Top 5 Secrets To Create Converting Copy
GUEST POST by Lara Hornby
Want to know how to create engaging copy for your website, social or branding?
Guest Author, Lara Hornby gives her top 5 tips that are easy to implement but with powerful impact in regards to creating copy that converts.
1. Keep things simple
Not only do you want the message you are sharing to be clear, concise, and grammatically correct; you want any written copy to be understood.
There is no need to write as though you are talking to a child or using overly formal industry jargon, but it is important to step out of your in-depth industry bubble of knowledge. Ask yourself “would I be able to understand this message if I was reading about this product/service for the first time”.
2.Tell a story – and add some fun!
Think back to your early childhood, or school days, when you would produce wonderfully imaginative stories about the electric blue coloured dog who had supersonic rocket boosters attached to its paws.
Never be afraid to get a little creative or personal when you write. You will always have members of your audience who can relate, or think hey that’s just how I feel.
We spend so much of our lives hidden behind impersonal screens and devices – so your readers will always welcome those personal stories – something they can relate too. Your own story, perhaps the story of a client’s progress, or how your brand/product came to be.
Image via MOYO STUDIO
3.Overcoming ‘WRITER'S block’
One of the most common things I hear as a copywriter is “I need to write more for my business, but I just don’t know what to write about?”. First things first, you must overcome the dreaded “writer's block”. Treat yourself to a cup of coffee or your favourite tea and take the time to just simply stop and think.
Think about about what time of the year it is. Are there seasonal trends or events that are relevant to your business? Can you write about a seasonal, annual event or public holiday that fits well with your product or brand? Perhaps, for example, as a beautician you may like to write a series of social media posts, or a blog highlighting your ‘five most recommended summer beauty tips’.
4.Write with purpose
I believe that you are better to write nothing at all than to write something without purpose.
Before you start banging away at your computer keyboard make a plan. Be sure that as the writer you are clear on what message or piece of information you are wanting to share. When you do start writing your life changing masterpiece always keep in mind who your target audience is.
And last but not least, do you have an action you want the reader to take? Don’t assume that the reader will ‘call you’ if you haven’t prompted or encouraged them to do so throughout the copy - create calls to action!
“I believe that you are better to write nothing at all than to write something without purpose.”
5.Keep your copy visually appealing
I am not suggesting you use fancy fonts or 50 emojis in your Instagram post. But what I am recommending is you check the length of your sentences and paragraphs and look at how the copy sits on the page.
Scrolling on and on forever, is usually not that appealing.
The use of bullet points, or lists, is an easy way to break up loooooooooong overwhelming pieces of text. And if writing copy for social media, take time to experiment by creating gaps between paragraphs, headings and call to actions.
You may just find readers are more likely to read, interact and enjoy your message when it doesn’t appear as a novel.
GUEST AUTHOR
LARA HORNBY
Hawkes Bay based Lara Hornby from Written by Lara is full time wordsmith, social strategist and creative.
Amongst her days filled with words and strategy, she finds time tending to her beehives, commercial flower crop and training for long-distance running events which has all become somewhat of ‘the good life’ juggling act. Despite days filled to the brim, Lara truly believes It is her colourful lifestyle that gives her all the words she needs to write and produce creatively.
