They say you should not judge a book by its cover, but here’s a simple truth: what mostly sells a book is actually how seductive its cover is and also how appealing its title is. In a similar way, the productivity of a brand depends on how much of a good first impression it can pull off. It all then comes down to your WHAT and HOW and this short piece will show you how to write webcopy in 2020. When you’ve got to put your brand or product out there, how do you advertise? As a copywriter in an age where there are a lot like you, how do you stand out? How do you make that presentation convince your potential customer into developing a keen interest in what you’re offering?
As we’ve said here in what you don’t know about webcopy, peculiarity is key as a copywriter. Two writers may be advertising the same product or brand, but the style of presentation of one is what sets him apart from the other. It is not just about stringing words together in a convincing manner; creativity is to be prioritized. Your level of creativity determines how much impact you can have on your audience.
There has to be that foresight that what you are writing is meant to serve as a roadmap that equips your audience with a vivid understanding of your subject matter. It helps them navigate through your website freely, providing them with the information they came for. As the purpose of a webcopy is to sell and expose brands, you are charged with the sole duty of giving enticing information grounded with your peculiar style, strong enough to sell any brand.
In order to effectively write an efficient web copy, you need to practice the following:
- Know your audience: Creating an imaginative construct of your potential customers, in reality, gives you a better chance at reaching them. It makes you have a clue of who you are actually directing your services to. In a way, it is like having a physical conversation with someone you know so much about; someone whose needs you can identify and provide solutions for. As characters you have created in your mind, regardless of what features they possess, you see what goes on in their mind. It’s like you are the therapist and they are your clients. Your job is to offer ways to create solutions to whatever problems they have. When you create a mental picture of what your audience looks like, your writing is bound to be appealing.
- Use simple and clear language: After identifying your audience imaginatively, what to consider next is the use of simple and clear language. Avoid the use of flowery words – not everyone is an English scholar. Hence, one of the things you need to consider when picturing your audience, is that he or she is just a regular person who understands regular English. It is by doing this that your writing becomes clear and acceptable. Also, do not lace your writing with ambiguous words that confuse your readers. Too much information is real! You can pass across information without hiding behind those huge words. Keep it simple and clear. Check here for how to hone your writing skills.
- The purpose of your writing: you need to ask yourself the following questions: what are you really writing? Are you writing to satisfy yourself or your audience? It may be compulsory to, at every stage of developing your webcopy, consider the question of what you are really writing about. This ensures that you don’t derail from the objective and it ensures that your writing has coherence. As this is done, you ask the next important question of the purpose of your writing – is to satisfy yourself of your audience. It is important that the essence of your writing should be predicted on the basis of satisfying your audience. It is in this bid to satisfy them that you begin to put a lot of things into consideration as regards developing your content. Your customer should always be your number one priority. Everything else comes after.
- What you have to offer and the method of proposing it: What stimulates the attention of your audience is what you have to offer, coupled with how you lay it out. It’s one thing to have a master plan, it’s another thing to make your audience trust you to implement it well. The most integral of all duties is the art of holding your audience’s attention. In implementing your master plan and making sure your audience is in sync with it, your method of the proposal has to be knitted with clear, precise and credible words and expressions. Avoid the use of colloquial expressions if that would alter the formality of your writing.
Although there may be instances where colloquial expressions can help in passing
an effective message across. For example, in storytelling, there is a need to employ creative tactics and use of language to pass across your message. It all boils down to whatever style you’ve chosen to adopt. Regardless of the style, it is important that you seek clarity, precision, and credibility. Clarity is to be understood easily; precision being to hit the nail on the head and avoiding unnecessary sentences; credibility simply means that your words should be trustworthy. This is how you lay your cards on the table.
- Be persuasive: One of the functions of webcopy in 2020 is persuasion. It first entails an ability to hold the attention of the reader from start to finish in such a way that he/she becomes hooked and ready to commit to whatever offer you have on the table. Many copywriters lose their readers’ attention after a few lines. The role of persuasion is to invoke an emotion. How do you want your readers to feel after consuming your words? You want them to be angry, happy, sad, or informed? The emotion you invoke is tied to whatever your call to action is. “Does your current web designer stress you? You should switch to ours.” In trying to persuade your audience, remember that less is more! There is a thin line with persuading and simply spamming your audience with too much information or bugging them. Once you have mastered the art of persuasion, you will be able to convey your desires with ease. That said, it takes courage and boldness to effectively persuade an audience, and that isn’t taught – it is learned through practice.
- Edit: This is usually the final stage before publishing your copy for your audience to read. It is not just where you make sure you correct all grammatical errors, but also where to check to see where you’ve communicated your points seamlessly. It is an efficient part of writing that allows for correction and putting things in place. Nothing is ever perfect. You are not infallible. In editing, ensuring that things context, relevance, language and more areas they should be. Edit like the pro that you are and your web copy will be on its way to meeting your objectives in no time.