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Copy writing is among the most important parts of online marketing. Picking, choosing, arranging, and finally delivering words that get people to act, has to be no easy task.

I had previously talked about including the right elements in your copy and how the popular AIDA model relates to it. Well, if you haven’t read that part, you can read it here.

Part 2: Select the Right Approach

Long or short copy – Which converts beret? It depends. The product in question, target market, goals of the copy, advertising medium and a million other factors contribute to the ‘right’ length that’ll be most effective for an ad. Using one or combination of the following can help:

  • Plain copy –

The most basic approach to a copy – No storytelling, no claims, no conversations and no sizzle! Here we simply introduce the product/ service, without gimmicks, just the features, facts and benefits. This works best for corporates, serious audiences, who are mostly out of time.

Like Google Analytics says – “Gain insights that matter” – simple and direct!

  • Conversational copy –

A popular style, where we write as a salesman would talk to its prospects. It is a pretty straightforward approach that tries to identify the reader. This works every time and for most kind of audiences; all that’s needed is awareness about the audience’s need.

Start with something like – “I know how you feel. I’ve been through this too…but”

  • Storytelling copy –

Everyone likes to listen to stories, especially if it’s interesting. A relatable story can rope in customers, a story with a moral that coincidentally is that the product is the solution to overcome what the story depicts. This can work well in e-mail series or landing pages.

Make it a real story, put in an opening, a conflict that one wants to overcome, add a few peppy dialogues and finally, present the solution.

  • The frank copy –

Unlike in imaginative writing, here we start by highlighting the warts instead of the good parts. This will explain the ugly truth and then provide a solution. Tell them how painful maintaining a car can be until, until they are introduced to new leather seats, new tyres or what the brand has for them.

Words like, “make no mistake here” or “save your car” etc. can also be used to create impact.

  • Imaginative copy –

Ask your audience to imagine something you know they’d love. The words here should paint a beautiful picture in the minds of the readers, about something they desire, for instance, a painless way to lose weight.

Typical words like “pretend”, “discover”, “what if”, or “discover” help set the mood for such copies.

  • Superlative copy –

Sometimes outlandish claims work wonders in pursuing the audiences. There are times you straightforwardly need to state a fact that makes them believe in a product/ service. We see a lot of these ads now, like auto companies claiming to have made the country’s most fuel-efficient engines.

Words like “No.1” and “customer favorite” etc. work to support such ads. However, make sure the claims have a proof to back them up. Customers will believe it more.

Great copies often include a combination of these and this is the actual art in copywriting.

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