Copywriting is one of those things that business people often see as a necessary evil or something other people do. However, in the digital age, there is no longer an excuse for not having a blog filled with interesting and engaging content, preferably designed to encourage sales and action on your website. A well-crafted blog will inform and educate, improve your SEO, all the while guiding prospects towards your solution. The gap between results based copywriting and a bunch of words on a page is a vast, so here are our top tips on how to create results based copywriting.

Start with the Product

Every piece of content should be created with a specific product in mind. This doesn’t mean pitching the product, but rather including a call to action that is associated with that product. For example, if you were crafting an article on results-based copywriting, and had created the article with one of your online blog creation products in mind, your call to action may look something like this –

copywriting blog

Some argue that content marketing isn’t about direct sales, but as long as the level of education adds enough value that the sale is complimentary, or seen as a good solution to the problem, there will be no issues in creating great content, and selling something also.

Speak to a Person

When crafting an article, don’t make the age old writer’s error of copywriting for yourself. Write as if you are speaking directly to your ideal customer, and educate them in such a way that they will clearly understand what actions they need to take.
Remember to point out the problem you are trying to rectify, and clearly articulate the solution without holding anything back. Make it clear that your intention is to give them every piece of knowledge you have, and selflessly share that knowledge. By the way, if you are just selling knowledge, then this blog is of no use to you whatsoever – and you should repackage your knowledge as a tool for helping people to get things done.

Show Examples

Simply communicating knowledge is not enough, humans need to feel comfortable that other people have experienced something similar before and have solved the problem using this methodology. Connect to case studies or white papers written by customers who have been through your process. Show testimonials from people who have purchased your product, or link to interviews you’ve done with clients, where you explain the results they have achieved. Without this important component, people will not feel comfortable that you have the experience to deliver what is being promised. In other words, people don’t like going first, so it’s your job to make it clear that many have gone before them.

Address Subconscious Bias

You’re speaking directly and clearly to an individual who is your ideal customer, and you have shown examples of successes in the past, along with links to your products which can solve their problems immediately.

So why aren’t they clicking?

Effective copywriting, addresses not only the obvious conscious requirements from prospects but also any potential subconscious concerns they may have, that prevent them from clicking. The major one is being worried about looking foolish as a result of making a bad decision. Often, copywriting fails to communicate guarantees and the rights of the customer. In fact, from experience, most businesses don’t talk about guarantees, even though they would happily give them to anyone who wasn’t happy. Make sure your prospects understand that there is very little risk in engaging with you and that you are the safe option. If you don’t have a guarantee in place, then ask yourself if you would risk the money you are asking for, without assurance it was high-quality work. It’s the reason we introduced an unlimited revisions policy – clients can keep asking us to change their content until they are completely happy. Simple, and risk-free for anyone working with us.
The next piece of subconscious bias to look out for is overwhelm. This happens when a prospect understands the problem, but too many options have been placed in front of them. When humans become overwhelmed, we will statistically choose to do nothing rather than taking what we perceive to be risky action. Overwhelm is an emotion that inspires retreat – going back to the cave to re-evaluate our options. Make sure what you’re offering is simple and straightforward, and you are not trying to sell everything in one go. Copywriting that tries to sell an entire business and the reasons to work with it tends to inspire very little action. Whereas, articles that communicate a specific product, and offer a clear pathway to purchase are far more successful.

Results based copywriting is about minimising variables and speaking directly to an individual in the most straightforward, and effective way possible