How to Write Compelling Copy

Jess Barnes, Content Writer @ Article-Writing.co

Posted On: October 09, 2018

Copywriting requires a certain amount of skill and talent that can be developed over time. If you’re curious about how to write compelling copy that converts, use the tips below to get started.


Know Your Audience

If you want to write compelling copy, you’ll first need to know exactly who you’re writing to. You most likely already have an idea of who the target audience is for your company. This step breaks that down even further. You want to know who the target audience is for this specific piece of copy. Pinpoint who you’d like to reach so you can tailor your copy to that reader.


Have a Clear Goal

All copy should serve a purpose. Before you begin writing, decide exactly what the goal of your project will be. Keep that goal at the forefront as you plan and create your content. The goal could be anything from encouraging readers to click over to your website to making a purchase at that moment. Whatever your goal might be, all of your copy should support it.

Generate Interest with a Headline

The headline of your content is the first thing a reader will notice. It’s important that you use it to grab your readers’ interest. Research from HubSpot shows that the titles between 6 and 13 words get the most clicks. Using powerful words and eye catching phrases will convince readers to dig into your content. Make your first impression a good one.


Make it Relevant

Each person that reads your content should be able to find a way to connect. Ideally, your readers will see how your content directly relates to their own situation. You can create these connections using metaphors, stories, and examples.  Case studies are an excellent example of how to write compelling copy that readers relate to. These studies are stories of successful projects, allowing readers to put themselves in the position of the client being described.

Break Up Content

Well written copy is easy to read. One way to improve the readability of your content is to break it up. Skip huge blocks of text. Most readers will skip over those while looking for the highlights that apply to them. Break that block of text into short, easy to read sections with headers. Lists, either numbered or with bullet points, can also be an effective way to break up content.


Create a Sense of Urgency

Learning how to write compelling copy involves some sales techniques. One lesson that copywriters should learn is how to create a sense of urgency. This means providing your readers with an offer and letting them know they’ll need to act fast to take advantage of it. We see copy like this all the time. You’ll often see offers for reduced pricing for 24 hours only. Flash sales are another great example. Even early bird pricing for events makes use of the sense of urgency. In fact, a study from Experian says that creating a sense of urgency leads to 59% higher click-to-transaction rates. Encourage readers to take action immediately, before they move on to the next thing.


End with a Call to Action

That sense of urgency only works if you give your reader a way to follow up. A call to action gives your reader the next step. After they’ve read your amazing copy, they’ll need to easily see what they can do with it. Make the call clear and direct so no reader will be able to miss it.

Need help writing?

Learning how to write compelling copy can be a long process. We’re here to save you time so you can get to the other tasks on your list. Contact Article-Writing today to build your content strategy.

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.

Dr. Desai’s COVID PreCheck App Content Marketing

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.