Copywriting to keep them reading

Business marketing10

In today’s high-tech era, where we’re constantly bombarded with information, it’s essential to use well thought-out marketing content that both attracts and engages readers.

You’ve only got a short window of time to draw them in before they move onto something else. Online’s even more ruthless than hardcopy – less than eight seconds to entice.

Understanding the importance of marketing strategies that keep your business top-of-mind, below are some copywriting pointers that may help.

Identify and target your audience: At the risk of stating the obvious, it’s vital you write in a manner that connects with your preferred readership. Avoid industry jargon unless you’re specifically writing for a select group of industry members. If targeting a broader audience, keep the language generic for all to understand.

Keep it personal: For most marketing pieces, including website content, write as if you’re conversing with someone. Use questions and more intimate terms like ‘you’ and ‘we’ to convey more relatable content. And don’t be afraid to rebel against grammar rules – e.g. contractions like ‘don’t’ and sentences starting with ‘and’ are fine in conversational writing.

Intersperse impactful headings: Use an eye-catching headline to attract and encourage. Perhaps consider a question that touches on one of their main needs. For scanning purposes, also break your content up with subheadings. Most don’t want to pour over lengthy paragraphs, so guide them through the copywriting with summary headings.

Use quotes and testimonials: Another way of breaking up the reading is to include quotations or testimonials, particularly when selling your services. These not only provide evidence of your capabilities, but the right quotes and testimonials also help keep your tone personable and relevant.

Make it scannable: In addition to the above, use appropriate images and tactically position them to encourage further reading. Also consider bullet points and numbered lists to make the content more visually appealing.

Before putting together any marketing materials, plan out what your goals and targets are and continually keep these in mind. Strategically use that tiny window of time to reel the reader in.

Walton’s Words has extensive experience in writing and collaborating on marketing content to help increase businesses’ brand appeal. Drop us a line or give us a call if you have a promotional strategy in mind you’d like to discuss further.

Jeanette Walton received a Writing Expertise Acknowledgement via resumé work published in 7th edition of Resumes for Dummies

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