Striving to comply with the virtually unpredictable changes of dynamic online environments, numerous copywriters have the distinct impression that their white-hat SEO (Search Engine Optimization) tactics are inevitably compromising the substance of their copy. In fact, most novices are probably asking themselves the following question: Am I writing for living, breathing human beings, or am I crafting Web content for search engines?
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Even as copywriters, we are only humans; so, every once in a while, we make mistakes compromising the end result of our work, to some extent.
When it comes to copywriting, there are no one-size-fits all solutions that we can apply over and over again, to come up with positive results in the long term.
Every creative process is based on a trial-and-error strategy, implemented until copywriters finally manage to write compelling copy with a real substance.
One might be tempted to think: If it’s good, it’s on the lips of numerous potential buyers. If it’s bad, it’s considered experience. Is that how it really works? In fact, some copywriting slipups are perfectly understandable and pardonable, while other trigger significant consequences, impacting the copywriter’s reputation, affecting conversion rates and making several clients lose their competitive edge. Here are some of the most embarrassing and dangerous mistakes a copywriter can make, and do everything it takes to never repeat them.
David Ogilvy acknowledged the crucial importance of a killer headline and always advised copywriters to settle for no less than magnetic, attention-grabbing titles. Ogilvy stated that “on the average, five times as many people read the headline as read the body copy. When you have written your headline, you have spent eighty cents out of your dollar.” This is a valuable lesson showing marketers that not all that glitters is gold and not all titles are:
a) Short, clear and concise
b) Powerful, suggestive, persuasive and original enough to make Internet users want to read your entire article
c) Fully optimized, to guarantee higher rankings in search engine results
Stay away from dull, incredibly common headlines and try to write headline copy with your readers in mind. What would attract your attention in a matter of seconds?
Believe it or not, everybody gets it: copywriting is not storytelling. Copywriters should always come up with beautiful content pieces with a powerful call to action. While trying to focus on this aspect, numerous web content writers make one major mistakes impacting conversion rates: they use numerous action verbs, trying to trick the readers into doing something (visiting a webpage, buying a product, taking a survey and so on).
Revealing your goal way too soon and highlighting it over and over again is not a subtle technique. The key is to focus on the promised benefits of an action, rather than on the action itself. Never write “buy”, “get”, “invest in” your luxury bedding sets for X reasons. Instead, try to highlighting the fact that your luxury products guarantee a flawless wellness experience, a superior level of comfort and guaranteed satisfaction. This way, you will make more readers want to order your product in the blink of an eye, tempted by its numerous advantages.
Writing compelling copy is not enough. You also need to comply with the basic formatting guidelines, increasing the level of readability of your web material. Make sure your text contains:
a) H1, H2, H3 headers
b) Short paragraphs numerated using letters, numbers or bullet points
c) Multimedia elements (high-resolution images, videos, charts, maps, infographics), favoring a better interaction with your readers
d) Sections with bold text, highlighting the main ideas of your text
A content piece based on heavy text will visually intimidate your visitors and will never manage to capture the attention of readers with a short attention span, who usually skim and scan the text in a matter of seconds. Try to make your copy as user-friendly as possible by opting for a simple structure.
A real expert with excellent copywriting skills will immediately tell you that images are just as important as the clever, well-organized words of a content piece. In fact, we have been told countless times that a great picture is worth a thousand words. Paul Cheney from Marketing Experiments Blog reveals the fact that, somehow, numerous business owners and inexperienced, uninspired copywriters neglect this fact and choose to associate their web content with some of the most random pictures failing to send a clear message to the audience.
For instance, one could easily find the same picture, illustrating two hands popping out of two computer screens. What does that tell visitors who are in a hurry to find info on a webpage? It says absolutely nothing about the company and the main product or service. The website owner could be offering quick loans, marketing services or free dating advice. Some of us may never find out, simply because the copywriter chose the dullest images available on the Internet.
Who doesn’t dream about writing incredibly effective, catchy sales copy? There are numerous novices who are afraid to embrace a trial-and-error strategy and prefer to rely on copywriting templates guaranteeing their success. Even if you choose to walk into the footsteps of world-class copywriters, this doesn’t mean that you should skip the testing phase. A certain approach might fail to influence your audience in a positive manner; not because it’s wrong, but because it’s not entirely compatible with the desires, needs and expectations of your public.
Conclusion
Analyze these 5 major mistakes and do everything in your power to avoid them at all times. If your content strategy is not brining you the desirable results, think about opting for professional content writing services, tailored to your budget, necessities and business objectives.
Numerous people looking for a new, inspiring vision while trying to promote their commodities optimally might be tempted to hire copywriters and get the best services that their money could buy.
Some of them might be wondering: what separates inventive, reliable, successful copywriters from the less adequate candidates for any kind of projects? Long story short, copy experts count on verified, consecrated strategies to boost your popularity and make your audience crave for what you are interested in selling.
Whether you are currently struggling to introduce and promote a new type of rocket propellant, commercialize cocktail straws or increase the popularity of your online dating service, good copywriters will always manage to understand and anticipate all your needs and address them in a timely, cost-efficient manner.
Keep reading to discover 3 effective strategies used by real experts to craft compelling content and get an instant response from a larger segment of public.
News flash: your targeted audience doesn’t want to hear about “revolutionary”, “innovative” products that fail to solve their daily problems. At the same time, you should keep in mind the fact that potential buyers who are bombarded with up to 20,000 marketing messages on a daily basis, according to Fluid Drive Media, have become increasingly selective and harder to influence.
Even so, attracting a larger number of enthusiastic clients is far from being a mission impossible assignment, as long as you focus on the real needs, demands and expectations of your potential customers. Follow a few easy steps to land on the right path:
a) Think about three or four mental triggers which could easily influence your targeted audience to give your products a try
b) Focus on the remarkable particularities of your commodities and try to explain why they are far superior to the ones displayed by products launched by your main competitors (affordability, high quality standards, USA based copywriters, free shipping, increased durability, extended warranty and so on)
c) Try to come up with at least three ways to interact with your readers, cultivate their interest and encourage their feedback and then create one or two strategies allowing you to close the deal in record time.
There are millions of business owners who choose to write their own copy and fail to achieve their end goal, simply because they can’t stop talking (or writing, for that matter) about their unique line of products. They fill countless empty pages without actually saying a thing about what really matters to most potential buyers. On the other hand, experienced copywriters know that the some of the most popular brands currently present on the market don’t waste any time trying to highlight the amazing qualities of their products. Instead, talented copywriters empathize with their targeted audience and promote viable solutions (obviously revolving around their commodities) to some of the most common daily problems. Don’t tell them stories about your revolutionary detergent with smart, active ingredients; let them know that they won’t have to worry about difficult stains ever again, as long as they count on your detergent.
Most business owners are probably already aware of the fact that great copy has very little to do with literature. However, this doesn’t mean that copywriting doesn’t require a high dosage of empathy, creativity and originality in order to provide more than satisfactory results. Start by crafting messages which generate powerful emotions among your readers. If a content piece does not trigger the “This product is awesome; I want it” response, then it is not worth your money. It’s as simple as that.
Terrific web copy will always remind you just how much you love sports cars, how you’ve always wanted to take some time off and go on a Mediterranean cruise and how you’d like to enjoy the unique taste of that fruity ice cream that you used to buy when you were 6. In a few words, first-hand copy manages to influence buying decisions and interact with potential clients in a flawless manner by helping them get in touch with their most powerful emotions.
Amazing copywriting skills are a valuable asset which can be cultivated and refined over time. An experienced copywriter will always make the most of verified, personalized strategies implemented to help you increase your online popularity, maximize return on investment, find new business partners, sell more, gather more fans and stay on top of the game, at all times. If you are having a hard time trying to craft meaningful, pertinent, sales-generating copy, don’t hesitate to hire the best copywriters who will enable you to pursue your biggest dreams.
Even before they might decide to hire a copywriter, all business owners strive to create and distribute a meaningful, compelling message in order to maximize their profit and witness traceable, measurable popularity increases. However, only a few of them actually manage to make their voice heard, with just a little bit of help from a team of great copywriters, while attaining their greatest marketing objectives and setting even bigger ones.