In the online world, where we all live right now, there are three things only that form impression - the words and images you use and your reviews (I touch on the latter another time). Through them, your customers get to know, trust and like you. And when this happens, your customer will buy from you or hire you repeatedly.
The first impression matters. And with our attention span becoming less than the one of a goldfish, you need to make a heck of a great first impression within a few seconds.
1. To ensure that your copy and visual content are synchronised. The images shouldn’t distract from your words but support them instead. I see visual content as a roadmap for the written content: illustrate the point, support the argument, and guide towards the desired action/outcome.
2. To know whom you are addressing. It’s impossible to be liked by everyone, to please everyone and to sell to everyone. Let’s face it. Accept it. And move on. It is a good thing when people think from the first glance:” Nope, not my kinda gal.” It’s perfect. I wouldn’t like to work with clients who don’t get me or don’t trust my expertise. I'm sure you neither.
3. To structure your content and make it user friendly. If you are not Leo Tolstoy, don’t try to write like him. The world doesn’t need the second “War and Peace.” Make your content is scanable. Headers, sub-headers, quotes, lists and sidebars work great optimizing the journey of your reader through your copy. Break complex sentences and alternate long sentences with the short ones. Use powerful action words (verbs mostly). And don't forget your CTA's (Call to Action).
4. To make it about your customer. We, human beings, are interested in ourselves. Every piece of your copy should be based on the desires, goals, needs or problems of your customers. When writing, ask yourself: "What will she/he get out of my copy? Out of my service/product?" Use the word 'you'; it is an effective tool to make your copy more personal and persuasive.
5. To remember: words have power. They unite, they tore apart, they make us love or hate, they bring smiles upon our faces and let tears run down our cheeks. Use that power cautiously. But bring it into your texts to sparkle interest, joy and enthusiasm.
If you want to learn more about crafting copy that impacts and engages, subscribe to my newsletter or check my 1:1 copywriting training session.