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You need great copywriting for any content marketing strategy you are planning for your company or a client.

Copywriting is fascinating. Words are compelling, and you can use them to create a relationship between your brand and your potential clients. But a good copy can be hard to come by if you do not know what to look for.

Luckily, here at Inspiral, we love to share knowledge based on our experiences, on the things we know work, and others that do not so much. We got your back with these copywriting tips for beginners (and not beginners), so you can start on the right foot on your journey to create fascinating copys.

KNOW your target audience.

Despite this sounds obvious, you will surprise by how many people write “evergreen” copies without really knowing with whom they are speaking.

Let us remind you that triggering the desired action (buy something, subscribe to a newsletter, etc.) is the primary goal of copywriting.

How can you do this if you do not know which the people you want to capture in the first place?

You need to ask yourself:

What interest my audience has?

Which are the group ages?

Do they prefer to buy online or in retail?

How can my product or service be useful to them?

Do they search for things on mobile devices or computers?

What things do they prioritize?

Which tone and style should I be using?

Having answers to those questions is an essential part of the writing process that will lead you to craft the perfect copy to sell your product or service.

Let us clear this up with a writing exercise. Let us say that you need to create a copy for a photographic camera. Not a professional one but something that anyone should be able to use without putting too much effort and knowledge about photography.

Here is what your copy should NOT look like:

This camera has excellent resolution. No more blurry pictures with the special characteristics our camera offers to all people around the world.

Well, that sounds boring. But why is there nothing remarkable about the “copy” above? It does not show anything you could not find on any other commercial type of camera.

Here is a quick example of how to improve that:

Capture incredible moments you will treasure forever. Our camera makes it easier to take memories everywhere you go with improved resolution.

Can you spot the difference? We are still talking about the camera’s resolution, but now, we are doing it by talking about memories, feelings, and the ability to remember whenever you want. Sure, we could make it sound even better, but it will do the trick for now.

It sounds cliché, and you have probably heard this before, but it is essential to sell feelings and not just an empty list of things that make your product or service “superior” to others.

Write and then re-write

This is probably one of the most valuable copywriting tips. A good copy does not come out of anywhere. It would be best if you worked on your copys. The writing process is precisely that: a process. And just like any process, it has a set of steps you would want to follow if you want the best possible outcome for your efforts.

Start writing them. Leave them aside for a while. Then, go back to them and see if there are things you can do better. If there is a word that would create a better effect. If maybe you need to rephrase thoroughly.

Read your copy more than just one time, and you will achieve more significant results.

Do not focus on the benefits only.

This is a hard-to-swallow pill, but your product is not unique. This goes in the same line that our previous example. However, your brand and how you talk about it is where the secret lies.

You can talk forever about your product or services’ great features, but people are not interested in that “narcissistic” type of marketing. That is not interesting. Buying something is a highly emotional, and your copy should always try to catch that.

There is a vast difference between “buy this from me because I am the best” and “We want to offer you this because it will bring joy (or whatever emotion you use) to your life.”

Do not get us wrong: you should be talking about the benefits of your product, and, of course, it should be a part of your communications strategy. Yet, it can not be the ONLY thing you talk about.

It would be best if you focused your efforts on creating an intense bond between your audience and your brand.

Different copies for different situations.

Again, you you cannot use the exact copy for all your brand’s communications platforms.

For example, copies for social media platforms should be more dynamic and easy to read than copies intended for a landing page.

In the same order of ideas, copies for PPC campaigns need to be captivating enough, with a great call to action, to start the customer journey of buying something from you.

But a blog post is a place where you can develop your ideas more deeply.

A good copywriter is also a storyteller. Eventually, with lots of practice, you will be able to create the full story of a brand and the different products it offers. Then, you can segment that story and build several versions for different situations or goals.

Be authentic, not unique.

Again, unless you are the next Facebook or the next Instagram, it is doubtful that your product is “unique” or something that nobody has ever seen before.

Do not let this discourage you.

You can be authentic. You can be exactly what you are saying you are. You can be true to who you are. Your copy should transmit that to your potential clients to create the most authentic relationship possible.

Do not crack your head trying to create a “unique” copy. Just make sure it is authentic to what the brand is and offers.

Inspiral is the place for you if you are looking for creativity and innovation.

We love to study each brand profoundly and find all its growth possibilities. Visit our website and schedule a digital coffee.

Growing is a path. Take it with us.