Compelling Copywriting

In case you are the person writing for your email campaigns, it is necessary that you know how to write compelling copy. If you are new to copywriting then investing in enhancing your copywriting skills is important.

The following copywriting tips are ones that you need to understand well. Keeping these “commandments” in front of you when you write will help you to create compelling copy that will engage your readers.

Understand and Know Your Audience
Who is this email going to? Imaging the “average” person on your list. Give them a name, even. Think about what their day is like. Think about what is important to them. What are they passionate about? How old are they? What products or services have they purchased from you in the past and why? The more you know about the audience you are writing for, the more targeted and relevant your copy will be.

Find Out Your Value Proposition
In order to determine your value proposition, ask yourself the following questions: Why should your customer buy your product or service? What’s in it for them? Why is your product better than the one down the street? What are your key differentiators?

Make a Great Headline
If the subject line gets your reader to open the email, then the headline gets them to read further. Consider using some of the words from the list above for the headline. Your headline needs to grab readers with an obvious “what’s in it for me” message. Here’s a question to ask yourself: “What if they only read the headline?” Will they know enough about you and what you offer?

Do Not Use Weasel Words
When writing headlines, subheads, and body copy, don’t use words that avoid a direct command, a.k.a, “weasel words.” These include may, maybe, hope, wish, try, but, could, perhaps, and strive. Instead use words like “will” and “can” to describe what your product or service will or can do for your reader.

Never Use Passive Voice – Write in the Present!
Passive voice weakens your message. It’s best not to use. Look at the  examples below:
“Our school was selected to receive an award” vs. “Our school received an award”
“We have had 10 new products arrive.” vs. “10 new products arrived.”
“5 new designs were made.” vs. “We made 5 new designs”

Gene Dmitri

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