5 Ways to Craft Copy that Drives Results

This informal CPD article 5 Ways to Craft Copy that Drives Results was provided by morphsites, a digital agency and specialist in bespoke web development and design, SEO and digital marketing.

Every day, we are inundated with information. Each time we check our phone, scroll through social media, turn on the TV, or switch on the radio, we face an overwhelming amount of media and content. With so much noise surrounding us, how do you create copy that stands out and reaches your target audience? The problem? This rise in content and information poses a threat to your business.

That’s where powerful copywriting comes in handy. We have five copywriting tips that you can use to help your copy connect with your target customers and convert to sales.

1. Create captivating introductions

Ever spent a hot minute wondering what to write for your next blog post heading? You’re not alone. While the heading is a vital ingredient to attracting your audience, it’s actually what comes next that counts.

Your introduction, or lead. Just like the first few pages of a book can determine whether you’ll keep reading, the first few sentences of your landing page or blog post can make or break a conversion. So don’t underestimate the power of a good lead!

How to do it

With every good intro comes a good story. You address the problem, create believable, relatable characters, and provide a worthwhile ending. You just need to apply the same principle with your copy.

• Identify the problem your audience is facing
• Relate to their issue
• Provide the outcome

When the reader feels like those points are met, they will be motivated to read more.

2. Convince your audience

To produce content that gets your readers to take action, use persuasive language — language that is enticing and engaging, not salesy. Craft your words in a way that takes your audience on a journey with you.

How to do it

Talk to your audience as though you're having a conversation and make them feel like they're part of the story. Avoid salesy words and phrases; focus on weaving a narrative around your product or service. The key is to involve your reader and make them feel like they're part of the experience.

3. Use tangible evidence

One of the keys to great copy is to sell yourself without selling yourself. That can be tricky to get right. Many businesses have been guilty of talking about how great their product or service is or what they pride themselves in, forgetting that the reader really isn’t interested in that. Can you deliver? That’s what they want to know. And while you need to show your audience you are a professional in your field, you don’t want to sound like you’re boasting or just talking about yourself. 

How to do it

Focus on showing your audience why your product or service deserves their attention. Let them draw their own conclusions based on the facts, figures, and stories you present. Use your copy to demonstrate how your offering is superior and how it can solve their problems. That’s the way to make a lasting impression.

An easy way to accomplish this is to use tangible evidence. Take advantage of the power of peer testimonials to build yourself up. Gather a collection of glowing feedback from satisfied customers and present relevant portfolio pieces to demonstrate your talent—all without having to pat your own back.

4. Create an Engaging Call to Action

To encourage your readers to take action, you need to make sure your call to action (CTA) is appealing. Make sure your CTAs are clear and concise and tell people exactly what they need to do. With the right CTAs, you can easily turn your readers into customers.

How to do it

For successful CTAs, strive to make them concise, unique, and suitable for their intended purpose. Find out more about how to create CTAs that convert and start increasing your customer base.

5. Make your copy clear and understandable

It’s a fact of life that we tend to skim-read content to find the information we are looking for. We are busy, and we don’t always have time to read a 1000-word article. That is why it’s essential to make your copy easy to understand and format it in a way that makes it easy for people to skim-read.

How to do it

Have you ever seen business owners writing endless blocks of text, paragraph after paragraph? This is an example of what not to do when writing copy. Instead, break up the text into smaller sections and be sure to include plenty of white space. This way your copy will be easily readable and inviting! Use shorter sentences, simple phrasing, and seamless vocabulary. That will make your copy easy to read and understandable to others

Write copy that converts

To write copy that converts, you need to:

• Create captivating introductions
• Convince your audience
• Use tangible evidence
• Create an engaging Call to Action
• Make your copy clear and understandable

Apply these strategies when creating your next landing page, website copy, or article. With consistency and guidance from professionals, you can experience a surge in click-through rates, viewers, and readers.

We hope this article was helpful. For more information from morphsites, please visit their CPD Member Directory page. Alternatively, you can go to the CPD Industry Hubs for more articles, courses and events relevant to your Continuing Professional Development requirements.