A Copy Strategy that is as Refreshing as a Bungee Jump into the Deep Blue Sea!
When it comes to writing a webpage from scratch, whether it’s a blog post, an article or a sales letter, there are certain things that you can do to make life easier for the reader. Fortunately marketers have a copy strategy in place that starts at the very first line of your page and goes to the final full stop, meaning that getting started with writing doesn’t have to be as daunting as standing on the top of a cliff with a piece of elastic tied to you!
In this post you will find the exact strategy that you can use to get more readers, subscribers and customers by following a simple copy strategy.
Copy Strategy Structure
Copy Strategy Element No 1 – Attention
You need to reach out and grab your reader by the short and curlies from the very first moment their eyes land on your copy! That means writing a killer headline that keeps your visitor on the landing page and more importantly keeps them glued to the very end.
Take a look at some of these attention grabbing headlines:
- How to Win Friends and Influence People
- New Burger for McLean times
- Pianist Keeps City Singers in Good Tune
Two of my most successful headlines:
- How to Write Blogs Like a Superhero and Not a Villain
- Shock! Be More Interesting to Get More Facebook Fans!
Tip: Focus on the biggest problem that your reader needs to solve and play on it.
Copy Strategy Element No 2: Interest
Now you have stopped the potential reader in their tracks with your attention grabbing headline you need to create some interest so they carry on reading. This is the point in your copy strategy where you mention the problem but more importantly tell them how you are going to solve it, in other words, how you are going to move the reader from pain to pleasure.
Copy Strategy Element No 3: Desire
Next you need to tell the reader:
- Why they want to follow your call to action
- Why they need want your products or services
- Why they need want to sign up to your newsletter
The whole purpose at this point is to satisfy the “want” buried deep in your readers mind. This is different from what they “need”.
Look at it this way: as human beings we need to drink water every day to survive. The problem is that very few people want to drink water; they want to drink coffee, tea, fizzy drinks or anything but a nice cold glass of refreshing water!
If you were to do a bungee jump, you “need” to know that everything is safe, that the instructors are well trained and the Bungee rope complies with health and safety. What you “want” is to have a camera on your helmet to video the whole electrifying experience so you can share with all your family and friends. There’s a big, big difference between want and need!
Tip: Desire can also be aided by scarcity. Telling someone they only have a certain time to comply before the offer ends creates the feeling that they may miss out on something.
Offer ends on Sunday, Only 24 remaining, re-opening for short time only!
Copy Strategy Element 4: Commitment
Why you? Why should the reader trust you? They are the questions that you need to cover off in this section. You need to demonstrate your credibility using testimonials, guarantees, trade associations, partners or qualifications. Present everything that you can that will give your visitor the confidence to take your relationship to the next step.
Tip: People are naturally sceptical especially when it comes to online so do everything you can to repress that scepticism.
Copy Strategy Element 5: Action
This is arguably the most important aspect of the page as it describes exactly what you want the visitor to do next (download, sign up, buy , call). It could be in the form of a button or a line of text, or a hyperlink.
Tip: Make the call to action dead simple. I mean really, really simple. Asking for the user to go to another website, click 7 buttons and add 5 pieces of information is for too much. A simple email address with the name will suffice (providing you have a good email follow up system).
Having a solid copy strategy in place means that every time you sit down to produce content it is far easier. You’ll find that it allows you to write faster and more effectively and that what you produce works better for you too.
Click on the following link to learn more about online web page copywriting, where there is further information on headlines and copywriting tactics that will help improve your copy strategy and increase reader engagement.
Featured image by Velaia (Paris/Peking) via Flickr