27 September 2022 |
111 – How to Write Copy That Sticks, With Dakota Robertson
By Daniel Murray
Writing effective copy is hard, that’s where a copywriter like Dakota Robertson steps in. Join the conversation, as Dakota opens his copy playbook.
Dakota came across copywriting back in 2018 and quickly realized the potential great writing could unlock. Now he runs Growth Ghost the ghostwriting agency helping entrepreneurs and influencers increase their social media following.
Daniel and Dakota get into conversation on the overlaps between ghostwriting and copywriting, why simplicity is the marketing hill Dakota would die on, and why writing should work hard to spread great ideas,
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How to Write Copy That Sticks
Writing good copy is hard. How to write copy that sticks – is it even possible?
No matter how much you love writing, it’ll always be challenging to find new ways to say the same things over and over again while still making them sound fresh and exciting.
With that in mind, it might seem like an easy gig for people who thrive on creativity. But trust us when we say that coming up with something that not only sticks but also leaves a mark on your audience isn’t as simple as it sounds.
This article will walk you through the very basics of writing copy that sticks – from identifying your target audience to creating content they can’t ignore.
Who is Your Audience?
Writing copy that sticks relies heavily on targeting the right audience. If you’re not speaking directly to your target audience, you’re doing yourself a disservice by not owning the copy space.
To target the right people, you should ask yourself:
– Who are your ideal customers?
– What are their pain points? – What do they crave?
– What do they value?
– What do they like about your industry?
– What do they dislike?
You’ll want to take all of these factors into account when writing. You may also want to consider writing multiple versions of your copy depending on each audience. This not only helps you target specific groups but it also helps you stay true to your brand by making sure every audience sees your business the way you want them to see it.
Grab Their Attention With Your Headline.
Your headlines are the first impression people have of your content. That being said, you want to make sure you’re grabbing their attention right off the bat.
While you don’t want to lie or mislead your readers, you do want to intrigue them and get them to keep reading.
You want them to click on your headline so they can read your story. An effective way to do this is by asking a question. You want people to click on your headline just to learn more about the answer to the question you’ve posed.
You should also keep in mind that your headlines are usually the same as the title of your content. If you’re targeting multiple audiences, you can write different headlines for each.
Talk About What’s in it For Them.
So what do you talk about, then? What copy that sticks will always have a focus on the benefits of your product or service for your readers. You want to focus on the “why” of your product or service and not the “what”.
This helps you connect with your readers by speaking directly to their needs and wants. This is also a great opportunity to show off your knowledge on the topic at hand and showcase your expertise. If you’re selling a product that’s meant to solve a specific problem, talk about how it solves that problem.
If you’re promoting a product that solves multiple problems, talk about how it solves each one.
Hook ‘em With Your First Sentence.
Your first sentence is critical to getting your reader to keep reading. You want to reel them in with your first sentence and draw them into your story. What’s interesting is that this doesn’t have to revolve around your product or service. The first sentence should be about your reader, not you or your brand. This can be anything from a personal story to a statement or a question that intrigues your reader to read on.
The Bottom Line
Your last sentence should reiterate what your product or service does or the benefits your content provides. This helps readers remember what you’ve written and what they’ve learned. It’s also a great opportunity to close the sale and prompt readers to take action. You can prompt your readers to visit your website, download a free ebook, sign up for your email list, and more.
You don’t have to write a novel to write copy that sticks. In fact, the shorter and more concise your content is, the better. A reader shouldn’t have to wade through walls of text to get what they need.
If you want your content to be read, you need to write it so that it’s consumed. The best way to do this is by writing copy that sticks. With these tips in hand, you’ll be well on your way to making sure that happens.