10 quick copywriting hacks to generate leads

There are so many copywriting rules out there, it often feels like creating content is some sort of complicated puzzle – with the answers scattered across the internet. So here’s ten of the most universal rules you can use to solve any copy task – whether that’s writing a website, landing page, advert, email, or blog post.

1. Use active voice

Sentences that use the passive voice are often complicated or wordy, making them indefinite and vague. Using the active voice results in shorter, sharper sentences. This makes your copy easier to understand, and its immediacy encourages action.

2. Be specific

It’s easy to make general claims about a product, but specific proof is much more effective. By highlighting specific things about your product, it removes the clutter and your audience is more likely to understand that your product’s perfect for them.

3. Define a goal or outcome

Copy should move your reader forwards – towards taking an action. If there’s no outcome, it’s not copy – it’s literature.

4. Align the motivation

When it comes to making a purchase, people are heavily influenced by their emotions. You buy with emotion and justify with logic. So if your copy only makes a logical appeal, you’ll miss the most important part of your appeal – to the emotions.

5. Use simple words

Make sure your copy isn’t too technical or complicated for your readers, it’s better to choose words that are understood by the largest number of people. Your copy should never confuse the audience or make them feel uneducated. As a general rule of thumb, aim for a reading level of a 14- or 15-year-old to get your message across quickly.

6. Be customer-centric

You’re not writing for yourself – you’re writing for your audience. Customers don’t care about you and what you do, they want to be shown how you and your product answers their needs.

7. Use a strong headline

Headlines open a conversation. Your readers l only go on to see the rest of your copy if the headline speaks to them, directly.

8. Address objections

Salespeople know that objection-handling can make or break a deal. Therefore, aim to write product copy that acts like a high-performing salesperson.

9. Emphasize benefits

Nearly everyone has a tendency to write about features instead of benefits. But features don’t answer your audience’s most important question: “What’s in it for me?” Features are essential functions of your product or service, which could be technical or descriptive. While benefits are why those features matter for your customers, why their life could be improved by those features. Customers sign up or buy, to receive the benefits your product delivers, not for the technicalities or features. Features tell customers what, and benefits tell customers why. So lead with your benefits and then (if you need to) list the features.

10. Go short

Make your sentences short to match the intention and rhythm of natural conversation. Shorter sentences are high energy, are easier to read online and require less commitment to finish. They help avoid complex copy and long lines of text are typically perceived by users as intimidating and overwhelming.