You have a great product. The before + after photos are worth a thousand words. But I have to tell you (and I really don’t want to be the one to break it to ya, but someone’s gotta…) your product doesn’t speak for itself.
That’s where you come in!
Have you ever sat down to write that earth-shattering, business-changing, prospects-are-going-to-FLOCK caption- Then you blanked. Maybe you thought “I’m just not a good writer. I don’t even know what to say.”
Well, my friend- that’s what effective copywriting is all about. You’re about to learn what you need to know to confidently write copy that sounds like YOU which will allow you to sell more effectively. On social media. In conversation.
These copywriting tips can be used in so many different ways! Let’s get going!
What exactly is copywriting and what can it do for me?
Copywriting. Does that word seem a little heavy to you? Or maybe you think it’s the same thing as copyright. (Plot twist- it isn’t.)
So what IS copywriting?
The definition of copywriting (or more, a copywriter) as defined by our girl Merriam is “someone whose job is to write the words for advertisements.”
Basically, words that sell.
Jingles, commercials, emails, blog posts (ahem!), and yes, even social media posts.
Think about it- we’re all in sales all the time. Whether you’re trying to get your 12-year-old to finish his homework before his baseball game starts, getting your toddler to eat something other than mac ‘n cheese (that’s a food group IMO), or getting someone to spend money on a product you’re representing- you’re always selling.
There is an art to putting the right words together to make someone want to buy (or do) something.
Making them realize they need it before they realize they even know they want it. That’s copywriting.
And that’s why you need to learn copywriting now.
Taking out the confusion and clutter. Giving your audience a clear picture of what you’re offering, what it’ll do for them, and what you want them to do next.
One thing that sets you apart in business- setting yourself apart. Simple. You don’t want to be like, look like, or sound like everyone else. Right?
Learning how to write effective copy is going to help you reach your ideal client. The person who needs what you have to offer. The person you want on your team.
Your audience knows you. You’ve hopefully built enough likability + trustability with them that they know when something doesn’t sound like you. When you copy + paste someone else’s words because you “don’t have time,” they know.
Learning how to write effective copy will help you in several different ways in your business.
- Guides them as to what you want them to do: “Double-tap if you agree” “Share this post to spread the word” “Tag your accountability partner in the comments”
- Appeal to the emotions: Make them need to buy your product. Make them feel heard. Seen. Appreciated.
- Trust you as a salesperson
- And most importantly, add value to the person reading it.
“Every element of copy has just one purpose—to get the next sentence read.” -Joe Sugarman
How can I learn copywriting?
You might be thinking “Okay, awesome, Whitney. Easy for you to say. You’re probably just a natural writer. I’m just not good at it. It’s not for me.”
Okay, whoaaaaa there sister. Writing is difficult. For most people. Especially effective copy. It takes time and dedication to learn. It doesn’t happen overnight. But the good news is that I’ve found some really amazing resources that I’ve used to learn how to write copy over the years.
Just like learning any new skill, learning how to write effective copy might take a little time. You need to find your voice. What do you want your people to hear when they read your writing? Think about appealing to the senses, here. What do you want them to see? What do you want them to feel? Think? Imagine? What do you want them to believe? How can you paint a picture to put themselves into the story you’re telling?
There are plenty of resources where you can learn copywriting for free. Some of my favorites are Ashlyn Writes, Jess Jordana, and Danielle Weil. All three of these ladies are well-known copywriters who have amazing blogs + freebies to help you learn the craft of copywriting.
Trust me, if you’re willing to put in some time to learn how to write copy, it can totally change your business.
How can I get started writing better copy now?
There are plenty of relatively easy ways to make your copy more effective immediately. Here are the top 5 ways I’d recommend implementing copywriting into your sales message today!
Talk it out!
- Your audience probably doesn’t want to feel like they’ve just stepped onto a used car lot, right? So write to them like you’re having an actual, human conversation!
- Relaaaaxxxxx a little. Spell words wrong to get your point across. Sound like you’re actually drawing out the word if that’s how you want them to read it. Have a little fun. Don’t let it feel so stiff all the time!
- One way you can really make sure you’re talking more conversationally- record what you want to say in a voice memo. Talk like you’re explaining it to your best friend. Then just transcribe it. Make your people feel like they’re that bestie you just talked to!
- Use your own voice. Say things you’d normally say. Do you call people “friend” a lot when you talk? Write that. Use a lot of punctuation to get your point across?? Do it!!!
Use bullets + lists.
- Breaking things up into lists is easier on your eyes. Reading in a biiiig longggg paragraph form gets boring. Remember, you want to keep your audience reading. If all they’re going to do is skim, make it easier for them.
Leave the 9th-grade grammar rules at the door.
*gasp* I know, this one can be difficult. Once something is ingrained into our brains, it’s hard to break the habit.
But let’s go back to the first tip- you want to write like you talk. Break up your sentences a bit. Make it choppier. It’s easier to read. And more fun anyway.
Pull at their heartstrings.
Have you heard the phrase “Facts tell- stories sell”? It’s true. Your people don’t really care what you have to offer them. They want to know how it’s going to help them.
Appeal to their emotions. What do they value? Do they buy a lock just to close their back door at night? Or do they buy it for the sense of security it brings? Ahhh haaaaa.
What’s in it for THEM?
Susie doesn’t really care that this is your favorite shake and your favorite flavor and makes your sugar cravings go away. She wants to know what it’s going to do for her.
Why is she looking at buying your product? Does she want a meal replacement to lose weight? Something to tie her over mid-afternoon so she doesn’t go straight for the Reece’s in the vending machine? Does she need more protein in her diet? What’s she looking for?
Pro tip: If you’re writing to an audience and you don’t have a specific person you’re talking to, try writing out the problems that your product solves. Does it improve the appearance of wrinkles? Make your lashes look longer? Okay, cool. Now, why does that matter to them? (Like the lock example- we’re talking sense of security. Not just another lock.) Get deep and emotional here.
Bonus tip: Always Add Alliteration.
This blog title wasn’t named “Make Your Message Memorable” by accident, my friend. Use alliteration to take a normal title or sentence and make that same sentence stickier.
Alliteration helps our brains remember things. We like rhymes. And songs. And fun little riddles. The whole goal of copy is to make your reader remember you. Want to trust you. And to buy from you.
Not only can you start a series of words with the same letter to make your point stick, but you can also start sentences off with the same structure.
For example, which sentence is more fun and impactful for you as you read it? We’re going to use one of our favorite quotes from our dear friend Aibileen.
You is kind, smart, and important.
You is kind. You is smart. You is important.
The first version just doesn’t have the same feel to it, does it?
Copywriting is a craft. An art, really. There’s a reason the class in high school was called “Creative writing.”
Use copy to tell your story. Use copy to paint a picture. To have a conversation with your audience. Make them feel like they’re right there in the moment with you.
It’s going to take a little time to learn just how to write to sound like yourself. And to sell with it.
But follow the steps above + check out the resources I mentioned and you’ll be on your way to selling in your Insta captions (without sounding like everyone else) in no-time.
Ready to put those beautifully-crafted words to use? Take a look at this blog post to learn more about how to improve your Instagram engagement and get your creatively-crafted content (see what I did there…?) in front of more eyes!