In today’s digital marketing world, the ability to create an exceptional marketing offer is the internet marketer’s dream.
Why? Because a highly skilled copywriter is worth his weight in gold!
Imagine this . . . .
Let’s say you are a door-to-door salesperson. You knock on a random door and are invited inside. That person seems responsive to what you have to say. When you are leaving, they tell you to drop by anytime, that they would like to hear more about your products and services.
That is exactly what your subscribers tell you when they subscribe (opt-in) to your offer. That’s also why the quality of your copy is so critical to your marketing success.
An exceptional piece of copy is rare, but it can easily persuade your prospects and customers, and absolutely help you meet all your marketing and business goals.
Fortunately, copywriting is a skill that can be learned, and it doesn’t have to take years to master. But there are some tricks of the trade you’ll need to know.
In the next few paragraphs, we’re going to take a look at some of the copywriting tips of the million dollar marketers and explore some of the differences between an ordinary piece of copy and an exceptional piece.
Then, we’ll show you how you can apply these principles to YOUR business so you can increase your customer engagement as well.
So, let’s get started!
✔️ FIRST, DETERMINE THE PURPOSE OF YOUR DOCUMENT
To meet your goal of the perfect document, you need to know exactly WHY you’re creating that document.
–Is it a sales piece to get sales directly?
–Are you attempting to get leads only so you can follow up with a sales letter later?
–Do you want your audience to watch a video or take some other action?
Knowing your PURPOSE and your END GOAL is vital to your success. Here are some tips on knowing the PURPOSE of your document:
1. As a general rule, don’t try to sell higher priced items directly from an ad. Use a lead magnet instead for this purpose.
2. Keep the document’s purpose and goal in front of you as you write. This helps you stay focused on it.
3. Put yourself in your prospect’s shoes and write what they will want to read. (Research is almost always necessary to determine this.)
4. What exact problems are you able to solve that your reader will want to know about? Be specific here, even using the same jargon and lingo that your prospects use when they talk about these problems you’re going to solve for them.
5. Make sure your headline doesn’t contain HYPE nor make promises you can’t/don’t/won’t keep.
6. Consider setting a pre-established word count ahead of time to keep your copy tight and on subject. This helps keep you on schedule.
✔️ SECOND, LEARN HOW TO DETERMINE THE EXACT AUDIENCE YOU’RE WRITING FOR
Before you can write the ideal ad, you need to know exactly WHO you’re writing for. As I mentioned previously, many of the best copywriters do much research prior to even writing the first word.
Most writers create what’s called a customer avatar, or customer persona. This is a profile of their ideal customer along with their primary pain points that their product or service will help solve. (Expert copywriters take it one step further and write a customer avatar for EACH primary benefit of their product.)
What’s an example of a product with multiple avatars? How about a plastic surgeon’s services, for example. Some people want a plastic surgeon because of cosmetic reasons. Some visit only for health reasons. Others may see a plastic surgeon in the case of an accident. (See how each of these groups have a different NEED in mind when they think about plastic surgery?)
Why use multiple avatars? When you really KNOW your customer and their pain points – I mean REALLY KNOW them – you can create a piece of content that speaks DIRECTLY to them. Expert copywriters know that this specificity is one of the primary keys to writing great copy.
(In the case of a service as extensive as a plastic surgeon’s office, the expert copywriter would also divide up the avatars into several other groups too, such as by age, sex, type of surgery needed, etc. Don’t worry too much about this right now – I just want you to understand the concept of having multiple avatars at this point.)
To begin your research, browse forums and other places your customer hangs out so you can learn their pain points and their jargon.
Then segment your customer avatar into groups with slightly different problems and pain points. Really get to understand each avatar group to understand their pains and frustrations. You must show your customer that you fully understand his problem, and you have the solution.
So, once you have an avatar created for each of your primary benefits of your product or service, only then can you begin writing an ad for each one, tailoring the ad specifically to each avatar group.
Just write easy and comfortable, like you’re talking to your best friend.
✔️ THIRD, WRITE YOUR COPY USING PROVEN, EXPERT PSYCHOLOGY AND PERSUASION TACTICS
Knowing psychology basics and NLP (neuro-linguistic programming) can really help you design the most compelling ad copy. Here are some basic tips that can help make your copy more compelling for your reader:
Use words that convey emotion and visual interest. Use power words where possible to turn ordinary words into words that generate emotional and psychological impact. Some great power words include “you, free, value, amazing, guaranteed, new, premium, proven, and you can.”
Write in a positive tone since more people are attracted to positive writing versus a negative tone. Your headline and sub headline must be creative and attention getting. It must hit hard, get straight to the point, and compel the reader to read further.
For best results in ads, paragraphs should be extra short. Sometimes no more than one sentence long. Your ad must flow in a logical sequence and compel the prospect to take further action.
Use exact numbers to build credibility instead of a rounded off number when giving proof.
✔️ FOURTH, MAKE SURE YOUR COPY IS VISUALLY APPEALING
The design of your advertisement is almost as important as the copy itself. Learn and practice the rules of great ad design. Here are 6 steps that can make your ad more interesting:
1. Choose your fonts according to the message you’re conveying. Different fonts can subconsciously give off different meanings. Canva has an awesome list of great font combinations here: https://designschool.canva.com/blog/the-ultimate-guide-
2. Make sure your ad is easy to read, with short sentences and paragraphs.
3. Make sure you have plenty of white space in your ad for easy reading.
4. Make sure your images don’t “clash” with each other to keep your article visually appealing.
5. Use bullet points and bulleted lists for extra interest and to break up the text.
6. Make sure your Call-to-Action is specific and tells the prospect exactly what to do next.
✔️ FIFTH, MAKE SURE YOUR COPY TALKS ABOUT YOUR PROSPECT’S PAIN POINTS
Your ad copy should be focused on the reader and his problem. It’s all about THEM, not you. Here are 6 tips to keep you focused on the prospect when writing your ad.
1. Talk directly to the reader and use the word “you” frequently within your ad.
2. Demonstrate (through your research) you understand the reader’s pain points and that you know your product/service will be their ideal solution.
3. Create a list of your product’s benefits and each pain point that it solves to use in your ads.
4. Tell a story if possible about a successful outcome by someone who has used your product or service.
5. Have a slightly different ad for each different prospective audience you intend to target.
6. Learn about empathy and the different methods for showing empathy in your ad copy.
✔️ SIXTH, LOOK AT THE TECHNICAL ELEMENTS OF YOUR AD
Technical elements in an advertisement include those that don’t have to do with the writing itself but are still necessary for the ad to perform well.
1. Look at your ad from a distance and upside down to make sure it’s laid out in a pleasing format.
2. Confirm you have no spelling errors within an ad. When in doubt, always look it up in a dictionary.
3. If you have images or text boxes, be sure you leave plenty of white space around the edges of them.
4. Be sure you include plenty of social proof for greater trust building. Testimonials work great for this purpose.
5. Make sure all your images and other visuals are optimized for the web if the ad will be seen online.
6. Make sure it’s EASY for the reader to do what you want him to do. His next step should be very clear and simple to understand and to perform.
✔️ FINALLY, AFTER IT’S ALL WRITTEN
Your ad is written, but wait — you’re still not finished. Follow up with these 6 tips to ensure your ad is as successful as possible:
1. Ask friends or relatives to proofread your ad and give you constructive critique. Better yet, hire a coach to help you learn the techniques.
2. Are there any words that are just fluff words? These really are real words that really serve no real purpose, really. Yes, it happens. 🙂
3. Are there any words that could be more specific or replaced with a better “action” word to create a visual picture for your prospect?
4. Before you publish your ad, be sure to test all links and actions one last time to be sure they’re working correctly.
5. Create two almost identical ads for purposes of A/B testing, and replace the losing one with new ads for continued improvement.
6. Study the techniques of the advertising masters, never stop learning. Read every ad you can get your hands on. Read the copywriting books of the great copywriters, and always practice, practice, practice!
LEARN HOW YOU CAN GAIN THE SKILLS OF AN EXPERT COPYWRITER . . .
In this article, I was just barely able to scratch the surface of what’s required to become a great copywriter.
If you feel frustrated writing ad copy, you’re not alone. Studies show that writing ad copy is considered one of the most difficult things new business owners do. You’ll be glad to know that nobody is born knowing how to write ad copy — it’s a learned trait and takes practice and skill, just like anything else.
As you can see, there’s a lot more to copywriting than simply writing ads. It takes a lot of practice and a lot of hard work.
But in between all that hard work, you have the freedom of being your OWN boss. With your own copywriting business, YOU are the one who gets to call the shots. And there’s nothing quite as fulfilling as seeing YOUR words helping people change their lives for the better.
Next week, we’ll take a more in-depth look at some of the unique psychology top copywriters use when writing their ads. If you have any specific questions, just let me know.
Margery Hinman, Ph.D., is founder and CEO of Million Dollar Marketer, a membership program combining a collection of online text and video tutorials, resources, and strategies for the rising online entrepreneur. Our Copywriting Mastery course is just one of our 20 different digital marketing strategy courses that can help you achieve your online goals. Visit us today at www.MillionDollarMarketer.org.