There’s a great quote from the hit TV series Mad Men that you’re probably familiar with, “Keep it simple yet significant.”
When it comes to copywriting, this is *exactly* what you should be aiming for.
That’s why, in today’s post, we’re going to give you 7 tips for keeping your copywriting concise AND powerful.
That means creating persuasive messages with a BIG impact but with FEW words.
A few years ago, we worked with a client who wanted to increase their opt-in rates.
So they did what most companies do: They created an irresistible offer and wrote about ALL the benefits in great detail!
But the result was less than stellar, and their conversion rates remained stagnant at around 2 – 3%.
What went wrong?
It came down to the fact that most online consumers aren’t looking for a detailed offer, irresistible as it may be. They want FAST solutions to their problem.
Period.
So what does that mean for you? Two words: Concise copywriting.
The power of concise copywriting is this – it relies on your consumer’s subconscious to do all the work for you.
Concise messages use fewer words, which means readers are more likely to read them and take action on what they say.
But when you bog readers down with too many details, they’re more likely to skim the information you’re giving them and not get the whole impact.
It’s simple: When copywriting is concise, it communicates your message in a way that resonates with people faster than anything else can.
When you’re focusing on delivering concise copywritten messages that tackle one or two key benefits – instead of trying to cover all the possibilities in a paragraph or two – you’ll become much more effective.
Concise copywriting avoids overloading your reader’s senses.
It helps you avoid the temptation of becoming “wordy” simply because you can be – in fact, it forces you to become more selective with each word choice.
This is good to know if your product can deliver a solution to multiple problems.
All too often companies will show all the things their product CAN do (this is particularly true in the SaaS space).
But the goal really needs to be showing the reader how your product solves their specific problem.
In other words, getting away from the “we can do this…and this…and this…” and going directly to, “You’re struggling with this (specifically), and we’re the best way to fix it.”
This is what concise copywriting does.
It focuses on one single problem or goal, and it tells the reader exactly why this is so important to them in a way that resonates deeply with their subconscious mind – because they don’t have to work as hard at processing all of the information you’re feeding them.
Walking through these seven tips will help you make sure your copywriting is simple yet significant.
Here we go!
Focus on one key benefit at a time…and then tell them why it’s so important to have that particular benefit to their life or business.
This will make sure you don’t overwhelm your reader with too many details. Modern consumers can’t process TONS of information at once, so tell them just one thing at a time that relates to their specific problem.
Identify what pain points your customers have and get right the point when showing how your product can easy that pain.
Use active verbs and powerful adjectives when you’re writing a concise copywritten message.
This will make your messages more compelling to readers and really resonate with their subconscious minds.
They’ll be able to see the benefits of what you’ve written simply by reading it, instead of asking themselves “so what?” every time they reach the end of a sentence or paragraph.
The words you choose should be creating some kind of emotion in the reader (anger, joy, fear, etc.) that motivates them toward your call to action (CTA)
Don’t simply copy and paste information from your website or blog post.
If you’re trying to create a “simple yet significant” message, sharing the same information over again won’t work.
Keep it fresh by updating any stats that are older than six months; provide new research about an impactful topic in your niche; and simply find new ways to “tease” your reader with information they don’t already know.
Be conscious of how long you’re making your sentences in the copywritten message or paragraph. If a sentence is going on for more than two lines, consider breaking it up into smaller, more concise sentences.
(^^See how short this entire section is?^^ If you’ve said what needs to be said, don’t fill it with fluff just because you can).
Concise copywriting is better when it has that personal touch to it.
It makes the reader feel like you’re talking directly with them, instead of making broad statements and hoping they connect with what you have to say (which doesn’t always work).
When your copywriting is personal, it feels less like a sales pitch and more like you’re having an open dialogue with them.
Provide social proof to your reader by showing how other people have responded or benefited from what you offer – this will help create that trust factor quickly!
For example: “We’ve helped over X number of customers in the past year.”
Social proof is important for copywriting because it makes the reader feel more confident in your company and what you’re offering.
The more specific you can be, the better. This will make your message resonate with readers on a deeper level and help them connect to what you’re saying simply because they know that it’s true for THEM specifically – not just “a group of people.”
That means you’ll want to identify your market segments and buyer personas. That way, you can more effectively personalize your copywriting through each marketing channel your company uses.
Need some help teasing out the difference between buyer personas and market segments? Check out this helpful post the shows the differences between the two.
And that’s all for today! These have been 7 tips for keeping your copywriting simple yet significant.
Remember, you don’t need to tell readers EVERYTHING your products or services can do.
All you need to do is quickly show how your product solves THEIR specific problem. That will get you their attention which will bring you a new lead.
Then, over time, you can nurture that new lead into a lifelong and loyal customer by valuing their attention span and providing the MOST value in as FEW words as possible.
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