5 Ways to Format Copy That Speaks to Readers
Copywriting can be an extremely beneficial tool for your company if you know how to use it. Using copywriting as a tool is more than just sharing a quick story with readers. It’s also more than using sales language to promote your products or services. Choosing a copywriting format that resonates with your readers will help hold their attention, get your point across, and finally to persuade them to take action. Below, we’re sharing five different ways to structure your content to speak to your readers.
Keeping it Clean and Simple
Skip the nonsense and get straight to the point is the motto of the clean and simple copywriter. Using a plain copy approach to structuring your copy is pretty straightforward. You aren’t trying to make any bold claims. You aren’t using any flowery language. Finally, you aren’t trying to create viral content. It’s simply presenting the facts and handing them to your audience in a clean, easy to read format.
Offering All the Information
While clean and simple content is effective for many readers, taking the opposite approach can also work well. There’s something to be said for sharing all of the details about what you’re selling upfront. Long form copy goes beyond the surface level to really get into the nitty-gritty. This is an opportunity to use your copywriting format to put everything you’ve got out there and let the audience take it from there.
Telling a Story
Using a story as your copywriting format is one of the best ways to grab a reader’s attention and pull them in. Everyone loves a good story, especially when it’s relatable. When telling a story to eventually help sell your product or service, be sure the point of that story is to share a problem and how it was solved using whatever you’re selling.
Having a Conversation
Sometimes, the best copywriting strategy is to talk to your readers like you already know them. This type of writing is the equivalent of sitting down with each individual reader and having a normal conversation with them. The conversational style should include less formal language. It should include real life and relatable examples. It should also have a call to action that feels like a personal message to each person reading it.
Making Big Claims
Nothing will catch attention quite like a bold, sweeping statement. That’s how many major content sites get so many clicks from social media. Words like “miracle,” “free,” and “instantly” are all used frequently. They encourage readers to click to a website to read more. Normally, experienced copywriters will avoid this language. However, there is a time and place for attention-grabbing words. If you use them, be sure you back them up at some point, using customer testimonials and facts to support your claim.
When you have a copywriting format, you’ll find it easier to adjust your language, write your message, share it with your readers, and get the response you’re looking for.
The ultimate goal of content marketing is offering your target audience information and materials that will engage them and motivate them to choose your business.
Seems easy, right?
Often, companies will simply share general content to please everyone. But let’s be honest: you can’t win them all. And that’s okay!
Rather than throwing a line and hoping the fish will bite, create Thought Leadership content strategically catered to your target market. Consider the people who would genuinely need or care about what your business offers, rather than wasting time, effort, and resources on creating general, unfocused content. Successful content marketing involves promoting your products and services to the people interested in the subject matter, who will read the content, click on your company website, and take action.
As an executive of an organization, you are a valuable piece of the brand. Consumers want to know about the human presence leading companies, in order to understand more about the company’s values and goals.
Take advantage of your position as an industry expert and share extra content to attract more attention to yourself as an industry leader and your company. Your quality content will build your reputation as a reliable voice to earn your consumer’s trust. However, if it’s not focused on your target audience, you won’t earn many conversions from your content.
Consider these techniques to guide your Thought Leadership content so it can expand and strengthen your loyal consumer following:
- Identify your target audience by reviewing your current consumer data and identifying who is investing in your business or reacting to your thought leadership materials so far. Look for trends to find why these people are interested and if others like them haven’t been reached yet.
- Conduct customer research to learn how they will respond to your thought leadership content. Request participation in surveys, polls, social media comments, and more to learn about your existing impression on your audience and how you can improve your platform.
- Create target audience character profiles. Identify their interests, demographics, pain points, needs, and desires, and write to them.
- Find where your current and potential audience is active online. Catch their attention by being active and sharing your content marketing materials on these platforms.
- Pull inspiration from other Thought Leader examples. Research other executives within your field who implement successful content marketing through their personal platforms. Learn what qualities make their content attractive and why readers respond to it positively. These examples can offer a base for you to visualize what you want to achieve.
- Recognize your strengths as a Thought Leader. Often, leaders aren’t necessarily aware of the unique talents that give them an advantage in their industry until asked. Reflect on what topics you know best and how to input your insights to humanize your materials, make them original and more engaging for your audience.
Case Study: How Strategic Content Marketing Can Broaden Your Audience
In our client strategy calls, our team will interview our expert clients to learn about their industry expertise and find out what’s meaningful to them, their business, and then identify who we believe to be their target audience. We use these insights to inspire our content subject matter and tone to create impactful content for their current and potential consumers.
For example, our client, Dr. Nitin Desai, approached our strategy team to create content to promote his COVID Pre-Check app. His innovative software is intended to help employers ensure their employees who enter the office are COVID-free, providing a safe environment by eliminating the chance of spread.
Our team of strategists recognized that with Dr. Desai’s thorough professional knowledge around the COVID-19 virus, he had the potential to become a reliable voice in a culture of people seeking answers. We created content for Dr. Desai that focused on sharing COVID-related insights to reach a wider audience, which has been a successful mission. Our thoroughly planned content reflected his industry expertise, which brought him attention from various media outlets and publications, including Forbes.
By reaching out to our professional content marketing team, Dr. Desai achieved his goal of promoting his groundbreaking app, while also positioning himself as an authoritative voice in his field. Our team learned about his voice, discovered what was meaningful to him and his target audience, and optimized this to create focused, engaging content that broadened his consumer scope.
Ready to Invest In Your Article-Writing.co Thought Leadership Package?
At Article-Writing.co, we understand that you have a lot on your plate. Let us share your voice on your behalf, so you don’t need to add more time to your busy schedule to write your own content marketing. Our strategists and creators will develop a plan to create engaging materials to represent your Thought Leader brand through your own specialized Thought Leadership Package.
Let us help you strengthen and broaden your consumer base for continued professional success. Book a call today.