8 Secrets to Copy that Connects and Converts

Marketing

February 18, 2020

Copy is words that you write any where on your site, social media, ads,… that relates to your business and brand. Copy plays a big role in attracting your consumers attention to your business and in making the right connection with them. Copy has the power to make you money or send your consumer off your website to someone else’s. Copy writing is very important these days and there are many experts out there that their job is to write a good copy for you to introduce your brand, products, and services to your audience.

If you like writing, it is always a good idea to try to write your own copy. You know your products or services better than any one else and you are the passion and brand behind what you are offering. So you can be the best person describing what you have, to your audience.

Here I am covering few secrets, tips and tricks that would instantly improve your copy writing and make what you write stick in mind.

1- Clarity: it is very important to write a copy that is crystal clear to your audience. You want to answer questions not make questions. You have to know exactly what you want to talk about and simply talk about that. Don’t write overly clever copy or cluttered copy. What you write should be easy to understand.

2- Personality: don’t write like a robot. You can easily give some personality and voice to your copy when you write like how you talk. One trick to do that is to use contractions. So instead of writing “You will”, write “you’ll”, instead of writing “I am”, write “I’m”. You’ll see that how this one quick and simple trick changes the the tone of your copy. Make sure to find your voice and use that in all your copies.

3- Resonance: no matter what field you’re in, there are always words that you use in your field that your audience don’t know about and don’t use at all. You’re writing for them, so make sure you know their language. What words they are using to describe your services, products, and what you do. Find those words and use those only in your copy to make sure they understand you. One way is to listen to your consumer when they talk about their problems. Another way is to use Google Trends to compare words and see which ones are used more.

4- Simple: you have probably heard this “Less is More”. Tell people 10 things and they won’t remember anything. Tell them one thing, not only they’ll remember than one thing, you’ll also make them curious to learn more. One good example is First MacBook Air Ad in 2008. They could go on and on about all the features it has and once the ad is finished you’ll forget most of them. But instead they only picked one feature they wanted you to know and that is how thin the macbook is. And then they simplified what they wanted you to know by comparing it with something you already know very well “an envelop”. Click here to see the ad
Now, is there any way that you would forget about this feature after the ad is finished?

5- Unexpected: violate expectations by breaking the pattern. When writing your copy, or making your ad you can put patterns one after another to make something logical and meaningful in your readers’ mind. And then one trick to make it stick is to unexpectedly break that pattern. This also opens a curiosity gap and make your audience want to know more.

6- Concrete: Use words that people can see in their mind.  For example instead of saying property crime, you can use shattered glasses. Or instead of using estate tax you can use death tax.

7- Credible: make your message credible. Make your audience believe in what you have said. One way that is mostly used is statistics. While they are good and adds to your message credibility, they are numbers and numbers often don’t stick. They are hard to remember. Usually once people read numbers they say wow that is a good point but later on they can’t remember. Or sometimes numbers are just meaning less because they are not used in comparison with anything else. So what you can do is to use statistics in a way that is easy to understand, relate, and remember. Here is an example: if you want to say movie popcorns have lots of fat, instead of saying movie popcorns have 40 grams of fat you can say  a medium sized movie popcorn contains more fat than a bacon and egg breakfast, a big mac, and fries for lunch, and dinner steak with all the trimmings – combined! You see now you are talking to your audience in a way that they can understand and remember.

8- Emotional Stories: you can use emotions to make people care about what you are saying. See what emotion you want your audience to feel. If you don’t know the answer, you can simply ask questions. Here is one example: Why people want to use my product? because they want to lose weight. Why do they want to lose weight? because they want to fit and look great in the clothes they love to wear. Why do they care about this? because wearing what they want and looking great in their clothes give them confidence to speak louder, hold their head high, and communicate better.This is one simple example to give you a hint on the emotion that you want your consumer to feel. Which in this case is confidence and self-love. Now you can write your copy addressing this emotion and make the right connection with your audience and how they want to feel.