7 Best Kept Copywriting Secrets : What Marketers Need to Know

March 8, 2016 / Reading: 3 minutes

It’s easy to underestimate the value of copywriting when marketing has been focusing more on exposure and viral tactics in recent years. Copywriting, however, is the most consistent way to produce growth and achieve objectives with a strict budget.

All of these secrets to copywriting may sound very simple, but that is precisely why they are often missed. We overthink marketing strategies and over-complicate our writing, where language is turned into an algorithm and not a natural solution.

So without further ado, Here are a few secrets on how to keep your copywriting sharp and effective, without having to hire a professional to do it for you.

1. Understand your Audience

Having the ability to put yourself into the reader’s shoes while producing content is an important factor in how impactful your writing will actually be. You must know what your target demographics’ desires are in order to sell them on an idea or product.

You must also know their fears and beliefs are if you wish to really connect with them beyond the advertising stage.

2. Speak, don’t Instruct

What this means is speaking naturally, like you would face-to-face, is far more effective than writing a manual in plain English. Professionalism is important, but never breaking that up with real world examples or conversational pieces is a sure way to lose interest from the average reader.

3. Be Progressive

Don’t just pull copywriting stories from Wikipedia references or give a marketing pitch that is limited to your brand’s relevance. Pick up news stories or trends that relate to your brand, but don’t make it obvious. You want to show that your ideas are current and that you aren’t just pandering to the reader’s interests.

4. Short, but Sweet

Readers who are captured by your headlines will not stick around for more than a few sentences if it is taking you longer to make an argument or point that ties into your brand. You can’t force them to read an 800 word pitch just through strong writing, it needs to be succinct and seen as valuable to the reader right off the bat.

5. Don’t be Bashful

A mistake that people often make when planning their copywriting strategy is watering-down their talking points for the sake of not sounding too cocky. Unless you are in the business of selling notebook paper, there is no downside of being blunt about your intentions or claims.

6. Be Trustworthy

If you’re writing statements that reference statistics and studies: back them up with your sources. People are becoming less and less tolerant of claims, especially scientific, that are presented as facts, but don’t have links to click for further reading. It’s hard to build credibility when all your content is opinion-based rants that anyone could make.

7. Avoid Predictable Leads

The easiest way to ruin good copywriting is by using segues into obvious leads that feel unnatural and forced. Instead, build off what was discussed about natural, conversational content that makes the reader feel like they are engaged with your statements. Try using personal development coaching strategies with your copywriting to improve the level of retention with your readers.