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Whether you’re a business owner thinking of writing your own copy, or a freelancer considering a career in copywriting I’m sure you’ve wondered “Is writing copy hard?” The truth is copywriting is a skill that takes time to learn and practice to get right.
Anyone can write copy, but it takes a keen eye, a knack for storytelling, and a deep understanding of human psychology to write copy that truly resonates and drives action.
So what makes copywriting ‘hard’? Grab your favorite beverage, settle in, and let's unpack everything that goes into copywriting!
1. Let's Get Down to Copywriting Basics
Ever wondered why some words have the power to move mountains (or at least, motivate consumers to click that "buy now" button), while others fall flat? It all comes down to copywriting.
Copywriting is the magic behind words that make you stop scrolling and start clicking. Whether it's the catchy tagline of your favorite brand or the persuasive product description that convinces you to hit "add to cart," copywriting is the secret sauce that powers effective marketing and advertising.
Copywriting comes in all shapes and sizes, each serving a unique purpose in the grand scheme of marketing. You might not even know that the words you are reading are copywriting!
Copywriting is used for:
Website
Emails
Podcasts
Product Descriptions
Sales Pages
Social media captions
YouTube Scripts
Ad copy
Videos
Commercials
Direct mail campaigns
Landing pages
Press releases
Yep! Copywriting is EVERYWHERE!
Copywriting can be hard when you have to write for all these different platforms and mediums. Each one comes with its own set of challenges and requirements.
→ Crafting engaging website copy involves understanding user experience and SEO principles to ensure visibility and engagement.
→ Emails demand concise yet persuasive language to capture attention in cluttered inboxes.
→ Podcast scripts require a balance of information and entertainment to keep listeners engaged.
If you’re not accustomed to writing for all these mediums, copywriting can be challenging!
Related: Will AI Replace Copywriters?
2. Copywriting is All About Being Clear and Concise
When it comes to copywriting, clarity and conciseness reign supreme. Why?
Because with a world spilling over with information, capturing and retaining audience attention is not easy. That's where crafting clear and direct messages comes into play.
Ambiguity is the enemy of copywriting and effective communication. When your message is unclear or open to interpretation, you risk losing your audience's interest. By avoiding ambiguity in your copy, you ensure that your message is conveyed with precision and clarity, leaving no room for confusion or misinterpretation.
Whether it's eliminating jargon, simplifying complex concepts, or providing clear calls-to-action, clarity is key to engaging your audience and driving meaningful interaction.
And don’t forget about attention span. Attention spans are short – making brevity your best friend. Concise language has the power to cut through the noise and capture your audience's attention in a matter of seconds.
By distilling your message into its most essential elements, you create punchy and impactful copy that grabs attention and leaves a lasting impression.
Crafting a compelling headline, writing snappy social media posts, and condensing lengthy explanations into bite-sized nuggets, concise language is a powerful tool for engaging your audience and driving action.
EXAMPLE: I worked with Dotted Lines to create website copy that concisely highlights the benefits of their products (contract templates) speaking to the desires of their audience to create a connection and encourage conversions:
If you want to learn copywriting, check out these best copywriting books
3. Copywriting Should Target a Specific Audience
Understanding your audience is the cornerstone of effective copywriting. That's where buyer personas come into play, serving as a guide in crafting targeted messages that resonate and speak directly to the needs, preferences, and pain points of your ideal customers.
Before writing a single word of copy, it's essential to research and understand your audience.
Who are they?
What are their challenges and aspirations?
What motivates their purchasing decisions?
By gathering insights through market research, surveys, and data analytics, you can develop comprehensive buyer personas that paint a vivid picture of your target audience segments. Use this knowledge to tailor your copy to address their specific needs and preferences, creating a deeper connection and driving engagement.
Example: I worked with Eternal Tallow to create messaging that speaks directly to their audience. Their ideal clients care about holistic, natural skincare products. I made sure to highlight this in their product descriptions!
4. Copywriting Should Be Personalized and Relevant
Gone are the days of one-size-fits-all messaging. Personalization is paramount.
By infusing your copy with elements of personalization, such as addressing the reader by name or referencing their past interactions with your brand, you demonstrate that you understand and value their individuality.
Relevance is key to capturing and retaining audience attention. By aligning your messaging with the interests, pain points, and aspirations of your target audience, you create copy that resonates on a deeper level, fostering trust and loyalty.
Whether it's tailoring product recommendations to their preferences or crafting content that speaks to their unique challenges, personalization and relevance are essential ingredients for success in copywriting.
EXAMPLE: Directly speak to your audience so they know they are in the right place. In the example below I purposely Highlight 'expectant mothers' because this was my clients' (Chelsea Sliwa Photography) target audience
5. Creativity in Copywriting
Copywriting isn’t just about relaying information. It's about capturing hearts and minds, sparking imagination, and inspiring action.
At its core, creative copywriting is the fuel that drives persuasive communication, infusing copy with vitality, originality, and emotional resonance. How to do that?
→ Developing Unique Selling Propositions (USPs)
In a crowded marketplace, standing out is essential. That's where unique selling propositions (USPs) come into play. USPs are the secret sauce that sets your brand apart from the competition, highlighting what makes you truly unique and valuable to your target audience.
Whether it's your unmatched quality, unparalleled customer service, or innovative solutions, USPs tell customers why they should choose YOU over anyone else.
By developing compelling USPs and weaving them seamlessly into your copy, you not only differentiate your brand but also create a powerful narrative that resonates with consumers on a deeper level.
Review my UVS below:
Many businesses struggle to create a clear brand message on their website that connects with their audience. I’m a copywriter and SEO strategist that helps businesses simplify their message and get seen online…so that they can attract dream clients and make more money!
6. Techniques for Creative Expression in Copy
Creativity knows no bounds in copywriting. From playful puns to evocative imagery, there are countless techniques for infusing your copy with creative expression. Many business owners find creativity copywriting hard, and struggle to breathe life into their messaging.
Experiment with wordplay, employ storytelling techniques, and embrace your unique voice and tone to breathe life into your copy.
By thinking outside the box and pushing boundaries, you can create copy that not only informs but also entertains, inspires, and delights your audience.
After all, in the world of copywriting, creativity is the key to unlocking limitless possibilities and leaving a lasting impression on your audience.
Many business owners find creative copywriting hard, and struggle to breathe life into their messaging. That’s where copywriters come into play! Slightly tweaking your copy and adding a creative twist can make ALL the difference!
7. If You Are Struggling to Write Copy Use These Tips
Website:
Clearly communicate your brand's value proposition.
Use persuasive language to encourage action (e.g., "Shop now," "Learn more").
Keep paragraphs short and scannable for easy readability.
What is website copywriting? Get the inside scoop!
Emails:
Personalize subject lines and content to increase engagement.
Focus on providing value to the reader.
Include a clear call-to-action to drive desired outcomes.
Podcasts:
Write engaging intros to hook listeners from the start.
Use storytelling to make your message memorable.
Provide clear transitions between segments to maintain flow.
Product Descriptions:
Highlight key features and benefits.
Use descriptive language to paint a vivid picture.
Anticipate and address potential customer objections.
Sales Pages:
Create a compelling headline that captures attention.
Clearly outline the benefits of your product or service.
Include social proof (e.g., testimonials, reviews) to build trust.
Social Media Captions:
Keep it concise and attention-grabbing.
Use relevant hashtags to increase visibility.
Encourage engagement with questions or calls-to-action.
YouTube Scripts:
Plan engaging intros to hook viewers.
Keep content informative and entertaining.
End with a clear call-to-action (e.g., subscribe, visit website).
Ad Copy:
Focus on benefits rather than features.
Create a sense of urgency with time-limited offers.
Tailor messaging to the target audience and platform.
Videos:
Script engaging narratives to hold viewer interest.
Incorporate visual elements to enhance storytelling.
End with a strong call-to-action to prompt action.
Commercials:
Capture attention quickly with a compelling hook.
Keep the message simple and memorable.
Align the tone and style with your brand identity.
Direct Mail Campaigns:
Personalize content based on recipient data.
Clearly communicate the offer and benefits.
Include a clear call-to-action and response mechanism.
Landing Pages:
Maintain a clear focus on a single objective.
Use persuasive headlines and visuals to draw attention.
Minimize distractions and friction points to encourage conversions.
Press Releases:
Craft a newsworthy angle to grab media attention.
Provide relevant information in a concise format.
Include quotes from key stakeholders for added credibility.
Wondering if it's time to outsource your copywriting? Here are 21 reasons why hiring a copywriter is better than trying to DIY.
8. Balancing SEO and Creativity
As an SEO strategist and website copywriter – I HAVE to talk about the importance of SEO! If you’re writing copy for your website, I highly advise you conduct keyword research and implement on-page SEO. This will give your website the best opportunity to rank and show up on Google! Without it, you’ll be lost on Google
Tip 1: Integrating Keywords Naturally
SEO relies heavily on strategically incorporating relevant keywords into your content to improve search engine visibility. However, it's crucial to ensure that keywords are seamlessly integrated, maintaining the natural flow of your writing.
By conducting thorough keyword research and strategically placing keywords throughout your copy, you can enhance your chances of ranking higher in search engine results while still delivering valuable and engaging content to your audience.
Tip 2: Maintaining Readability and Engagement
While optimizing content for search engines is important, it's equally crucial to prioritize readability and user engagement. Content that is difficult to read or lacks engagement will ultimately fail to resonate with your audience, regardless of its SEO performance.
To strike the right balance, focus on crafting clear, compelling, and informative content that speaks directly to your audience's needs and interests.
Utilize formatting techniques such as headings, bullet points, and multimedia elements to enhance readability and keep your audience engaged throughout their reading experience.
By balancing SEO best practices with creativity and user-centricity, you can create content that not only ranks well in search engine results but also captivates and delights your audience.
9. So IS Copywriting Hard?
The question "Is writing copy hard?" may depend on the individual. While it's true that copywriting requires skill, practice, and a deep understanding of your audience and objectives, if you learn the techniques that lead to conversion-copy it can greatly enhance your business!
If you’re ready to work with an SEO website copywriter and get strategic messaging that amplifies your business – book a website project! I’d love to work with you and elevate your messaging for greater impact and conversions.
Boston SEO Services for Women-Owned Businesses
If you’re local to New England and looking for SEO services, let’s chat! I specifically work with women owned businesses to improve their online visibility and drive more traffic to their websites.
As a woman-owned business myself, I understand the unique challenges and opportunities that come with running a female-led company. With tailored SEO strategies designed to elevate your brand and amplify your voice, I'm here to support you every step of the way.
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