Sometimes, writing copy can be a challenge. You feel like you’ve poured your heart and soul into everything you’ve written, but you’re barely getting any conversions. Your social media engagements are still low. Nothing is happening. How can this be? What is missing?
When writing copy for your business, whether it’s through social media or your website, keeping readers interested is key to turning them into customers. Readers should be able to learn something valuable about your business and be eager to find out more. But how exactly does one go about writing engaging copy that sells?
Tell a story
Storytelling helps you connect with your customers, and is a much more effective alternative to basic advertising copy. Stories tug at people’s emotions and help them care about your business and its mission.
Just like in a typical story, it’s important to include a problem, solution, and a character. Readers naturally feel a sense of relatability when you put a name or a face to a story, especially if the character is experiencing a common problem. How has your product helped customers in the past solve this problem? And who, exactly, is your brand? How did your business get started? What is it inspired by?
Stories are sure to draw your reader in and make them want to learn more!
Write with a conversational tone
Once again, readers will feel better connected to you if you write to them like they’re human. Littering your copy with big words and jargon doesn’t make you sound smarter; this will only confuse readers and can make your message difficult to follow. A reader has to understand your message and resonate with it before a conversion happens!
Writing in a conversational tone also means that you should include words like “you” and “us” as much as possible. This inclusive way of writing helps you connect with your readers on a personal level!
Break up the text
Let’s face it. When you see giant chunks of paragraphs, do you bother to read the whole thing?
Chances are, probably not. As readers, we naturally tend to skim over text in search of the most important information. Your readers quite frankly don’t have the time to read 1000 words about your product; they just want to know what it is and why they should buy it.
Break up large chunks of text into smaller paragraphs. For better organization, separate topics into bolded subheadings so that readers can find specific things they are looking for. You can also organize some of your text into bulleted lists for easier skimming!
Answer the 5 Ws
While we’re on the topic of skimming, your most important information lies within the 5 Ws. Who are you? What are you selling? Where are you located? These are some of the first pieces of information a reader will be looking for when they navigate to your website or social media pages. They’ll want to know a little bit about you so that they can determine whether or not your business is the best fit for their needs. If you have what they’re looking for and you’re located within close proximity, you just may gain a new customer!
Creating a sense of urgency can really increase your conversions within a short amount of time. Phrases like “get it now before it’s gone,” “this sale ends in X hours,” or “for a limited time only” nudge readers to buy now instead of later because they don’t want to lose out on the opportunity.
Always be sure to include some sort of call-to-action within your text. Your readers need to know what their next steps are. Is there a number they need to call or an email address they need to write to? Calls to action should be simple, such as “call now,” “book now,” “download our app,” etc.
Write short sentences
Short sentences are also perfect for the average skimmer. Your message might gest lost in overly long sentences, and that’s the last thing you want. Avoid run-on sentences and try to keep your sentences as short and straightforward as possible.