Top 10 Copywriting Tips for Branding and Marketing

Top 10 Copywriting Tips for Branding and Marketing

Copywriting, in the simplest terms, is coming up with messages that will convince your customers to bite on whatever you’re selling. Copywriters need to know psychology and marketing to make content that will push people to buy.

When someone sees your brand name, they should instantly be interested in what you say, even if you haven’t done anything yet! But this means you need a good name for your company, or how will anyone get excited about what you’re saying? You could have the best ideas, but without a good brand behind it, nobody will care what you’re selling.

Building a brand with solid copywriting is essential but also challenging to learn. That’s why I’ve written this guide!

I cover ten tips for writing the best copy, such as headlines and descriptions that hook readers. I also go over sales copy and landing pages that work.

And if that doesn’t sound appealing enough, I show you how to structure and plan out all your content so it’s easy to update whenever necessary. Along with ways to measure all your success.

After reading my guide, you’ll know exactly what makes a headline tremendous and how to sell things like no other page. Plus, I give step-by-step instructions on creating a fool-proof marketing plan!

1 – Do more research.

Given that most people read on their phones, tablets, or laptops, they can't read as quickly as if reading a book. The result is that people's attention spans are shorter, and they skim more often than not. 

This can be bad for the writer because it means he's losing an opportunity to connect with his audience. A simple trick to help you avoid this is doing a little research before writing. Research has shown that writers who spend 10-15 minutes before sending an email, blog post, or other content write sentences in a way that connects with the reader. This wouldn't happen if you were just “winging” it.

How does this relate to copywriting? Well, one study showed that only 50% of articles are read by people, so if you do some research beforehand, you'll be able to write in a way that gets your message across.

For example, research might show what questions your target audience often asks. You can see how frequently certain links get clicked on and find out what topics are popular. If you look up which keywords get the most traffic on your website and learn how to use those words in your copy…well, I think you understand.

Doing online research is easier than ever, so here are some tips:

Research Tools You Can Use Today

First, if you don't already have a Google Analytics account, sign up for one now. This free tool will let you see how your visitors use your site and which pages get the most traffic. It's easy to set up, and you'll get data for free.

Next, try the following tools to help you with your research:

Keyword Planner. With Semrush, you can enter your keywords and get a list of the most competitive ones.

Trends. With BuzzSumo, you can research the most popular posts on sites you're interested in and discover which influencers share them. This is a powerful way to build a relationship with the influencers in your industry, and the tool will tell you which topics are trending.

SEO Book. If you want to learn more about SEO, this is a fantastic resource for beginners. It's broken down into different sections to help you learn quickly and efficiently.

Quora. This is an intelligent way to ask questions and an excellent tool for asking your questions.

You can also start a blog if you haven't done so yet. This will help you research the most passionate topics and be relevant to your audience.

How Much Does Research Help?

There are lots of benefits to using the proper research tools and techniques. You can learn how to write optimised copy for your audience. It's also good for building relationships with influencers and helping you better understand your customers and potential clients.

Research doesn't cost you anything, but it can be pretty expensive when you do the same thing with a service. So, doing your research and using these tools first makes sense. After that, you can expand your research by using these services.

2 – Optimise your headline.

There is no “right” way to optimise a headline (despite what some marketers might tell you). 

But there is one person with the best idea of what your headline should be… and it’s you.

Your goal will dictate how long or short your headline needs to be and whether you must include certain elements.

First, decide which type of headline you’re writing. 

There are two: 

1. The “headline” that appears in search results (i.e. Google). These headlines are short and direct, with the primary goal being to get people to click through to your content.

For example, here are four actual headlines I found when searching for “copywriting”: 

– Copywriting explained!

– How to write a headline.

– Writing headlines that sell.

– Headlines that work!

2. The “lead” or “bump.” These headlines are designed to entice people to open an email from you so they can read more of your content.

These headlines typically have one or two sentences (sometimes longer than search result headlines).

For instance, if I were going to email a friend about my trip to Paris last week, my subject line could be:

“I went to Paris last week. Here are some photos I took.”

Both types of headlines work for optimising content — but only one will work best for each specific type of content.

That being said… when creating all your content… always keep in mind the type of headline you’re going for. 

And try creating it first! That way, it will be optimised when you start writing the rest of your content.

Here are some other guidelines:

Think about the call-to-action: What do you want users who see this headline/subject line/etc? Do next? Make sure that the ask is clear in whatever you create.

Avoid self-promotion: Use words like “you”, “your”, “we”, “us”, and “our” sparingly (if at all). These words come off as self-centred, and people hate that.

Be humble: If you’re a beginner, say so. Avoid making promises or claims that aren’t true.

Don’t over-promise: It’s easy to write something catchy that sounds amazing but impossible. Be mindful of this, and get feedback from others if you’re unsure if your writing is too much.

Avoid word vomit: People scan headlines — especially when they read emails. The less information in your headline, the better! 

Keep it short: Long headlines are a no-no. People are busy!

Use good domain names: Before creating something new, check to see if the domain name is available for purchase. Buying one can save you time and money in the future.

Use good keywords: Your headline should explain your content in as few words as possible. Use keywords throughout it that match the subject matter (i.e., “copywriting”).

Make it easy to find: If your content appears on a long list, people will never scroll far enough to find yours. Ensure your headline can easily be linked to or clicked so readers don't give up before seeing your fantastic work!

Remember, there is no “right” way to optimise anything… 

But with constant practice and experimentation… 

The more effective your headlines will become!

3 – Simplify your content.

According to studies by CrazyEgg, the average reader only spends 14 seconds scanning a page. It must be skim-friendly to ensure your information sticks in people's heads. The faster readers can consume your message, the more likely they will share it.

Plenty of approaches can simplify any content for all kinds of audiences. Some of these strategies include:

• Use plain and simple language.
• Cut out words that don’t matter.
• Choose active voice over passive voice.
• Write clear and concise sentences.
• Avoid saying the same thing over and over again.
• Keep it short and sweet.

Simple writing is powerful; if you want people to read what you have to say and pass it on, get back to basics.

4 – Give your audience what they want.

People respond to different ways of communicating. The best way to attract customers and encourage them to share your content is by listening to what they want and then writing your message in a way that speaks to them.

This doesn't mean you should give away every aspect of your business. However, you need to be aware of the elements of your content that will speak to your audience's interests, needs, and desires. This will help you write copy that attracts and encourages people to share your information, products, and services.

To understand your audience, think about how they feel, communicate, and act. When someone shares information with you, they usually want a response. So, you need to know what kinds of questions your customers might have.

When thinking about your customers, consider what makes them happy and satisfied. What are their hopes and dreams? What problems do they face that you could solve?

What would make them say, “That's amazing! I wish I'd known that before I spent all that money.”

Think about your own life, your interests, and your own needs. What are the things you look forward to? What keeps you going? What do you worry about? What would you like to see change?

You can learn a lot about your audience by looking at your own life and the lives of others. After all, you're in the business of creating solutions for people. So, what are you interested in, what do you wish were different, and what would you like to see a change in the world?

5 – Tell a story.

Storytelling is a powerful tool; a good copywriter should know how to use it effectively. When writing web content, storytelling makes a huge difference in engagement.

Here's why:

1. People like stories. Stories make people want to read more and engage with your copy more.
2. Stories are memorable. People remember a story well after reading it, which can help them relate to your copy.
3. People love to talk. People reveal what they value when talking about themselves, so using self-revelation in your content helps you understand your audience's motivations.
4. People like being entertained. If your copy is fun to read, your readers will enjoy it. This helps create a positive experience.
5. People like sharing. A copy encouraging them to share with others will engage them more with your message.
6. People enjoy getting a reward. If it's easy, people are more likely to take the following action in a chain, so stories are a great way to encourage people to act on your call to action.
7. People like to buy things. If people believe your offering will solve their problem, they're more likely to buy.
8. People prefer stories over facts. Facts are boring. People don't like facts, but they love stories.
9. Stories are compelling. People respond to stories with emotional reactions.
10. People are hardwired to care. If people are interested in a topic, they'll learn more about it.

Using a story in your copy is one of the best ways to increase engagement. But there are some other reasons why you should use stories, too:

• Stories make your copy more human. Stories give people a personal connection, which makes it easier to empathise and build rapport with your audience.
• Stories make your copy more authentic. People like to feel heard and valued, and stories are a great way to build trust with your audience.
• Stories make your copy more persuasive. People like to read stories, which makes them more likely to follow through on a call to action.
• Stories make your copy more memorable. Stories help people connect with your copy and with each other.

6 – Make the copy visually appealing.

When a copywriter writes content for websites, blogs, and social media channels, the text is written to appeal to the human eyes first.

There’s no overstating how important copy is for every website or digital marketing campaign. It should do everything it can to inform and convince visitors to click on something, share something, or possibly even make a purchase. However, the copy also needs to be optimised in other ways.

Visually speaking, elements like keywords and images are intended to draw the eye. Other language choices by the writer might also be made specifically for that target audience.

But there are other things you’ll never notice as a reader of this article. A professional copywriter will format the text in a way that leaves your brain thinking, “this all makes sense.” Once that connection is made, it’s easier than ever for the audience’s attention span to stay right where it belongs — on your product or service.

Writing compelling content ensures people buy what they’re reading about. What does that mean? Well, if there were no description of anything within this article, but only keywords instead… why would someone want what was originally being sold?

How Does a Professional Copywriter Approach Copywriting?

Brainstorming is the first step in writing copy. When starting a project, the goal is to find out who your audience is and what will appeal to them so that you can create content accordingly. The more information you gather, the easier it will be to create an appealing message.

If a professional copywriter were hired for your project, they would start by researching. You’ll need to know what content will appear on the website or social media page and how that content will be created and distributed.

The copywriter might interview your target audience to see what they like and don’t like. They could also conduct a site analysis using Google Analytics' Audience Insights section to see which pages are most/least popular among visitors.

Your goals for this campaign should also be determined so that the copywriter can write your message accordingly. They’ll want this data and any keywords or phrases to drive your site traffic.

Knowing this information helps a professional copywriter determine which parts are most important. Content has been called “the lifeblood” of a website or social media platform because it makes everything flow better when there's lots of it. But good quality content for your specific audience is always considered more critical than fluff that just gets views.

When creating persuasive content, a good copywriter knows what your audience wants and needs and makes their message accordingly. They aim to get inside people's heads by seeing the ads, making them more likely to trust you. Ultimately, their job is complete if viewers are engaged enough with your ad(s) that they take action based on its information or whatever other call-to-action there may be.

A professional copywriter combines visual appeal with trustworthiness.

How Can a Copywriter Use Visual Elements?

The eye is a pretty important part of your audience. That's why you need to get visual elements into your copy. Visuals are great for getting people’s attention. You can use them to tell stories, highlight certain parts of your copy and show the difference between what you’re trying to sell and what other companies offer.

Here are some ways you can use visuals in your copywriting:

• Put images and video together in one place to tell a story
• Call-to-action buttons
• Testimonials
• Awards or honours you’ve received
• Post pictures of your products or services in action

7 – Speak your customer's language.

People buy products and services for many reasons and may use different terms for the same things. For example, if you sell a product called “The Perfect Dog Food,” a consumer might describe it as “dog food for dogs,” “the perfect dog food,” “food for dogs,” “dog food for your dog,” or “dog food.” This means that the same product has multiple names for the same thing, making it hard for you to be consistent.

When writing about your product, you must ensure that your words match how your customers think about it. Using the customer's language helps you avoid this issue and ensures that you communicate effectively.

Your goal as a copywriter is to communicate clearly and getting your message across. Using the customer's language ensures that you do just that. By using the language your audience uses, you can help them understand what your product is and what it does.

8 – Focus on benefits.

Copywriting is an art, and the more attention you put into it, the more likely you are to convey your message persuasively and efficiently. That’s why, before you start writing, it’s essential to think about what your end goal is. What is your business, product, or service ultimately offering?

“Why focus on benefits” only matters if you’re trying to sell someone a service or product. If you want to convince someone that they should buy your book, you don’t need to focus on the benefits of buying your book. You need to convince them that buying it would be worth their time.

The same goes for blog posts. What’s the goal? Do you want people to subscribe? Buy something? Go somewhere? Are you trying to inform people or sell them something?

Your ultimate goal will shape how well you explain what exactly it is that you’re selling (or not selling). If you’re trying to sell someone something, that means defining what they would get from buying it. If you just want them informed, then that means being more persuasive.

Benefits and drawbacks are tools for getting people better acquainted with your product, service, or message. It also helps you know which direction (benefits/drawbacks) suits your particular audience or purpose.

And remember: The best way to sell anything is by letting everyone know how great it is, from books down to apps.

For example, If a sales letter was being written about a new book release, then instead of focusing on what’s terrible about the book… Since we’re trying to sell this thing… Instead, it’d be much better to build up everything good about in comparison!

9 – Appeal to emotion.

Many companies claim they are looking for a specific personality in their copywriter. However, when you research the company's products, you'll notice that most of them sound the same. That is because they are looking for a specific personality in the writer.

Let's look at an example. For instance, you're writing about a home improvement product for a homeowner. You may decide to appeal to their emotions because they are a mom, but this isn't always the best approach. The best approach is to appeal to their interests. If the mom is interested in gardening, she might read your copy and think, “This sounds great! I will write a blog post and promote it on Facebook.

It's important to understand that a mom's interest differs from her emotions. It's essential to use the correct language that matches her interests.

It would be best if you tried to combine both types of language in your copy. This is because many companies aren't sure how to appeal to a specific audience. They use the identical copy they used in the past, but it's unlikely to work.

10 – Include a strong call to action.

Everyone is busy. So, you better get your point across quickly if you want them to remember what you’re selling. And make sure that they act on it as soon as possible.

That’s why your call to action is so important.

The CTA tells them where to go, how to do it, and when they should do it. It’s the last thing they’ll read before deciding whether or not to buy. And if it isn’t written clearly, they’ll simply move on to the next section.

It doesn’t matter how good everything else is. If the CTA isn’t correct, people won’t be motivated enough to take action.

If you’ve ever been on a website before, you’ll know that there’s usually a “Call To Action” button at the bottom of every page. It’s red, so even looking at it makes you realise whether or not a user clicked on it. It’s one of those straightforward things that works wonders in your copywriting.

So don’t forget about this powerful addition.

Include a call to action in your headline, first paragraph, and anywhere else throughout the article where possible.

A reader needs more than one push for them to take action.

Conclusion

Writing is only one part of copywriting. Copywriters need to master storytelling, branding, and marketing as well. They have to sell.

Readers’ psychology is crucial for success in this field. Understanding what audiences want from you and how to get them to listen could spell the difference.

The key to successful copywriting is simple: write for the reader first and foremost.

Get your digital marketing plan today by signing up for a free consultation.

FAQs