How to Write Good Copy When You Aren't A Copywriter
Anybody can write, just like anybody can talk. But the question for both is, "are you actually good at it?" Copywriting isn't as easy as people think it is. It's even hard for professional copywriters at times. So how do you write good copy if you aren't very good at writing?
Well, let's figure out what makes it so hard in the first place.
Most small business owners and non-writers think that good copy is all about hyping up your product or idea. They think if they use enough fancy buzzwords or jargon to really highlight what they're selling or telling, it will make people really buy into it.
Good copy comes from finding what is interesting about your product or idea and telling that story in a way that appeals to your customer.
The job of a freelance copywriter is to find that interesting nugget and make it fascinating. Nobody wants to hear a boring story. But you don't have to be a professional copywriter to tell a good story. You just have to be honest and follow a few tips like these:
1. Don't use big words or jargon just because you can. You're trying to talk TO your customers; not at or down to them. Use words and phrases that everyday people use to talk to one another. Use the Best Friend rule of writing. If you had a problem, you wouldn't say, "I'm in a bit of a quandary." You'd likely tell your best friend, "I'm in a bind." Use this style to keep your writing conversational and hitting the mark.
2. Show it, but don't tell it. Good copy makes you FEEL what is being said. You don't just hear the words in your head, you feel them. You want to paint a picture of excitement in the mind of the reader. Don't describe emotions, describe why you FEEL the emotions. Once you get the customer involved in those feelings, you make them want to be a part of your product or idea. For example, would you be more interested in a car that "accelerates in a timely fashion and handles well," or one that can "go from zero to sixty in the blink of an eye and stops on a dime?" Paint that picture with your words.
3. Hit the pain points. That doesn't sound fun does it? But that's what good copy does. Good copy addresses the things causing your customers pain such as not having enough time or losing money. It's your job to write copy that identifies what that pain point is and show them how your idea or product gets rid of that pain for them. Properly identifying pain points and addressing them in your copy is what converts to sales.
4. Trigger curiosity. Curiosity captures attention and makes your readers want more. When you can grab attention, you increase your sales. Some of the best ways to trigger curiosity is to ask a question, do something completely unexpected, imply you know something they don't, or make them think they might have forgotten something that only you can help them to remember.
These are just a few tips to help you improve your copywriting game. When you start using them, you'll start to see conversion rates improve along with your copy content.
If it still seems hard and you don't feel like your copywriting is doing what you need it to do, don't sweat it. That's why there are freelance copywriters available to hire.
Sheral~Owner/Founder of C3 Specialties