century. In business and sales, it is needed more than ever. In the world of marketing, especially on social media, copywriting is becoming an integral part of a successful strategy.
Key Principles of Copywriting
1. Clarity and Simplicity
- Simple Language: Use clear words and phrases. Avoid complex terms and jargon unless necessary.
"Write the way you talk. Naturally" — David Ogilvy
2. Specificity and Accuracy
- Avoid General Statements: Instead of saying your product is "the best," demonstrate its advantages with specific examples and data.
- Facts and Figures: Using statistics and concrete examples makes the text more persuasive.
3. Emotional Impact
- Building Connection: Emotions play a key role in decision-making. Use stories and examples that evoke an emotional response from the reader.
Audience Research
The first step is to understand who you are writing for. Without this, your text will be just a collection of words. Ask yourself a few questions:
- Who are your readers? Picture them: age, interests, problems they want to solve, their pain points.
- What concerns them? Understanding their needs will help you create text that resonates with the reader.
- What results do they want to achieve by receiving the information you offer?
1. Surveys and questionnaires
2. Analyzing personal interviews with clients. Reviewing open responses collected during on-site interviews.
3. Find forums where your audience gathers.
4. Send out surveys via email and gather qualitative responses.
5. Analyze social media.
Thus, it’s better to spend more time on research and reflection.
Practical Task:
Create a profile of your ideal client. The more details, the better.
What Does a Text Consist Of?
Every text has its elements. Here are the main parts:
- Headline
Despite how good your text is, most readers won’t get to it. So, it’s important to spend enough time creating it.
"On average, 8 out of 10 people will read your headline copy, but only 2 out of 10 will read the rest."
— Brian Clark (marketer, copywriter, and founder of Copyblogger, a leading resource for content marketing and copywriting education)
Only 20% of people will read the text beyond the headline. This shows that your headline is a critically important aspect of your text.
It’s essential to write headlines that grab attention and evoke emotions. This is the first thing your reader will see. Make it bright and memorable. For example, instead of "Copywriting," use "How Words Can Change Your Business."
- Main Content
Break the information into logical parts. Use subheadings and lists to make the text more digestible. Examples and stories always make the text lively and engaging.
- Call to Action (CTA)
If the call to action is weak, it can affect your conversion.
Statistics show that using a personalized call to action in your text is 220% more effective than not having one.
It can be something simple, like: "Try our product and feel the difference!"
Unique Selling Proposition (USP)
Once you know your audience, it’s time to create your unique selling proposition. This is what sets you apart from competitors. Consider:
- What makes your product special? Describe its strengths.
- How does it solve your customers' problems? Show how your offer can improve their lives.
Example: If you offer an online self-development course, your USP could be: "Practical tips that help you become better every day."
The USP highlights the unique features and benefits of your product or service. It focuses on the problem and promises that the stated product or service will solve it:
"Where to fly? When are tickets cheaper? How to track flight prices? Aviasales — We don’t sell tickets, we help you find the cheapest ones. For free."
Finding that unique feature that belongs only to your company is half the battle. The other half is announcing it to the world.
Tone and Style
The tone of your text should match your audience. It can be formal or friendly — choose what best fits your message.
Here are two key ideas about tone and style in copywriting:
1. Tone
- Definition: Tone is the overall mood of the text (formal, friendly, serious, etc.). It helps establish a connection with the reader and conveys emotions.
- Choice: Know your audience and define the purpose of the message. For example, a formal tone is suitable for a professional audience, while a friendly tone is appropriate for a wider audience.
2. Style
- Definition: Style is the way thoughts are expressed, including word choice and sentence structure.
- Development: Study the texts of successful authors, experiment with different styles, and seek feedback to improve your skills.
These aspects will help create more effective and engaging text.
Tips:
- Be Honest: Readers appreciate honesty.
- Use Active Voice: This makes the text more lively and energetic.
Copywriting is a skill that can be developed. Read more books, keep up with trends. Subscribe to my newsletter for valuable insights. Don’t be afraid to experiment and develop your style.
Your words have power! Everything comes with experience, and with every line you write, you become better!
Thank you!
