Finding your voice through the written word can be a challenge, yet once found in the world of creating content, the rewards far outweigh the obstacles. Herein, we examine the essentials on how to capture your audience–and hopefully–keep them engaged throughout the world of copywriting. It’s not for the faint of heart, however three things are necessary:
- The Hook
- The Overall Message in the Body of the Piece
- A Call to Action
If each of these is adhered to, the probabilities of delivering stellar content just went from zero to a thousand.
Once you know the scope of the project, do your research on the topic, and then finally sit down to compose the copy, the very first sentence HAS to reel in your audience. Try not to make it too wordy or embellish beyond measure, but DO write a flowing–and grammatically correct–line that ushers in the launching paragraph and propels the reader to keep their eyes glued to your words.
This is referred to as “the hook.” If the initial line of your copy is mundane and rather dull in scope, chances are your reader will pass on the entire piece. Introduce the focus of your copy, show how what you’re about to create within the article or blog is something of value, and hook in their excitement.
Your hook is what gets people interested in what you have to say or what you have to offer. It’s one of the finest marketing tactics used by copywriting professionals. The words you use to communicate to the audience is akin to headlines or subject lines. These first words need to wake people up, so much so that their attention doesn’t drift off the page.
Giving your audience a gotta-have-it benefit has to include a promise of some sort, or a specific attractive offering that allows them to think “This is what I’ve been needing all along.” Make the hook juicy enough to captivate without giving away the farm. That’s what the body of content is for– to promote, inspire, or educate.
The Overall Message
After the hook has been successfully established, really delve into the body of the piece with sensationalism and genuine empathy. Every reader wants to feel that tug on their heartstrings, no matter the subject of the content. If you’ve outlined your topic in the first paragraph, the overall message is then to explain–with clarity–what it is you’re marketing.
Create a storytelling type of landscape with the content. Weave in pertinent links that can be used for reference, give a back history to the ‘why’ of the story, and bring forth the main component of the copy that captivates and doesn’t let the reader go. Storytelling isn’t simply used in novels or vulnerable memoir-type blogs, but in professional circles as well.
A smart business copywriter or content writer knows how to craft the overall message to the point where the reader’s attention is gained, their interest is peaked, their desire is stimulated, and they follow through with actionable steps. Every piece of copy has to serve a function within this style of formatting. If so, the result is absolutely dramatic and compelling.
Time-tested formulas take some doing, however, and this isn’t to say that creating exciting copy has to be stuffed with SEO (Search Engine Optimization) words in order to keep your audience from drifting away and getting distracted with other seemingly random things. Strategize and organize, these are two critical–and initial–steps to perform even before you begin to type. Create an outline of how you perceive the body of your message to be displayed.
In doing so, you’ve nurtured a relationship with your audience with content that shows your style, who you are, and what you believe. Whether a landing page, a press release, a sales letter, or writing an email campaign, offering your audience interesting words that they can relate to will ensure your overall message is well received
A Call to Action
Here’s where you summarize everything within the content’s body. The call to action can be–if not–just as important as the initial hook into your marketing strategy. You’ve already persuaded your audience to read, digest, and possibly buy what you’re selling.
Now, call them into clicking onto a business website link you’ve provided. Or give them a telephone number and email to contact, in case they need further information. This is the final curtain call to seal the deal.
You’ve exhibited the empathy and have connected to what they need, the moment has arrived to summarize your mission and intent, add in a few healthy highlights of what you’ve already discussed, and get your audience to help your business grow.
The final text of the final paragraph has to be exciting, stimulating, and purposeful. So get out there and write your heart out for all to enjoy and share!