Have you ever been curious about Copywriting? When I first started Studio Krystal, copywriting was something I had to learn and I had to learn quickly. It's also something I still struggle with and I still want to learn more about.
I'm happy today to welcome Devonnie from The Femme Agenda. Devonnie is a go-to copywriting expert in her field and I'm happy to have her here in Studio Krystal explaining what copywriting is and sharing with us how to best use copywriting for our biggest traffic driver....social media!
I like to call copywriting, "the art of getting people involved." The main aim behind copywriting is to get a particular action from the person reading your copy.
Most times, it's to get them to opt onto your e-mail list, purchase your course or buy your eBook. Other times, it can be as simple as just visiting your website. Either way, it's easy to see why business owners NEED either a copywriter, or copywriting skills.
After all, we run businesses to get our target audience involved with our brand, right?
As a professional copywriter, 50% of my work involves writing great copy for my clients. The other half involves finding the right channel to get that copy out to their audience.
Social media is one of those channels. Nearly every business is on social media in one way or another (if you aren't, then you need to!) When you think about the reach social media has, you'll see how important it is to marry social media with copywriting.
Let's be frank - if you want to rock social media, you need to have A+ copywriting techniques. Here are 8 of the techniques that I share with my clients, and that I utilize to help them boost their engagement on social media platforms.
1: KNOW WHAT YOU WANT
You need to fix firmly in your mind the outcome of each post. It's definitely more than just "I want them to buy my services," or "I want them to sign up for my e-mail list." What's your real motivation for creating posts on social media?
Sit in a quiet spot and think about the real reason why you want your audience to follow through on your call to action. Once you get clear on your mission, write down all of your thoughts and use it as a reference whenever you go to make a post. That way, it's easier to create copy that kicks ass.
2: ALWAYS FOCUS ON EMOTIONAL BENEFITS
No matter what kind of conversion you’re trying to get, focus on the feeling your potential customer is going to get. Not on the actual item, product or service. For example, if you’re selling a course on web design, focus on the emotional benefits of participating in your course.
A core marketing principle is that people spend money on things that make them feel good. It’s your job to make them feel good through your posts.
3: OPTIMIZE YOUR HEADLINES
When it comes to your headlines or the first line of your post on social media, it’s crucial what you write there. They’re the first thing your audience sees, and they determine if they finish reading your posts or not. You need to ensure that they reel people in.
My secret weapon for the first lines of my posts is COSchedule’s Analyzer. It’s a web tool that scores your headlines out of 100 and gives you pointers to improve your score. Anything about 75 is a good score.
Bonus tip: This headline analyzer can be used for blog posts and email headlines too!
4: USE WORDS YOUR AUDIENCE WILL UNDERSTAND
It doesn’t make sense writing content that will fly over your audience’s head. You need to know every aspect of your ideal client down to a tee, including what language they use. Take a step back and think about the words you use, and if your audience would better understand if you use different words.
A case in point – one of my clients wasn’t getting the signups she desired from a Facebook Ad advertising her webinar. However, once she changed the word webinar to live training, her signups spiked by almost 30%.
Make sure your audience understands what you’re talking about.
5: SHORT AND SPICY BEATS LONG AND BLAND EVERY TIME
Don’t ever let anyone convince you that writing long form posts are essential to getting conversions. Keep your social media posts short and spicy. Deliver small pieces of bite sized value frequently through your posts, instead of long, drawn out pieces once a week.
Once you’ve got the length of your posts down, you’ll notice that people engage with your brand more, because they actually have the time to get the gist of what you’re saying.
6: MAKE YOUR CALL TO ACTIONS CLEAR
Don’t leave it up to your audience to guess what you want them to do. I can’t count how many times I’ve read social media posts that read along the lines of “Maybe you can…” or “If you want to you can…” Don’t do that! If you aren’t sure about what you want your audience to do, they won’t be sure either.
Be definitive in your call to actions. If you want them to sign up for your course, tell them. If you want them to jump on your email list, tell them.
7: TEST, TEST, TEST
This is a key element in any marketing strategy, but especially when it comes to social media marketing. If at first it doesn’t work, alter it and try again. Believe it or not, you rarely get it right the first time around.
Experiment with different headlines, different call to actions and the like. It takes experience to figure out what really works for your brand and your audience.
3: BE YOURSELF
I find that as business owners, we need this reminder constantly. It’s easy to lose your voice in the sea of sameness that is the online business market. A key component of copywriting that will set you apart from your competition is something you were born with – your personality!
Your writing shouldn’t be robotic and hard to understand. Instead, showcase your personality through your writing! People will love that more than subject verb agreement.
Here’s a pinnable infographic, with all eight points for easy reference!
Awesome! Now you’re ready to start rocking your social media marketing the right way, with these nifty copywriting techniques.
All the best!
aBOUT THE AUTHOR:
Devonnie Garvey is a copywriter dedicated to helping entrepreneurs connect with their ideal clients through creative website content, sales and landing pages, and email funnels. When she’s not working with clients or writing for the DreamWrite blog, she’s working on her other website or watching Netflix.