Words are powerful tools that determine the success of any blog or campaign. The right words can dictate how your audience will perceive your brand, how much traffic your site receives, and how likely customers are to invest in your business. An interactive and professional design for a site is important, but the message is lost if the words are not as powerful and emotive.
At Axis41, we understand the power of great content. So we’ve compiled a list of the top ten ways we help your organization produce powerful brand messages through well-written, compelling copy:
1. Know your audience
It’s the most widely known writing tip in the book, but sometimes the focus in your writing can be lost. Before you write down a single word, have a clear idea of your audience. Imagine just one individual in that demographic, always addressing them with the pronoun “you.” Your brand story should be an extension of your customer’s story as well, and it’s important to keep that in mind during the entire writing process.
2. Address customer fears head-on
No one wants to spend money, and for this reason your customers are going to be reluctant about making a purchase. They have an ocean of doubt in their minds regarding any brand, particularly if it is new to them. It is the copywriter’s job to neutralize that fear, and the best way to do that is to address all customer concerns directly.
3. Present a solution to a problem
A simple writing technique, particularly for blogs and longer copy, is to structure the copy around presenting a problem and explaining why your brand is the solution. This establishes the need and urgency to invest in your brand. Now your audience recognizes a need or problem, and you have introduced your brand as a remedy.
4. Tell a story
Telling a story is one of the most crucial elements of good copywriting. A memorable story creates a memorable brand. Similar to some of our favorite tales, a brand story must be both entertaining and relevant. To ensure that your copy is engaging your audience, be creative and playful with words while conveying your message. And most importantly—maintain that same tone in all of your copy to define your brand.
5. Create a visually appealing paragraph structure
Website design isn’t in just the templates, fonts, colors, or art. Words themselves are design tools. The shape and length of a paragraph can have visual appeal. Shorter paragraphs not only look better on the page, but they encourage your audience to continue reading. If it looks messy, the ideas are probably messy, as well. Cut out everything that is inessential, break up the content to organize your ideas, and leave clean, varied sentences. The result is a page of artfully crafted words that are both pleasant to read and to observe.
6. Appeal to emotions
Copywriting is a persuasive art form, and while many people are more persuaded by facts, it is far easier to sway someone by appealing to their emotions. Think of it as part of telling your story. Stories aren’t just bared-down, unbiased pieces of information. They are rich and detailed accounts of a shared experience. The goal is not to manipulate human emotion, but to make the public feel something or have an opinion of your brand. This is a way to familiarize people with your organization and deliver an instant message. People see hundreds of advertisements every day. They don’t have time to ruminate over your brand. Simplicity is key, and in this case, emotion is the simplest way to convey your story.
7. Use active words
In order to engage your audience, it is important to make your copy exciting and entertaining to read. The best way to achieve this is to use plenty of verbs. Verbs tell your audience that action is happening—that your brand is going to help them do something. Not only does it keep the reader interested, it communicates your brand or product’s purpose.
8. Never generalize
Nothing can instill doubt in your audience’s mind faster than generalizations and possibilities. Great copy is specific; it refers to very specific people with equally specific outcomes. Stay away from generalizations like “all,” “many,” or “a person.” Refer to a targeted audience for an equally targeted outcome. Similarly, modal verbs like may, might, and could do not sell your product. Always be definitive and tell your audience what your brand will do. Guarantees ease the mind and drive sales.
9. Use facts and figures
Another way to establish credibility is to back up your claims with research. Coupled with definitive words, this technique can convince even the most skeptical customer. You can’t bore someone into buying solely with a list of dry, unbiased facts. Supporting your creative copy with numbers can not only increase brand loyalty from skeptics, it can eliminate customer confusion by thoroughly explaining exactly what your company does. For this reason, a careful blend of fact and emotional appeal produces compelling copy.
10. Be concise
Writing web copy is very different from writing for print and media. What may appear as very few words on a full-size monitor seems significantly longer on a cell phone or tablet screen. As people access your brand and all the information you deliver on mobile devices, your copy must be concise to hold their attention all the way to the call to action.
Your copy is the key channel by which you can reach out and communicate with your customers, and it is crucial that it is written to maximize conversion. By consciously and artfully crafting your brand story, you can engage your audience and produce copy with measurable results.
Contact us at Axis41 today and see how our copy experts can compose a compelling story for your brand.