31| Creating content that sells or does whatever you want it to. Library #3
Copywriting basics
This is the Library editorial line, a virtual place where I share my studies and provide you with shortcuts. What took me 4 hours of studying will be yours in this 5-minute reading post.
In my earplugs as I write this issue:
Selling 7.000 online courses in 18 months to a small audience wasn’t easy. It was only possible because I knew the magic words to encourage my audience to engage with my content and buy my products. It’s not about tricking your audience; they have a problem, and you hold the solution. I believe it’s a duty to serve people with tailored solutions to improve their lives. This art of persuasion, this writing that drives a specific action, is called copywriting.
Note that the title of this text isn’t “Copywriting Techniques,” which is what I’m bringing you today. If you don’t know what copywriting means, you will scroll by this text as it won’t appeal to you. That’s why I chose the title “Creating content that sells…” It is much easier to understand what this post is about. That’s one of the many aspects of copywriting, and I do it all the time with my content; I go back to previous issues to notice.
I don’t have a Marketing diploma; my experience is empirical. In 2018, when I started creating content professionally, I used to imitate the content structure of big North American names in Digital Marketing despite being in the health niche in Brazil. With time, I’ve developed my voice and methods, which are instinctive until today. I can’t quite explain how, but I can point out examples and improve people’s content.
I want to establish myself professionally as a Content Creator and a Creative Businesswoman to work with brands and more extensive projects. Hence, I want to develop tangible methodologies and deepen my expertise. I watched three of many masterclasses on Skill Share taught by Ruth Clowes, and now, after watching several classes on the platform, I can say it’s valid mainly for those with zero knowledge of a topic. If this is your case, I recommend all her other classes. If you want to deepen your expertise, the advanced/ intermediate filters mean nothing; learn elsewhere. Despite not bringing anything new, these three masterclasses helped me organize what I already knew. I hope this content may serve you.
This post will cover:
3 Copywriting templates/ formulas.
General writing and tone of voice tips.
Essential copywriting tips for platforms.
Let’s study.
1. Generating Creative Ideas
Change the Scenario & Tools: To inspire fresh ideas, switch up your environment and tools (e.g., use pen and paper instead of only the computer). Go to your balcony, a coffee place, sit under a tree, etc. This works for me SO well!
Brainstorming & Idea Generation:
Use playful exercises to unlock creativity—children’s puzzles, drawing books, playing, etc.
Brainstorm words and short sentences that might be useful in your copy.
Create a swipe file of copywriting examples you admire (like I used to do initially).
2. Copywriting Templates & Formulas
AIDA Formula (for long-form content like emails and sales pages):
Attention: Grab the reader's attention.
Interest: List features and benefits of the product.
Desire: Build emotional connections using sensory words (e.g., "Deliciously creamy, smooth, and fresh") and emotions your audience/ client feels.
Action: End with a single, clear call to action (CTA).
PAS Formula (ideal for shorter formats like social media posts):
Problem: Identify the problem your audience faces.
Agitation: Stir emotions to motivate action.
Solution: Present your product or service as the solution.
4 P's Formula:
Picture: Help your audience visualize a desirable outcome.
Promise: Introduce your product/service and its benefits.
Prove: Use facts, statistics, or testimonials as proof.
Push: Offer a compelling reason to act now.
3. Writing tips
Simplicity is Key:
Write clearly and concisely to save your reader’s time. Sentences over 20 words are too long. Search for connectives like “and” and “but”; they may indicate where the sentence may be split.
Use active voice and cut unnecessary words, especially adverbs. Examples:
Passive: The award was won by the company”. Active: The company won the award.
Passive: This project will be finished by us soon. Active: We’ll finish this project soon.
Emotional Engagement:
Connecting with your reader is the most important thing.
“You” and “we” speak directly to the customer.
Use sensory words as shortcuts to evoke emotions.
Paint a picture with "Imagine…" to create an aspirational vision.
Ask questions, provoking the audience to engage in a conversation.
General:
Content is generally read on the phone; tailor text length considering that.
What will stop people is content about them, not about your business.
Set one objective for each post: don't send your audience in multiple directions (like, share, buy, subscribe).
4. Linking Features to Benefits
Benefits Over Features:
Step 1: List the product features. (In the example below, a candle business).
Step 2: Convert features into benefits by asking, "So what?"
Step 3: Combine both in your copy to show how features lead to desired benefits.
5. Writing for Different Platforms
You may use all these tips on all platforms.
Twitter:
Split longer sentences into shorter ones.
Cut out useless words while retaining the core message.
LinkedIn:
Write with the reader in mind; be specific and relevant.
Facebook:
Capitalize the first letters in headlines and images to improve readability.
Use numerals instead of written numbers to grab attention.
Instagram:
Ensure that images and captions complement each other rather than simply describing the image.
Use line breaks to make captions more readable.
6. Crafting Effective Profiles & Bios
Who you help and how.
What makes you unique.
Provide proof (e.g., impressive numbers).
End with a CTA that offers a benefit.
Keep it concise.
Use descriptive keywords in the profile name to improve searchability ("Tatiane - Content Creator").
7. Tone of Voice
Brand voice:
Formal, informal? Choose words/ expressions you use a lot to be recognizable.
Consistency in Voice:
Your brand voice must remain constant, but your tone may vary depending on the context/ platform (e.g., talking to a friend vs. a job interview): the same voice (after all, it’s still you!), but a different tone.
Clear Voice:
Cut out adverbs and opt for stronger adjectives.
Simplify language and break long sentences.
Tone Flexibility:
Adjust the tone to fit different platforms: more formal on the website and more playful on social media.
Warm Voice:
Use active voice to sound more natural.
Engage directly with the reader using "you", "we", and "I".
Ask questions to foster a conversational tone.
Knowledgeable Voice:
Provide evidence through testimonials, social proof, and success stories.
Connect features to benefits, demonstrating the real value of your product or service.
Positive Voice:
Reframe negative statements into positive ones.
Focus on solving problems and overcoming customer objections.
Humorous Voice:
Use humor to make your copy more engaging and memorable.
Play with words, explore rhymes, and have fun with language.
And now, what? Next steps.
Create a swipe file. Save highly engaged content from the top players within your niche or other professionals you follow and admire. Study it and try to bring it to your universe of creation.
Write (at least a little) every day.
Use this issue as a checklist for your writing, as I will do!
I hope this is helpful.
If you want help with your content, let’s work together.
Read also:
Thank you!
Bisous,
Tati
Estou adorando os textos, Tati. Além de me ajudar na estrutura dos meus conteúdos, também me inspira sobre o que quero escrever!