Marketing and copy go together like peanut butter and jelly. It’s not a complete sandwich without both.
Some marketers get lucky enough to focus on the planning and strategy, not having to do a ton of the writing.
But let’s face it, that’s not a reality for a lot of us.
Most marketers end up wearing several hats, and one of those hats often encompasses writing.
Whether you’ve felt stuck in a copywriting rut or just want to refine your skills, we have a few tips that can help.
Keep reading for 5 tricks of the trade from a pro copywriter (hint, we have juuuust a few on our team).
Brand Consistency
A lot of people will tell you to add humor to your copy. I’ll be honest, this works a lot of the time. But not ALL of the time.
When doesn’t humor work?
When it doesn’t fit your brand.
It may be copywriting 101, but one of the best ways to improve your copywriting is to keep it consistent with your brand. This is actually a lot tougher than it sounds, especially since brands evolve.
To stay consistent with your branding, you should develop and stick to a brand guide. This guide should outline keywords and phrases that fit your brand, as well as any that absolutely go against your brand voice. Occasionally review current copy for adherence to brand identity as well, and update anything that needs to align more.
Re-Work Old Copy
Have you ever looked back at an old project or article that you used to think was good only to think it’s mediocre?
That’s because you (hopefully) improve over time. Brands evolve, marketing evolves, and we improve our writing.
These are all reasons why it’s so vital to revisit old copy. As you improve your copywriting skills, take these lessons back to old content and give it new life. Sometimes it’s way easier to fix something that’s already there than it is to write it in the first place, which means your old copy likely has plenty of room for improvement.
While you’re at it, think about ways you can re-use the copy. You may be able to refresh it to suit another audience, re-shape it for another platform, or transform it some other way.
Copy and Design: The Perfect Marriage
Marketing copy is rarely a stand-alone aspect of any campaign. Whether it’s website copy, social media content, ad copy, or something else, the copy is often part of a larger design.
Design and copy can sometimes feel like a “chicken and the egg” debate. The truth is that they should be developed simultaneously and with ample collaboration.
Rather than just spewing out a bunch of copy, make sure you have an idea of the design it should fit in. This will help you avoid writing a ton of content just to scrap it when it doesn’t suit the design. It also ensures a cohesive final product that’s more compelling on all fronts.
For example, check out our “Why Us” page at Content Cucumber. If all you went off of was the page title, you may start with paragraphs on paragraphs about our company and our history. But when you have an idea of the design, you know how much copy is needed, how many/what type of headers, etc.
Tell a Story
One big copywriting mistake people make is failing to tell stories. The wittiest, most concise copy won’t get you anywhere if it doesn’t appeal to the emotions and personal life of your audience.
The best way to connect is to tell a story. Of course, the key with copywriting stories is that they need to be done in a few words.
When it comes to writing copy people will read, a story is paramount. Here are some tips:
- Begin with your conclusion or “main takeaway,” and then prove this point with your story.
- Choose relatable stories.
- Remove unnecessary details.
- Use the same vernacular as your target audience.
Include a Payoff in the Hook
One common copywriting technique you hear is “hook, buildup, and payoff.” While this tried and true strategy is effective, it comes with a caveat.
The hook should engage your audience, but it should also include some payoff. After all, you want to give them a reason to keep reading.
With attention spans shorter than ever and competition for it ever increasing, it’s vital that your first words make an impact.
Give people something of value to work with right away to encourage them to keep going. Being clear up front will pay off for retention and the long-term impact of your copy.
Compelling Call to Action
Have you ever spent umpteenth hours watching a show while basically holding your breath for the finale just to be disappointed by a weak ending? As an avid Netflix binge-watcher, this has happened quite a few times. You’re left unsure what to think and annoyed you wasted time.
Avoid making your audience feel this way by including a compelling call to action. It may seem obvious to you what action you want your audience to take, but it’s not always as clear as it may seem. Beyond that, simply telling people makes them more likely to follow through.
But any old “contact us” call to action won’t do the trick. Improve your copywriting by improving your call to action.
Here are a few tips:
- Re-iterate the value they get by taking the action
- Choose a CTA that’s relevant to the copy
- Make it as easy as possible by including links or the specific number/email to use
Or Just Work with a Pro Copywriter
All of the tips above can help you improve your copywriting skills and craft content people want to read. This in turn will help your marketing strategy reach and impact its target audience. All of the strategies above are tricks of the trade from our professional copywriters.
Use these tips.
Or just work with a Pro Copywriter.
Being the “marketer that focuses on marketing, not writing” is not as unreachable as it may seem.
With Content Cucumber, you get affordable content written by vetted, SEO-trained writers. We’ll help bring your vision to life through blogs, web copy, newsletters, and more. With several content levels available, it’s easy to find the solution that suits your needs and budget.
Schedule a demo with our content specialists today to start working with a pro copywriter!
