7 Copywriting methods that will make your email marketing more attractive
Copywriting might be the most powerful skill you can have, let me give an example "Imagine you are browsing Instagram and you find two different ads for the same product" which one would you click?
You would choose the one that speaks better to you, don't you?
If you are frustrated with the performance of your marketing campaigns despite spending a lot of time on them, the missing ingredient might be copywriting. I'll show you seven specific copywriting strategies that you can start using now to get more clicks and conversions.
1. Focus on the benefits
This is the most important rule in marketing overall, especially in copywriting. People don't care about your product, they care about what your product does for them.
One common mistake for beginners in copywriting is to focus on the features rather than the benefits of the product, for example, if you are writing for your new blender, it is not clear to the random person on your email list how the new powerful motor of your blender will make their life better.
So, instead of saying this blender has a powerful motor, say goodbye to chunky smoothies and hello to smooth and creamy blends.
When you focus on the benefits, you tap into the emotions of the reader and give them a clear picture of how your product will solve their problems and make their life better.
Another way to focus on the benefits is by using stories and case studies. Share real-life examples of how your product has helped others and let your customers imagine themselves in those stories. This way, you will create an emotional connection with your audience and they will be more likely to take action.
2. Address the doubts
The difference between copywriting and poetry or other types of writing is that your goal is to trigger action from the reader, and in most cases, that action is to buy your product. If you don't address the reader's doubts about your product, you won't get far in achieving that goal. This comes back to your knowledge of your buyer. You need to know all the common doubts that your reader has and proactively address them in your emails, on your product pages, and in your other marketing.
Here are four common doubts that readers have:
- Is it worth the price?
- Will it do what it promises?
- Will it work for me?
- If I have a problem, is it easy to get the right support?
Sometimes it is a good idea to directly address the big doubts. Look at this email created by Etsy
The headline reads, Looking for the perfect birthday gift? Notice what they do here. They take out the question that might be in the reader's mind and use the exact same words that they might use in their mind.
Then they go on to increase the perceived value of the product by describing how effective it is, giving various types of safety proof, and mentioning a happiness guarantee that makes this purchase risk-free for the customer and that's how it's done. You don't have to be too direct every time, but you should address the doubts by describing the benefits, giving social proof, and focusing on customer support.
3. Write in the second person
This is probably the thing that I edit the most with new copywriters who join the team at my agency. Rather than saying "our" and "we" in our copy and thus focusing on ourselves and our brand, we want to write "you" and "your". This shifts the focus to the reader.
For example, instead of saying "our product is the best", say "your search for the perfect product is over". Again, people don't care about you or your brand, they care about themselves and the results they get by using you and your product.
By focusing on them, you help them connect emotionally with what you are saying and imagine themselves experiencing the results that you promise. If you review and edit your writing, pay attention to the pronouns and make sure there are more "you" than "us".
Here is another practical tip for you. In your welcome email, it feels so natural to say, "We are so excited that you joined" and then go on to talk about your company, your product, and your mission. Welcome emails that perform much better flip that and start focusing on the customer. "You are in for a treat. You are in the right place. You have joined a community of 5,000 happy customers and we couldn't be happier." Try that next time and see how it goes.
4. Make your writing scannable
We all know that people don't read, right? Well, that's not entirely true. People in the consideration and decision stages of their customer journey do read, especially if the investment in your product is significant and they want to make the right decision.
It is true that many people, not all, don't read but people do scan if they open your email. So your job as a copywriter is to make your email work well for both types of recipients, those who read every word and those who just scan your email for a few seconds. Here's how to make your email scannable:
- Use headlines and subheadlines
- Use descriptive call to actions
- Write short paragraphs
- Use visuals and design to convey information
5. Write fun CTAs
Clear and compelling call to actions are key to converting readers into customers. A strong CTA can make the difference between a reader just passively reading your copy and actually taking the next step to buy your product.
Writing great CTAs is an art and a science, just like creating great subject lines. Your CTA should be short and clear, preferably containing action words, and also fun. And it's not that easy to balance all of that but that's what great copywriters do.
For example, instead of the standard "sign up for our newsletter", you could try something like "join the cool kids". This type of CTA is more memorable and relatable, making it more likely that people will take the desired action.
Using CTA with non-standard fonts can be a unique feature for your email, as long as you can make it clear, "Clear is better than clever" That should be the mantra of every copywriter.
Fun CTAs really help differentiate your brand from competitors and build a more loyal following.
6. Use sensory words
Imagine this: You are walking on the sandy beach when the sun sets over the ocean. The warm sun kisses your face and the cool breeze caresses your hair. You can hear the gentle sound of the waves crashing on the shore and smell the salty sea air. Did you just get transported to that beach?
That is the power of sensory words in copywriting, they allow you to paint a vivid picture in the reader's mind and create an emotional connection with them.
When you tap into the reader's senses, you move them to another world and make them feel something, and when your reader feels something, they are more likely to take action, whether that is buying, signing up for a newsletter, or even just sharing your content with others.
Relatedly, sensory words are good not only for describing the benefits of your product, but also for making your reader feel the pain more strongly, that is the pain that can be solved by your product.
This email is a great example. The opening paragraph reads, earlier today, we sent you an email that contained nothing but the image of a cat. This was purrly a mistake, so please accept our apologies for littering your inbox.
So don't underestimate the power of sensory words. Use them to make your writing come alive and connect with your audience on a deeper level.
7. Write like you talk
This is one of the most important and paradoxically often the most difficult copywriting tips to master for many copywriters.
- Full of pronouns
The best way to make sure that your writing is conversational and easy to read is to read it out loud. Is it hard to read out loud? If yes, then it is likely to be hard to read for your customers.
Let's compare emails from two skincare brands to see what I mean. read this one
The headline is catchy, quick, fun, easy to read. I almost feel like this is a friend talking to me. Now read this one
The copy of the paragraph feels heavy, too hard for me to process this information and even though I usually get what they offer, it is much more enjoyable for me to interact with the first email and for that reason I am more likely to shop with them.