16 helpful tips for copywriters - with examples
Posted: Jan 15, 2021
Good content is food for the mind. He meets the deepest needs and desires of people. He makes life richer, helps solve problems, teaches and even entertains. Good content is like a magnetic pole that makes people’s internal compasses point to your business.
1. Touch the live
The most important thing is to find something that "hooks" a person. People do not care about world problems, they care about what is happening in their homes. So act as a detective: find these burning topics.
No one is worried about the quality of school education, environmental problems or political instability. All this is absolutely "on the drum". And not "on the drum" that their children write with mistakes and do not know who Pushkin is. That in the neighboring river it is impossible to swim or fish.
2. Stick to the topic
Everyone who writes an article has a thousand and one thoughts on this topic. And it is very difficult to resist the temptation to share them. All at once. A useful skill is the ability to slow yourself down and not deviate from the essence of the story.
Marketer Ryan Bocros says: "Content should be relevant to and develop on a specific topic. There is no surer way to screw things up than splattering over ten confusing topics, trying to cover them all at once. I would rather choose smaller and more specific content that can hold attention than a voluminous semantic mess that I want to run from. "
3. Don't be afraid to quote others.
Ideally, each article should be written by an expert or at least a person who is deeply immersed in the topic. This may not always be the case, especially if the deadline comes on the heels or there is little information. But the situation can be improved. Find experts and quote them. 5 minutes of phone calls, e-mails, or blog searches are all it takes to get valuable comments.
Look at most newspaper and magazine articles, long reads, and even small blog posts: the lion's share of authors cite authoritative experts.
4. Look to your heart
People choose the one who likes, the one who is nice, that is, as in the election slogan, "vote with their hearts." "I want" arises within us before we have time to weigh the pros and cons. The head only responds to this "I want", trying to justify it. That is why it is so important to reach out to the heart.
Sasha Karepina, an expert in the field of business correspondence, business coach and copywriter, says that the heart has a certain code. There are phrases, words, phrases that the heart hears, and those that will not reach it.
Copywriting tips tips for copywriters Copywriting tips
5. Do not spare words: make detailed descriptions and photos
Write the way you would like to write for yourself: cover the details, do not forget about the little things, accompany the photo with signatures, write detailed instructions. The main thing is that there should be as few incomprehensible places and understatements as possible. If today there is no time to finish the article properly, leave it for later, but in no case do not neglect the completeness of the material.
Rea Drummond is a city girl who married a cowboy and moved to a ranch in Oklahoma. Her hobbies are photography and cooking. She started a blog to post her photos, recipes and stories from her new life. What started out as a simple hobby turned Drummond into an internet sensation.
A food columnist for the Los Angeles Times describes the blog as follows: "Each article begins with its gist, followed by a richly illustrated overview, with a description accompanying each photo. All this disposes readers to sit down more comfortably and leisurely gaze at the entire article, enjoying every 'bite'. "
6. Invite to dialogue
Good content isn't just a piece of information. This is a conversation. If, reading what has been written, the reader feels that you are referring to him, this is a victory. You have accomplished a lot. If you want to connect with people, forget about formalities and bureaucracy. Your language doesn't have to be pretentious.
To achieve the effect of living speech in writing, first say what you want to say out loud. Does it feel like you want to have a heart-to-heart conversation with the reader? Yes - write it down.
7. Satisfy readers' information hunger
In fact, the place for this advice is more likely at the beginning of the article, because we are talking about the relevance of the content. Write about what your audience is interested in, what excites and captivates them. To grasp the preferences of the audience, you need to study it well. Without it, nowhere. The more often you can meet the expectations of a certain group of people, the more relevant you will become to them. Always ask yourself, "Is this really interesting for my readers?"
"For me, good content is in the best interest of the audience," says Carmen Portela. If your target audience is fathers, you need to create content that is of interest to most fathers. "
8. Pack your content beautifully
Only the lazy is not talking about the visual part of the content today. And it is right: the time of monotonous "sheets" of text has passed - the trend is visual appeal and interactivity. Even if you don't have a designer or super-duper-developed skills in working with visual editors, you can often get by with templates, standard solutions, and just high-quality photos, coubs, "gifs" and videos.
For the reader, pleasing the eye is as important as getting food for the mind. The attractive appearance attracts readers. It is important that content design is not only about illustrations. The use of bold and italic type will allow you to place semantic accents. Short paragraphs, figure captions and a lean structure throughout the text will make it easier to read.
Tell me, did you catch your eyes on the main photo of this article with a cute animal? This is another way to grab the attention of readers :)
9. Make text a tool for communicating knowledge
Helping people find new ways to solve common problems can attract many loyal readers to you. Oftentimes, the need to address pressing issues is the # 1 reason people search for information on the Internet. The task of a copywriter, journalist, content marketer - anyone who deals with living text - is to understand what worries people. And most importantly, what can you offer them to relieve anxiety.
Marketer Roshan Khan says, "Good content speaks to both the mind and heart of the reader. It inspires and makes you think, gives information and gives inspiration. Good content can provoke you to make a discovery. "
10. Look for success stories
If you want truly outstanding content, look for examples that have absolutely nothing to do with your products, services, or customers. Find a compelling success story - either a person or a thriving company - that will inspire your readers and give them the strength to move in their direction.
If you write about completely different companies and their impressive achievements, then you will be treated like a journalist. This is important for two reasons: on the one hand, you will be more likely to win the favor of the company under study if you act as a journalist, on the other hand, your readers will treat such a story with great confidence.
11. Take your time: first doesn't mean best
As soon as there is a news feed or startling news, you must immediately run and write. Sound familiar? But in reality, trying to communicate something to the audience first results in a loss of quality. In addition, sooner or later you will begin to notice that you have become "burned out".
Instead of chasing speed and hoping to be the first, do reviews weekly. Get together with colleagues to discuss the most significant events of the past week. This approach allows time to separate the main from the secondary. Readers will definitely come to you, because they will know: you are not writing about everything, but focusing on the most important.
12. Avoid red tape
This should become an axiom. No complex furious language - communicate with readers in normal language, without trying to impress their imagination with intricate linguistic tricks. Nora Gal in her book "The Word Living and the Dead" expressed herself very accurately.
"Beware of the office! This is the most common, most malignant disease of our speech. Many years ago, one of the most educated and versatile people of our century, a rare connoisseur of the Russian language and a miracle worker of the word, Korney Ivanovich Chukovsky branded her with a precise, murderous name. His article was called "Office" and it sounded like SOS. I dare not say that it was a voice crying in the wilderness: fortunately, there are knights who, sparing their strength, fight for the honor of the Word. But, alas, we must face the truth: the bureaucrat does not give up, he is advancing, expanding. "
13 Don't be afraid to share experiences
Write articles that really provide useful information. Help the reader. Explain how to do this or that. Explain concepts and principles. Share something useful and teach something useful.
Sasha Karepina explains: "It would seem that while teaching your potential clients, you are chopping off the branch on which you are sitting. After all, if they learn, they will not need your consultations. They will be able to do everything themselves! And then, to give information for free is simply a pity. Training costs money, but here it turns out - everything on a silver platter is for nothing! This is how we often think and turn out to be wrong!
To reassure everyone: in my experience, most people don't feel like doing. Good, informative and interesting articles just convince you of your professionalism, show that you know what you are talking about. "
14. "Dress" the test in numbers
Most of the texts designed to tell about a company, products or services are written in the same way: professionalism, individual approach and all kinds of coolness are described in general terms. But this may turn out to be fiction. Why should the reader believe you? Maybe you just made it up. Figures and facts are the proof. And a sign of quality content.
Renowned copywriter Denis Kaplunov shares his experience: "One of the strong arguments that I use in such texts is the" company in numbers "technique. This is a numbered (or bulleted) list, in which the company is presented not so much in words as in numbers and accurate data.
Once we made a website for a Moscow realtor. The realtor is quite young - 33 years old, looks even younger in the photo. Therefore, it is necessary to assure readers of his professionalism, otherwise doubts might arise. And this is what we wrote:
Specialization - apartments on the secondary market worth from 4 million rubles.
The number of concluded deals - 232 (purchase - 83, sale - 149).
The maximum transaction amount is $ 4,320,000.
The most quickly sold apartment - in 1 day (and sold for 300,000 rubles above the desired price).
The fastest apartment found according to the buyer's clear instructions - 2 days.
The total amount of transactions carried out is 1,512,960,000 rubles.
Experience - since 2006.
Agree that this says much more about professional qualities (and more convincing) than a set of clichés from common words. "
15. Use fewer "unnecessary" words
An interesting regularity: the fewer "optional" words in a phrase, the more energy in this phrase. Any article should be checked for "extra" words. Shorten the text as much as possible.
Compare: "If your teeth are healthy, then kissing is nice!" and "Teeth are healthy - kissing is nice!" Compare: "Clean teeth are good!" and "Clean teeth? Good!" What do you like best?
16. Don't write text for text's sake
Recently, the "blank slate rule" has become popular: if there is no inspiration, just start writing. Better to use the "thoughts on the case" rule (to be honest, I just came up with it, but not the essence). Think first, and then do it. This is what Olga Solomatina, a journalist and author of writing curricula, thinks about this.
"Imagine that tomorrow morning you get up at 4:30 am, get ready quickly, grab a suitcase with things, call a taxi. You go out into the street, get into the car and tell the driver: "I'm going on a trip. It will be exciting, but I don't know exactly where I'm going yet. "
How do you like this beginning? Where should a taxi driver take a passenger who does not yet know even an approximate route? Probably, the traveler has not bought a ticket yet. Is it possible to get from point A to point B if you are not sure what point B is? I can't imagine that.
I will allow myself to assume that I am sufficiently versed in the subject - if only because I have been writing and editing in the twentieth year. And here's my route: starting the first chapter, I first thought about what I would talk about in it. "
And one more advice in the end - advice of the name of common sense. If you don't know why to write and what idea you want to convey to the reader, do not write. All recommendations for packaging and "combing" the text are meaningless if the idea is not hidden behind the letters. Better wait for inspiration.
The article was prepared for the authors of the service https://essaywriterhelp.com/physics-homework-helpers/
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