Have you ever scrolled through social media and stumbled upon a post that was so relatable and found yourself sharing it to your story or giving it a like? Ever bought the “hottest” item after reading an article compiling the items you don’t want to miss out on or clicked so fast to open an email because of an enticing headline? You, my friend, have experienced the beauty of copywriting.
Copywriting, in its many forms, is more than storytelling or grabbing attention, it’s formulaic to your digital (and print) presence. While visual aspects such as design, color, and photography may grab your attention first, the copy that follows the graphic elements should continue to entice the viewer.
Broken down to its definition, copywriting is the process of formulating words to compel an audience to take action — buy a product or service, click for more information, open an email to read further, subscribe, follow, and so forth. The goal is to invoke emotion, tilt perspective, entice the crowd, allow the viewer to digest and ponder over a piece of information, and ultimately connect with your audience.
So what is the secret formula to copywriting?
While there are various textbook-definition formulas for copywriting, such as the AIDA method, APP method, or the 4 C’s, we have compiled a list of the basic principles to follow for effective copywriting.
- Know your audience. Who is your target demographic? What are their needs and desires? What language appeals to them?
- Develop a voice and tone that fits your brand, speaks to your mission, and draws in your audience.
- Lead with a bang. If you fail to capture the reader’s interest from the beginning, the rest can be wasted.
- Make it fascinating. David Ogilvy, also known as the Father of Marketing, advises writers to “Tell the truth, but make the truth fascinating. You know, you can’t bore people into buying your product. You can only interest them in buying it.”
- Avoid jargon and sophisticated language. While it’s important to know what language appeals to your audience, keep the copy clear, simple, and easy to read.
- Provide a call to action (CTA). The purpose of copywriting is to persuade the reader to take action. Make sure to provide said form of action — how to apply, schedule an appointment, call, make a purchase, etc. Get the viewer to the end goal in as few steps as possible.
Implementing this formula into the many forms of marketing is the final hurdle. It may take trial and error and some finesse, but effective copywriting applied to the proper channels leads to success with your audience.
Copywriting can be found in the following channels:
Print Advertising (flyers, brochures, etc.)
Search Engine Optimization
Print Material (flyers, brochures, etc.)
Looking to grab the attention of your audience? Schedule a call now with the team at KreativElement to discuss casting a line of effective copywriting out to your pool of listeners and viewers. Hook, line, and sinker. 😉