How to Write Copy that People Want to Read

Anyone can write. But not everyone can write copy that people will actually read.

There is so much information being published everyday and people don’t have long attention spans anymore.

So you are here for this exact reason: you want your writing to be one of the ones that get read.

You want people to read your work and pay attention. More importantly, you want them to remember, take action and then tell others.

So why on earth do you spend hours researching and writing a piece only to have it be ignored?

In this post, I will share key strategies to help you write copy that people want to read. These tips will help you grab your reader’s attention, take them on a journey and persuade them to take action.

1. Stick to the basics

Lucky for you, you don’t need a one-size-fits-all formula for writing a good copy. If you want to write copy that people will actually read, learn from the pros and stick to the basics.

No need to reinvent the wheel. The methods used by great copywriters years ago can still work today if done right.

So, let’s start from the copywriting basics. These will help you become a better writer, generate more leads and close more sales.

Even if copywriting doesn’t come naturally to you, you can explore using different copywriting formulas to make your content better.

Here’s one I particularly like: the PAPA formula.

• Problem: Highlight the desire, need or pain point your potential customers are experiencing. This will grab their attention.
• Advantages: Give reasons to solve the problem. Why does this person need to fix things and what do they stand to gain when they do? Here, you are working on keeping the reader’s attention.
• Proof: Prove that your offering solves the problem. This could be in the form of customer testimonials, growth metrics, industry recognitions or media mentions. This will help convince your readers that they are in the right place to find the solution they need.
• Action: Close and seal the deal by prompting them to take an action and creating a fear of missing out if they don’t – like watching a video, filling a form, paying for a course or signing up on a newsletter to get certain benefits

2. Tell good stories

Research has shown that messages delivered as stories are 22 times more memorable than facts.

No matter how busy people say they are, they make time for stories.

This explains why even the busiest person you know has probably watched some part of Bridgerton – or at least plans to.

Sadly, it doesn’t matter how awesome your story is if no one reads it.

And that is why you must always begin with a bang and the first line of whatever you are writing is so important.

You must write a powerful headline to get attention and then lead your reader into the story.

Follow this sequence – give the most important information first, keep it as concise as possible and then give more details if there’s still room.

All through the piece, your job is to convince the reader that they are in the right place for the value they are looking for.

And at the end of it all, you must have delivered on the promise you made in the headline – of a solution to whatever problem got the person reading in the first place.

Why?

Well, the person who reads and responds to a good copy does so because they believe they have found what they need. And so they are happy to keep reading.

Your copy should always tell a story that reflects the reader’s hopes for a solution, how good they will feel when they get it – and how much easier the product, service or information will make their life.

3. Make it about the reader

Always think about your reader and the questions they have. That way you can give them what they’re looking for and not what you think they want.

You may be the best in your field but people care less about what you or your product can do and more about what you or your product can do for them.

So why would people take out time to read the copy you write?

It has to either interest, help, inform or entertain them. There has to be some value that they get from your writing and it needs to be obvious.

Whatever you do, craft the copy around the customer and the benefits they have to gain, not the features you have to offer.

4. Remember that less is more

Both short form and long form content convert when done right.

If you want people to read the copy you write, the important thing is to keep it simple and concise.

Be straightforward, avoid irrelevant details and get to the point fast. You don’t want to annoy your reader with filler copy and fluff words.

Think about the most compelling sentences you can use to describe your blog post or the solution your offering will provide. Then build your headlines and copy around that.

Make it specific and practical. Simply tell what to do and how to do it.

First, he goes in with a question that clearly shows the user pain point – more web traffic.

Then, he introduces himself and how his offering is to help ‘a business’ get exactly what they want.

Lastly, he inserts a compelling call to action.

He does all this, in less than 6 short, concise sentences.

And this method has worked for him so far. You don’t need to take my word for it. The numbers say it all.

Neil Patel’s website generates over 1 million monthly search visitors. The Wall Street Journal calls Neil a top influencer on the web and Forbes has listed him as one of the top 10 online marketers.

5. Benefits over features

The thing about benefits is that they sell the product easily by giving people a reason to buy.

Features on the other hand clearly explain what they’ll get by using your product, especially in comparison with competing brands.

While features are not completely irrelevant when writing copy, they are not the primary message and should take less priority.

They begin by using the headline to highlight the benefit users will gain from using Monzo – easy banking.

Next, they use a mix of both features and benefits to drive the point home – one UK bank account to spend, save and generally manage money.

They then close with a clear action button – a prompt to create a bank account on Monzo.

READ: How to write compelling stories

6. Check your language and word choice

Have you ever read a piece that had you hooked from beginning to end?

Well, as engaging and memorable as that was, such copy is not easy to write. Especially when it is going up against millions of others put out per day.

The solution?

The power words Apple used in the product copy on the left are – incredible, power and incredibly simple.

These words trigger the feeling of mind-blowing authority and simplicity and prompt the reader to associate those attributes to the Apple brand.

More importantly, it makes them feel that if they get the product, it will also be valid to associate those attributes with themselves.

Such a copy does a much better job at getting people to sit up and notice, than something as basic as the example given on the right – ‘Power. Simplicity’.

Not to say that the second copy doesn’t work at all, but the first one triggers and stimulates the mind more.

In essence, always re-read what you’ve written to avoid powerless words and include compelling power words instead.

7. Create a feeling of exclusivity

Another good way to get people to read the copy you write and persuade them to do something is to create a feeling of exclusivity. The idea is to create a fear of missing out.

This FOMO is a major reason phrases like ‘secret method’, ‘exclusive list’ or ‘inner circle’ work so well.

They make people feel special for being in on the action and information that others aren’t.

There’s just something in human nature that makes us feel really good about ourselves when we appear to have something that other people don’t.

8. Develop a unique style and tone

Michael Jackson was a legendary musician.

But aside from his controversial life, two other things made him internationally acclaimed.

Michael Jackson had a unique style of dance and tone of voice.

Just like writing. Without a unique style or tone, you are just writing a couple of tired words.

The annoying, plain truth?

Many people will find your copy too technical and dry without a unique style that makes it readable and worth sticking around for.

Our Eden Life is a brand that has mastered the art of convenience and simplicity. And it flows through in their copy too. Here is a section of their homepage:

The goal is to create a niche for yourself within the standard type of copy you would normally see in your industry.

If it’s boring, add a little spice. Just, don’t go over the top.

9. Write how you talk

When writing, don’t kill your personality.

Write how you would talk – to a friend, colleague or family member.

When you are done writing, read everything out loud.

In the great words of Elmore Leonard,

“If it sounds like writing, I rewrite it.”

Elmore Leonard

Good copy that people will actually read needs to have a tone of voice.

It needs to sound like a person wrote it.

Why?

Empty words don’t have the ability to connect.

So, read it out loud when you’re done writing and if you find yourself bored along the line, the likelihood is that others will find it boring too.

And that’s the point where you need to roll up your sleeves, crack your knuckles and tweak like crazy.

10. Add relevant and helpful links

Your goal is to provide as much help regarding a particular pain point your reader has as much as possible.

But there’s only so much you can write.

With links to other articles or resources, within and outside your sphere of influence, you are providing more value to your readers.

It could be a link to another article within your site that buttresses a point you made or a link to another site or video backing a fact you stated.

Remember to use anchor texts that contain relevant keywords and avoid linking to broken urls.

11. Make sure it is legible

No matter how great the copy you’ve written is, if it is not legible, it will be ignored.

While the headline is catchy and readable, the rest of the text just makes you want to squint at your screen till everything becomes a blur.

A few tips to structure and write your copy that make it easy to read:

• Space sentences and paragraphs generously.
• Use compelling subheadings.
• Make lists with numbers and bullet points.
• Use a clear font.
• Use clear, relevant images
• Pay attention to the page or background colour contrast.

Conclusion

Your overall goal is to write copy that people will be interested in and continue reading even after the 8-second attention span of most people.

Copy that holds people’s attention, gets them reading and drives action needs to be personal, authentic, compelling and legible.

About Oyinkansola Ogunyinka