We all know Nike and their marketing campaigns. More than sports products, Nike shares with all of us a true philosophy of life. #BetterForIt or #MakeItHappen have become memorable thanks to the power of the message transmitted.
Who says message, says words. But what’s behind these magical words that have the power to turn people like you and me into loyal customers and brand ambassadors? Copywriting.
Copywriting is the most important tactic of any form of marketing and advertising. Copywriting is the set of written or verbalised words that marketers use to get people to take action after having read or heard them.
Copywriting is a call to action that uses our emotions to react: feel, think, respond, share or simply arouse our curiosity to find out more about the brand.
How to succeed to transform the visitor into a prospect and then into a client in a few minutes and with a few hundred words? Through the use of words that are accurate, precise and catchy.
Write Irresistible Titles
Finding the ideal title for each content that is published is a real challenge that is worth taking seriously. The title is the first call to action for your readers. It must arouse their curiosity and their interest so they continue reading.
Tell Your Story
Do not limit yourself to describe the vision, mission and values of your business. If your approach is too general, you risk not to create real connections with those who would like to discover your brand.
Instead, think about sharing with them what makes you different and unique. Do not tell them who you are, but how you can help them and why your products or services are of interest to them.
Good copywriting is conversational, like an e-mail that you write to one of your friends. You want to create connections with those who read you and get them to identify themselves with your brand.
People act according to their emotions and want to build a strong relationship with a brand: to feel that they are part of a group that looks like them.
Speak Your Readers’ Language
Say no to words that do not resonate in the ears of your audience. People like to feel that they know the person behind the article or content they are reading. Each message should be thought and written as a personalised approach between your audience and you. And that applies to whatever channel of interaction.
Use Real Words
Write naturally, for real people, like you and me! Jargon and buzzwords are not at the heart of your content writing strategy.
Always think of privileging words that convey authentic feelings and ideas that deserve to be shared again and again.
Speak And Write On Second Person
Long gone the time where you were using ME, MY SERVICES, WE, US, OUR BRAND. Your readers want to be part of your world and discover how what you offer them meets their needs and answers their questions. By speaking directly to them, they will feel included in the world of your brand. Finally, we all sell to other people, people like YOU.
Say No To Hyperbola, Jargons and Superlatives!
Even if you find them absolutely brilliant and completely delirious, people do not like words that are tricky and reading your articles will be the worst hell for them. You see what I mean, right?
The added value of your content does not lie in the misuse of words that weigh down your sentences and make your audience run away.
Avoid Invented Words
Among the invented words, buzzwords are the most popular. These words that are too technical do not convey real emotions and information. They are only the result of fashion and may, very often, have a short life.
Some may think that these words denote their competence and their know-how. Far from it: filling your content with buzzwords will burden the texts and your readers will fall asleep.
Play With Action
Your readers’ boredom is your worst enemy. Arouse their curiosity with rhythmic texts and find the balance between words.
The verbs that encourage action have real power. Exploit them! They allow you to put your ideas in motion and give energy to your content.
Avoid the adjectives and adverbs that adorn your texts without utility. Your content will inevitably be too monotonous, tedious and boring.
Don’t Have A Blind Trust On Clichés!
Clichés are ideas that are too repetitive and that, by overutilizing them, have become commonplace: to have a hunger for a wolf, to laugh out loud, to have a blind trust … They are everywhere but they do not bring a real meaning to the sentences and messages they integrate.
Not abusing of clichés does not mean not to use them, only on the condition of doing it with style and in counted occasions.
What do you think of these techniques?
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