Best copywriting tips: How to keep readers glued to content in 2021

Best copywriting tips: How to keep readers glued to content in 2021

Hayley Ralph

Hayley Ralph

Hayley Ralph is studying a Bachelor of Communication (Journalism) at Deakin University. She is an accomplished writer and enjoys using her skills to develop strong relationships, both professionally and personally. Outside of work, she enjoys a good Netflix binge but can also be found on long hikes on one of Melbourne’s beautiful bushwalks.

Get ready for our best copywriting tips ever!

Marketing drivel seems hard to avoid. Most websites are full of it. So, how can you eradicate the marketing prattle and write honest copy that sells?

Let's look at 10 of our best copywriting tips that will help you give seedy sales-ness the flick forever.

 

Let me guess… you’re an honest person.

And when you talk to potential customers over the phone or online, you sound genuine, helpful  and frank. No fluff. No marketing drivel. No seedy sales talk. You give honest advice.

But what happens when you write copy for your brochure or your website? Do you sound as sincere as you do on the phone? 

Follow our best copywriting tips below and I promise your copy will sound instantly more sincere, engaging and persuasive.

Best copywriting tips #1: Cut crappy phrases

 

How do you know your copy contains crappy phrases?

Put on your devil’s advocate hat, and ask yourself for each sentence: what does this mean? If you can’t come up with a specific answer immediately, then cut or rephrase until your text is concrete and meaningful.

Crappy:
Our world class widgets help you increase email sign-ups

 

Much better:
549,333 websites use our widgets to increase email sign-ups

 

Best copywriting tips #2: Slaughter marketing claptrap

Words like hundreds or millions may seem specific, but they sound like a marketer exaggerating the truth. Use specific numbers to draw attention and increase credibility.

Marketer claptrap:
Hundreds of small businesses use our accounting service to save time

 

Much better:
254 small businesses use our accounting service to save time

Best copywriting tips #3: Stop pussyfooting around

Subtleties and politeness are great (of course!).

But a subtle call-to-action gives people an excuse not to do as you ask. Starting a call-to-action with if is the best way to give people an excuse. Be bossy and tell people exactly what you expect them to do.

Overly polite:
If you’d like to join the Enchanting Marketing newsletter, just add your email address and click join

 

Simple and direct:
Add your email address and click join now

Best copywriting tips

Best copywriting tips #4: Give people a reason to do as you tell them 

Do you want people to listen to you and follow your suggestions? Just give them a reason why. How are you going to make them happier, healthier, or richer? Which problems, complications, and difficulties will you help to avoid?

Not bad:
Get updates (it’s free)

 

Better:
Learn how to create persuasive content. Sign up to receive free updates.

Best copywriting tips #5: Give them a better reason 

What do your readers really want?

Try to avoid fake benefits and focus on a benefit your readers are looking for. Most real benefits are related to saving money, making more money, becoming happier, being free from fear and worry, a feeling of belonging etc.

Okay:
Learn how to become persuasive. Sign up to receive free updates

 

Even better:
Learn how to become persuasive and win more customers. Sign up to receive free updates

 

Best copywriting tips #6: Cut sugary testimonials 

You know the type of testimonials that sound like they’re written by a marketer? The sugar-coated words that tell you how wonderful, amazing, and super-perfect a service or product is?

Do you think anyone believes these fantastic testimonials? Well?

Write story-based testimonials that help you overcome objections. Be specific. Add stats if you can.

Sugar-coated stuff nobody believes:
Smith is an amazing copywriter. I’d highly recommend her to anyone.

 

Much better:
I wasn’t sure about hiring Smith. But the copy she’s written for my business helped me to win more customers. And she was fun to work with.

Note: just like all other examples in this article, the above example is made up.

 

best copywriting tips ever

Best copywriting tips #7: Don’t walk away from the difficult stuff

Do you believe in miracles?

In business they don’t exist. I’ve never seen objections magically disappear. You need to address them.

If customers think you’re too expensive, then explain how you help customers save money, how you help them make more money, or explain how much more enjoyment they’ll get from your product or service. Prove your value.

What objections do your customers have to buying from you? How can you address them? Copywriting is about sales. And selling is about taking away customer objections to buying from you.

 

Best copywriting tips #8: Kill self-indulgent nonsense 

Marketing messages become drivel if they go on and on about a company and its products. The quickest way to turn drivel into sales copy is to address a benefit or a problem your customers have first.

Self-indulgent:
Award-Winning Web Designer with 20 Years’ Experience

 

Much better:
Websites that Convert Web Visitors into Business

 

Best copywriting tips #9: Don’t commit superlative sins 

Superlatives like best or easiest are a sure-fire way to sound insincere. Only use superlatives if you can prove why you’re the best.

A copywriting sin:
We provide the quickest printing service in town.

 

Much better:
Get your brochures printed in 48 hours or receive a 25% discount.

 

Best copywriting tips #10: Eradicate adjective mumbo jumbo 

If marketers have nothing to say, they add adjective upon adjective to their sentences. It makes your readers think yeah, yeah, what nonsense or it sends them straight to sleep.

Mumbo jumbo:
This relaxed, romantic collection of beautiful cookware has a look all its own, right up to date yet completely classic with a result that’s perfect for your kitchen.

 

Much better:
The classic look of this cookware collection suits most kitchen styles.

Even better:
Show pictures of your cookware. Or explain who inspired the design. That’s much more interesting than marketers’ hogwash.

 

Yes, copywriting for the web is challenging because you need to balance optimizing content to get found in search engines to drive traffic and optimize content for your target audience to ready the content.

But since your human readers will become customers and give you money, you should start by writing a good copy of your customers’ needs.

So, use the best copywriting tips to optimise content for Google and make your content pop for your target audience! 

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