If you have read a good advertising text lately, it is possible that you did not notice that what you were reading was actually commercial content. Ideally, readers should feel that they are reading something of interest rather than advertising.
Copywriting is key to sell products or services. Even if the content we are creating is a video or a photo, this includes words in the form of captions, banners or storytelling; because words have always been the best complement for images, whether in audio or written form.
It is no secret that we are now spending more time than ever watching computer, tablet or cell phone screens, which is why users can consume large quantities of text, either through blog posts, newsletters, websites, or social media.
Below you will find 5 general recommendations to write more appealing and interesting marketing texts for your audience’s delight.
Test the experience before you talk about it
This sounds logical, but the truth is that not everybody describing products or experiences have actually had the opportunity to try them beforehand. For instance, if we promote a hotel, it might be a good idea that the person that will write about it has stayed there before, in order to have sound insights about the experience. Saying that “hotel rooms are very spacious and cozy” has not the same impact as stating something like “when you go to your bed you will feel like you are welcomed by a soft Egyptian-cotton cloud,” which leads us to the following tip.
Use your 5 senses to make descriptions
Storytelling is a good way to achieve engagement and make people want to read for longer. To accomplish this, it would be ideal to use your 5 senses in our descriptions. What was the first aroma that awakened your taste buds as soon as you entered the restaurant? What sounds called your attention when you were walking towards the waterfall? What was the texture of the packaging of your favorite candy? All this is relevant to allure your readers and make them imagine they are actually experiencing what you are telling them.
Write with friendly and varied words
Needless to say, any wording that is too technical, complicated or redundant is not attractive unless we are speaking to a very specific market niche, such as doctors or scientists. If you are writing about a product intended for a general audience, a natural language might work best to make your text lighter. This does not mean that we should get rid of the right words or that we should abuse common language, but sometimes it is best to say, “we are going to talk about Botox” rather than “we will now refer to the application of botulinum toxin in dermatology.” The whole point is making readers feel that there is someone of their trust that is telling them about something, rather than what we feel when our mechanic explains to us the work he will do on our car.
Structure text with subheadings and paragraphs
Structure is essential to supplement your content. Especially considering that many of your readers will review your text from their cell phones, it is important to separate such text in paragraphs, bullet points, subheadings, or a numbered list such as the one you are reading right now, so that your content becomes more digestible than what we call an “endless text.”
Get into the character
Lastly, one of the most important aspects consists in understanding your brand’s personality and writing as if you were that person. It is necessary to keep the same style in everything that brand is going to say. Is the brand using a formal or more casual tone when speaking to its audience? Does it have a youthful approach and has room for ironies and jokes? Or is it more formal and cuts to the chase? Identifying your target audience is essential, as well as remembering that we do not talk the same way with our best friend as with our grandmother.
In the end, copywriting is the art of finding the most interesting words possible to convey a message and causing positive emotions on readers.
Let us know if you decide to implement these tips and what other topics you would like to read in our blog.
5 Copywriting Tips for Marketing
If you have read a good advertising text lately, it is possible that you did not notice that what you were reading was actually commercial content. Ideally, readers should feel that they are reading something of interest rather than advertising.
Copywriting is key to sell products or services. Even if the content we are creating is a video or a photo, this includes words in the form of captions, banners or storytelling; because words have always been the best complement for images, whether in audio or written form.
It is no secret that we are now spending more time than ever watching computer, tablet or cell phone screens, which is why users can consume large quantities of text, either through blog posts, newsletters, websites, or social media.
Below you will find 5 general recommendations to write more appealing and interesting marketing texts for your audience’s delight.
This sounds logical, but the truth is that not everybody describing products or experiences have actually had the opportunity to try them beforehand. For instance, if we promote a hotel, it might be a good idea that the person that will write about it has stayed there before, in order to have sound insights about the experience. Saying that “hotel rooms are very spacious and cozy” has not the same impact as stating something like “when you go to your bed you will feel like you are welcomed by a soft Egyptian-cotton cloud,” which leads us to the following tip.
Storytelling is a good way to achieve engagement and make people want to read for longer. To accomplish this, it would be ideal to use your 5 senses in our descriptions. What was the first aroma that awakened your taste buds as soon as you entered the restaurant? What sounds called your attention when you were walking towards the waterfall? What was the texture of the packaging of your favorite candy? All this is relevant to allure your readers and make them imagine they are actually experiencing what you are telling them.
Needless to say, any wording that is too technical, complicated or redundant is not attractive unless we are speaking to a very specific market niche, such as doctors or scientists. If you are writing about a product intended for a general audience, a natural language might work best to make your text lighter. This does not mean that we should get rid of the right words or that we should abuse common language, but sometimes it is best to say, “we are going to talk about Botox” rather than “we will now refer to the application of botulinum toxin in dermatology.” The whole point is making readers feel that there is someone of their trust that is telling them about something, rather than what we feel when our mechanic explains to us the work he will do on our car.
Structure is essential to supplement your content. Especially considering that many of your readers will review your text from their cell phones, it is important to separate such text in paragraphs, bullet points, subheadings, or a numbered list such as the one you are reading right now, so that your content becomes more digestible than what we call an “endless text.”
Lastly, one of the most important aspects consists in understanding your brand’s personality and writing as if you were that person. It is necessary to keep the same style in everything that brand is going to say. Is the brand using a formal or more casual tone when speaking to its audience? Does it have a youthful approach and has room for ironies and jokes? Or is it more formal and cuts to the chase? Identifying your target audience is essential, as well as remembering that we do not talk the same way with our best friend as with our grandmother.
In the end, copywriting is the art of finding the most interesting words possible to convey a message and causing positive emotions on readers.
Let us know if you decide to implement these tips and what other topics you would like to read in our blog.
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