10 Secrets about Copywriting for Blogs and Small Businesses
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Reading Time: Approximately 8 Minutes & One-half Cup of Fresh Coffee...
Many members of Wealthy Affiliate may not have had much experience in writing since their school days, so it is quite natural that they would have some difficulty creating blog posts. The SEO stuff you need we do have available in the training here, but this additional information on the basics of copywriting will be useful to some as well.
Why is this an important subject? Good copywriting will help you turn your website visitors into leads and buyers...There are some secrets and tricks that professional copywriters know about that help to elicit an emotional response from their readers. This is why a lot of businesses pay them tons of money for their services. You can tap into these secrets too for your affiliate marketing business...
In this short (?) post, you will not learn everything but you will learn about the top 10 secrets that I have found to be the foundation of every bit of good copy I have seen (or written). My hope is that you will be able to put these secrets I use to work for yourself so that you can write better copy and sell more.
Too many shy away from learning this vital skill...The focus for this article will be to show you how you can improve quickly..So stop waiting, take a serious look at the secrets I have included, and use them, please!
Let's get started...
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Secret #1 - Remember that "Good Copywriting" isn't about "Good", it's About Being Effective
Although we want to create content that is interesting, tell a story, and keep our readers on the page, copywriting isn't really about "great writing." The reason we want to get better at copywriting is we want to urge/compel the reader to take action.
Unlike a novel or a poem, copywriters aren't really trying to create beautiful prose, rather they are communicating their offer's value to targeted audience members that stop by their website.
Therefore really there is no "good" rather it can be termed "effectve."
There is only "effective" and "ineffective" or "somewhat effective" in my opinion. Real copywriters test their copy and they make decisions based on the objective data these tests yield. When copywriting, don't just rely on your own personal judgment or opinions about the writing.
Instead, concentrate on using wording that works.
Try testing out versions of your posts - i.e. use a couple of different headlines and switch them out over a period of time, Ask someone or use a tool that gives you feedback on which they find more enticing (measure results).
Bottom Line: Focus on effective writing over pretty writing. Remember that your writing is intended to lead readers to the call to action that you want them to make...
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Secret #2 - Put Your Focus on the Reader Not On You
You are telling the prospect or customer about an offer you are highlighting, but in actuality, the text should be all about the reader. You may be writing about features, but you are telling the reader how these features translate into a better life for them.
Two examples...
(1) Our SMART Tools for Business program may offer some unique and helpful tools for the online marketer, but in reality they are going to make the readers' life easier (i.e. get more done in the same amount of time). Any copy needs to highlight that fact.
(2) The bed mattress you are reading about and considering buying may have the latest in memory features, but the readers really want to know if they will have a better sleep with that mattress. They care about the good sleep more than the features - what will the mattress do to give me that good night's sleep?
See how this works?
So as you write, make sure you always come back around to the reader and tell them how your product or service helps them. You can write in a natural and conversational tone much as if you were talking to a friend. Always emphasize the reader and their life, also when discussing the details of your offer.
Bottom Line: The prospect is asking, "What's in it for me" as they read. Your copy needs to provide the answer for them in a compelling manner.
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Secret #3 - Make The Copy Focus on "The Problem"
Most people shop for products, look for services, or seek online content because they are looking for a solution to a problem they have. It might be a serious problem, say a health issue, or perhaps some financial emergency, or it mght be just something they are curious about.
No matter, there's always some sort of a problem or a question they are trying to get a solution for.
So you, wearing your copywriter's hat, need to clearly identify whatever that problem might be and massage your content to show the reader how your offer is just the solution they have been looking for.
A trick here is to go even further along that path - ask them to imagine how things will worsen if they don't solve the problem ASAP.
Maybe they are in need of relief from pain for some malady. If they do not get a solution or relief, it could mean disaster for them. Maybe their bellyfat is affecting their whole outlook on life. They feel lousy and out-of-shape and ugly and unloved now...
What happens a few years from now if they do not lose that unsightly, cumbersome, and extra tire they are carrying around? (NOTE: Words are very powerful both for positive and negative connotations - did you see what I just did here with a few choice, if unseemly words?)
Bottom Line: If you can frame your offer as the one solution to their very real problem, serious or not, you are pushing a hugely powerful emotional button. This "button" urges them to take action, the action that you want them to take...
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Secret #4 - Be Prepared For "The Battle" - Your Copy Versus Their Doubt
I am sure you have experienced this when deciding on a purchase. Through your head doubt is running rampant. The words and copy you read are the main weapon the copywriter has to use in a fight against this doubt.
Think about the reviews that you may have read in the past about a product or service. As you read, all kinds of questions are running through your mind. Many of you will say "no" until whatever is there in the copy tips your thoughts to "yes" - the copy has removed enough of the doubt to make this happen.
Most readers look with skepticism at any supposed solution and do not want to believe your offer will solve their problem. They have an expectation that it won't help them going in. Your job is to create copy that is convincing enough that they know that it will help.
Remember for the reader, there is always risk involved. What if the product isn't what they expected or hoped for? What if ithe product doesn't solve their big problem? Why should I buy from this person or company instead of the competition? What is in it for me?
Your copy needs to address and put to rest all the doubts they may have and do so convincingly.
When you can accomplish this you also then represent the less risky route to take for the reader/prospect. If I have two options and one seems a little less risky, I am going with the latter one that has less risk - why take on extra risk?
Bottom Line: Readers/Prospects are much more likely to choose the risk-free or less-risky option. That option they select needs to be yours, so your copy should clearly lay that out for them.
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Secret #5 - Create An Image Of The "End Result" In Their Minds
An important element of good copywriting is to make sure to ask the reader to imagine a possible future - their problem is solved, and through YOUR offer. This is a great approach to use and again you are appealing to the readers on an emotional level, and if you use this effectively, your copy will work better.
Try to also codify the end result too - i.e. after 'x' days you will be 'x' better. Adding a timeframe to your solution provides some detail as to when they can expect relief for their problem. Is it immediate, a week, a month, or six months? No matter, tell the reader how long it will take to achieve their ideal potential future.
Do this in a subtle manner and do not exaggerate. Just be frank and lay it down for them. They can then imagine that end point and you have sold them on attaining it from you.
Bottom Line: Create an image so real and palpable in the reader's mind they can feel it. Try to include any or all the five senses that may apply - paint them a vivid picture of what their life will be like after they have taken action on your offer...
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Secret #6 - You MUST Build Your Credibility
This dovetails nicely with the addressing objections points we talked about above. You are quelling the reader's doubts and feeling of risk. Believe it or not credibility is a major factor in which products and services we choose to work with and buy from.
All of your copy should work hard to establish your own or the company and product credibility. This helps remove more doubt from the reader's mind. This secret is all about that.
Showing social proof will help. Add in reviews, testimonials, star ratings, etc. If there are endorsements from famous figures or well-respected people, add this to your copy. This is perhaps more important these days than who the company is or the brand (in some cases).
Do not add fake testimonials, people today are savvy to that sort of thing (plus it is not ethical). Be sure your are able to back up any claims you make with real and accurate facts and figures. This data can further prove what you're presenting to your readers.
Have some way of verifying the testimonials as well if possible. That will further add to the credibility.
Lastly another way to lessen that risky feeling readers have and establish your credibility is by offering a guarantee and a refund period. If the offer doesn't turn out to be all you've said it is, no worries, they can request to get their money back - no risk.
Bottom Line: There are a number of elements that you can add to your copy to build on the credibility of your offer and put a reader's minds at ease. Social proof, testimonials, guarantees, and money-back if not what is promised. Use them all if possible...
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Secret #7 - Why MY "Thing-a-Ma-Jig"? - The "So What" Test
As you write, the copy needs to clearly show the points of difference that you are offering. You have something that is unique and NOBODY else has it. Remember that if what you have is readily available elsewhere, really why SHOULD they buy from you? They will likely take your information and use it to buy that thing from someone else.
Your copy needs to clearly send the message to them exactly how your offer is unique in how it solves their problem. Why the attributes of your product or service outweigh those of the competition. They have to get it from you, or they will miss out.
A great way to check yourself as you write copy is to do a "so what" test. Go through each statement you have written and ask yourself, "So what?" Remember this is what the reader is doing too as they read your copy. Make sure that you have answered this question all the way through your copy.
When you find something that means little, either fix it or take it out. Your copy will be much tighter and more focused when you use this tool, and it will make your conversions go up more than likely. Keep your copy neat and fit - include only the most vital text.
There may be times when your copy does not pass that test but it still needs to be there. What should you do? Clarify it. You can work on changing the wording so that it can still answer that "so what" test. You might even want to explain using a statement as to why it is so important to solving your customer's problem to make sure they understand why it is there as a part of your copy.
Bottom Line: Using the "So What?" test is a good way that effective copywriters will use regularly to tighten up their final copy. Eliminating extra weight of nonessential words and phrases and even complete paragraphs can really help you hit a home run with the copy you create. Take out the fluff...
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Secret #8 - Never Forget How Important Wording Is With Your Copy
It can be difficult, especially if English is not your first language, to get the wording right as you create your copy. There is some wording that works and some that doesn't. Over time, all copywriters will get better at this.
Following some hard and fast rules is a good way to start (as in using basic grammar guidelines). The rest you will learn through trial and error, testing your copy, seeing the results, and taking corrective action.
When writing calls to actions. try to use phrases that refer to the benefits the customer is getting for taking action on your offer. Avoid generic phrases like "Buy Now," or "Click Here" and "Sign Up Now." Try to refer specifically to what the reader is getting: "I want my free trial now."
This again appeals to the emotion for the reader - they should be chomping at the bit to solve their problem or change the situation facing them after reading your copy and when they arrive at your call to action. More than "buy now" it is a matter of "I want this because..."
Try using some split-testing to see what exact phrase may work better. Run a couple of versions of your copy with only the call to action wording changed - see which one works better. Have a look too at the competition to see what they are using.
Bottom Line: Words matter! Be aware that even slight changes in how you use words to describe a benefit, an offer, a solution will have a huge effect on how your copy performs...Pay very close attention to your copy's wording and get some outside advice if needed...
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Secret #9 - You MUST Appeal to Emotions With Your Copy
We all make buying decisions based on more than data or facts. That is just who we are and all of us use emotions when we buy most things. We will buy something because of the specific benefits we think it will bring to us. Desire for whatever it is that you are offering is a huge factor so your copy needs to stoke that desire.
What is the best way to appeal to the buyers on an emotional level? Initially as you write, put yourself in the reader's position. Understand the readers well and know what motivates them to read, be convinced, and then take action and buy from you.
A good copywriter will spend a lot of time researching their audience (i.e. creating an avatar - who is this customer?) before they start writing a single word. They will build a profile of the target market and client - Both demographics and psychographics will be factored in as they build that profile.
What are demographics?
This is information such as age, gender, habits hobbies, like and dislikes, areas they live in, education levels, where they shop, income levels, etc.
What are Psychographics?
This term refers to all data you can gather about the people you are targeting - their feelings, the typical goals they may have, their attitudes, what is their self-image, and so on.
Bottom Line: Before you create your copy, you have to understand very deeply who your readers and prospects are and how they feel in relation to the problems they may have, what they purchase, and how this relates to your offer and product...
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Secret #10 - Effective Copy Tells the Truth
You can use all the emotional triggers that you know will get set off through the copy that your create, and these tricks you learn will make your copy more persuasive, and likely will increase your conversions. But, ultimately, you need for there to be truth behind the claims you make.
If that is not there, you will have wasted all the work that you did to build that trust with your copy. You also risk your reputation and further attention, leads and sales. The copy is your word, your bond, your promise to the reader. Do not take that lightly.
Remember that you are making promises from start to finish with your copy. Every promise you make is one that you need to deliver on. From the heading (title) to the close and call to action, you must deliver. Especially AFTER they buy, your offer must live up to the promises made along the way.
So just being able to write effective copy won't keep you around long. Lipstick on a pig makes no difference - it is still a pig. Sell products that are up to par in terms of quality and you will be fine.
Stay away from the ones that will make you a quick buck and lose you a huge pile of bucks down the road...It just is not worth it. Take a long-term view of the copy and products/brands/reputation you are building.
Bottom Line: As you complete writing your copy for a review or a product, do take the time to check that every claim can be backed up, that the product is going to do what you say it will, and ask for feedback too from buyers and adjust as necessary...find ways you can make improvements to your copy and if needed to the product.
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The Final "Bottom Line" - Stop Waiting!
As a blogger, copywriting is a good skill to pick up, and copywriters are worth every penny they're paid. But you can be your own best copywriter too if you learn the skills behind it, and as an affiliate marketer the better you get at writing copy the more success you will have.
Anyone can learn copywriting, even me...It takes time, effort, a willingness to learn, and mistakes, not necessarily in that order either. Keep working at it, and you will get better...I am trying every day to do better...You can too.
It is a matter of understanding these "secrets" and more as you get experience, and constantly adding new skills as you progress. Anyway, I do hope this short (?) post has helped you somewhat. Please let me know your thoughts in the comments below, positive or negative, or add some of your own tips that will help us all.
Don't wait, get started today! The more you know, the more you practice, the more you do, the better your copy will be, and bottom line the more you will earn...Build your own copywriting castle of sorts as in the image above - Stop waiting!
Cheers!
Dave : )
Recent Comments
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Hi Dave, what a great post. I see now that I have much to learn. After reading this post I feel I have only been writing or reporting aimlessly. No one buys anything and now, I can see why.
I plan to put your 10 secrets to work for me as I'm not trying to be a reporter. I want to make a real living and I believe I have a great Niche that will only get bigger.
I am curious how to better get to know my audience? With so many and diverse people in the world I'm not sure how best to do that (surveys, feedback?). I can put myself in their shoes, so to speak, but I want to put these secrets to work immediately. I now see that my call to action is too "gimmicky" possibly even aggressive.
Jeez, I feel like a beginner. Anyways, you've helped me and thank you. More to come!
Brian
Hi, Brian...
I am glad that you found this post useful, thanks for the comments,...This post is just the beginning but will help you focus your content somewhat, even for a blog post or review...
Surveys and feedback are most certainly ways to gather some of the information you need to develop such an avatar and using the internet to find lots of data and statistics is an easy way to get started too.
I am adding to this reply a screenshot of a typical avatar worksheet that you can use. It is from Digital Marketer and is free to download (but you do have to provide your name and email)...
This is part of a short tutorial that walks you through each step of developing an avatar. It combines the demographic with the psychographic data points I mentioned above...
As you gather more data over time, you can adjust the profile that you come up with, and note that you could also have a few different profiles active based on your target audiences...
In the case of MMO, there are quite a few avatars that you can target, i.e. retirees, university students, stay at home parents, etc. You would want to focus on one or a few likely...
Once you have this avatar, you can more easily create content that addresses what that profile indicates they may be looking for, what will trigger their emotions, and then all of the content can lead the readers in the direction you want them to go, almost like a funnel, but a sharply focused funnel versus one for the masses...
The Digital Marketer site that you will pull down the customer avatar tutorial from will also have some other interesting free items too that might be helpful. They have some kind of paid program too but I am not a part of that.
I also am not affiliated with that platform, by the way, rather I am just using some of their free material. I have my own set of materials that I have developed and use for our business plus for training but I do not want to use self-promotion here, so the free copy is pretty similar and will work...
Once you start drilling down with all of this, you really can feel and see the difference in what you are creating for content and that content will likely be much more effective for your business.
Have fun!
Cheers!
Dave : )
Good evening Dave,
Excellent post which will make many WAers happy as it is packed with great information.
Greetings from the south of Spain, Taetske
Good morning (now), Taetske!
Thanks for the kind words and I do hope they can use some of the stuff I have included. This started out as a short 10 point post and simply got bigger and bigger as I added more...
Greetings back to you and keep doing what you do, I am a full-on supporter...It is people like us who are willing to not only talk but also take action that can make a change...
Stepping away from the post subject here, but I just wanted to let you know I appreciate what you and hubby are doing for the world. Thanks...
Cheers!
Dave : )
Good Morning Dave,
Thank you, we all bring our little grain of sand and like that, a beach is build.
From the time I was small, I loved nature and animals. Starting on my farm in 1981 the contact with nature was intensified. Now having 2 websites I have become more aware of what is happening in our world and write about it. This is my personal evolution.
Michael is an environmental engineer so we are a good combination.
Greetings from the south of Spain, Taetske
Thanks so much, Joe...That means a lot coming from a published author and prolific writer as you are. I think you have to have a real passion for this writing business...
One of the hardest things for me to learn was using different styles of writing depending on who it was intended for. Writing contracts is much different than writing an Army regulation, which is much different than writing an article for a newspaper, etc.
I took quite a few lumps (and still do truth be told) learning what NOT to do over the years, and have learned to love the power of words, both spoken and written.
These days many have lost that love but it remains a powerful way to influence people and especially as affiliate marketers learning to harness words is essential...I think I am speaking to the choir on this...
Cheers!
Dave : )
Dave, I’ve got plenty of lumps to show my lessons learned the hard way! Each style of writing requires a different skill. I’ve tried all kinds, some with less success than other.
Joe
Yes, I know what you mean...I never really got proficient at the journal writing, I tend to be too wordy (maybe need to develop more copywriting skills, hehe)...
The other styles I did become better than average, but not super skilled at (but proficient)...
I cut my teeth in school (college, university, and military academies) and with the many different jobs I had back in the days where I was a young lad...
Later for contracts, when I was a lot more seasoned as a soldier and as a writer - I discovered how simple and clear is a good thing (and important)...
Eliminating any gray areas was essential as having any areas that were not spelled out could end up costing the Government hundreds of thousands of dollars...
Some of the biggest contracts I worked on ended up being over billion-dollar sums in goods (per year), but these big ones started out with my first multi-million contract - it was an 8 million dollar contract closed in Croatia...
I had that much money in my hands (paperwork, not cash - but the same as cash) as I was negotiating with a contractor in Zagreb, Croatia for services back in 1996 - heady feeling and made me appreciate the power of words/contracts - no ambiguity was a good thing!
Anyway, another time, another life back then...
I have also done a lot of creating courses, etc. that is also a bit of a stretch from other styles of writing...
Bottom line, I do love to write...
Cheers!
Dave : )
Thanks for popping through...The final version of this is now a bit more refined than where it was a couple of hours ago...Quite a few edits later I am now 90% satisfied...
Copywriters do a lot of things that bloggers can learn from and use every day in their own posts and reviews. If they do this, I think the writing will be sharper, more focused, and have a better reception from readers.
Cheers!
Dave : )
*** Super blog post, Dave! ... appreciate you sharing those 'secret' tips! .... thanks kindly .... ⭐️😊⭐️ ... ***
No problem, Keisha...I am preaching to the choir for many, but there will be a few folks that get something out of this bit of advice hopefully!
Cheers!
Dave : )
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Thank you so much Dave, this is pure gold, I am heading back to my recent post, because there some improvements I have to make.
Thank you for taking the time to write and share this post with us👍🏻👍🏻👏🏻
No problem at all, I am glad that it might help! Cheers and all the best! Dave : )