A Master Plan for Writing Good Copy

Five tips to keep your audience engaged

Writing good copy for website pages, blog posts or newsletters can be tricky, difficult, or even frustrating.

What do potential customers want to hear? What entices web visitors to contact you, to sign up for your e-newsletter, and to buy from you? And what makes them click away?

The “secret” to writing seductive web copy is to write for

one person only: your ideal reader. Once you know who you’re writing for, it becomes clear what you should write and how you should write it.

Writing for your target audience or buyer persona, makes your copy more engaging and persuasive.

By creating personas your teams in marketing, sales and customer service better understand who they are communicating with and how to approach the interactions they are trying to establish. As a testament to the importance of creating buyer personas, Adele Revella shares this insight from her book entitled; Buyer Personas; How to Gain Insight Into Your Customer’s Expectations, Align Your Marketing Strategies and Win More Business, “ catching someone’s attention and being heard amid this streaming torrent of information is the greatest challenge of contemporary marketing.” 

As you write copy for your buyer persona to consume whether it’s copy for your website pages or blog posts or newsletters, here are 5 tips to include in a master plan for copywriting to keep your audience engaged;

  • 1
    Know Your Objective; 

What’s the stated goal for your copy? Is it a phone call, or a click to a landing page? Are you collecting data for a future marketing project? Building a base of followers? Generating leads? This is your call to action (CTA). Know how your CTA fits into the big picture. 

  • 2
    Scanners Versus Readers;

Every single word that you write won’t get read. Instead it may get scanned. For blogging it’s important to break text up into chunks so online readers can scroll through content. Make it easy for people who scan to engage with your copy by using bullet points, headlines and sub-headlines, quality images and graphics.

  • 3
    Your Offer;

 Your offer is something you are willing to give to your reader in exchange for their response. Your offer should answer the question your reader will be asking “what’s in it for me?” It’s a good idea to make a list of everything that’s included in your offer and then choose the elements that are most likely to motivate your audience. 

  • 4
    Editing Your Copy; 

Here’s a helpful tip from Pat Friesen copywriter, copy coach and creative strategist. “Pronouns such as I and we, he and she are unnecessary baggage. People rarely read copy starting with we. On the other hand, the word you connects immediately with your reader. Use you twice as often as I or we in marketing messages.”

  • 5
    Call to Action Placement; 

In the digital world, placement of your CTA and what you say in it are one of the most important details of creating good copy. The goal of your CTA is to stop the reader and provide a compelling reason to respond. If your copy scrolls, it’s important to include more than one CTA.

Buyer Personas are fictional, generalized representations of your ideal customers or prospects. They help you understand your customers better and make it easier for you to tailor content to the specific needs, behaviors, and concerns of different groups.

Click here for our free e-guide on creating buyer personas.