Copywriting secrets you need to know

April 23, 2021

9 copywriting secrets you need to know to write awesome content

Looking for awesome copywriting secrets to push your content further? Want to market yourself but not sure how to do it?

There’s so much content out there already, so it can be a real challenge to get your writing noticed. How do you compete with other copywriters?

When it comes to copywriting, there are certain tips and tricks you can use to make your content pop.

Why are these copywriting secrets so important for your content?

You might be thinking, ‘I’m a good writer, so why do I need a list of copywriting secrets?’

It’s simple really. No one wants to read boring content.

Even the best writers in the world can lose their audience’s interest. So how do you make them pay attention?

Let’s spill the tea! Here are nine copywriting secrets you need to know for awesome content…

  1. Make your content ‘scannable’

People don’t pay attention.

It’s sad but true. The average person will only read around 20% of your content. This means that most readers are only spending one or two minutes on your site – if that.

This is because audiences tend to scan a webpage for specific information – anything else is ignored.

Think about it. Have you ever found a promising article only to be met with a wall of text? How fast did you bounce off that page?

As a writer, it’s easy to get carried away with long-winded sentences and sophisticated vocabulary. It’s only natural that you want to show off your talent! But the truth is, your reader doesn’t care about any of that stuff. They just want you to answer their questions.

One of our top copywriting secrets is to keep your content clear, concise and easy to scan. Try breaking your content up with subheadings and bullet points. People love a list!

  1. Know your audience

Imagine this. You’ve spent hours researching a topic, outlining your key points, and producing the perfect article. But then you find yourself asking, who exactly am I writing for?

We know how tempting it can be to just start typing – especially when it’s a topic you love.

But if you don’t take the time to learn about your audience, chances are your ‘perfect’ article will fall flat.

Our next copywriting secret is to learn about your audience.

Knowing your target audience is key to writing compelling, awesome content.

Before you start planning your article, find out everything you can about your target audience. Who are they? What makes them tick? Why are they searching for this product or service? What are their problems and how can you solve them?

  1. Build a narrative

 Next on our list of copywriting secrets is to use your writing to build a narrative.

Simply describing your brand won’t cut it. You need to tell a story.

Of course, we don’t literally mean to tell a story. You probably won’t get very far with ‘once upon a time’.

But it’s important to build an emotional connection with your audience. Don’t just describe a product or service. Tell your audience how it could change their life.

  1. Be active 

If you’re a writer, you’re probably no stranger to our next copywriting secret.

When you’re writing content to promote a brand, product or service, choose active voice over passive voice.

What’s the difference?

With active voice, the subject is the focus. With passive voice, the verb is the focus. Just in case you don’t know what we’re talking about, here’s a quick example.

  • Active voice:

“The boy kicked the ball.”

  • Passive voice:

“The ball was kicked by the boy.”

So, why is active voice more effective in copywriting than passive voice?

Using active voice makes it easier for audiences to engage with your content.

Copywriting is all about persuading your audience to do something. Whether that’s buying a product or subscribing to a service, you want your audience to act.

  1. Never underestimate SEO 

You might be asking yourself, ‘is SEO really that important?’

It would be great if being a talented wordsmith was all it took to be a successful copywriter.

Unfortunately, that just isn’t the case. While you do need to have a way with words, it’s also important that your work reaches your target audience.

And with so much content out there, it can be easy for your writing to get lost in the crowd.

That’s where SEO (Search Engine Optimisation) comes in.

SEO, one of the best copywriting secrets out there, refers to the way content is ranked in a search engine. You can take advantage of SEO techniques – such as keywords and linking – to drive more traffic to your website.

And you shouldn’t just stop at SEO! There are plenty of other digital marketing strategies you can take advantage of to increase your content’s reach.

  1. Create impactful headlines

If you’re still searching for copywriting secrets to make your content awesome, here’s another one for you: create impactful headlines.

Your headline needs to create intrigue. What’s the point in writing a compelling, well-researched article if the title doesn’t bring in readers?

But how do you write an impactful headline?

  • Think about your article. Think about your audience. Which part of the content will draw them in?
  • Don’t settle! Write a few different headlines and see which one is the best fit for your work.
  • Be clear and concise. Wordy headlines are a turnoff for most audiences!
  1. Keep it short

As a writer, you probably want to show off your skills. It’s tempting to let your words flow across the page. After all, isn’t that what writing is all about?

But remember, that’s not important to your audience. They aren’t looking for the next best-selling novel, they just want an answer to their question.

Keep your sentences relatively short and avoid lengthy, complicated language.

And don’t forget our copywriting secret from before! Shorter sentences and simple language make your writing easier to scan.

  1. Utilise marketing formulas

This next tip is one of the lesser-known copywriting secrets but can really make a difference with your audience.

If you want to be a successful copywriter, your words need to have an impact on your audience. Simply sounding ‘good’ isn’t enough – you need to deliver results.

But how can you make sure this happens?

Try using marketing formulas in your writing.

There are loads of marketing formulas out there, but here are just a few examples for you to consider.

Awareness, Interest, Desire and Action (AIDA)

AIDA is really simple when you break it down!

  • Awareness: make sure your target audience is aware of the brand, product or service you’re trying to sell.
  • Interest: generate interest in the brand. Maybe your target audience is facing a problem, and you can offer them a solution?
  • Desire: explain exactly how your brand, product or service can help your target audience overcome their problem. Make the audience think they need your solution.
  • Action: try making them an offer they can’t refuse, or direct them to another page on your website. It’s important that they act in some way. Always leave a compelling call to action at the end of your article – see secret 9.

Before – After – Bridge (BAB)

Just like AIDA, this technique is all about offering your audience something better.

  • Before: describe the audience before they came across your content. What problems are they facing?
  • After: try describing a world where their problems don’t exist.
  • Bridge: convince them that it’s possible with your brand, service or product!

Features, Advantages and Benefits (FAB)

FAB is perfect for a quick and easy sales pitch!

  • Features: simply describe the features of the brand, service or product on offer.
  • Advantages: tell your audience why you’re the best brand, product or service on offer. Why should they choose you over someone else?
  • Benefits: explain how the audience would benefit from using your brand, product or service. How will it make their life better?
  1. End with a call to action (CTA)

If you’re an experienced copywriter, then you won’t be surprised to see this copywriting secret on the list.

No matter what you’re writing about, you should always end your content with a call to action (CTA).

You might find yourself asking, ‘but why can’t I just end my content with my final point?’

The answer is simple. A CTA could be the final ‘nudge’ that pushes the customer to buy your product or service.

Ending on your final point will make your content feel unfinished. Nowadays, a CTA is so commonplace in copywriting that your audience will expect one at the end of your content.

Remember to use language that encourages the reader to act. For example, ‘sign up to our mailing list’ or ‘claim your free voucher’. Inspire them to take action.

Need help with copywriting? Get in touch with our team! 

If you’re still curious about copywriting after reading our list of copywriting secrets, get in touch with our team!

At Vocal, we’re a loud creative agency that’s all about content. Check out our list of services and see how we can help your company grow.

See something you like?  

Contact a member of our team for a relaxed chat about your company’s marketing needs!

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