Don’t know what to write on each page? Use this guideline to get started
Your copy should speak more about your customers and less about you.
Why? Because no one cares about you. They care about how you, your brand, your company, your product, and/or your service is going to help them or make their lives better or easier.
All they care about is, “What’s in it for me?” The acronym WIIFM should guide all of your copywriting.
How do you do that?
SOLVE THEIR PROBLEM Let them know how you will make their life easier or better.
ADD VALUE TO THEIR LIFE Give clear useful information, give take ways, tips, how tos, freebie, convince them on how and why you are the best thing for them.
DO NOT OVER COMPLICATE THE COPY: Do not use complicated jargon, or industry terms that only people in your field/trade understand, a 13 year old should be able to understand what you offer.
BE AUTHENTIC: Let your personality shine, be real and relatable, while remaining professional and remember, it’s always about THEM and what you can do for THEM! People can sense if you’re trying to mislead them or you’re untrustworthy.
LIVEN YOUR PAGE UP WITH IMAGES & VIDEOS: Add images, videos, memes, infographics, and quotes that are relevant to what you do. Include bullet points and lists.
MAKE COPY EASILY SCANNABLE: People rarely read online — they’re far more likely to scan than read word for word. Add enticing headlines, use short paragraphs, bold important text, add bulleted lists, add images, so they can quickly scan the page and know what it is about.
People have the attention span of a GOLDFISH. Visitors decide in 3 SECONDS whether or not they are going to stick around or bounce out of your site. Get your message across quickly and write content that keeps them engaged.
CONSIDER THE FOLLOWING:
REASSURE THEM TO REDUCE UNCERTAINTY & PERCEIVED RISK:
Communicate reassurance, many people fear they are at risk of losing money, being scammed or ripped-off, or being tied into a long-term commitment.
So use phrases like:
- Guaranteed or your money back
- You can unsubscribe at any time
- We won’t flood your inbox with spam
- No obligation
- No purchase necessary
- You do not need to enter credit card information
- Cancel at any time
- What do you have to lose?
- Free returns/full refund, no questions asked
- Try it first
- 14 day free trial
- Book a demo
- Talk to [representative] to see if [business name or product] is right for you
- See for yourself
- No hidden fees
- Check out a sample report
- Read our happy client reviews
- Check out our resource library/guides
- Check out our FAQs
- Chat live with a specialist
- Checkout Wordstream blog’s Best words and phrases for marketing
CREATE A SENSE OF URGENCY:
Get them to take an action today/now
- Time (limited time, last time, now, today only, ends soon, deadline, seconds, minutes)
- Speed (now, act now, don’t delay, hurry, rush, instant)
- Scarcity (once in a lifetime, one day only, never again, last chance)
- FOMO (price going up, offer expires, now or never, while supplies last, limited spaces, when it’s gone it’s gone, final sale)
- Sale words (offer, clearance, bargain, going out of business, final close-out)
- Use Big Numbers – (a million sold, 5o,ooo users can’t be wrong, I turned $100 into $40,000 in 10 days). Some customers are driven by promised results, and if the numbers look good, that’s enough of an incentive and social proof to take the deal.
SPARK CURIOSITY:
Keep them engaged and wanting more
- What if…?
- Insider
- Scoop
- Inside scoop
- Special
- Learn how to…
- Join
- Discover
- Imagine…
- Uncover
- Get access to
- Unlock
- Find out
- See why
CONNECT ON A PERSONAL LEVEL:
Communicate empathy. Let them know you understand their pain/frustration/problem
Do not write in the first person, instead write in the second person, so use YOU instead of I in your copy. “I/We” focuses on the business and “You” focuses on customers and speaks directly to them. It’s more personal and relatable to them.
- Ever wish you could/Ever wish there was a…
- Finally, a …
- At last…
- Are you tired of…
- We get it…
- We’ve got you/We’ve got your back
- Discover what it’s like to…
- Look familiar?
- Experience a world free of…
- You deserve…
LET THEM KNOW WHY THEY SHOULD HIRE YOU
Communicate your value and uniqueness. Let them know you are an expert, display testimonials, badges, awards etc.
Use words like this to describe your service/products:
- Top/top-notch
- Best
- Premium
- Best value
- Equivalent to
- New
- Safe
- Secure
- Efficient
- Quality
- Custom-built
- Only
- First
- Quickest
- One-of-a-kind
- Unique
- Best seller
- Harness the power of
- [Location]’s best
- Get the most out of your money
- Save time
- Handmade
- Eco-friendly
- On-demand
- Locally-sourced
HIGHLIGHT BENEFITS FOR THEM:
Communicate how you’ll solve their problems and make their life easier/better
- Easy
- Save time
- Save money
- Boost
- Improve
- Amplify
- Increase
- Enhance
- Achieve
- Learn
- Reach
- Grow
- Get
- Receive
- Prosper
- Fruitful
- Gain
- Reap the benefits
- Ramp up
- Solve
- Support
- Deliver
LET THEM KNOW THEY ARE GETTING A GOOD DEAL:
Convey value for money and savings
- Save now
- Affordable
- BOGO
- Get your money’s worth
- Without breaking the bank
- Easy on your wallet
- While staying within your budget
- Avoid unnecessary fees
- Earn rewards
- Collect
MAKE THEM EMOTIONALLY INVESTED IN YOU & YOUR BRAND!
Use power words – emotional words that persuade
Include power words that evoke fear, encouragement, lust, anger, greed, safety, and forbidden power words.
- Checkout this great list of emotional trigger words at smartblogger.com/power-words/
GET THEM TO TAKE ACTION
Add great Call To Action (CTA) buttons so you can seal the deal
- Never, ever use Learn More, Click Here, or Read More in your buttons or copy. Not only are they bad for conversion but they are bad for SEO.
- Instead checkout 50 great examples of call to action buttons that convert
blog.hubspot.com/marketing/call-to-action-examples - What color should your CTA buttons be? Red creates urgency and can lead consumers to make an impulsive decision to buy. Those big red SALE signs you see everywhere on major shopping days don’t just happen by chance. Other colors work well for your buttons. Yellow is an attention-getter, and orange generates excitement and can also lead to impulse buys.
Still Overwhelmed or frustrated?
LET ME WRITE YOUR CONTENT FOR YOU!
