Copywriters know exactly how to sell with words. But not all words are created equal.
What sets apart good copy from mediocre copy is its ability to keep the audience interested till the end. The trick lies in always keeping your audience in mind, emphasizing your strengths, and being organized and honest.
1. Captivate the Reader
The most important element of writing marketing content is catching the reader’s attention from the very first sentence. Think about how many times you lost interest in an article in under a minute. Start your content in an intriguing and compelling way to hook the reader, otherwise your efforts will go to waste.
2. Find Your Edge
Think about what makes you stand out among your competitors. What needs are you fulfilling? What are your brand’s best features? Identify your brand’s unique selling proposition (USP) and capitalize on it in your content to convince customers that your brand is superior compared to its counterparts.
3. Stay Organized
The impact of your content relies on your ability to stay organized and up to date. An article about your brand winning a prestigious award isn’t as impactful when published a week later. Capitalize on important company milestones to better connect with your customers and win over new ones.
4. Be Honest
It’s natural to feel like your brand offers the best product or service, but when you oversell or make exaggerated claims, customers won’t trust you. Remember to stay realistic; for example, instead of saying your toothpaste ‘will’ remove plaque, say it ‘can.’
That way, you won’t risk getting negative feedback and accusations from customers.