Content Marketing Strategist

Today’s blog post has been written by the incredible creative content and copywriter, Kerry Dick from Write Junction.

She get super buzzy about the impact and importance of communications, sales and connected experiences through visual, verbal and written formats. There’s always been a tenuous link in just about every career path she’s walked. 

In today’s post, Kerry shares her insights in effective copywriting, and why persuasive copywriting is so important to drive actions and sales.

Effective Copywriting: Drive Action with Words

It’s a bit like a written version of selling. A cleverly crafted way with words whereby it’s encouraging, nurturing and ultimately persuading. Surprisingly though, it doesn’t have to come with the ‘hard sell’ approach. To put it simply – copywriting is action led writing. Even the most simple or basic actionable response can be achieved when you’ve guided your reader into doing something specifically just from what you’ve wrote.

Not only are you convincing them to journey into buying from your brand or business services.  Build the suspense, the intrigue, then there’s the push for the reader to do something based on what they’re reading. All at the same time cleverly solving their problem. You’ve got to let them know your product/service/brand is the place to go, thing to buy etc.

Enticing and enriching copy leads to purposeful and valued action. That’s why it’s a convincing craft to formulate the words in concise, snappy, snazzy sentences that captures your reader’s curiosity and pulls them in. Time and time again; that’s the ideal. Everyone wants a repeat customer, right?

Throw them a line and a hook; a headline to captivate and spark intrigue. Just watch – you’ll reel them in with a call-to-action.

What’s in a call-to-action?

A call-to-action is essential when you plan any kind of copywriting within your business. Fully researched and negotiated; a well thought out planned strategy for what you want your reader to do from the written word. Do you want them to buy a product or service, subscribe, join in something, attend an event? That’s the kind of thing we’re talking about here.  Hone-in on what they need and you’re halfway there. Maybe, before they know it for themselves.

I bet you’ve had an email where you’re being told, for example, an offer is ‘ending soon, don’t delay’? That’s copywriting. They’ve set the status: convincing you the FOMO -fear of missing out- effect, it’s real and time sensitive; leading you to make a decisive action. If it’s well written let’s face it – you’re going to look into buying, right? Or opening that email just from the heading.

You’ll see copywriting more often than you might think. But lots of people don’t realise. It can be glaringly obvious or sometimes it’s more subtle. Again, that’s the art of clever copy. It’s everywhere: from billboards, to magazines, tv ads, sales pages, product promotions, marketing email campaigns and much more.

How compelling copywriting can convert into sales

A creative and clever copywriter knows how to compose sentences with a focus on encouraging and persuading the reader to take that further action and get results. 

Think about a sales page, or email marketing campaign for example. And websites need copywriting to get the reader to navigate the site, from one action to another.  Sales isn’t the only result.

If you’re at the point where you’re stuck thinking: ‘How do I convince my audience to buy from my business, what should I write?’  That’s when you need a copywriter onboard.

You may, or may not, know entirely what you want to say; can’t seem to get the words to lead and ensure a result? You absolutely can, when you think like a reader. Or enlist the help of a skilled copywriter who’ll know how to create curiosity for your reader and bring everything together.

A spot of marketing magic in the form of a copywriter; a wordy-wizard genius some might say, because they have a skill of ensuring the words put together make those all-important actioned responses and connections.

Not everything comes as a standard kind of approach. A copywriter will make sure the words fit your business and scream your brands tone of voice – because that really is important; words need to sound like your brand. 

Whatever you’re trying to communicate it’s pointless to cobble a few sentences together without a little bit of a thought going into what you’re conveying, and ultimately your aim is to appeal directly to your target audience.

I suppose you could say there’s a psychology with copywriting. You need to almost get inside the reader’s head (weird as it sounds). Think like your target audience.

A copywriter will do that for you.

About Kerry…