Five steps to writing engaging and compelling copy

You have blog posts, Facebook ads, and Instagram captions to write for your business’s social media and website, but how do you write them in a way that will engage your audience?

Engagement is a key part of writing copy for your business’s social media posts, ads, or blog posts. You not only want to write copy for your audience to read, but you want to connect with them and engage them with your brand, products, or services.

To start your journey of becoming an expert copywriter for your business, it’s best to follow these five steps to write engaging and compelling copy:

  1. Understand who you are targeting – Understanding your target audience will help you write compelling copy that is tailored for them. For example, if your target audience is a younger demographic, you should use language and writing styles that are easier for younger audiences to relate to – hashtags, emojis, etc. People within your audience want to feel as if you are speaking directly to them and in ways with which they can connect.
  2. Find language/terminology to which your audience responds – Using specific lingo or jargon can show your credibility to your audience, but it can also engage them in the conversation or story you are telling through your content. You don’t want to overwhelm your posts with too many industry-specific terms, but using one or two can be helpful. You can also test to see which terms provide the most engagement in your posts, testing different jargon in different posts. Looking at the ways in which your target audience talks about products and services in your industry will help you see which buzzwords are creating engaging conversations.
  3. Find the pain points of your audience – Pain points are the troubles or problems your audience encounters. Your audience has a problem, and you have the solution. In order to connect with your audience, you need to understand their concerns and establish copy that explains how you can help them. Most often, you already know how your products or services can help your audience, you just need to find compelling ways to write content for them to explain the solutions.
  4. Focus on the positives instead of the negatives – Understanding pain points is very important, but people don’t want to be reminded of the negativity surrounding them. Rather, they want to focus on the solutions you can provide to alleviate their pain points. Focus your copy on the positive outcomes your products or services can provide instead of saying, “Are you tired of (insert pain point here)?” Of course, they are tired of their pain points! Tell them the positive results your products or services will offer them.
  5. Create copy that is relevant – In order to grab your audience’s attention, make sure your copy is relevant to your audience, to what you’re offering them, and most importantly, to the environment and culture. Well-timed connections to other industry and maybe even social topics grab the attention of your audience and keep a conversation going. Relevant content can be thought of as the sum of steps 1-4. Knowing your audience, the appropriate language, the pain points, and the positive outcomes of your products or services allows you to write copy that is relevant to your audience and industry.

It can be tricky to write copy that compels your audience and makes them feel connected to your business! Engaging your audience is important to motivate them to click through your content in order to read more about your business and offerings. Our fives steps to writing engaging and compelling copy can help you begin to become the best copywriter you can be!

Looking for more tips? Follow us at globalhma.com.

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