If you search around the internet, you’ll be able to find a million (and one) copywriting techniques to help you improve your marketing efforts. And while, in the hands of an expert copywriter, all the techniques you’d find will work… chances are they will not when applied by an amateur.
Because the non-professional copywriter – in the efforts to find a quick fix for their marketing problems – doesn’t take the time to learn and master the fundamentals of copywriting.
And you can find those fundamentals in three simple copywriting techniques:
- The attention-grabbing headline,
- The clear brand message,
- And the persuasive call to action.
Once you fully understand each of those techniques, you can easily identify and develop optimized marketing for lead and sales generation.
Copywriting Techniques to Improve Your Marketing Campaigns
Drawing from my knowledge and experience as a direct response copywriter, here’s what you need to know to master the three fundamental copywriting techniques.
The “Attention-Grabbing Headline” Technique
Look at the headline as the most important part of any piece of marketing. Those first words of an article, or the first seconds of a video or radio ad, could spell success or doom to your marketing campaign.
The job of your headline is simple: to grab the attention of the people you wish to do business with. If your headline doesn’t grab the attention of your audience, then chances are remarkably high that people will not see, read, or listen to your piece.
In The Copywriter’s Handbook, expert copywriter Bob Bly says that effective headlines tell the reader “Hey, stop for a minute! This is something that you’ll want.” Meaning that a headline succeeds by appealing to an interest to the audience – one that is related to the offer you’re trying to sell.
You can appeal to your market’s interests in a variety of ways. You can…
- Announce news of importance to the prospect,
- Teach the prospect how to do something,
- Inform the prospect on why things are going the way they are for them,
- Tell the prospect what to do,
- Or use a customer testimonial.
You can use any of those headline types to let your prospect know that you have what they want or need. Which will lead them to check out the rest of your piece.
Do not underestimate the power of your headline. That could be the difference between a successful campaign and a total waste of resources.
The “Clear Brand Message” Technique
After getting the attention of the would-be buyer, you need to continue the momentum by keeping the audience’s interest. That would be the job of your lead paragraphs.
This is where you want to be cultured. And the best way to be so is… by not being sophisticated. Or least how people think being “sophisticated” is.
What you want to do when relaying your brand message is to keep it as simple as possible for the reader to understand. Your marketing pieces are not the place for you to display your knowledge of industry jargon. Instead, try to use simple words in short sentences and paragraphs. As if you were speaking directly to the audience.
And there are so many ways to send your brand message in a way that is interesting. You can:
- Expand on your headline promise.
- Tell a story.
- Make an invitation.
- Present a problem and its solution.
- Reveal industry secrets.
- Make predictions.
Whichever way you decide to present your brand message, make sure to do so as concisely as possible.
The “Persuasive Call to Action” Technique
After having the reader’s attention and interest in your offer, you know what’s next? It’s time to persuade. Yet, this is the part where many drop the ball.
Most marketers nowadays do not like to ask for a sale. They go through the effort of gaining the attention of the audience, only to let them walk away. Without getting anything in return.
That’s not the way to grow a business.
Your lead paragraphs present to your audience what the offer is about. And the body copy expands on it and building desire for what you sell.
How do you do that? By explaining the reader what they’ll get when they do business with you.
Let the prospect know about the benefits they get by doing business with you. For me, three is the magic number of benefits you can present. But that depends on the length of your piece.
And then, after generating that desire, you need to get the prospect to act. And you do that by just asking for whatever you need from them – a check, signature, contact information, etc.
Just make sure that by the end of your presentation, that the audience knows exactly what they need to do to get what you offer. Otherwise, you’re wasting your time – and theirs – with your pitch.
Improve Your Marketing Campaigns
Starting today you should be able to identify and develop copy optimized to generate sales and leads. You should understand what makes an attention-grabbing headline, how to send a concise brand message, and why you should always ask for the sale.
Any other copywriting techniques you wish to share with us? Leave a comment to let us know about them. And feel free to share this article with anyone you feel can receive help from reading it.