{"id":8241,"date":"2024-05-30T14:48:50","date_gmt":"2024-05-30T19:48:50","guid":{"rendered":"https:\/\/joagency.com\/?p=8241"},"modified":"2024-08-20T08:21:55","modified_gmt":"2024-08-20T08:21:55","slug":"five-secrets-for-copywriting","status":"publish","type":"blog","link":"https:\/\/ilfusion.org\/dev\/joagency\/blog\/five-secrets-for-copywriting\/","title":{"rendered":"5 Secrets to Great Copywriting for Your Website, Email Marketing and Social Media"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\">Once upon a time, I applied for a graduate school program in Paris, France. I really wanted to live there and was willing to do what I had to for it to work. Cut to me, a writing and French major, applying for a global communications graduate school program. I thought, \u201cCommunications? Writing? They\u2019re basically the same thing, right?\u201d Wrong. I was very wrong.<\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img fetchpriority=\"high\" decoding=\"async\" width=\"819\" height=\"1024\" src=\"https:\/\/ilfusion.org\/dev\/joagency\/wp-content\/uploads\/2024\/05\/earth-DXuxHw3S5ak-unsplash-819x1024.jpg\" alt=\"Copywriting in Paris is so cool.\" class=\"wp-image-8244\" srcset=\"https:\/\/ilfusion.org\/dev\/joagency\/wp-content\/uploads\/2024\/05\/earth-DXuxHw3S5ak-unsplash-819x1024.jpg 819w, https:\/\/ilfusion.org\/dev\/joagency\/wp-content\/uploads\/2024\/05\/earth-DXuxHw3S5ak-unsplash-240x300.jpg 240w, https:\/\/ilfusion.org\/dev\/joagency\/wp-content\/uploads\/2024\/05\/earth-DXuxHw3S5ak-unsplash-768x960.jpg 768w, https:\/\/ilfusion.org\/dev\/joagency\/wp-content\/uploads\/2024\/05\/earth-DXuxHw3S5ak-unsplash-1229x1536.jpg 1229w, https:\/\/ilfusion.org\/dev\/joagency\/wp-content\/uploads\/2024\/05\/earth-DXuxHw3S5ak-unsplash.jpg 1280w\" sizes=\"(max-width: 819px) 100vw, 819px\" \/><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\">Would you believe this was my school\u2019s neighborhood? Where my communications and copywriting future took root.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">However, the program introduced me to the wide world of communications that I would find myself working in just a few years later. The program set me up for success. I tell you this true story, because when it comes to copywriting, a lot people make assumptions. It\u2019s just words on a page, right?<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">No, definitely not. Read on to learn about copywriting and the five tips you can start with if you\u2019re writing for your website, email marketing, social media platforms, brochures, press releases and more.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>The Basics of Copywriting Explained<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Copywriting is how a business or organization speaks to its audience about the product or experience they offer. It\u2019s how they convert audience members into fans, shoppers into buyers, followers into supporters.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Copywriting helps move people from knowing nothing about your brand to taking action. I\u2019ll let <a href=\"https:\/\/www.indeed.com\/career-advice\/career-development\/how-to-become-copywriter\">Indeed<\/a> provide a proper definition: \u201cCopywriting is a form of persuasive writing intended to educate, engage and entice the audience to purchase goods or services either immediately or at a future time.\u201d<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">In my own words, copywriting isn\u2019t simply good writing. It\u2019s writing that strategically moves someone to take action: make a decision, buy a product, support an organization, etc.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp; | Looking for more on the basics of PR, marketing or graphic design? Our blog archive&nbsp;is overflowing with expertise:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><a href=\"https:\/\/joagency.com\/blog\/navigate-public-relations-crisis\/\">How to Navigate a PR Crisis in 2024<\/a>\n<ul class=\"wp-block-list\">\n<li><a href=\"https:\/\/joagency.com\/blog\/jomo-an-authentic-marketing-plan\/\">How to Create Your Most Authentic Marketing Plan<\/a>\n<ul class=\"wp-block-list\">\n<li><a href=\"https:\/\/joagency.com\/blog\/website-graphics-guide-for-website-traffic\/\">Website Graphics: A Helpful Guide for Generating Website Traffic<\/a><\/li>\n<\/ul>\n<\/li>\n<\/ul>\n<\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Does Your Business Need Copywriting?<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">The truth is every business and every nonprofit needs copywriting. If you\u2019re looking to gain customers or donors, you need to be strategic about how you talk to people and present your product or service.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">If you\u2019re still trying to wrap your mind around how copywriting connects with your marketing, here\u2019s an incomplete list of the places copywriting exists:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Website (special landing pages, home page, service page, about page, contact page, etc.)<ul><li>Product descriptions<\/li><\/ul><ul><li>Brochures<\/li><\/ul><ul><li>Emails<\/li><\/ul><ul><li>Magazine ads<\/li><\/ul><ul><li>Digital ads<\/li><\/ul><ul><li>Social media<\/li><\/ul><ul><li>Video scripts<\/li><\/ul><ul><li>Direct mail pieces<\/li><\/ul><ul><li>Billboards<\/li><\/ul><ul><li>Advertising flyers<\/li><\/ul><ul><li>Media campaigns<\/li><\/ul>\n<ul class=\"wp-block-list\">\n<li>Signage<\/li>\n<\/ul>\n<\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">Hopefully this list has shown you that copywriting can play a major role in any <a href=\"https:\/\/joagency.com\/marketing-advertising-strategy\/\">marketing<\/a> or advertising endeavor. It\u2019s just as creative as the color palette, graphics or video imagery you choose to use. And often, the copy helps determine those other elements.<\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" src=\"https:\/\/ilfusion.org\/dev\/joagency\/wp-content\/uploads\/2024\/05\/yuksel-goz-K64q3XQsZk4-unsplash-683x1024.jpg\" alt=\"\" class=\"wp-image-8245\"\/><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\">A billboard is a classic example of copywriting at work in the world.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Bottom line:<\/strong> It\u2019s worth putting great effort into the copywriting for your business or organization.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Now, without further ado, let\u2019s talk about this copywriter\u2019s top five tips for copywriting.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>5 Secrets to Copywriting That Connects and Converts<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>1. Know your audience.<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">We\u2019re starting with knowing your audience because as Julie Andrews once sang, \u201cLet\u2019s start at the very beginning.\u201d You need to know who your audience is so you can speak to them.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">So, ask yourself: <em>Who is my audience? What are they worried about? What are their challenges? What gets them up and going every day? What are they looking for in a product or service like mine?<\/em> Understanding what drives your audience, what makes them tick and even what they don\u2019t like will help you speak to them in a way that connects.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">When they feel heard, they\u2019re much more likely to keep listening to what you have to say. So, get to know your audience and keep them in mind as you write.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>2. Talk about your audience, not yourself.<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">As a follow-up to knowing your audience, it\u2019s important to keep them your focus as you write. It\u2019s easy to talk about yourself and your incredible products or services. You know them inside and out, after all. You also know your team, how impactful your services are and every inch of your company\u2019s backstory. But, to be honest? That doesn\u2019t matter much to your audience.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Donald Miller and his team explained this to me once in a <a href=\"https:\/\/storybrand.com\">Storybrand<\/a> workshop: As the brand, you want to be the guide and never the hero. That means you need to look at a potential customer or donor as someone on their own journey. Instead of being the hero yourself who swoops in and saves the day, your business shows up as the magical guide who helps the customer achieve what they want or need. You, in essence, show them the way to what they\u2019ve been searching for, aka your solution, product or experience.<\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" src=\"https:\/\/ilfusion.org\/dev\/joagency\/wp-content\/uploads\/2024\/05\/cade-roberts-EpIUbeFrqwQ-unsplash-819x1024.jpg\" alt=\"\" class=\"wp-image-8246\"\/><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\">As a copywriter, write as your customer\u2019s guide. You are the Gandalf to their Frodo; the Glinda to their Dorothy; the Obi-Wan Kenobi to their Luke Skywalker.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>3. Stories stick better than statistics.<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">While numbers and figures can drive a point home, stories stay with people. Think about all of the podcasts, movies, tv shows and social media content we consume every day \u2014 they\u2019re all stories people are telling. They connect because of their humanity, the greater context they provide and how they allow people to come to their own conclusions.<\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" src=\"https:\/\/ilfusion.org\/dev\/joagency\/wp-content\/uploads\/2024\/05\/omar-lopez-zNoNplgYLzg-unsplash-683x1024.jpg\" alt=\"\" class=\"wp-image-8247\"\/><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\">Copywriting that using stories will always be impactful. Take it from the brand Magnolia, which has this mural on their property in Waco, TX.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">I love what <a href=\"https:\/\/www.forbes.com\/sites\/chriswestfall\/2020\/10\/28\/why-storytelling-beats-statistics-but-only-100-of-the-time\/?sh=20040b463ac3\">this Forbes article<\/a> says on the topic: \u201cStatistics Start Arguments:when sharing data and numbers, audiences can easily reject your point of view.\u201d They go on to explain that information does\u2019t always lead to realization. Stories, however, connect and provide people the space needed to consider what you\u2019re saying and imagine themselves in the story as well.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Tell stories in your copywriting and invite people into what you\u2019re creating or offering.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>4. Write how people speak.<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Listen: There\u2019s absolutely a place for proper grammar \u2014 it\u2019s an important part of people understanding any given language. However, there\u2019s a line between holding tight to every grammar rule you learned in grade school and loosening your grip so you can write how the general public speaks.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Contractions:<\/strong> For example, I often choose contractions (can\u2019t, won\u2019t, doesn\u2019t) over the fully-written, two-word versions (cannot, will not, does not) because it\u2019s how people often speak. Plus, it\u2019s a little less formal and flows better.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Dangling Prepositions:<\/strong> Another example of writing how people speak that goes against the grammar grain is dangling prepositions. Ending a sentence with the words <em>for<\/em>, <em>with<\/em>, and<em> to <\/em>for example, is something many people will not do. However, it\u2019s how people speak in real, everyday life, so I decide to break the rule when it feels appropriate.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>How People Really Speak v. No Dangling Prepositions:<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Where is this letter come from? <em>versus<\/em> From where did this letter arrive?<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Who are you going with? <em>versus<\/em> With whom are you going?<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Which box did you put it in? <em>versus<\/em> In which box did you put it?<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Think about it: Most people dangle prepositions.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Starting a Sentence with \u201cBut\u201d or And\u201d:<\/strong> One more example of breaking grammar rules: starting a sentence with the word \u201cbut\u201d or \u201cand.\u201d Again, both are less formal and follow the pattern of how people really speak. I know it feels uncouth, but it\u2019s okay. Breaking grammar rules from time to time is worth is when what you\u2019re writing connects with people. In the end, that\u2019s what matters the most.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>5. Edit, edit, edit.<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Editing is never to be underestimated as a tool in crafting a compelling message. My advice is always to spill all of your thoughts onto the page without worrying about whether they\u2019re good or bad. Why? Because once all your ideas are on the page, you can start the editing process to rework the writing. Like polishing a rock, with every pass the copy will get smoother and shinier \u2014 a better version of what you\u2019re trying to communicate.<\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" src=\"https:\/\/ilfusion.org\/dev\/joagency\/wp-content\/uploads\/2024\/05\/andrew-neel-ADjcacMLblo-unsplash-1024x683.jpg\" alt=\"\" class=\"wp-image-8248\"\/><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\">Editing is where the rubber meets the road in copywriting.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">As part of the editing process, I recommend simplifying your language. Don\u2019t use large words when a small one will do. For example, instead of \u201cterminate,\u201d use \u201cfire.\u201d Instead of \u201csuperfluous,\u201duse \u201cextra.\u201d Instead of \u201cascertain,\u201d use \u201cfind out\u201d or \u201clearn.\u201d Here\u2019s a <a href=\"https:\/\/www.readstoleads.com\/simple-words\">longer list of examples<\/a> in case you\u2019re interested.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Finally, once you are happy with your copy, the final editing stages should involve reading your copy out loud. This is a great way to test what you\u2019ve written to see if it flows well and find the spots that need to be trimmed down.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Lightning Round \u2014 Three More Copywriting Suggestions<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Clear CTAs (call to actions)<\/strong> \u2014 At the end of the day, copywriting is about leading people to take action (buy a product, sign up of your newsletter, etc.). As the writer, you need to continually tell people what you want them to do. As you\u2019re writing webpages, for example, ask yourself what next step a reader needs to take on the page. Make sure that is clearly included in your copy. Copywriting is all about taking people from point a to point b, moving them down a funnel of action, so tell people what to do next.<\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" src=\"https:\/\/ilfusion.org\/dev\/joagency\/wp-content\/uploads\/2024\/05\/battenhall-NTJPls4IhuM-unsplash-1024x683.jpg\" alt=\"\" class=\"wp-image-8249\"\/><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\">No matter what or where you\u2019re writing, give people a next step to take. Here, for example, they\u2019re telling people to download something.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Be you.<\/strong> \u2014 Remember to let your brand personality shine in your copy. This means making sure you communicate in the brand\u2019s tone of voice and reflect then brand\u2019s core values in your language.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Have someone else read your work.<\/strong> \u2014 An outsider\u2019s perspective is helpful to determine what you\u2019ve missed in your writing and what still needs clarification. Another person will bring fresh eyes to the work and suggestions you haven\u2019t thought of before.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Don\u2019t Know Where to Start With Copywriting?<\/strong><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">J.O.\u2019s team has written <a href=\"https:\/\/joagency.com\/blog\/portfolio-item\/worthington-national-bank\/\">award-winning campaigns <\/a>and content for brands for the last <a href=\"https:\/\/joagency.com\/blog\/jo-25th-anniversary-timeline\/\">26 years<\/a>. We understand how to craft messages that reflect a brand\u2019s core values and personality and speak to specific audiences on a number of platforms \u2014 websites to email marketing to social media to PR talking points. Take a look at our work <a href=\"http:\/\/www.apple.com\">here<\/a> and then reach out to our team if you\u2019d like to talk about copywriting needs or other marketing projects. You can emails us at <a href=\"mailto:hello@joagency.com\">hello@joagency.com<\/a> or call 817-335-0100<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Once upon a time, I applied for a graduate school program in Paris, France. I really wanted to live there and was willing to do what I had to for it to work. Cut to me, a writing and French major, applying for a global communications graduate school program. I thought, \u201cCommunications? Writing? They\u2019re basically [&hellip;]<\/p>\n","protected":false},"author":4,"featured_media":8243,"menu_order":0,"template":"","format":"standard","meta":{"_acf_changed":false},"categories":[8],"tags":[],"class_list":["post-8241","blog","type-blog","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v25.7 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>5 Secrets to Great Copywriting for Your Website, Email Marketing and Social Media - JO Agency<\/title>\n<meta name=\"robots\" content=\"noindex, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"5 Secrets to Great Copywriting for Your Website, Email Marketing and Social Media - JO Agency\" \/>\n<meta property=\"og:description\" content=\"Once upon a time, I applied for a graduate school program in Paris, France. 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