How to Write Effective Copy: Foundational Techniques for Online Business Owners
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When it comes to online business, there's ONE key skill you will need for success – to learn the art and science of copywriting. This doesn't mean you need to get certified, or call yourself a copywriter but knowing how to write good copy is foundational for marketing success.
Creative copywriting is vital for whatever type of content you're creating... whether it's content writing (blogs, articles) using social media marketing, or writing a good ol' sales letter... you need writing skills to get your potential customer to want to read on and buy.
Of course, SEO (search engine optimisation) and keyword research are important aspects of marketing but great copywriting takes the baton from that point on and brings home the race to win the gold.
It's time to be your own copywriter because hiring a skilled and experienced copywriter can be expensive (see: Why are copywriters so expensive?).
Here's what's covered in this article. If you're already know how important copywriting is, and want to know the foundational pieces, skip the first section and head straight into The Importance of Research (even if you think "yeah, I know research is important" please read this section before continuing into the foundational pieces).
CONTENTS:
1. Copywriting 101: The Role of Copywriting in Online Business Success
What is Copywriting?
Copywriting is an essential skill for every online business owner. Copywriting is the art and science of crafting persuasive text with the intent of driving a specific action—whether that’s making a purchase, signing up for a newsletter, or even just clicking a link. Unlike general writing, which might focus on storytelling or information sharing, copywriting is laser-focused on conversion. Think of it as the bridge between your brand and your audience, connecting what you offer to what they need. There are a variety of types of copywriting but all formats (emails, ads, website copy, blogs, seo copywriting) all use the same foundational elements of copywriting to get people to take action.
In the ever-evolving world of digital marketing, copywriting is the foundation upon which all successful campaigns are built. From catchy headlines that grab attention to compelling calls to action (CTAs) that convert browsers into buyers, effective copy is essential to standing out in a crowded marketplace.
Why Copywriting is the Foundation of Any Marketing Strategy
Copywriting isn’t just a piece of the marketing puzzle—it’s the glue that holds everything together. Great copy can elevate your brand, differentiate you from competitors, and ultimately, drive sales. Whether you’re crafting an email campaign, a social media post, or a landing page, the words you choose matter. They have the power to engage, persuade, and convert.
Every marketing strategy, from content marketing to pay-per-click (PPC) advertising, relies on strong copy. It’s what turns casual interest into committed action. So, if you’re serious about your business, mastering the art of copywriting isn’t just a nice-to-have—it’s a must.
Why Every Business Owner Needs to Learn How to Write Copy
Even if you plan to outsource your copywriting eventually, it’s vital to understand the basics yourself. Why? Because knowing how copy works helps you evaluate the effectiveness of your marketing campaigns. It also enables you to communicate your brand’s voice and message more clearly to any freelancers or agencies you hire.
Understanding a variety of copywriting techniques empowers you to take control of your marketing efforts, ensuring consistency and alignment with your business goals. After all, no one understands your brand better than you do. By learning the fundamentals, you’ll be better equipped to steer your business towards success.
For a deeper dive into the importance of copy in your marketing strategy, check out our article on The Importance of Copy and the Other Two Key Factors in Successful Marketing.
2. The Importance of Research in Copywriting
Understanding Your Audience
Before you put pen to paper—or fingers to keyboard—it’s crucial to know who you’re writing for. Understanding your audience is the cornerstone of effective copywriting. This involves researching their demographics, psychographics, and buying behaviours. What are their pain points? What solutions are they seeking? Where do they hang out online? The more you know about your audience, the more tailored and effective your copy will be.
To learn more about diving deep into research (and a sneaky way to find what they’re really thinking) check out this post: Using market research & voice of customer to your advantage.
One key aspect to consider is the stage of awareness your audience is in. Are they problem-aware but not yet solution-aware? Or are they fully aware and just looking for the best option? Tailoring your message to meet them where they are can dramatically improve your conversion rates.
For a comprehensive guide to understanding your audience stage of awareness, please see Key Concepts from the Book Breakthrough Advertising.
Another crucial element is identifying potential objections. What might hold your audience back from taking the desired action? Addressing these objections head-on in your copy can make the difference between a bounce and a conversion.
Analysing Your Competition
It’s not just about knowing your audience; you also need to understand your competition. By analysing what your competitors are doing—what’s working for them and what isn’t—you can find gaps and opportunities for your brand to stand out.
Examine your competitors’ messaging, offers, and positioning. What promises are they making? How do they communicate their unique selling points (USPs)? By identifying their strengths and weaknesses, you can craft copy that not only highlights your own differentiators but also addresses any areas where they might be lacking.
Understanding your competition allows you to position your brand more effectively, making it easier to capture the attention of your target audience.
Knowing Your Product
To write compelling sales copy, you need an intimate knowledge of your product or service. This goes beyond just knowing its features—you need to understand what makes it unique and why it matters to your audience. What are the key differentiators? What is the core message you want to convey? And most importantly, what promise are you making to your customers?
Your copywriting and content should communicate not just what your product is, but why it’s the best solution for your audience’s needs. This involves clearly articulating your value proposition and ensuring that every piece of copy you write aligns with your overall brand message and marketing materials.
3. The Psychological Aspects of Copywriting
Grabbing Attention
In a world where attention spans are shrinking, grabbing your audience’s attention quickly is crucial. This starts with a compelling headline—a hook that draws readers in and makes them want to know more. Your headline should be clear, concise, and convey a strong benefit or evoke curiosity.
Beyond the headline, the first few lines of your copy should continue to engage the reader. Whether it’s through a powerful statement, a thought-provoking question, or a relatable anecdote, the goal is to keep them reading.
To learn more about how to grab the attention of your reader then take a look at Hook V.s Big Idea – What's the Difference?
Creating Desire
Once you have your audience’s attention, the next step is to create desire. This is where the psychological aspect of copywriting really comes into play. Your copy needs to tap into the emotions of your readers, connecting with them on a deeper level.
Storytelling is one of the most powerful tools in your copywriting arsenal. By weaving a narrative that resonates with your audience’s experiences or aspirations, you can create a strong emotional connection. Remember, people often buy based on emotion and justify with logic later.
To learn more about how to use storytelling in your copy, and why emotion is such a powerful motivator, explore this article on The Power of Storytelling - and Why Emotion Sells.
4. The Elements of Great Copy
Features vs. Benefits
One of the golden rules of copywriting is understanding the difference between features and benefits. Features are the factual aspects of your product or service—the what. Benefits, on the other hand, are the reasons your audience should care—the why.
For example, if you’re selling a laptop, a feature might be its long battery life. The benefit, however, is the ability to work from anywhere without worrying about charging. When writing copy, always translate features into benefits that speak directly to your audience’s needs and desires.
Writing Effective Bullets and Fascinations
Bullets are a great way to break up text and highlight key points, making your copy easier to digest. But not all bullets are created equal. To make your bullets truly effective, they need to be more than just a list of features—they should fascinate the reader and build curiosity.
Fascinations are like mini-hooks within your copy. They intrigue the reader and encourage them to keep reading to learn more. For instance, instead of saying “Long battery life,” you might write, “Stay unplugged for 12 hours—perfect for working on the go or binge-watching your favourite shows.”
This change helps to emphasise the "why it matters" to your reader. It's a powerful question to ask yourself when writing snippets of copy like this. Ask yourself "why will this matter to my customer?".
Alternatively you add on a "so that..." statement. For example instead of "includes 12 coaching calls", add "so that you can get your burning questions answered by our experts every single week".
Using Proof
In today’s sceptical world, proof is essential to building trust with your audience. This can take the form of testimonials, case studies, user reviews, or even statistical evidence. Proof elements provide validation for your claims and help to overcome any doubts your audience may have.
But remember, too much proof can overwhelm the reader. The key is to integrate it naturally into your copy, supporting your claims without distracting from the main message.
The Power of Storytelling
Storytelling isn’t just for bedtime—it’s a powerful tool in copywriting that can make your message more relatable and memorable. By telling a story, you can paint a vivid picture that captures your audience’s attention and holds it.
Whether you’re sharing a customer success story, a personal anecdote, or a brand origin tale, storytelling can make your copy more engaging and emotionally resonant. It’s about showing, not just telling, and making your audience feel something. And it's not there just for sh*ts and giggles, you can use it to effectively move your reader to take action and become a customer.
To learn more about how to effectively move from a story to a sale, take a look at What is a Segue? How to Go from Story to Sale in Your Copy.
Reversing Risk
One of the biggest barriers to conversion is perceived risk. Your audience might be interested in your product but hesitate due to fear of making the wrong choice. That’s where risk reversal comes in.
Risk reversal strategies, such as money-back guarantees, free trials, or “try before you buy” offers, can significantly reduce the perceived risk. When your audience feels secure in their decision, they’re much more likely to take action.
Creating (Authentic) Urgency and Scarcity
Urgency and scarcity are powerful motivators that can push your audience to act quickly. However, it’s important to use these tactics ethically—fake scarcity or false urgency can damage your brand’s reputation.
True urgency might come from a limited-time offer or a fast-approaching deadline. Scarcity could be due to a limited number of products or spots available. The key is to be honest and transparent while still encouraging prompt action.
To ensure you’re using urgency and scarcity ethically, refer to this article on How to Market Ethically.
Crafting a Powerful Call to Action (CTA)
A strong call to action is the cherry on top of your copy. It’s the final push that compels your audience to take the desired action. Your CTA should be clear, concise, and action-oriented. Use strong verbs and create a sense of urgency where appropriate.
For example, instead of saying “Click here,” try “Get started now” or “Claim your free trial today.” Your CTA should leave no doubt in your audience’s mind about what they should do next or the benefit of taking the next action.
5. Putting Copywriting Skills into Practice: Your Next Steps
Recap of Key Points
In this article, we’ve covered the essential techniques for effective copywriting, from the importance of research to understanding your audience and product, to the psychological triggers that can turn casual readers into loyal customers. Remember, great copywriting is about more than just selling—it’s about building relationships and creating value. Compelling copy is one of the most important things to understand if you're looking to optimise your business for sales.
When you set out to create content for your online business, it's important to remember that copywriting involves much more than just putting words on a page. The goal of copywriting is to craft compelling content that resonates with your audience and drives them to take a specific action. Whether you're looking to boost sales, increase engagement, or simply share valuable information, copywriting is an essential part of your strategy. It's one of the most powerful tools in your marketing arsenal, and when you use copywriting effectively, it can transform the way your business connects with potential customers.
There are many different approaches you can take when you make your content, but at its core, copywriting is one of the most effective ways to engage your audience. By focusing on what your audience wants and creating high-quality content that they actually like to read, you can ensure that your messages don't just get noticed—they get acted upon. To achieve copywriting success, it's important to practice writing copy regularly, experiment with various forms of copywriting, and continually refine your techniques. With the right copywriting tips and strategies, you can use copywriting to boost your brand's visibility and influence, encouraging your readers to continue reading and, ultimately, converting them into loyal customers.
The Continuous Learning Journey
Copywriting is a skill that requires continuous learning and practice. Whether you’re a seasoned marketer or just starting out, there’s always more to discover. By staying curious and open to new techniques, you’ll keep improving and refining your craft.
I encourage you to explore the linked articles for a deeper dive into specific topics we’ve touched on today. They offer valuable insights and practical tips to help you further enhance your copywriting skills.
Final Call to Action
Now that you’ve got the basics down, it’s time to put these techniques into practice. Start crafting copy that not only grabs attention but also resonates with your audience and drives action!
And if there's ONE piece of advice I'd give you? It's this: The best copywriting advice I ever received.
Other Copywriting Strategies, Techniques & Resources:
5 Best Copywriting Principles to Help you Sell More
The "Show, Don't Tell" Copy Principle
The Beginners Guide on How to Write Copy (concept + flow)
The Essential Glossary of Copywriting Terms