Good copywriting motivates people to take action
You could be the best in the world at what you do. But if you can’t communicate what makes you the best, no one is going to care.
What is good copywriting?
It involves writing effective ads and creating compelling content on your landing pages, emails or blogs.
Here are my best tips on how to do that.
Tip 1: Start with a great offer
What is it you’re actually offering to help people with? This makes up the most of your sales copy and should be much easier than coming up with amazing sentences that will make someone buy something they don’t need just because you want them too, or even worse – not buying at all for fear of being duped by some slick wordsmith.
Sometimes you can get away without having stellar copywriting skills if your product offers are irresistible enough on their own!
Tip 2: Be Specific
The more specific you are with a problem that people have, the more likely they’ll be to visualize how you can help them solve it.
Perhaps you say to someone that you can help them increase their sales.
Maybe you say you’ll help them get something or do something better.
Saying words like “better” or “increase” is okay.
It’s better than nothing, but it’s not really specific as to how you can help them.
For example, in my offer, I say that I can help business owners get 10, 15, 30 or more high quality sales appointments with their ideal clients each month.
Because it’s specific, people can visualize what will happen.
They can visualize having a certain amount of appointments every single month with good quality clients.
If someone can visualize a result, they’re more likely to see how your service can help them and more likely to take action.
Not being specific enough could be a big reason your content doesn’t convert as much as you’d like to.
If your potential clients can’t imagine what their situation would be like after working with you, they’re less likely to take action.
Tip 3: Make a Big Promise
When I say make a big promise, I mean a promise about the result you can get for people.
But you don’t want to make an unrealistic promise, something that sounds too good to be true.
You want your promise to be realistic.
It has to be something that you’ve achieved in the past for other clients, and that you can achieve for future clients.
Think about what a realistic goal is, and a big promise that you can achieve for people.
You also don’t want to make too small a promise, where people think it’s just not that much of a big deal.
So you want to make the promise not too big and not too small, but just right.
You have to see it as a realistic promise that’ll get people excited to learn more about how you can actually help them.
Tip 4: Keep Things Simple
Don’t try to over complicate it.
What I usually find is that the more simple everything is, like using less words, the better the results.
To make sure your content is as simple as possible, you want to keep your writing at a fifth grade level or lower.
What if you’re not sure if what you’re writing for your blog content is at a fifth grade level or lower?
You can use the Hemingway app.
It lets you copy and paste your text in, then tells you roughly what level your text is at.
You can make adjustments for simplification based on its suggestions.
Tip 5: Use Illustrations
Illustrations are another great way to help people easily see how you can help them.
Illustrations are kind of like telling a story to people and in that story you’re showing them how you can help them.
What’s an easy way to do this?
When explaining something, you could say “it’s kind of like this,” or “it’s kind of like that.”
When you say that, you’re giving them a comparison to something they can easily imagine.
I’ll give you a quick example.
When I help people generate leads with one of the channels that we use, LinkedIn, I say it’s kind of like networking.
But instead of networking with people face to face, you’re networking with people online. And Instead of meeting people at random networking events, you can pick and choose who you speak to. This means you don’t waste your time.
That’s how I compare generating leads and getting more business on LinkedIn with going to networking events.
By saying to people, “It’s kind of like networking,” and doing it online instead of face-to-face, it’s easier for people to visualize how it all works.
In your business, think about any content that you’ve created.
Or when you’re creating content, think about ways that you can say “it’s kind of like this” or “it’s kind of like that.”
It’s extremely useful in helping people easily visualize how you can help them.
Want to learn more about generating high converting leads and appointments each month? Check out my free training on the 5 steps to 10, 15, 30 or more predictable appointments each month.
Ashley Davis (or ‘Ash’ for short) is the CEO & Founder of Skyline Social. For over 15 years, he has been helping business owners with lead generation. Ash specializes in helping businesses get high-quality leads, appointments and clients each month in an automated, scalable and profitable way. You can watch his free Masterclass training to learn more.