Actionable Tips for Higher-Performance Copywriting

Successful copywriting is a concept relative to the intentions of its creator. The objective of any given piece of copy could be to inform, entertain, surprise, shock or simply sell more products. If it achieves its objectives, it’s a successful piece of copy. 

But while the objectives of copywriting differ from one business and creator to the next, the importance of high-performance copy is universal. High-performance copywriting ensures everypiece of copy produced effectively and efficiently achieves its objectives.

The most effective approach to higher-performance copywriting being as follows:

1.  Listen intently to your audience

Who better than your audience to tell you what exactly your audience wants?  A proactive approach to audience research is a must - asking questions, inviting feedback and actually listening. Ask them what you can do to make them happy and do it. 

2.  Focus on solving problems

Every piece of copy you produce should to some extent be a solution to a problem. Entertaining pieces solve the problem of boredom, educational pieces inform and promotional copy helps the reader find products, services and brands they can trust. Before publishing, question whether the piece actually addresses an issue of any kind.

3.  Use your own voice and personality

Writing in a synthetic voice and personality you believe your audience will respond favourably to is a recipe for disaster. Now more than ever, authenticity really is everything. If they can’t trust you to be yourself, they’ll find someone who can. 

4.  Keep it concise

Some readers have plenty of time to plough through enormous posts - most readers don’t. And nor will they, as unnecessarily long texts are known to be instinctively off-putting. Whatever you have to say, it’s important to say it as clearly and concisely as possible. Focus on impact and appeal - quality over quantity.

5.  Leverage popular posts

Any of your previous work that demonstrated healthy engagement is ripe for expansion and/or repurposing. If it worked then, it could work again now…just as long as you put some kind of new spin on it. 

6. Scannable structuring 

Web copy is always more appealing when the text is divided into paragraphs, punctuated by a plenty of appearing subheaders, bullet points, lists and so on.  The inclusion of eye-catching visuals can also be a great way of boosting the immediate appeal of your copy.

7.  Focus on impactful headlines

Research has shown that headlines alone often determine whether the reader will bother with the rest of the post. Headlines also have an enormous impact on the way the copy in general is interpreted. Headlines should be appealing, impactful and engaging. Cryptic headlines can also work, but should be approached with caution.

8.  Don’t be afraid to take risks

Last but not least, coming up with something truly unique is the biggest challenge in the world of professional copywriting. The tendency among a lot of writers is to play safe, rather than taking risks with abstract ideas and potentially controversial content. Always remember that the worst copy you can produce is the kind of generic copy the reader can find in a thousand other places.