Okay Copywriting Vs. Better Copywriting
August 17 | Written by Gina Whitehouse
Today I'm diving into the art of transforming your copy from "okay" to "compelling," or as I like to say… okay to better copy!
I want to provide you with tangible examples that will help you refine various elements of your marketing content, from website headlines to email subjects and lead magnet titles.
UNDERSTANDING THE GOAL OF GREAT COPY
The primary goal of outstanding copy is to capture the attention of your ideal client and engage them so effectively that they feel compelled to take action. The difference between "okay" copy and "better" copy often lies in how well it connects with the audience.
While "okay" copy might communicate the basic message, it typically falls short because it's too generic—it doesn’t address specific benefits, pain points, or frustrations that resonate with your target audience.
HERE ARE 4 KEY ELEMENTS YOU SHOULD USE TO ELEVATE YOUR COPY
1. Focus on Wants, Not Just Needs: When drafting copy, especially shorter pieces, always consider what your target audience *wants* rather than what they might need. This subtle shift in perspective can make your copy more appealing and relatable.
2. Promise Simplicity and Speed: People are often looking for quick and straightforward solutions. If your service or product can simplify a process or deliver results within a specific timeframe, make sure this is clear in your copy.
3. Speak to Aspirations and Challenges: Don’t just stop at surface-level benefits. Great copy taps into your audience's dreams, aspirations, and potential problems. Knowing these deeply personal elements and addressing them in your writing can dramatically increase the impact of your copy.
4. Address Mental Barriers and Obstacles: It's crucial to acknowledge and address any mental barriers or objections that might prevent your audience from taking action. Addressing these concerns in your copy reduces resistance and paves the way for a smoother decision-making process.
Here are some examples of “okay” vs. “better” copy. See if any of these resonate with you!
Example #1
Why? “Sew Your Stress Away” fails to address the specific frustration your target audience is experiencing. It lacks clarity and promise.
“Get Rid of Your Sewing Frustrations Once and for All” intensifies your target audience’s pain point - making it more likely that they will register for a class.
Example #2
Why? “Improve Your Online Presence” is too broad. It doesn’t emphasize the success your target audience can have by working with you.
“Who Else Wants to Dominate the Digital Market?” presupposes that other people have found success and gives hope to your target audience that they can find success, too! It taps into social proof.
Example #3
Why? “Design Your Website Today” doesn’t address the benefit your target audience will get when they work with you - a greater sense of pride.
“Build a Website You Can Be Proud Of” taps into the dissatisfaction with the status quo and gives hope that a change can be made.
Example #4
Why? “Start Your Dream Business Today” is too broad. It doesn’t promise your target audience an outcome or give an actionable timeline.
“Give Me Five Days - And I’ll Equip Your with Skills You Need to Build Your Dream Business” offers a quick timeline and addresses what all aspiring entrepreneurs need - skills!
Example #5
Why? “Improve Your Writing Skills” doesn’t address the aspirations and dreams of your target audience.
“Write Like a Bestselling Author” addresses the basic human urge to improve and the desire to be known and have wealth in your craft.
Example #6
Why? “Struggling With Work?” is not specific and does not address the potential problem your target audience may face.
“Will You Recognize the 7 Early Warning Signs of Career Stagnation?” makes people nervous about the future. The copy will compel your target audience to find out if they need your help.
By focusing on what your audience truly wants, promising them easy solutions, speaking directly to their aspirations and challenges, and addressing mental barriers and obstacles, you can create copy that grabs attention and drives action.
Do you need a new website headline, title for your lead magnet, or some new email subject lines?
If the answer is YES, Let's chat! We can go over any existing headlines you have and examine how we can improve them, or I can write you a series of new headlines customized for your business and your target audience.
I offer a 30-minute Complimentary Copy Consultation! Don’t hesitate to reach out, schedule a time to chat, and discuss whether or not you’re ready to invest in high-converting copy for your business.
To Your Success,
Gina, your “Go-to” Expert Conversion Copywriter
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