This post was written by guest blogger, Charlie Antoine. Read the original post here.

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Copywriting is the process of writing copy, or text, for web content, print materials, advertising, etc., that convinces consumers to take action. The written word can be just as powerful as visual imagery, if done correctly. Copywriting is the marketer’s opportunity to spell out details of a product or service and guide them through the buyer's journey. Copy lays the groundwork for your SEO, content marketing and marketing communications. Its complexity can vary depending on the medium or what goal you are aiming for, but it grants you the ability to provide the same message to readers on a massive scale. Here are some tips for effective copywriting:

Strategic tips for copy that converts...

Product Copy

Product copy is largely dependent on brand voice. Some companies simply use sentence fragments and bullet points to describe the product. Others tell a miniature story to evoke emotion to help shoppers envision how they would use the product, which is a very effective sales tactic. Here are some things you can add to a product description:

• Bullet points – A must
• Descriptive properties – i.e. What is it made out of? What are the dimensions?
• Functionality – How does it work?
• Ideas for use – What to use it for
• Fluff words – Use sparingly

SEO

Copywriting is a vital part of ranking high in search results to earn organic traffic to your website, and thus, saving paid advertising dollars. Including keywords in your web content will help search engines point to your website or blog. Keyword research is important to ensure you are using the language of your buyers. Balancing the amount of times you input keywords into your web copy can sometimes be tricky because you don’t want to be guilty of “keyword stuffing,” which takes away from readability and makes your message seem phony.

Brief & simple

A good rule of thumb for copywriting is keeping it short and simple. Higher word counts can be beneficial for SEO, but it can also take away from readability. Consumers may choose to ignore large blocks of text altogether because they know how much time it will take. They might also only read through a certain portion after getting bored.

Another important consideration is to use monosyllabic words and simpler sentence structure. According to the popular TV show Brain Games, our brains get tired after listening to or reading long sentences. The Flesch-Kincaid reading test can help you determine what how complex your copy’s readability is. And ironically, this paragraph is far from an easy read…

Power words

In order to keep a reader’s attention, using “power words” are important. These power words, or words that emphasize your point, should be used at the beginning or end of sentences because they are more likely to be remembered.

Here are examples of some power words:

• Trust
• Improve
• Immediately
• Powerful
• Best
• Exclusive
• Now
• Today
• Easy
• Save
• Plus

Some experts suggest avoiding lots of adjectives, but it’s all dependent on your brand voice. Don’t stray from keeping a consistent brand voice if that means using a lot of adjectives. Some consumers prefer a lengthy description so they know what they are buying. In general, you should focus on benefits (i.e. how you are going to solve their problem) and avoid overselling with jargon or complicated words they won’t understand.

AIDA formula

Following the AIDA formula for copywriting is a great way to guide a reader through a miniature purchase funnel in a short amount of time.

• Attention – Catchy headline will grab someone’s attention.
• Interest – A clearly defined introductory paragraph or short/simple block of text will pique interest and increase the likelihood they will want to learn more information.
• Desire – Focus on the benefits to the reader and less about the product or service so they are able to determine they have a need and you are the solution.
• Action – Define a clear call to action, such as going to your website, social media pages or store to learn more or make a purchase.

From one word slogans to lengthy white papers, copywriting is an effective method to generate leads and convert sales. It’s also great way to earn organic traffic online in web search. Mastering copywriting takes practice. Over time, you will develop a formula for your brand that can be applied to all copy for any medium for any objective.