Copywriting is more than an art; it’s a science that involves strategically crafting messages to reach the appropriate audience. In the digital age, these messages come in many different forms, including – email, video, social media, websites, eBooks or other pieces of content that require readers to take action. In the 1950s, Shirley Polykoff taught us that “copy is a direct conversation with the consumer.” 65 years later this truth still stands with quality copywriting being an essential part of your overall content marketing strategy. If you find yourself struggling to produce copy that really hits the mark, here are 3 quick tips to help deepen that dialogue:

Be In the Present
Use present tense in your messages. Passive voice weakens copy. Here are some examples of how you can avoid it:

• “Our new product was chosen to receive an award” vs. “Our new product received an award.”
• “We have had 15 new shipments of mushrooms arrive” vs. “Fifteen new shipments of mushrooms arrived.”
• “Eight new advertisements were created” vs. “We created eight new advertisements.”

Positivity Pays Off

According to Psychology Today, “positive emotions toward a brand have far greater influence on consumer loyalty than trust and other judgments, which are based on a brand’s attributes.”

Connect to your audience’s emotions –create copy that is inspiring and makes readers feel good. Cut the jargon and make content that is shareable and relatable. Remember to write copy that is easy to read and avoid long sentences, big words, and confusing thoughts. Focus on content formats that are upbeat, short, quick, and easy to digest.

Power Words Produce Results

Words hold a lot of power. When it comes to copywriting some words have more clout over others. Some of those words are:

• New – Newness plays an important role in activating the brain’s reward center and in keeping us pleased. Using this word grabs the attention of readers.
• Free – People love the ability to try something before opening their pocketbooks. This word empowers readers to learn more.
• Instantly – Who has time to wait in this day in age? No one. This powerful word resonates well with readers for that exact reason.
• You – Hey! I’m talking to YOU! Let your readers or viewers know you are speaking directly to them. If you have the opportunity to include someone’s name (emails or newsletters) through marketing automation tools that works even better.

All too often, marketers treat copy like an afterthought. Good copywriting requires more attention than a quick brainstorm, jotting down a few notes and being done with it. If you want to engage with your audiences, treat your copy as a key vehicle in creating those conversations.

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