Believe it or not, one of the longest-standing debates within the world of copywriting is about whether long or short copy is best. With thousands of copywriters throughout the world, many have tested both, with both bringing back unique results. It's time to figure out which side is correct.
In truth, this debate may never end, because both styles of copywriting have tangible benefits. One aspect most entrepreneurs and business owners overlook, though, is that copy length success can be dependent on the audience. Some people are inherently going to like short copy over long, and vice versa.
Harness The Power Of Copywriting Templates
You can utilize copywriting templates to help you get started, especially if you haven't written much of your own copy before. While you shouldn't rely on any copywriting template to a perfect T, you're at an advantage while using templates in the beginning. This is because the best copywriting techniques work to create predictable responses in readers. If you want a predictable response, you'll generally have to use a similar approach time after time.
In order to get a leg up in your own business, it's vital to use what has worked well in the past. If you avoid this step, you do so at your own peril. Similar to how headlines nearly always follow the same formula, a full piece of copy will have a familiar structure from top to bottom. This is because hardworking individuals have studied what works and passed it off to other people. Speaking of professionals...
Ruthlessly Study The Pros
It's essential to study the pros. You should never have to be "creative" where proven strategies and formulas are useful and efficient. Otherwise, you could spend months and thousands of dollars figuring out on your own what the pros have condensed for just a few dozen or hundred dollars.
Less Truly Is More
You never have to write more than what is necessary. This is a crucial piece because in the world of writing, less is more. What you can say in fewer words, you should.
That being said, don't be afraid to experiment. One of the largest areas where experimentation won't mean crisis or failure is testimonials. People love testimonials because they are third party verifications that the product or service you are selling is true and worthwhile. Regarding testimonials, the more the better is often the case.
Fight For Efficiency
Always use more of what you see is working, and less of what is not. Copywriting is a delicate art where adjusting even one or two words can cause a difference in how many people read the piece or buy the product. You never need to embellish where simplicity is entirely successful and graceful. Always focus on maximum conversions and optimal customer satisfaction - those are two of your biggest signposts towards success.
Keep It Concise And Pertinent
When finalizing your body copy, only retain points that strengthen your argument. People want to understand what the benefits of your product are - they don't really care about the features or anything else.
Don't add fluff; people often see through it anyways. As mentioned before, less is more, and this will force you to convey the unique selling point(s) (USP) of your service or product in a more meaningful way. People don't want to read aimless drivel that sets up the power of your product; they want to know what matters, and why it matters to them, right now.
Your sales page should become progressively more interesting the further you go. You should start out with the problem your reader is having and make a connection with them from that aspect. After that, you should begin conveying why you are qualified to bring them a solution and what the solution looks like. It should be an effective solution for a painful or acute problem.
Speak (Or Write) Emotionally
Be succinct and emotionally precise. Add emotional value to every statement or question. Draw your readers in with a personal connection and identify their painful problem, then pull them to the edge of their seat with punchy verbs and laser-precise nouns.
The more "action" you can include in your copy, the better. Like we've talked about before, people need solutions and they need them now. You have a short window to work with them as it is, so show them where they will be if they buy your service or product. Speaking of buying, offering a guarantee somewhere at the end of your copy is a proven way to increase sales. When people know there's nothing to lose, they're that much more likely to hand over their money.
Deeply step into your reader's shoes and ask yourself what they would be most likely to do. This is the area from which all the best copywriters work. When you take the time to view the offering from the eyes of a reader, you are 10 times more likely to see what is "blah" and what is actually attention-grabbing.
In truth, this debate may never end, because both styles of copywriting have tangible benefits. One aspect most entrepreneurs and business owners overlook, though, is that copy length success can be dependent on the audience. Some people are inherently going to like short copy over long, and vice versa.
Harness The Power Of Copywriting Templates
You can utilize copywriting templates to help you get started, especially if you haven't written much of your own copy before. While you shouldn't rely on any copywriting template to a perfect T, you're at an advantage while using templates in the beginning. This is because the best copywriting techniques work to create predictable responses in readers. If you want a predictable response, you'll generally have to use a similar approach time after time.
In order to get a leg up in your own business, it's vital to use what has worked well in the past. If you avoid this step, you do so at your own peril. Similar to how headlines nearly always follow the same formula, a full piece of copy will have a familiar structure from top to bottom. This is because hardworking individuals have studied what works and passed it off to other people. Speaking of professionals...
Ruthlessly Study The Pros
It's essential to study the pros. You should never have to be "creative" where proven strategies and formulas are useful and efficient. Otherwise, you could spend months and thousands of dollars figuring out on your own what the pros have condensed for just a few dozen or hundred dollars.
Less Truly Is More
You never have to write more than what is necessary. This is a crucial piece because in the world of writing, less is more. What you can say in fewer words, you should.
That being said, don't be afraid to experiment. One of the largest areas where experimentation won't mean crisis or failure is testimonials. People love testimonials because they are third party verifications that the product or service you are selling is true and worthwhile. Regarding testimonials, the more the better is often the case.
Fight For Efficiency
Always use more of what you see is working, and less of what is not. Copywriting is a delicate art where adjusting even one or two words can cause a difference in how many people read the piece or buy the product. You never need to embellish where simplicity is entirely successful and graceful. Always focus on maximum conversions and optimal customer satisfaction - those are two of your biggest signposts towards success.
Keep It Concise And Pertinent
When finalizing your body copy, only retain points that strengthen your argument. People want to understand what the benefits of your product are - they don't really care about the features or anything else.
Don't add fluff; people often see through it anyways. As mentioned before, less is more, and this will force you to convey the unique selling point(s) (USP) of your service or product in a more meaningful way. People don't want to read aimless drivel that sets up the power of your product; they want to know what matters, and why it matters to them, right now.
Your sales page should become progressively more interesting the further you go. You should start out with the problem your reader is having and make a connection with them from that aspect. After that, you should begin conveying why you are qualified to bring them a solution and what the solution looks like. It should be an effective solution for a painful or acute problem.
Speak (Or Write) Emotionally
Be succinct and emotionally precise. Add emotional value to every statement or question. Draw your readers in with a personal connection and identify their painful problem, then pull them to the edge of their seat with punchy verbs and laser-precise nouns.
The more "action" you can include in your copy, the better. Like we've talked about before, people need solutions and they need them now. You have a short window to work with them as it is, so show them where they will be if they buy your service or product. Speaking of buying, offering a guarantee somewhere at the end of your copy is a proven way to increase sales. When people know there's nothing to lose, they're that much more likely to hand over their money.
Deeply step into your reader's shoes and ask yourself what they would be most likely to do. This is the area from which all the best copywriters work. When you take the time to view the offering from the eyes of a reader, you are 10 times more likely to see what is "blah" and what is actually attention-grabbing.
No comments:
Post a Comment