Have you ever known a writer who didn't think their work could be better? That's just what writers do. They critique over and over again until something becomes decent.
When that writer goes to read something, and they read a great writer, it burns. They read what their writing could be. What it should be. That writing feeds a fire that burns at all times to be better.
So you want to make your content better and better fast? Do a quick study of copywriting.
It shouldn't even be that hard for you because you're already doing some of it. You might not know it yet.
You're Already Doing It. (Or Should Be)
Every content marketer knows that headlines are a huge deal. There are WordPress add-ons that measure exclusively the headlines you write and check it for things like buzzwords, tone, and optimal length.
So while you write the piece, you need a killer headline for it. You might even go so far as to do it the copywriting way. Write the title first. It's the most critical part of the piece. If it doesn't entice clicks, what's the point of a superb post?
You also may be using a call to action throughout the piece to move readers through a sales funnel or toward another goal. It may not be a persuasive piece per se, but it has a job to do.
What is Copywriting?
Writing copy is the practice of writing advertisements. John Hamm in Mad Men? Copywriter.
It's persuading someone that whatever you're selling will fix their problem. It shows a potential customer how your product will help make their life better.
Copywriting is not magic. You can't force or trick someone into desiring something that they don't care about. For example, you will never sell heirloom tomato seeds to someone who has no interest in gardening.
You focus on their end goal. What is the story that your prospect tells themselves? How do they want to change their story? Do they want to generate higher quality leads from their website? Then that person needs to offer their customers something valuable. A tidbit of information or a free trial.
In essence, copywriting is showing your customer how they can get from how they currently see themselves to how they want to be.
3 Reasons Copywriting Will Make Your Content Marketing Better
Hiring good copywriters is expensive. Prohibitively so for small businesses and startups. However, it's a healthy balance of cost to benefit to train your content writers in copywriting. Or hire content people who have studied on their own initiative.
Below are a handful of ways that you will see your content improve when your writers take some time to study the tried and true methods of copywriting.
First: They learn all the old-school copywriter tricks
Keeping up with the content and SEO world is a job to itself. Technology changes faster than you can empty your inbox in the morning.
People's desires, however, don't change. Your clients will always want to be wealthier, more popular, and look better. Through studying the great copywriters of the past century, you can learn their tricks. Tricks like keeping a swipe file for those empty brain moments or headline formulas that have earned millions.
Second: You'll learn the craft specifics
It's mind-boggling when you first start out how to do all the little things like keep energy in an article or great positive/negative juxtapositions that your reader won't notice. But all these little things that your clients don't notice about your article are creating a feeling, a bond.
Just to name a few, the old-school (mostly dead now) copywriters will explain things like:
- Using word choice to direct thoughts
- Adding energy
- Switching back and forth between positives and negatives for drama
- How to create a bigger impact through subtle repetition
- Burying offers to avoid moochers
The good news is these (with practice) become second nature. The bad news is you have to consciously work them in until you get to that point.
Third: Purchase Triggers
Personally, it bothers me when I'm reading an article and instead of a clean conclusion, they through in the same variation of, "Tried X? Tell us about in the comments below!"
If the goal is to get people to post comments, then great. But most of us want something more substantial like an email address or signing up for a free trial.
The great copywriters spend a lot of time in their books talking about after states and social recognition. Then putting in tiny phases that build up into a need to buy.
It's honestly mind-boggling. You read some of these old ads and feel a sudden need to purchase whatever it is. Even if you never thought you needed it.
Where To Start
It'll be work, but well worth it. Plus, it'll be fun.
Step 1: Gary Halbert 30-Day Copywriting Challenge
Go to the Gary Halbert 30-Day Challenge page. Follow these instructions to the letter. If you skip bits, you're only shortchanging yourself.
It involves buying several books, reading them, re-reading them, taking notes, and writing some copy. Honestly, some of these books should be yearly reading for copywriters. It's years of experience and tens of millions of dollars in sales packed into huge tomes. Unless you spend the next 30 years of your life learning the hard way, take advantage of this experience.
And don't worry if you can't do this is 30 days. 45 or 60 days is a more reasonable pace for people working full time. Just set the goal and stick with it.
Step 2: Head over to Copyblogger
They have so many great (and free) resources. These guys and gals know what they're doing. It's a modern-day wealth of information. Plus, if you sign up for the Copyblogger email list, you'll get a TON of helpful ebooks.
Step 3: Create a virtual swipe file
Have a folder in your email box and your browser bookmarks just for great headlines or body copy that grab your attention.
If you find something that grabs you there is a reason. Save it and spend some time analyzing why.
Step 4: Create a physical swipe file
One of the things about long-term clients is you can subscribe to industry magazines without worrying about burning too much money.
For example, you might be writing copy for women's fashion. Finding discount subscriptions to Vogue, Harper's Bazaar, and Elle is a time-saving way to dive into the industry.
Through these magazines showing up at your house/office every month, you'll learn what it is, what words keep coming up, and which advertisements are selling.
Clip out or mark these ads and see what you can learn from them. Because the giant companies who have money to purchase ads in Vogue aren't wasting money on products that don't sell. If the ad doesn't work, they trash it.
It'll take time. People don't become amazing at anything in a week or a month. But if your content writers keep at this, you'll see a massive improvement in your site analytics.