Times are a-changing. So how do you as a copywriter keep up?
Here are my 4 tips for keeping your content fresh and staying ahead of the curve this year.
Hey guys, it’s Alex. I’m happy you’re here. If you’re an entrepreneur, digital marketer or copywriter, be sure to hit subscribe over on my YouTube Channel because every single week I release a new tutorial on marketing, copywriting and more!
In this post I’ll share what the latest social media and digital marketing trends mean for all you copywriters out there and what you must do to make sure your marketing messages continue to make an impact. But first things first, if you have not yet seen my last post outlining the 4 major trends taking over the internet this year, be sure to do that first, before reading on. Read it here.
Now, if you have already seen it, real quick, here’s a quick recap of what those trends are as they’ll provide some necessary context for what I’ll be talking about next…
1. Video Is Taking Over
2. Hyper-Relevant Behaviour-Based Content Is A Must
3. Omni-Channel Marketing Is Expected
4. Voice Search Is On The Rise
All 4 of these marketing trends are powered by huge advancements in Artificial Intelligence, or AI. Now, good news for you copywriters… In my opinion, machine-learning will never be able to completely match real, relevant and relatable copy written by a HUMAN… At least not anytime in the near future.
In fact, I believe now, more than ever, business must rely on the creativity, empathy and intuition of copywriters to help them take advantage of these shifting trends and stay afloat in an over-saturated marketplace…
Because compelling copy + cutting edge strategies and technologies = exponentially more powerful marketing.
So, in light of these emerging trends, here are my 4 copywriting tips for staying current and effective.
Tip #1: Be Authentic & Transparent
Authenticity and transparency have always been seen as highly valued in marketing, but now the stakes are higher than ever. Whereas in the past consumers may have tolerated inconsistent messaging or a lacklustre mission statement in exchange for a “good deal”, that is simply not the case anymore. With the ease and availability of countless options and alternatives out there, you can do longer afford to hide behind the faceless front that was once the Internet. Your customers want to know who you are, what you stand for and how you do things.
Yup, Science says 86% of consumers say that authenticity is a key in their purchasing decision. 73% of consumers would pay more for a product if the company behind it promises transparency and a whopping 94% of consumers say they would remain loyal to a brand that provides complete transparency.
Your audience is more savvy than they’ve ever been and they’re also more intolerant of inconsistency or anything that smells phoney.
So, when it comes to copywriting, your job is to, first, create a distinct and memorable brand voice that is congruent throughout all your marketing touch points. From your ads all the way to your customer service responses… then, secondly, BE the company your consumer believes you to be. Or in other words, walk the talk, no matter what.
And when it comes to writing offers, use REAL scarcity, explain WHY products are on sale and for how long, set clear expectations and HONOR them, communicate frequently and authentically and look to add value first.
Showcasing user-generated content, authentic social interactions, and true video testimonials are other ways you can take advantage of these emerging trends.
Tip #2: Tell Stories
Storytelling has been used since the dawn of time to share information and pass down tradition… And no matter how much technology changes and evolves, stories will always be one of the best ways to create connection, evoke emotion and inspire action.
People will remember your story long after they’ve forgotten your sales pitch… And when marketing technologies shift in the future, rendering some content dead and strategies ineffective, your stories will live on. They’re like the cockroach of the marketing world. Haha. When the Internet apocalypse hits, if your business is based on stories, you’ll not only survive, but thrive. Ya feel me?
It’s like last weekend, I was at my cousin’s wedding. It was a gorgeous wedding inside this white tent in this beautiful grassy field with soft rolling hills. The sun was shining all day, it was the PERFECT day for a wedding. And then, just as the best man stands up to give his toast to the groom, the most sinister storm clouds you’ve ever seen roll in and it starts POURING. And I mean POURING… What we didn’t realize until that exact moment was this tent was positioned at the lowest part of this field and water started filling up this tent from all directions. Speakers were short-circuiting, gifts were getting wet. At one point I look over at the bar and the tip jar was filling with water… And you know what happened. The best man just kept going. Lightning was flashing through the sky, plates were floating by (just kidding) and he didn’t stop. Sure, he had to talk louder to be heard over the sound of the rain pelting the roof of the tent, but that only made him appear more confident and funny. People laughed harder at his jokes to accommodate for the booming thunder. And to this day I think that was the best wedding toast I’ve ever heard… Pretty good story, eh? What’s the funniest wedding story you have? Comment below and let me know!
The other great thing about stories is that they allow you to rely LESS on hypey marketing tactics or pushy sales copy. A good story will sell FOR you and you can use it across multiple different marketing channels without having to worry whether or not it will be compliant. Imagine if that wedding story was used to sell a speech-writing course… I think that would be pretty effective, don’t you?
So, copywritiers, start telling more real, relevant and relatable stories in your copy. Take the time to learn and master the brand voice you’re representing and carry those stories through multiple channels and mediums.
Tip #3: Answer Questions
One major marketing trend this year is Voice Search. By 2021, over 50% of all web searches will be done using digital assistants, like Apple’s Siri and Amazon’s Alexa.
Voice Search is becoming second nature for anyone looking for a quick answer to something and this creates a huge opportunity for you, if you know how to capitalize on it. Because here’s the thing… The way people traditionally conduct a Google Search is very different than the way they conduct a voice search.
For example, when you are searching for a restaurant on Google, you might type in “Best Brunch in Los Angeles.” But when you use voice search you change your behavior to ask a question, like “Hey Siri – What restaurant has the best brunch in Los Angeles?” Knowing how to formulate your content and copy to appeal to the Voice Search algorithm is a key factor in using this trend to your advantage.
And the best way to do this is to ANSWER QUESTIONS.
So, copywriters, include FAQ sections on your sales pages and write in a natural, conversational voice that answers the questions your consumers are asking.
And now I want to know, what is your NUMBER 1 most pressing question when it comes to copywriting and marketing, comment below and let me know and you might be featured in my next post!
Tip #4: Make Your Copy Personalized & Interactive
Marketing is no longer about spraying ONE marketing message all over the internet to everyone. The future of effective marketing will be sending behaviour-based emails in REAL TIME to your subscribers, based on their specific actions, interests and engagement habits.
In fact, internet users are expecting you to KNOW their patterns! They want relevant content 100% of the time, and they’re often not very forgiving of blatant, non-personalized marketing. For example, if you send an email to a customer asking them to buy a product they’ve already purchased, you’re breaking rapport and hurting your chances of them buying from you again. Unfortunately, this is a really easy mistake to make as people tend to purchase across different email accounts and devices. This is why omni-channel and omni-device tracking is so important… But your messaging is JUST as important. In fact, it’s IMPERATIVE.
Increasing personalization in your messaging across all channels can lead to a 500% increase in consumer spending. Um, excuse me?!
So, copywriters, as you’re writing sales pages, email sequences and video scripts, take time to consider WHO is consuming this content and how you might want to adapt these messages for different audience segments. Often times it’s not a complete rewrite that is needed, but rather a quick update of relevant and identifying information. Creating multiple messages for different audiences also allows you to go even deeper into personalization for the specific reader, which means less generic widely applicable content that is almost always less effective. Remember, if you try to appeal to everyone, you appeal to no one.
Along with the audience personalization, you also want to look at platform personalization in your messaging. Given that social media continue to attract record numbers of consumers, it’s more important than ever to make sure your copywriting is fully adapted to each platform and channel you’re using. A Facebook post and Instagram caption should be written differently, because audiences engage with these platforms differently.
Lastly, copy that creates even the slightest bit of interactivity is wildly more effective at attracting and converting consumers. Enhanced engagement among your target audience creates a sense of trust and credibility.
So copywriters, start thinking about fun ways you can create personalized content that inspires your audience to interact with your brand. Great examples of interactive content include video, live video, quizzes, webinars, or social media posts that encourage commenting and sharing.
Watch This Instead:
Alright guys, that’s our post for today. Please leave me a comment below if you found this post helpful.
And be sure to hit subscribe to my YouTube Channel. I’ll be back next week with a brand new video. Till then, I’m Alex. Ciao for now!