Copywriting is a fun job with new challenges and tasks arising nearly every day, week, or month. The nature of the game is never the same with this profession since new clients bring in new brands, new niches, and new approaches every time. In such a dynamic environment, writers need to stay constantly fresh, up to date, and motivated to produce the copy needed to tell a particular brand story and to help induce sales.
However, there are a few aspects where copywriting remains constant. There are certain strategies and tips which remain the same, helping writers with guidance and anchoring them towards developing better skills and chops for the trade.
In this article we’ve gathered six of these simple steps that can help every copywriter instantly become better at what they do.
1. Familiarize yourself with the client
As a copywriter, chances are, you’ll come across a lot of different brands, offering various products and services. As such, do your research and get to know the brand you are writing for. Take a look at their products, visit their website, study the content and the copy on the site. The info you’ll find there will be valuable for your future work since it should serve as a base for your copies.
Try to emulate the tone of the client, so the copy coming from you integrates seamlessly into the brand story the company is telling. You don’t want to use a casual style or use slang when you are working for a law firm or a medical institution. Also, you don’t want to sound scientific and bureaucratic when you are writing for a skateboard manufacturing company or a gaming portal.
The point is that you should take a little time to get to know the brand you are working with. Customers can tell if there’s been a major shift in the tone of the brand they’re following and they might take it personally, even if it’s an intended change.
2. Think as the reader
A lot of newcomer copywriters seem to ignore this tip even though it might be one of the most important ones on this list. Generally speaking, all copywriters are readers too. We do our research online and because of lingering deadlines, we are quick to dismiss articles that are not optimally structured or just look like a wall of words. On the other hand, we also use the internet to read articles that are related to our other interests and hobbies.
As such, we’re always looking for posts that we can simply scan by just looking at them. The case is that consumer behavior on the internet has drastically changed in the last few years and everybody is looking for quickly consumable content, wanting our questions answered in minutes or seconds. You know this. And you should adapt your writing style accordingly.
Make sure that when you’re writing a longer article, sales letter, longer sales pitch, or a lengthier Facebook ad or post, introduce good structure to the body of text you’re dealing with.
Use bullet points, short and structured paragraphs with headlines, subheads, and so on. The point here is to make every section of your article or post easy to find and easy to read. Use simple language and make sure that you include every vital info that’s relevant to the current topic.
Always think as a reader.
3. Know your limits and area of expertise
We all know that there are certain types of copies we can hammer out in a couple of minutes or under an hour. There are certain forms that we can write like they’re coming off of a production line and there’s the other group, the difficult ones.
Some people struggle with blogs, others aren’t a fan of creating social media content calendars. We’re all different even though we work in the same industry. The point here is to know what you’re good at and look at the things you should improve.
In order to become an effective copywriter, you need to create a strategic approach. Try doing the more demanding tasks first and leave the easier ones for later. Or, you can do it the other way around, whatever works best for you.
The point here is to develop a better feel regarding the workload you can take so you can always come up with fresh and engaging texts. If you exhaust yourself unnecessarily, chances are, over time, everything you write will become dull and similar.
On the other hand, communicate with your manager regularly. If you are having problems with a certain client even after weeks or months of research and learning, there might be a chance that this particular client is not for you.
It’s true that most of us are capable of getting into the skin of brands coming from a wide range of different industries and areas, however, there will always be exceptions to those rules. If you just can’t wrap your head around a particular client or industry, talk to your manager or your colleagues. If there’s someone who’s a bit more qualified to write about a certain industry or topic, ask them to take on the client while you take on one of their projects.
Don’t let your ego cause you trouble. After all, you are all working towards the same goal.
4. Keep your material fresh and relevant
Based on the material you are writing, you have different guidelines to cater to. However, you may be writing a blog post or a sales letter, the objective is the same: to bring the customer closer to the brand, and ultimately, help make a sale.
This can be done in a lot of different ways but there are a few things you can simply integrate into your copy that can bring the prospects one step closer to sealing the deal.
- Know who you are writing for – Knowing who your client’s ideal customer is makes it easier to create a copy that will grab their attention.
- Introduce them to the problem – Most people out there don’t even know that they’re facing a problem. Those who do, have most probably already interacted with the brand an are looking for their solution deeper in the sales funnel. Whenever you are starting a new topic, present your audience with the problem the given service or product will help to solve. Be patient and give everyday examples so prospects can have a better context.
- Follow industry trends – In the digital realm, trends shift rapidly and you should always follow the pack. Research the industry, take a look at the hottest trends and implement what you see into your copy strategy for your clients. Are carousel images the “big thing” now with great engagement rates? Use them. Is video driving more traffic to sites? Even though this is more on the content management-side of things, if you have the know-how and the necessary gear to create videos consult with your manager and client to see how you can implement video into the campaigns.
5. Take criticism
Whether it’s from a seasoned fellow copywriter or from the clients themselves, always show eagerness to learn and to improve your skills. More experienced colleagues can give more insight into the subtle art of copywriting, and can show you a few tricks you can use to create more engaging material.
On the other hand, clients can give you the info you need to better understand their brand and its vision. Listen to what they have to say closely, the things they say will get you one step closer to producing the content the brand needs in order to thrive.
However, be aware of clients who are overly needy, who don’t really know what they want and who criticize your work just for the fun of it. People like these exist and every experienced copywriter has had experience with them. The best thing you can do with them is to keep your cool and cater to their needs within reasonable limits. Once they expect you to achieve unrealistic results, it might be time to denounce your contract with them or to talk to your manager about the problem.
6. Don’t forget to rest
Lastly, copywriting is a creative profession and as such, there will be instances when you will feel drained without any fresh ideas.
So, if you feel exhausted, take a short break, go for a small walk, mingle with your coworkers, listen to some music, watch a few online videos.
You always want to be fit and ready to take on a new project or task. Otherwise, you’ll only produce copy that’s repetitive, disengaging, boring.
Need more great tips? Download the PASTOR method here from the digital marketing guru, Ray Edwards.
Putting it all together
As you can see, producing good copy isn’t necessarily rocket science with the right approach and the best strategies. It’s true that some needy clients are impossible to satisfy copy-wise but they can serve as a learning curve and their opinion doesn’t always represent the golden standard.
The idea here is to do everything you can to get as close as possible to the brands you’re writing for and to follow the newest trends so you can keep being competitive.
These tips will help you with improving your writing. On the other hand, if you are a business owner who happens to be in need of professional copywriters, we can help you represent your brand in the best light possible. On the other hand, if you’re looking for a group of professionals who can take the load off of your shoulders, contact us, our copywriters are eager to help.
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