For day seven of my completion of the Complete Digital Marketing Course, we focused on what good copy is, and learned the importance of following the AIDA formula. Here are my notes:
What is Copywriting?
Copywriting is “sales, in written form”: you are trying to convince your audience, through writing, to take a certain action (buy this product, click this button, watch this video, etc).
Copy is a much cheaper way to convert buyers than focusing just on doubling traffic, whether that means getting more subscribers to your email list more visitors to your website, or more follows on social media. All of that is useless if you can’t convince said visitors to take the actions you need them to take!
Good copy always:
- shows the benefit, not the features
- has a good headline, subject line, or other form of catching attention
Good copy is important, no matter if for:
- social media content
- blog posts
- email marketing campaigns
- search engines
How to Write for Your Buyer Persona or Target Audience
Good copy should be written for your buyer persona – think that you are writing for one specific person, not a general audience. This will make your writing much more personable.
You should be sure to address the following when writing copy:
- Who it is for
- How do they think
- What do they need
Make sure you address pain points found in your buyer persona’s lives. If you completed the survey and market research portion properly, you should have plenty of pain points and keywords to use.
Set goals: Each page of copy, content, etc. should only have one goal, or one Call to Action for the reader. Otherwise, they will get overwhelmed and not be sure which to follow, possibly abandoning the content in the process.
Finally, remember: good copy is not always creative. Be straightforward and to the point whenever it will be more effective.
AIDA is: Attention, Interest, Desire, Action
Attention focuses on the first thing that your reader sees that makes them want to see more. This is usually the headline or subject line, but can also include photos and graphics that may compliment the headline.
As we can see, the headline is of importance to the attention of 80% of people. The image draws a full 100%. Visuals are an important attention grabber, and should be used whenever they can in drawing attention to a piece of content.
There are several ways to create a good headline:
- Practice writing good headlines. Try writing five different headlines for each piece of content you release, and go with the one you decide is best.
- Make sure the length is concise enough.
- 25 Headlines is a good tool to use for the above ^
- Use Numbers, Listicles, Etc., as well as “How To” articles. They are cliche, but effective.
- Punctuation. Use the Keyword before the colon: then benefits after. This is a great SEO hack as well.
- Be specific. Ex., How to Create SEO Optimized Content, Vs. Write Optimized Content
- Ask questions, and engage the audience. A good method for social media channels as well.
- The five W’s: who, what, when, where, why!
- Finally, use an enhancing image that compliments the headline.
Interest is showing that you understand your customers problem.
Storytelling is the most powerful way to show this. Personal experiences, Customer experiences, or Fictional stories are a great way to illustrate this.
Make sure that this content is easily scan-able, and that there is visual appeal as well, including graphics and pictures when necessary.
Desire is all about showing how your product solves their problem.
Focus on benefits over features. People don’t care about how the car saves more gas, they care about why that benefits them.
Ex.: Our 2018 model runs more efficiently because of this feature, which helps … feature run more smoothly Vs. Our 2018 model is the most energy efficient model yet, meaning less of your money will be going towards gas.
After you have gained your readers attention, interest, and desire, you’re finally ready to get them to take action. A Call-To-Action is your ask, usually in the form of a clickable button.
An effective call to action has the following features:
- A separate CTA for each page of content produced, and no more than one per page.
- Command verbs, such as buy, shop, download, subscribe, etc.
- Create a sense of urgency, using words such as now, today, limited time offer, exclusive, etc.
- Use contrasting colors for your CTA whenever possible. Make sure it stands out from the rest of the content.
- Use no obligation language when necessary. Ex. Take This Course rather than Buy Now, or Shop New Products vs. Buy This Product, etc