3 Hacks to Help you Improve Your Copy Right Now
“You don’t have to be a good writer to write a good copy,” says Kelsey Formost – another talented speaker at the INBOUND2020 Online Conference. She mentions that her email subject lines and the copy is so good they result in a constant opening rate of 38% – and that’s a lot!
So, how do you get there?
Easy, read on to get three (and then some) actionable hacks to apply to your copy right away.
What is a good copy, and why should you strive towards it?
Technology changes and evolves, and there are so many new tricks in the sales books that you can try to wow your customer and get the sale (try a personalized video in your next email, maybe?).
But one thing that stays the same is people’s behavior. And you can influence this behavior with a carefully-crafted message.
But how do you get your customer to open your email in the first place? How do you get them to pay attention to what you have to say with an overwhelming amount of information flowing into their mailbox daily?
You write a good and convincing copy. Your subject line should grab your customer’s attention, and your copy should drive them towards an intended goal.
And the copy is not just an email – it’s a social media post, a video, or a landing page. It’s the information that helps to build a path for your customer to take action.
So, how do you write a good copy?
Write with clarity
Kelsey mentions an often-debated 6-minute attention span phenomenon in her presentation. But as with anything else out there, there’s a difference in attention span for different content.
Undoubtedly, you want your customer to be hooked when they see your email in their mailbox. So there is some truth to this wisdom.
One of the critical actions to take to achieve it is to write a clear copy. Don’t waste your reader’s time with fluffy words and walking around the subject.
Make sure that you write about why they should take action and how you can make their life better with your solution.
As an exercise, you can also write your copy, mark the highlights, and try to trim around them. Does it read more concise and right to the point? That’s the meat of your copy – use it.
Connect with your reader
It’s often advised to address the pain points of a customer at the start of the copy and then work your way to the solution. But how do you know what the pain points of your customer are?
Kelsey suggests running a great exercise she calls “review mining.” To do this, you read through the reviews for your product and also your competitor reviews. What are the words your potential customers are using there? Use these words. This is the base for your copy. Speak to your customer using their words, literally.
Also, write a copy that’s natural to you. Don’t try to be sales-y or use “cool” fancy words if it’s not your natural speaking manner. People want to buy from people and not a salesperson trying too hard.
Pave the path to conversion
What do you want to achieve with your copy? How do you want your customer to take action? Set the goal for your content & define it in the copy.
Every step of your text should drive the customer towards this goal. If you’re writing a copy for a Landing Page – repeat your call to action frequently throughout. And if you’re writing a sales email, you can include a link to your calendar and mention that you’d like to make an appointment throughout the email body itself.
Kelsey also suggests that you include an option to sign up for an email list in your copy to increase conversions.
One of the oldest tricks in the marketing book is the “rule of 7“: it takes seven interactions with the customer’s brand to convert. And you often see this on social media (Facebook ads especially) with the brands that keep on appearing on your radar.
So, if they don’t convert right away after reading your first copy, you can create an email plan for a follow-up email group that will keep on appearing in your customer inbox until they convert.
What should you do right now?
Writing an excellent converting copy is not hard, and you don’t have to be a master story-teller. Remember to write clear, cut the fat in a long copy, and keep reminding your customer what it takes for them to convert.
But most importantly – be natural. Don’t try to impress your customer overly. All they want is to make one step in their life a little better and you can show them how.