Copywriting can be an extremely beneficial tool for your company if you know how to use it. Using copywriting as a tool is more than just sharing a quick story with readers. It’s also more than using sales language to promote your products or services. Choosing a copywriting format that resonates with your readers will help hold their attention, get your point across, and finally persuade them to take action. Below, we’re sharing five different structures to write copy that speaks to readers.
Keeping it Clean and Simple
Skip the nonsense and get straight to the point is the motto of the clean and simple copywriter. Using a plain copy approach to structuring your copy is pretty straightforward. You aren’t trying to make any bold claims. You aren’t using any flowery language. Finally, you aren’t trying to create viral content. It’s simply presenting the facts and handing them to your audience in a clean, easy to read format.
Offering All the Information
While clean and simple content is effective for many readers, taking the opposite approach can also work well. There’s something to be said for sharing all of the details about what you’re selling upfront. Long form copy goes beyond the surface level to really get into the nitty-gritty. This is an opportunity to use your copywriting format to put everything you’ve got out there and let the audience take it from there.
Telling a Story
Using a story as your copywriting format is one of the best ways to grab a reader’s attention and pull them in. Everyone loves a good story, especially when it’s relatable. When telling a story to eventually help sell your product or service, be sure the point of that story is to share a problem and how it was solved using whatever you’re selling. A good story is always copy that speaks to readers.
Having a Conversation
Sometimes, the best copywriting strategy is to talk to your readers like you already know them. This type of writing is the equivalent of sitting down with each individual reader and having a normal conversation with them. The conversational style should include less formal language. It should include real life and relatable examples. It should also have a call to action that feels like a personal message to each person reading it.
Making Big Claims
Nothing will catch attention quite like a bold, sweeping statement. That’s how many major content sites get so many clicks from social media. Words like “miracle,” “free,” and “instantly” are all used frequently. They encourage readers to click to a website to read more. Normally, experienced copywriters will avoid this language. However, there is a time and place for attention-grabbing words. If you use them, be sure you back them up at some point, using customer testimonials and facts to support your claim.
Copy That Speaks to Readers
When you have a copywriting format, you’ll find it easier to adjust your language, write your message, share it with your readers, and get the response you’re looking for.
David is the Founder and Director of article-writing.co, the fastest-growing content creation agency in North America. He has transformed companies by offering high-quality content that has impacted their SEO ranking, revitalized websites with engaging and industry-relevant blogs and website copy, and championed successful email campaign copy.
