Copywriting can be defined as a writing that helps sell or promote a product, a service, or even a person. A well written promotional copy is vital for creating and maintaining your corporate image. A poorly written copy is a pure waste of time and money, and fails to attract attention, fails to persuade audiences, and fails to communicate the benefits of your organization. Slogans, leaflets, advertisements, brochures, and jingles, among others, are excellent examples of copywriting.
Improving Your Promotional Copy
There comes a time when you feel that your promotional strategies are not paying off as much as you had expected. This may be a time to rework your copywriting techniques. A look at ways to make your promotional copy more strong:
– Analyzing Target Customers: Your promotional copy should address your target customers. You need to analyze your customers’ attitude, values, buying habits and such traits. The tone of your promotional copywriting should make a mental connection with your target audience. It should be something they can relate to.
– Have Clever Wordplay: Power up your copy. Introduce ideas compelling your readers to take action. When copywriting, make every word count. Your intention is to convert them into your customers. Do not distract them, and your wordplay should lead them from their requirements to your product. Introduce relevant keywords into your copy.
– Check For Your Branding: When copywriting, ensure that the copy periodically mentions your organization’s name throughout the website. Ensure that the copy sounds like what you want your organization to sound like. Does the copy convey this feeling? If your brand gives the impression of cool, ensure that your copywriting does not run at the mouth, does not convey the sense of verbal diarrhea. The copy should not be diverse from your corporate image.
– Use Bullets: At times, bulletizing works as an attention grabber. While copywriting, the copywriter needs to ensure that the copy is not long winding. This makes for boring reading, and people often do not bother to read the content, however interesting it may be. Instead of working into a writing frenzy, break up the copy into small interesting bullet points, wherever possible.
– Consistency Is The Key: Be consistent when copywriting. This is concerning the rhythm, the theme, and your perspective. If your copy has short and terse sentences to begin with, ensure that the same consistency is maintained through all the pages. If the copywriter has started to write by addressing the reader, say by using the pronoun, ‘you’, make sure that it does not change to ‘I’ or ‘we’ or ‘they’, in between. Remember, consistency is the key.
– No Need To Be Subtle: When marketing, your job is to get that call, and close the deal. You may need to be direct, and ask the reader to make that call, NOW! On the website, the visitors are in a hurry, and have no time to pick up subtle hints. So, be direct, and say exactly what you want. You want the customers to sign up, so say it!
– Keyword Linking: This is an important aspect of any online marketing strategy. Effective keyword links make for better page ranking. Use of proper keyword links make quite a difference in the quality of your web traffic, and make your site search engine prominent. If you have many pages of copy, link each page to the next through a keyword, or a keyword phrase, so that all are linked together. This makes it easy for them to be found by web bots.
After you have finished copywriting, spend time rewording and reworking on the copy to turn it into a powerful marketing tool.