01 Feb How to Write Copy That Sells
Leonardo Da Vinci once said, “Simplicity is the ultimate sophistication.” And four centuries later, Steve Jobs more than just agreed. He straight-up claimed the saying as his own.
But what does that have to do with copywriting?
People often refer to Apple’s website as being the gold-standard for great copy. The language is clear, accurate, and to the point. Within the time it takes to read a few sentences, you understand what a product does and how it can add value to your life. This clarity appeals to first-time customers and keeps them coming back.
According to a Harvard Business Review article, the “single biggest driver” of a consumer’s likelihood to “follow through on an intended purchase, buy the product repeatedly, and recommend it to others” was “by far … simplicity.” Because in a world teeming with content, consumers don’t have the luxury of reading content word-for-word. They need to know why they should support your business right away.
You don’t need an English degree to write a simple copy (though that certainly does help), but there are a few ground rules you should stick to. Here are three ways to write copy that sells.
- Make every word count. If you’re trying to get a message across in 10 sentences or less, then every word you use needs to have a purpose. Cut out unnecessary adjectives or adverbs and stick to strong action verbs that drive…well, action. Don’t crack open a thesaurus if you think your language isn’t sophisticated enough. Common words will hold readers’ attention for longer and may speak to a wider audience. And be sure to double-check for grammar mistakes! You don’t want readers dwelling on a misplaced comma while they’re trying to learn about your business.
- Have a clear goal. If you don’t know why you’re writing a piece of copy, you can bet that your readers won’t get much out of it – and that’s a problem. Writing with a clear goal in mind will help you lead up to a call to action (CTA) at the end of a paragraph which tells your audience what they need to do next, like buying a product or calling your customer service team.
- Make it conversational. Don’t talk at your readers, talk with them. While you should demonstrate some level of knowledge and professionalism, leveling with your readers will help them create a deeper connection with your brand. Avoid jargon and “insider” language, and never talk down to people. If you’re writing for a blog or social media, ask your readers to comment with their thoughts and feedback to keep the conversation going.
Copy is usually a potential client’s first point of contact with your business, which is why it’s so important that you get it right the first time. Our team has decades of experience in writing clear copy that sells. If you’re looking to revamp your website, sales materials, or social media, we can help. Call us at 888-587-4593 or click here to learn more about our services.