GOT AN ISSUE WITH COPY ON YOUR SALES PAGE, WEBSITE OR LANDING PAGE AND NOT SURE WHAT COULD BE WRONG? HERE ARE SOME VITAL QUESTIONS YOU SHOULD BE ASKING…
2.) Is it clear what you want them to know, feel and commit to?
All copy revolves around action.
In direct-response marketing, we use the term ‘call to action.’ Now this is usually directing the reader to click on a button or make a purchase but it can also be to consume some content, leave feedback, share a post or just anything that turns them from a passive to an active reader.
Always include some sort of call-to-action in your copy. It will give it a purpose. In fact, decide before you type the first letter what the call-to-action will be and work backwards from there.
The thing that kills action the quickest in uncertainty. If there is any confusion or ambiguity in your copy then the easiest action for the reader is to just do nothing.
Let me share the oldest formula in copywriting: AIDA. This stands for Attention, Interest, Desire, Action and it is the DNA of nearly every piece of high-performing advertising.
Always get the reader’s attention up front by being: surprising, controversial, clever, creative etc.
Then move into Interest by being relevant to the reader. Hook them in with a good opening promise or a story that speaks to their problem.
Then create Desire by hooking their emotions with specific benefits and how those benefits will help them fulfil their needs.
At this point, you should clearly and directly give them a next step and move them to Action.
ne way of getting clarity before you start writing is to ask the following questions:
- What do I want my reader to KNOW after reading this?
- What do I want my reader to FEEL after reading this?
- What action do I want my ready to COMMIT to?
“When I write an advertisement, I don’t want you to tell me that you find it ‘creative.’ I want you to find it so interesting that you buy the product”
– David Ogilvy
3.) Do the Key Phrases Stand Out?
What type of reader are you? A Diver or a Skimmer?
Divers want to read everything in order, perhaps multiple times to extract the full meaning whereas Skimmer will pick and choose bits to read and just get the general meaning.
In fact, most people have a reading style that combines both types. Perhaps skimming then diving then skimming.
The key thing is that your copy has to pass the ‘skimmability test.’ People will scan initially to answer 3 key questions:
- ‘Is this meant for me?’ -> Make it obvious who it’s written for and highly relevant
- ‘Why should I read it?’ -> This is where they scan for personal benefits and they weigh them up
- ‘Should I read it now?’-> This is where they decide whether this is relevant to them NOW.
This is where some element of design comes into the copy. Not fancy ‘spinning logos and shiny models laughing in a photo slider’ kind of design but just a strategic nod towards aesthetics.
You can use Bold Type, Underline, Italics, Speech Marks, Bullet Points, Graphics like arrows etc.
The legendary copywriter Dan Kennedy endorses the product CopyDoodles that allows you to use visually interesting fonts and symbols in your writing.
After finding out if there is an obvious target for the copy check that the key messages pass the ‘skimmability test’ and that those 3 questions are answered.
“Make it simple. Make it memorable. Make it inviting to look at. Make it fun to read”
– Leo Burnett
PART 3 COMING TOMORROW. HOW WILL YOU GET YOUR READERS ATTENTION? LET US KNOW BELOW! ANY ADVICE, TIPS OR FEEDBACK? WE LOVE IT WHEN YOU SHARE WITH US 🙂