Compelling copy is necessary to stand out from your competitors but keeping your readers engaged is a continuous challenge.
Effective digital marketing copy can guarantee an increase in interest towards your brand, product or idea; and persuade the reader to buy your product or adopt a different viewpoint. “A business owner hoping to boost a marketing campaign can improve your existing conversion rate by 113% , or even more, with the power of good copy”, says Niel Patel, renowned digital marketing entrepreneur who is voted one of the top 10 marketers by Forbes. Copywriting can drive profitability and achieve your business’ goals by showing the reader that your product solves their need and offers them value. Unfortunately, most people do not have enough patience to read through your content and when they do it is likely that they will not read it at all. According to a study from Microsoft Corp., people generally lose concentration after eight seconds. So, you are working with a finite amount of time to convince people to read your content. Fortunately, we have identified four tips to keep your readers engaged.
1. Keep it simple, think about readability
In terms of readability, in longer sentences there is a greater risk of losing the reader along the way. Shorter sentences with fewer words have less of an opportunity to wander around the point. But too many short, simple sentences can make your writing – and your ideas – appear disconnected. And if your sentence structure is repeated to the reader, they will feel that there is nothing new for their brain to comprehend… which will make them want to switch off. Get to the point, eliminate meaningless words and be specific. Remember to “Make it simple. Make it memorable. Make it inviting to look at. Make it fun to read”, as said by Leo Burnett, American advertising executive and the founder of Leo Burnett Company, Inc.
2. Tell a story
Do you love a good story? Everyone does. Storytelling is a fundamental human experience and drives deeper connections. Historically, storytelling was used to communicate and educate. Stories are effective as they can draw into the imagination of your reader, and make them feel invested. A memorable story can translate to a memorable product or service. A striking narrative can lead your reader to take action. Copywriters should use stories because they are powerful and they can forge the all-important connection between the product and the reader. Almost a century ago advertising pioneer, John Caples wrote They Laughed When I sat Down By the Piano, But when I started to Play!. The copy is about a man without natural talent gaining popularity by learning to play the piano. Caples tapped into the human desire to prove others wrong and feel important. The article is often regarded as one of the greatest pieces of copywriting. Therefore, the foundation of good copywriting is good storytelling.
3. Use emotive language
Like stories, emotive language can keep your readers engaged. It can make your product or service memorable.
Our emotions are powerful motivators. When your readers emotions are tapped into, they are more susceptible to influence. It is also essential to write copy that resonates with your audience. As seen in Airbnb’s slogan “belong anywhere”. It speaks to the universal need to feel like we ‘belong’. As a copywriter you need to stir up your readers’ emotions and demonstrate how the product or service can add value to them. As successful copywriter Robert Collier says, “Join the conversation the customer is already having in their mind.”
4. Remember to add a call to action
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An effective call to action guides your target audience through the buying journey. It’s been proven that if you want someone to do something, you should tell them what to do. This is the most important tip as it shows the reader the value of your product or service. So, it is imperative that you demonstrate what your product or service is and how to access or buy it.
Overall, copywriting is a necessary tool in digital marketing. If you can not only convey the benefits of your product or service in a simple way, but also tell a story using emotive language, and add a call to action, then you are much closer to keeping your readers engaged.
Jodi is a writer intern at Rothko. When he is not refining his writing talents or expressing himself creatively, he regularly visits the world of sport, following football, the NBA, and UFC fanatically