Or how to turn your copywriting into gold
When I was a senior editor of a national pregnancy magazine, I knew within the first 10 words of a pitch whether the piece was a good fit – or at least whether I should read the rest of the pitch. You might think that’s harsh, but I’ll guarantee you that most web readers today will give you less than 5 words to spark their interest or earn their trust. Think I’m kidding? Ask yourself how many headlines you scroll before picking one to actually read the rest of the story.
When it comes to a business blog, smart content marketing and savvy copywriting are two sides of the same coin – and you need both to be successful. If you’re offering up helpful, on-brand content on your blog but not getting traffic, your issue might be ineffective copywriting.
You get one chance to impress – here’s how to make that chance count
Good content builds rapport and can deliver a sales message without ever feeling salesy. Blog content that’s devoid of creative copywriting is a waste of content. And if it’s informative, helpful content, it’s a waste of resources. If your blog isn’t delivering on expectations, it’s time to up your writing game.
Write better headlines
When it comes to blogging, dull headlines are as deadly as cutesy and clever. Trust me, clarity trumps clever every time. That doesn’t mean watering down your headlines though. You can inject personality (and a “hook” to draw readers in) but ensure they’re not so convoluted that your reader has no idea what the post is about. Pro tip: Use your H1 for the clear, concise headline and your H2 for the quippy, clever one. Some examples of great blog headlines:
- 7 mattress buying myths debunked
- Kitchen appliance trends, features and problems for 2021
- Award-winning sun-care products for your face, feet and everywhere in between
Write like you talk
Blog posts are conversation starters, an opportunity to talk directly to your customers. While you may be an expert, you’re not a university professor – and who wants to listen to a lecture, anyway? When you sit down to write a post, imagine a friend siting across from you and this post is a conversation with them. Write in plain language and address them directly using “you” so they feel part of the conversation. If writing the conversation doesn’t feel natural, record yourself answering questions and transcribe those answers into blog posts.
Use descriptive language to draw your readers in
And be specific. For example, if you’re a beauty blogger writing about the hottest summer hairstyle trends, paint pictures with your words to help your readers visualize your story. I dare you to read the next sentence (especially if you have shoulder-length or longer hair) and not grab a scrunchie.
- There’s nothing quite like a 90-degree day to remind you that the hottest location in town is your neck. You know the feeling… hot, sticky, sweaty strands of hair clinging to your skin…
Employ empathy
Your job as a blogger is to connect with your readers, feel their struggle and offer solutions. You’re an understanding friend, an inspiring coach – but you’re also an expert salesperson who understands the importance of relationships. But to be those things, you need to understand your audience. Read the room, as they say. Take the time to learn what your readers want and your blog will become a bridge between you and your customers.
If you work on your copywriting skills, your blog will connect you to the emotional center of your customer’s brain – where credibility is a natural byproduct. And your content marketing – where each piece of content reflects your core values and overall positioning in the marketing place – has a strong, sustainable foundation.
If you’re struggling with your digital strategy, I’d love to hear your questions and how I can help. Drop a comment below or shoot me an email and let’s start talking.
In the meantime, these posts might help you begin your content marketing journey:
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