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A common misconception about copywriting is that in order to write anything, you either need to have been born with a ton of talent, or have honed this craft over years of hard work. While it is true that there is a lot of value in working with someone who does have that level of talent and skill, that doesn’t mean it needs to be impossible to create any work on your own. Whether you want to add a few landing pages to your website or wish you could assign this work to a member of your team, there’s no reason you have to feel about intimidated about doing exactly that.
One of the great things about copywriting is because so much copy has been written and tested, there’s a lot of concrete information about what works, as well as what almost always flops. So if you want to write some sales copy for your own site, the key is to avoid thinking that you need to reinvent the wheel. Instead, you just need to learn from what others have done, and then apply those proven strategies to your specific business and audience.
So to help show you that there’s no reason you can’t get started writing some of your own sales copy, here are several tried and true tips that you can utilize:
The 4 U’s
The four U’s of copywriting are USEFUL, URGENCY, UNIQUE AND ULTRA-SPECIFIC. Start by figuring out how to provide value to your target audience. Next, give the person reading a reason to take action, and then make it clear why what you to offer is different from that of any competitor. Finally, provide as many details as possible throughout your writing. This includes hard facts and figures. The more specific you can be, the more credible your writing will sound, which in turn will resonate more with readers.
This acronym stands for ATTENTION, INTEREST, DESIRE AND ACTION. You can think of this as a formula for how your writing should flow. When you’re coming up with a headline for a landing page, focus on writing something that’s going to grab people’s attention. Once you have their attention, you need to give them a compelling reason to keep reading. Then as they’re reading, you want to tap into their emotions and make them want what you have to offer. Finally, you need to provide a reason that’s so compelling that they have no other choice but to take an action like submitting their email address or even making a purchase.
PAS stands for PROBLEM, AGGRAVATE AND SOLVE. This approach works really well when you’re writing copy that’s intended to make a direct sale. Once you clearly state the problem someone has, you need to remind them why it bothers them so much. And then once they’re in that state, you can swoop in with the solution that will remove their negative feelings.
The next time you decide to sit down and write some copy, don’t be afraid of a blank screen. Instead, use one of these approaches to structure your outline. Then all you’ll have to do is start filling in the gaps!