8 Copywriting Best Practices - Tips For Writing Copy That Converts

Last updated: Jun 28, 2023

This video is about eight copywriting best practices, including knowing your target audience and their pain points, providing a seamless experience for prospects, being clear and compelling with your promotions, and pre-qualifying potential customers.

This video by Surfside PPC was published on Apr 15, 2023.
Video length: 15:04.

This video from the Surfside PPC YouTube channel discusses eight copywriting best practices for writing copy that converts.

The video emphasizes the importance of knowing your target audience and their pain points, providing a seamless experience for prospects, being clear and compelling in your promotions, and pre-qualifying potential customers.

The video provides examples and tips for implementing these best practices in PPC advertising and landing page copywriting.

  • Understanding target audience's pain points and addressing them in copy.
  • Creating a seamless experience for prospects by aligning with their needs.
  • Being clear about promotions and using simple language.
  • Creating compelling copy quickly to grab attention.
  • Using graphics and visuals to communicate benefits.
  • Including real testimonials and reviews to build trust.
  • Using a clear call to action to encourage conversions.
  • Continuously testing and optimizing copy for better results.
  • Knowing target audience and their pain points.
  • Providing a seamless experience for prospects.
  • Being clear and compelling with promotions.
  • Pre-qualifying potential customers.

8 Copywriting Best Practices - Tips For Writing Copy That Converts - YouTube

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Section 1: Knowing your target audience and their pain points

  • Understanding your target audience's pain points allows you to write copy that speaks to their problems and the solutions you provide.
  • John Deere's website is an example of targeting a specific audience, such as golf course equipment.
  • They focus on the benefits of their equipment, like being quiet and effective, which addresses the pain points of maintaining a golf course.
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Section 2: Providing a seamless experience for prospects

  • Creating an experience that aligns with what your customers are looking for is crucial.
  • For example, Mellow Mushroom's advertisement for pizza delivery near me leads to a page where you can enter your address and see a list of pizza restaurants that deliver.
  • Google also provides a seamless experience by showing relevant shopping ads and sponsored results for specific searches.
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Section 3: Being clear with your promotions

  • Being clear about what you're promoting helps customers understand your offer.
  • An example is the American Express business advertisement that clearly states "apply for flexible access to business funding with an Amex business line of credit."
  • Using simple and direct language can make your promotions more effective.
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8 Copywriting Best Practices - Tips For Writing Copy That Converts - YouTube

Section 4: Being compelling as fast as possible

  • Creating compelling copy quickly grabs the attention of your audience.
  • An example is the LinkedIn advertisement for Goldman Sachs, which may not be as compelling due to its complex messaging.
  • American Express's business line of credit advertisement is more compelling with its simple and focused message.
  • They also pre-qualify potential customers by stating specific requirements at the bottom of the ad.
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Section 1: Be clear and compelling with your promotions

  • Being clear with what you're promoting and being compelling as fast as possible is important.
  • Even if it's a business line of credit, you can say "focus on growth" to quickly convey the benefit.
  • Make sure your promotions fix customer pain points.
  • Use graphics and visuals to quickly communicate the benefits of your product or service.
  • For example, Ollie vitamins effectively communicated the benefits of their energy-boosting gummies for those who don't want more caffeine.
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Section 2: Include real testimonials and reviews

  • Use customer testimonials and reviews in your advertising to build trust and credibility.
  • Fabletics does a great job of incorporating customer testimonials in their ad copy.
  • Word of mouth marketing is effective in driving more people to purchase a product or service.
  • Seeing others have a positive experience with a product can encourage conversions.
  • Real testimonials and reviews provide social proof and validate the quality of your offering.
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Section 3: Use a clear call to action to encourage conversions

  • Test different calls to action to find the most effective one for your offer.
  • PandaDoc's call to action, "Start e-signing in minutes," clearly communicates the benefit and encourages immediate action.
  • Include a clear call to action in your ad copy and landing page to guide prospects towards conversion.
  • Highlight the value proposition and benefits of your offer to entice users to take action.
  • Make it easy for prospects to convert by providing a clear and simple process.
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Section 4: Always be testing and optimizing your copy

  • Create multiple landing page variations and test them against each other to determine the best-performing copy.
  • Continuously test and optimize your copy to improve conversion rates.
  • Understand what drives the best conversion rate for your business by analyzing data and metrics.
  • Refresh your landing page and ad copy regularly to keep it relevant and engaging.
  • Stay up to date with industry trends and changes to ensure your copy remains effective.
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Knowing your target audience and their pain points

  • Understanding who your target audience is and what their pain points are.
  • Identifying the specific benefits that your product or service provides to address those pain points.
  • Creating copy that speaks directly to your target audience and addresses their pain points.
  • Using language and messaging that resonates with your target audience.
  • Highlighting the unique selling points of your product or service that differentiate it from competitors.
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Providing a seamless experience for prospects

  • Ensuring that your copy is clear and easy to understand.
  • Using a consistent tone and voice throughout your copy.
  • Creating a logical flow in your copy that guides prospects through the buying process.
  • Using headings, subheadings, and bullet points to break up the text and make it more scannable.
  • Using visuals, such as images or videos, to enhance the overall experience for prospects.
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Being clear and compelling with your promotions

  • Clearly stating the benefits and value of your product or service in your copy.
  • Using persuasive language and compelling calls to action to encourage prospects to take the desired action.
  • Highlighting any special promotions, discounts, or limited-time offers to create a sense of urgency.
  • Using social proof, such as testimonials or reviews, to build trust and credibility with prospects.
  • Addressing any potential objections or concerns that prospects may have in your copy.
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Pre-qualifying potential customers

  • Using copy that attracts and appeals to your ideal customers.
  • Including qualifying statements or criteria in your copy to ensure that prospects meet certain requirements.
  • Using language that filters out prospects who may not be a good fit for your product or service.
  • Clearly stating who your product or service is intended for and who it is not intended for.
  • Providing enough information in your copy to help prospects self-identify whether or not they are a good fit.

Watch the video on YouTube:
8 Copywriting Best Practices - Tips For Writing Copy That Converts - YouTube

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