So, you’re a business owner. You’d like to sell more products, enroll more clients, or introduce a brand new offer. But you’re a little, well, stumped when it comes to actually selling your services or products (without sounding like a used car salesperson).
Lucky for you, that’s my specialty.
Have you heard the phrase, “The more things change, the more they stay the same?” That phrase is definitely true when it comes to marketing – and copywriting.
Just try to imagine marketing your business with no ads, blogs, emails, articles, features, podcasts, scripts…I could go on.
If your audience is online (and your clients are, too), without copywriting, the chances of your message (and the solution your audience needs!) actually reaching its intended audience are zilch.
See, copywriting isn’t just words on a page; it’s about weaving a narrative that inspires, informs, and influences.
If you want to scale your business, you need to understand how to encourage audience engagement and convert readers into buyers.
This means you need to understand how to create compelling copy. Which is why I’ve broken the copywriting process down into the following steps:
Step 1: Identify Your Audience
To write compelling copy, you must first know who you’re writing for.
The easiest way to do this? Dive deep into your audience’s psyche – where do they hang out? What social platforms do they use? What do they say their frustrations are?
Create detailed customer personas including demographics, pain points, aspirations, and behaviors. This step is foundational, like selecting a color palette for a masterpiece.
Step 2: Do Your Research
Yes, you need to do research, and no, you can’t skip this step.
Research isn’t skimming the surface; it’s about plunging into the depths. Take time to research your audience’s needs, so you can understand your audience’s desires inside and out. Then use that information to inform how you speak about your unique offer’s “perks.”
Listen: You already understand your offer inside and out – you know its features, benefits, and unique selling points by heart. But to sell it, you need to match your program or product with your audience’s desires.
When you combine the data, statistics, and customer insights gained during your research with what you already know about your offer, you’ll find yourself at an intersection where their desire = your product. And that intersection makes selling your offer practically effortless.
Doing your research doesn’t just make writing your sales page, social post, or email easier – it adds very necessary credibility and depth to your copy. This simple act shows the reader that you understand them (and helps build their trust in you and your offers).
Step 3: Your Attention-Grabbing Headline
A compelling, clickable headline is your golden ticket to capturing attention.
A good headline encapsulates the essence of your message, shares the benefits of your offer, and makes readers want to learn more (which means they’ll keep reading!).
Experiment with different headline styles, from curiosity-driven questions to bold declarations. Test and refine until you find the magnetic formula.
If you struggle with creating “click-worthy” headlines, CLICK HERE here to snag 32 proven headline templates that consistently get results (i.e., get your emails opened and your sales pages read!).
Step 4: Tell a GREAT Story
Stay with me here. I know it’s tempting to list all the features that your kickass program offers. But trust me, that will only put people to sleep.
Think of what prompts you to buy (I’m guessing you don’t particularly care about the features as much as you do the result (benefit) of that feature).
Let’s take a look at shoes as an example. You’re on the hunt for a new pair of running shoes…your old ones are toast…and they don’t even make that model anymore. Do you look for the type of foam in the sole? Or the tech specs of the laces as you walk up and down the aisles (or browse through Zappos)?
While you might consider those features, you’re definitely reading lots of reviews (and stories). Why? They provide insights into how your new shoes will feel, function, and perform.
That’s why great copywriting tells a story – the narrative engages and persuades. Truly compelling stories revolve around the reader’s problem or frustration and showcase your offer as the (only) solution.
And, done right, one of the most effective ways to tell a compelling story is to use our next step: social proof.
Step 5: Social Proof
If you only take one thing away from reading this today, I hope that it’s this:
TRUST is the cornerstone of PERSUASION.
When you leverage social proof, conversions become much easier.
What is social proof?
Social proof includes things like testimonials, reviews, case studies, and endorsements. But if you don’t have a library of testimonials yet, don’t worry – just share your own real-life experience.
If you do have testimonials to share, leverage them! Hearing about how awesome you are directly from happy clients & customers is the best way to add authenticity to your copy. Plus, it reinforces your offer’s benefits.
Step 6: The All-Important Call to Action
You’ve got your captivating headline, told a compelling story or three, and you’ve added social proof…
The next (arguably the most important) thing is your call to action, which is often abbreviated as a “CTA.”
A good call to action is clear in what it’s asking the reader to do. For example, if you want them to book a call, you could use “book a call” or “contact Brea.”
Or if you want someone to subscribe to your newsletter, you could say “subscribe now,” or “get the newsletter.”
But…what about when you want them to purchase your offer?
This is where the artistry of copywriting shines. Your CTA should not just instruct; it should compel, excite, and reassure.
It’s the final nudge that transforms a reader into a customer.
For example, if you want to…
Create a Sense of Urgency try “Limited Time Offer – Buy Now!”
Highlight the Benefit you might use something like “Double Your Savings – Claim Now!”
Offer a Guarantee & remind them of that using a CTA like “Try Risk-Free for 30 Days!”
Use the First Person to create a sense of relationship by saying “Yes, I Want to Boost My Business!”
Use Social Proof (& showcase your success) to say “Join 10,000 Satisfied Customers Today!”
Make it Personal and tell them to “Unlock Your Success – Start Your Journey!”
Emphasize the Desired Outcome & remind them of what they want by saying “Get the Results You Deserve – Order Today!”
No matter what you choose for your CTA, make sure that it’s aligned with the research you did back in Step 2.
Your ultimate goal is to not have them buy but to make them excited about the results they’re going to get.
Step 7: Editing for Clarity and Impact
Now that you’ve crafted your compelling copy, it’s time to sharpen your editing skills. Editing is where your writing transforms from good to great. Here’s what to focus on:
- Clarity: Ensure your message is crystal clear. Remove jargon or confusing terms that might alienate your audience. Simplify complex ideas, making them easy to understand.
- Conciseness: Trim the fat. Cut unnecessary words, sentences, or paragraphs. Every word should serve a purpose, moving your reader closer to the call to action.
- Consistency: Check for consistent tone, style, and voice throughout your copy. Inconsistencies can disrupt the reader’s flow.
- Grammar and Spelling: Typos and grammatical errors erode your credibility. Proofread meticulously (or use tools like Grammarly or the Hemmingway App).
- Formatting: Ensure your content is digestible (and skimmable!) by using headers, bullet points, and short paragraphs to break up your text.
Step 8: Testing and Revising
Great copywriting often involves iteration. After you’ve edited, it’s time to test.
If you want to quickly assess what’s working (and what isn’t), A/B testing is an effective way to do this. Instead of running a single test, consider focusing on your copy’s individual elements (think headlines, CTAs, & even the structure). Track how these changes impact your conversion rates.
In the world of copywriting, crafting persuasive copy is an art and a science. Copywriting is about understanding your audience. Really good copy tells compelling stories and uses proven techniques that guide your audience toward taking action.
The next time you sit down to write, remember these steps and watch your results transform.
YOU MADE IT!
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