Any extra word can cost you a potential client.
With the average consumer attention span reaching the one of a goldfish, you need to be quick and resourceful in doing your pitch. On the average web page, visitors will read at most 28% of your words. By following these easy steps, you’ll tweak your copy structure to have your potential client hooked. Lesson 1: Structure your copy with the ‘grab them by the (eye)balls’ signs How do you read online? You scan a website while speeding forward to the next online destination. The only things your eyes are noticing are the attention-grabbing signs – the headers, sub-headers and quotes in bold. Make sure these hold the most essential information and your CTA’s. Tip 1: Numbers, lists, questions and bold promises tend to score the highest hooking the visitor to read on. Personally, I love quotes. Tip 2: You can start with dotting the main ideas of your copy as sub-headers; then, you fill the gaps in between. Lesson 2: Leave out the intro My dad always tells me: “Start from the end.” He knows the essence of what I am about to say is at the end of my message. A lot of people tend to fluff-fluff their copies with smart words. Don’t do that. You’ll lose your reader on the first sentence. Throw away the intro. Get straight to the core. Example: Let’s say you are writing your home page. Forget about “Hello”, “Welcome”, “Thank you for visiting”, and other polite but message-empty introductions. Your visitors need to know at a glance what they are about to read. Lesson 3: Make a good start with a summary Explain the audience what is to come. What is your copy about? For whom is it written? What benefits will the visitors get from reading your copy? And what should they do afterwards? Keep it short, though. And don’t forget to put a clear Call To Action. Tip 1: The first six-seven words should contain a key fact. Tip 2: The first sentence structure must be simple: no commas, no sub-clauses. You don’t necessarily need to make your copy short. You can write long and mouth-watering pieces of texts but keep them for the ‘body’ of your copy (second, third, fourth paragraphs). Lesson 4: Separate your topics in paragraphs It may sound self-evident but believe me, not everyone does it. Dedicate a paragraph for each topic you write about. Make sure you highlight every segment with an on-point sub-heading. Take a page out of journalist’s book and spice up your copy with quotes, images, graphics and captions. Lesson 5: Repeat yourself Message merits repetition. Don’t be afraid to say something twice. Not overdone but consistent repetition creates persuasion without annoying the reader. Depending on the length of the copy, I tend to insert the same key message twice or even three times. Plus, one extra as a quote. Lesson 6: Make a powerful ending An ultimate goal of any copy is to create some action: make the reader think, buy, subscribe, download, come back, etc. Your final sentence must be an art of persuasion or a glorious cliff-hanger. Whatever it will be, make sure you are very clear about what you want the reader to do next. Just say it. Tip: Add immediacy with timely words if you are offering a service or a product. Tap into consumers desires, tell stories. But keep your message short and clear Bonus Lesson: Be yourself People come to read you, to hear your voice, to find out your opinion. Give them what they came for. Remember, nobody can sound like you. Tip: Instead of confusing your readers with multiple choices of ‘follow me here, here, here and here’; offer a single link to your absolute best marketing channel. Not sure how to craft a copy that converts and engages you audience? Leave me a line here, and we'll work it out.
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No matter how some of us may dread it, writing is an inevitable part of our lives, most certainly of our professional ones. Newsletters, emails, website texts, social media and blog posts are just a tip of the content iceberg many of us have to produce on a daily basis. Do you struggle with writing? Then these 5 easy to follow steps are exactly what you need.
1. Stick to one topic Unless your text is an internal newsletter full of corporate updates, stay within one topic only. Firstly, it'll help you to keep your focus. And secondly, your reader won't get confused. Chances are high that if you choose to write an elaborate 'manuscript' covering many topics at once, your reader won't make it to the end of the text. Tip: I like to create a content planning for the upcoming week. This way, I know in advance what topic I'll be writing about on a given day. 2. Do your research Make sure you have done your research homework. What do the experts say on your topic? What are the latest numbers? Are there new developments on this subject? Don't forget the statistics (oh, God, I do hate statistics!) That said, however, share your experience and your ideas. People read YOUR copy, therefore they are interested in YOUR opinion. 3. Structure your text like a newspaper article On point titles, attention-grabbing quotes, key notes, snappy headers and (maybe even) captivating images will ensure your reader's attention is hooked. Tip 1: Use the newspapers' technique and load your first paragraph with the most important information. Therefore, your reader knows from the first words what's your article/blog/newsletter about. Besides, if written well the reader will be intrigued to read on. Tip 2: On your copy completion, create a short summary of the key ideas. Spread these ideas in bold or italics through your text as the sub-titles or quotes. 4. Just write There is only one way to write and it is: sit down and write. No matter how much you'll struggle in the beginning, after the first 10-15 minutes, you'll get into the flow. Tip: Don't force yourself to stick to the structure. Write what you want to write at this moment, be it the ending or the quotes or the main body. You'll structure your text afterwards. 5. "Only God gets it right the first time and only a slob says, Oh, well, let it be…" I love this quote by Stephen King. It says it all. Editing is a crucial part of the writing process. When your piece is done, leave it for a while. Come back later and read the text out loud. Check your grammar, spelling and punctuation. I love working with Grammarly, a brilliant writing tool (also available free of charge). And finally, one thing I've learned - quantity (eventually) makes quality. The more you write, the better you become at it. Now, get your fingers dancing on those keyboards! And don't forget to share whether these tips were helpful and your own tricks (if you have some) to make writing easy. And if you simply despise writing and need some professional help with it, feel free to contact me here. Written by A. van Eck-Samarina |
A.van Eck-SamarinaCopywriter, translator, editor. She has 7+ years experience in the field, works mostly in the creative industry. Archives
January 2021
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