Copywriting is a skill that a lot of people think they can do, but few are actually any good at it. A great copywriter needs to have an eye for detail, a nose for the right way to say something, and the ability to make someone want something they didn't even realize they wanted before.

It's one thing to craft a blog post or ad copy, but it takes know-how to take those words and turn them into something that will encourage someone to take action. Like when you read an ad on Facebook that connects with you emotionally (makes you laugh, think, smile, or even sad), you take action and click on the ad.

Copywriting is not rocket science; everyone can learn to be a better copywriter. I compiled 6 tips on how to create copy that sells.

#1 Approach your copy like a story

It's a good idea to assume that your reader has never heard of you or your product. Weaving a story into your copy helps to illustrate your point of view better and build a connection with your reader.

For example, "The problem with my life is…" or "I discovered how to…" or "Before I started using [product], I thought…" are just a few examples of how to capture someone's attention.

Great places to tell a story is when writing long-form content such as a blog, an about me section on the website, or a book. But you can also tell a story in your online ads. If you decide to do that, I recommend a/b testing short form vs. long from copy. When telling a story, you tend to need more characters rather than if you just want to bring a point across.

When telling a story, use present tense to make your copy feel more alive and less formal than past-tense writing - whether this is good or bad depends on what you're trying to accomplish.

Present-tense narration helps readers connect with what they're reading because it suggests that you're talking directly to them instead of through someone else's eyes.

#2 Be conversational

Writing copy that converts is not about being formal and stiff. It's about taking a conversational approach and writing like you talk to it feels more authentic. The more natural your copy sounds, the likelier online users will share that piece across social media.

When you are done crafting your copy (blog, social media post, ad), analyze your piece. Rephrase or shorten words if needed.

For example:

Swap phrases like "most people" or "users" with some personal pronouns like "you" or "we."
Use contractions (e.g., don't say "we are," say "we're") when appropriate it sounds more natural.

#3 Be specific

What is the goal of your copy? Are you trying to persuade someone to buy or opt-in? Most writers make the mistake of generalizing their copy, so they use sentences like "imagine how much better your life would be if..." or "everyone should invest in my product because..." or even "I'm the best person ever because I have two awards."

While it's great that people love you and you are obsessed with your own product, it does not connect with your end user.

When you write copy, it needs to solve your potential audience's problem. You need to write for your audience, not yourself. Think about how your potential clients feel and why your product would eliminate the problem.

Your reader can't imagine what their life would be like if they bought your product. You need to tell them! They can't know whether investing in your product is right for them until you give them some social proof. Testimonials, video or written, work great as social proof.

#4 Search engine-friendly content

You have to differentiate between search engine copy and copy that sells. I am not saying that your post will not rank, but writing content for search engines entails using keywords and phrases that don't necessarily sound great when read out loud by a human being.

If you are already established online, and most of your audience comes from organic searches, that's amazing! But if most people come from paid advertising campaigns on social media or your organic posting on TikTok, it makes more sense to focus on copy that converts.

Ranking on Google and keeping up with the latest SEO trends can be challenging, especially if you want to position your product in a crowded space. Seeing *any* results for your search engine optimization can take at least six months to years.

If you want to build a personal brand online, focus on making your copy conversational instead of keyword-driven and utilize social media to drive traffic to your website instead of trying to make SEO work for your business.

#5 Use CTA

If you want your copy to convert, you must tell your readers what to do. You'll be surprised that a lot of users don't take action unless you tell them.

If you are writing copy for an ad for Facebook or Instagram, be specific on what action you want the reader to take. Should they call your business for a free consultation or check out your latest collection?

If you are writing copy for your blog or social posts, a strong call to action could be to subscribe to your newsletter, comment under the post or follow you for more tips.

#6 Use AI tools

If you still feel that copywriting is not your strong suit and you feel slightly overwhelmed by how to approach a blog post or an online ad, try using AI copywriting tools.

Over the past couple of years, artificial intelligence has gained popularity and access. These tools don't do the entire work for you, but they definitely help you get started. Jasper AI or Copy AI are among my favorite website to help with copywriting.

Conclusion

The best way to create copy that sells is by using a conversational approach focused on the customer's pain points and not just the product. Treating your copy like a story people want to read and evoke an emotion can generate higher engagement and better conversion rates!