Crafting original and imaginative copy for social media is no easy task. Knowing how to brand yourself or your business takes time. There are general rules to follow when creating copy and platform-specific suggestions that can help your writing stand out.
This article covers some basic must-know information for those new to copywriting, whether you're writing for yourself or a client. This article will cover topics such as:
Penning a solid bio description
AIDA (Attention, Interest, Desire, and Action)
CTA (Call To Action)
SEO (Search Engine Optimization)
What is Copywriting
Copywriting is using text to sell a product or service, increase brand awareness, and motivate your reader to take action. Essentially, copywriting is a form of art that uses brevity. Good copy should:
Focus on how a product or service benefits your ideal customer
Have a consistent voice across all social media
Have clear objectives in mind
No fluff. No fillers
A compelling CTA
What a Bio Should Include
Your bio description should follow this or another similar formula:
Who you are and how you help
Explanation of what makes you unique
Prove it (use testimonials)
Call to Action and Benefit
A good bio description should cover and answer these main points. Now let's talk about social media-specific copywriting.
Twitter's core audience is looking for digestible content that covers the point quickly instead of long-form articles.
Post length: 71-100 characters.
Hashtags: 1-2.
To write successfully on the platform, condense your message to the shortest word count possible. Cut out unnecessary descriptive words that don't add anything to your writing.
Make keywords and phrases into hashtags if possible.
Linkedin's audience is more professional and includes B2B content.
Post length: 50-100 characters.
Hashtags: 1-2.
Reach out to your demographic. Ask questions and build a connection with your readers.
Facebook's audience tends to be older. Out of all the social media platforms, post-length is the shortest here.
Post length: 40-80 characters.
Hashtags: 1.
If you're having difficulty coming up with ideas, think of your writing as crafting headlines.
Instagram's users are the most positive and upbeat compared to other platforms. Its user base allows a little bit more leeway on the word count. Be sure that the images and captions go hand-in-hand.
Post length: 138-150 characters.
Hashtags: 10-11.
Write a story. Of all the platforms on the list, Instagram's users love stories. Here your creativity can shine a bit more.
Now let's talk about some general principles when it comes to copywriting.
Follow the AIDA Model
As mentioned above, AIDA is an acronym for:
Attention
Interest
Desire
Action
You can use the AIDA model for formatting posts, blogs, and articles.
Attention: Grab your reader's attention and motivate them to want to continue reading. Start with a hook, if applicable, and draw your reader in within the first few sentences.
Interest: Keep your writing focused on how your service or product helps your potential customer.
Desire: Now that you got them reading, make them want to spend money on your product or service. Once interest is established, you're one step closer to converting a reader into a customer.
Now, reinforce your interest. Show your reader how buying your product or service is advantageous for them.
Action: You've done the hard work of holding their interest. Now get your readers to take action. Include a strong CTA.
Call To Action
Your CTA should be clear and to the point. After clicking your ad or post, what is the next step you want your reader to do?
If you want them to download your eBook, for example, your CTA should be:
"Download eBook"
Keep it unique and concise.
Don't Overlook SEO
A basic understanding of Search Engine Optimization (SEO) is necessary. You don't have to be an expert. Still, it's an invaluable skill every online writer or entrepreneur should know.
What is Search Engine Optimization? SEO is what drives traffic to your website through the use of specific keywords related to your topic. If you get good at it, it's free marketing advertising from search engines such as Google.
Here are free SEO tools you can use right now to help build traffic:
explodingtopics.com
lsigraph.com
answerthepublic.com
Ubersuggest.com
The free versions of these tools are limited but are still a good place to start. These tips are only scratching at the surface of what you can achieve with SEO. But it's a good starting place nonetheless.
Note: SEO keywords should naturally be placed in your content/copywriting. Avoid keyword stuffing and instead, use key phrases threaded throughout your writing.
Additional Tips for Copywriting
The suggestions listed in this article are only helpful if you are dedicated to producing quality, consistent content to your website and social media.
When replying to comments, always remember you are talking to an individual. If someone's user name includes their name, use it.
If you're an individual or a small business, use "I" instead of "we" for an extra personal touch.
Always check spelling.
Check usernames and hashtags carefully.
Use a grammar app such as Grammarly or Hemingway.
Avoid crossposting. It's a bad idea long term. Use the suggestions here to diversify for specific social media platforms—craft variations of the same post.
Copywriting Exercises
Just like building your physical muscles, writing copy is a muscle you should regularly try to build. Writing successful copy is a form of art. It takes practice and dedication to get it right. Practice getting your point across as succinctly as possible.
Brevity is key. Online readers consume material at a glance, so make sure your writing is something they can skim through. Use the AIDA model to outline your posts. Utilize numbers and lists to get to the point faster.
With time, you will master copywriting. The suggestions here are really only scratching at the surface. There's so much to learn on the topic. Go and make yourself an expert.
What are your tips for creating compelling copy? Share them below!
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