“When I write an advertisement, I don’t want you to tell me that you find it ‘creative.’ I want you to find it so interesting that you buy the product.” – David Ogilvy.
Copywriting is a game-changer for businesses.
It can spike the sales or doesn’t work at all!
What was the last time you purchased something online? What prompted you to make a purchase? The most likely answer to this lies in a perfect copy. A copy that sells.
For example, this simple yet effective ad copy resulted in increased conversions.
But then what is inside the copywriting that makes it a difficult task? Or, is it even difficult at all?
Through this article, you will be able to understand the following topics.
1. What is copywriting?
2. How to write a copy that sells
3. Copywriting hacks for push notifications
What is copywriting?
Copywriting is the method to create content assets online with one aim in consideration, i.e., to increase Sales! And the stakeholders who create copy are called copywriters.
Now, what these content assets could be?
- It could be an ad copy.
- Your landing page/Home page
- Push notification campaign
- Email campaign
- Brochures, etc
Therefore, Copywriting can be understood as the mode of user communication in a specified format that speaks about the products, offerings, features, benefits, etc in an apt and organized way.
For example, take a look at the below copy that pops up while a visitor is surfing on a web page.
Notice how the above copy is written. You will find three main components in it as follows which makes it to the point at the same time user friendly as well.
- The above pop-up copy includes numbers, that is, ‘20k+’ existing subscribers. This builds trust in the users surfing the web page.
- The copy clearly speaks of the benefits that users will receive that is product updates, growth stories, and push notifications hack.
- A simple call to action button that prompts users to take action, that is, to subscribe.
How do you differentiate between copywriting and content writing?
There is a subtle difference between copywriting and content writing. And, often readers have doubts about what’s the difference between both?
Content writing covers generic and basic goals for example creating brand awareness, pushing the potential users down the marketing funnel, educating users, etc.
On the other hand, copywriting covers a specific goal to sell. The content is prepared in a way that prompts users to make a purchase. The copywriting is aimed to focus on users who are already aware of your products and services.
- The length of content
Content writing usually requires a long-form of content. For example, a blog, ebooks, etc.
Whereas, copywriting is a brief mode of writing. It could be a homepage heading, tagline, on image content such as infographic, an ad copy, a push notification, and more.
To summarize, a sales copy clearly mentions what you as a brand will provide to users, the benefits users will receive, and how to do it?
How do you prepare a professional copy?
As we explained in the above section what is copywriting and its other important aspects, now let’s understand how to write a persuasive copy that converts? How to write a professional copy?
- First and foremost, understand your audience.
- Set the right tone for copywriting
- Introduce your unique proposal
- Tell users how they will be benefited from your solutions.
- Keeping your sale copy simple.
- Monitor and continuous testing for better performance
1. First and foremost, understand your audience.
The very first thing about any activity to be executed is to understand for whom it is being done?
Your users come from various backgrounds that can be the basis for segmenting them. Create a buyer persona for your audience.
Some of the important parameters you can include in your buyer persona are as follows.
- User name
- User’s country or geolocation
- Professions or field of interest
- Specific preferences related to your products and services.
- Pain points or queries and concerns.
- What is their motivation in using your products?
- Demographics, and more.
Now, one quick question- how do you create buyer personas? Try out some of the tools mentioned below.
Once the buyer personas are created, the important step is to conclude the major goals as mentioned below.
- Who does your copy sell to?
- What features and benefits are my customers searching for?
- What my brand can genuinely offer?
The next goal after deciding your copy audience is to set the right copywriting tone.
2. Set the right tone for copywriting
Great copywriting isn’t only about picking the right words and put them into the copy form. Instead, there is a lot more to copywriting. Setting the right tone is as important as choosing the right set of words.
A copywriting uses tone that leaves your potential users in surprise and is relatable enough to make a quick purchase.
Let us understand the tone of a copy using these two ads examples. Imagine there are two brands that sell their marketing software.
- Brand 1 ( with a hypothetical name ‘EngageHub’) uses the below ad copy.
EngageHub Marketing Software- Drive Meaningful engagement
Personalize experiences across email, mobile, Social, Ads, and web.
- Brand 2 (with a hypothetical name ‘AutoMarekting’ uses the below ad copy.
All in one Marketing Platform | Mobile Marketing Automation
AutoMarketing can transform your business processes with online marketing automation software. Marketing and business automation software for mobile apps.
Analyzing ad example 1
If you observe the above ad copies, you will understand how brand 1 mentions the pain points of users, that is, by driving ‘meaningful engagement’. And the description part talks about where one can use the marketing platform, that is, across the web, mobile, social, ads, emails, etc.
Such specific ad copies are meant to grab the attention of brands that look forward to multichannel marketing across different platforms. Such as big enterprises, MNCs, Organizations, and more.
Analyzing ad example 2
On the other hand, brand 2 talks about marketing automation across one channel, that is, the Mobile platform. If you read the description, it’s more generic, as it speaks about the same thing for what is mentioned in the title. There is not much differentiation over who can use the service, or what features it provides.
Such ad copies would grab the attention of brands who look forward to only mobile marketing automation. Such as SMEs, startups, growing brands, and more.
The above two ad copies examples show how the different set tones would serve a different set of audiences.
Now, how do you decide what tone to give to your copywriting?
You can use Grammarly to set the tone of your content. There are various options available to decide which tone you would prefer such as neutral, confident, friendly, urgent, optimistic, respectful, and analytical tone.
Based on your selected content tone, Grammarly would suggest words, paraphrasing options, and better alternatives.
3. Introduce your unique proposal
With so many brands providing the same services, what sets you apart?
What is the core selling point of your copy that others don’t talk about?
As a copywriter, it’s important to first analyze what are the key differentiating factors your business provides?
Once you filter the best pointers for the same, include them in your copies too.
For example, take a look below from Ahrefs landing page.
The above copy mentions their unique selling points that are ‘You don’t need to be Pro’ in order to rank the site on SERPs and increase traffic.
This clearly indicates that any individual or a brand can start using the tool with ease and without any prerequisites for SEO knowledge.
We should always remember that sales copies communicate straightforwardly with the users. This gives you an option to be more genuine to your audience.
Therefore, make sure to include what you truly offer with your unique selling. This approach will not only set your sale copy apart from other generic ones that exist but also makes the audience comfortable in understanding that your service is the right fit for them.
Let’s take another look at an example of the Truepush homepage.
The unique selling point of Truepush in the push notification industry is its pricing model. It is clearly conveyed through the homepage title that Truepush is the ‘most affordable push platform’. The unique selling point will allow brand marketers with a limited budget to explore the tool. In this way, Truepush not only establishes trust in small brands and enterprises but also allows big organizations to try out the tool as the pricing is not a concern here.
4. Tell users how they will be benefited from your solutions.
There are tonnes of activities that come under marketing like content marketing, copywriting, blog writing, and so on.
The one common goal in all these marketing channels is to provide users with what they require. Understanding the pain points of your users will help you become a customer-centric brand.
Once you are aware of the customer’s queries, concerns, and problems, you can include them in your copy.
For example, take a look at the web page copywriting on the ActiveCampaign homepage.
ActiveCampaign is an email marketing platform. It understands user’s pain points about time consumption in creating email marketing workflows, segmenting, and other automation.
Therefore, ActiveCampaign focuses on “Saving Time” of users when it comes to creating a compelling sales copy (as shown in the highlighted part of the image above).
One quick question you must have now?
How to find your customer’s pain points?
To find the pain points of your customers in an organized way, you can use the PAS formula for copywriting.
PAS, an abbreviation of Pain, Agitate and Solve.
Pain indicates what issues your users are dealing with. It could be the expensive services, complex user interface, more time consumption, etc.
Agitate refers to stirring things emotionally using the right set of words. For example, you can include words like ‘ Draining your money?’, ‘Lost in complex user interface?’, ‘Losing crucial time in micromanaging?’, and so on.
Solve refers to the solution that your brand provides to counter the problem. And, to offer your customers a way out for the specific problem. You can include words like ‘cheaper services’, ‘simple user interface’, ‘time-saving tool’, and so on.
5. Keeping your sale copy simple.
While preparing your sale copy, one thing to consider is that you are fighting for a little space online. And, this little space has tougher competition.
This is in contrast to other writing aspects such as blog writing, email writing, etc where adding fewer more words will not do any harm. In fact, it makes the content engaging.
Therefore, every word you use in your copywriting should serve its purpose. Some of the factors you can consider are as follows.
- Remove words that do not set any relation to users or stress upon issues they are facing.
- Remove unnecessary and junk words like ‘So’, ‘That’, ‘Therefore’, ‘In order to’, and more.
Once you remove these words from your sale copy, replace them with powerful words like ‘Boost’, ’Increase’, ‘Skyrocket’, ‘Manifold’, and more.
Some of the powerful words you can use in different contexts are as follows.
Words about saving
Showing newness in your offerings.
Words that evoke urgency.
6. Testing your sales copy for better performance
The last, yet the most crucial step in creating a compelling copy is to analyze if your copy is performing well.
What if you could write a better copy than what you are using currently?
What if your copywriting is not bringing the expected volume of leads?
Some similar questions make it a prerogative to monitor your copy and to create better alternative copies that convert. Don’t forget that the main aim of copywriting is to bring in more conversions and increase sales.
How to test your copywriting content?
- Using Hemingway EditorHemingway Editor takes the content inputs from you. After processing the content, it provides suggestion based on parameters such as:
– Readability of sentence
– Use of adverbs
– Simple alternative to the current text.
-Use of active voice, etc
I tried creating an ad copy for push notifications. Here is what Hemingway suggested for the input:
“Increase Engagement Using Truepush Push Notifications
Grow your subscribers, save money, and convert more today”
As you can see above, the readability score is 12. And, the tool suggests you aim for a score of 9 along with other suggestions as displayed in the right corner.
Readable is another great tool to check your copywriting skills.
You can simply enter the text in the “Test by direct input” category.
Once entered, Readable will show results based on various readability indices and text statistics.
Once you figure out the right tool to use to do a/b testing on your sale copies. The focus should be laid on scoring better results for different text alternatives.
Make sure that while comparing two different templates, there are minute differences and not significant ones. This will give you a better understanding of what is working and what is not.
If you come down till reading here, you are aware of how to write a compelling copy. What all parameters to consider while writing and how to proceed with it.
Now, let’s understand how to do copywriting for one of the most trending tools for user engagement, that is , push notifications copy.
Best Hacks for Writing Knockout Push Notifications
As we had discussed above that copywriting is used in different formats like push notifications copywriting, landing page copywriting, ad copy, email copywriting, and more.
We will be digging at how to write an amazing push notification copy.
Why push notifications copy?
Push notification is turning to be the most potential channel of user re-engagement. There are hardly any resources that give you much detailed understanding of push notifications copywriting.
Push notifications have the potential to tap 200 active million websites worldwide. With lesser implementation and competition of the channel in the market, there are very few studies done on push notification copywriting.
Based on our study after analyzing billions of push notifications, we have created a simple strategy below to proceed with push notification copy.
- Sticking true to your offerings and features
- Make your push notification conversational
- Use powerful words to create stronger impact
- Keeping it funny and impossible to forget
Sticking true to your offerings and features
Every push notification has something to offer. If you provide your users with what you actually offer, then you have the key in your hand.
Push notification copy drive users to the dedicated landing page. If you talk about something else in your push copy and drive users to a different page, then your subscription rates will go down significantly.
For example, consider the below copy on notifying users about a 50% discount.
Title: Your 50% discount is still valid
Description: Save money on home decor by upto 50%
Suppose, a user clicks on the above push copy and is redirected to a page that offers discounts for upto 30%. Then, you are deceiving your users which will affect your Brand Trust and lead to more unsubscriptions.
Therefore, make sure to create push notifications copy that genuinely covers offers and updates.
Make your push notification conversational
Do you prompt your users to converse back with you? Push notifications copywriting needs to be engaging. It should be enticing enough for a user to complete that conversation. And this could be achieved in the form of clicks on your push notification.
To make your push copywriting conversational, you can use a blend of formal and informal tone. You can create your brand reputation by adding human elements in your copywriting.
Check out some push message examples that create human touch while urging users to communicate back.
- Knock! Knock! Want to help us? Review us here!
- Ho! Ho! Ho! What are you doing this Christmas?
- Howdy? Want to look at discounts we are offering right now?
- Et tu, Brute? Don’t miss out new marketing insights.
If you observe the push message above, you will find specific salutations in common like Howdy? Knock! Knock!, and more. Usage of such words removes that boring element from the push notification copywriting.
Use powerful words to create stronger impact
As we have discussed above, use powerful words in copywriting. Here is how you can include it in your push notification copy.
You can use powerful words in some of the most common push notifications. Take a look below at push notification titles in different contexts of using powerful words.
“Boost your site traffic using these quick hacks”
“ Increase your user engagement by 10X (Content Hacks)”
“We miss you! You forgot your cart?”
“It’s exhausting in Summers! Check our cotton collections now.”
The above push notification copywriting makes use of powerful words as indicated in bold above.
Adding impactful words, adds more value to your copywriting. It’s eye grabbing and is relatable as it connects with customers emotions.
Keeping it funny and impossible to forget
Users tend to relate to funny content. Believe it or not! A funny push notification copy can become your push armour. Funny emotions is something that doesn’t leave your users mind easily.
It stays for a while.
For example, check out this push notification copywriting by Dunzo.
This below shown notification example shows a perfect usage of food emojis, a tagline similar to famous songs, and a humorous notification description.
How to make your push notifications copywriting funny?
- Include emojis that no one uses. Emoji, though common in use as a chat format, also shows their power while using for push copywriting.
- Write a short joke that people can relate to your products or features.
- Tease your users in an acceptable way. Poke them, remind them, knock at their devices like a perfect copywriter.
Copywriting is a process that takes time to perform well. Brands uses it across multiple channels like push notifications, ad copy, homepage, and more. However, with the right set goals and strategies in perspective, you can easily build one for your own brand, be it in any format.
In the blog above we have also covered how you can create push notifications copy keeping simple strategies in mind.
Use the above copywriting hacks and let us know what other hacks do you use to create persuasive push copywriting or any other copyright format?