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1. The 4 C’s
In
marketing, it seems like things come in fours. The 4 P’s are often in the
introductory marketing courses. So, it makes sense that there are the 4 C’s of
copywriting. They are:
1. Clear
2. Concise
3. Compelling
4. Credible
If you
can infuse your social media posts with these 4 C’s, you’re on a roll. This
formula gets a little bit tricky.
https://www.hyundai.com/eu/about-hyundai/brand/experience-n.html
In it, it’s clear what
you’re going to get – tips for successfully going it alone. It’s concise. It’s
compelling to people going it alone and not sure how to find support.
2. The 4 U’s
Another
copywriting formula with the 4 U’s.
1. Useful
2. Urgent
3. Unique
4. Ultra-Specific
This
one has a little more energy behind it than the 4 C’s. If your target audience
needs an extra push, this is a great formula to deliver that push without
feeling like you need to take a shower as soon as you hit publish.
Copywriting is simply a type of writing used to get an
audience to act, but as any copywriter knows, achieving that is not so simple.
As there are a number of factors that influence whether a reader takes action,
Chris
Brogan is the King of this. He sells without it sounding sleazy. Here’s an example of a recent promotion he
did for a paid webinar he hosted about email marketing.
It was
useful for people who didn’t feel email marketing was their strong suit. The
webinar was happening that night, so there was a sense of urgency in the post.
The positioning was unique. And, it was ultra-specific about what the person
would get. That’s hard to do in less than 140 characters, but he did.
3.
Cliffhangers Make the Readers Want More
Our
brains like closure. We’re drawn to it. We have to know what happens to the
damsel in distress at the end of the fairy tale. We’re drawn into movie theaters
like moths to a flame so that we can find out who did it in the murder mystery
teaser we saw on TV.
In this example,
Dr. Emad Rahim poses a question leaving the audience asking, “how?” To find out
the answer, you have to click on the post and read the article. There’s
curiosity baked into that post. Click, and you’ll find out how to develop
empathy, which is a coveted feeling most marketers want to achieve.
4. Use Social Proof
It’s
easy to make claims online. I can claim to be an astronaut, and with strong
copywriting, I could get someone to believe I could teach him how to cook in
space.
That’s
obviously far-fetched. I have zero training in either space walking or culinary
science, but by adding a few words to my post.
This
type of sleaze has made many consumers worrisome about believing claims online.
If your business falls into that class, you might want to use social proof in
your posts to get people to trust you.
5. AIDA
AIDA
is a classic example of copywriting formulas. It’s the go-to for most
copywriters of all skill levels because it works. AIDA stands for:
·
Attention
·
Interest
·
Desire
·
Action
Grab
the person’s attention up front. Tease them with something interesting. Plant
the seed of desire. Then, tell the reader what action you want him to take
next. Here’s an example:
6. So What?
“So
what?” That’s the question running through your customer’s mind when he reads
your sales pitch.
So what?
Instead of just saying, the headline goes on to say why that matters. It’s a clear benefit, and it gives a more tangible reason to pay attention to the post. It’s not about sucking up to the editor; t’s our work in front of their audiece.
7. Who-Why-When-What
In
storytelling, these are all important questions to answer. Copywriting is a lot
like storytelling, so when added to a strategic mix, they make for a strong
copywriting formulas.
·
Who is this for?
·
Why should that person care?
·
When can they get it?
·
What do they have to do next?
Bonus Formula: Your Own
Ultimately,
to be persuasive and attention-grabbing in copywriting, you have to tell your
story with your voice.
If the
copy feels dirty to write and publish, chances are the reader will feel the
same way and you’ll lose that coveted attention on social media. On the other
hand, if you feel good about what you’re saying, you’re in a far better spot to
capture the attention of the reader.
You
choose what feels best for you. Test different copywriting formulas, tweak your
approach and learn as you grow.
Kimberly Crossland is a copywriter with talent for writing words that pull out brand’s
personalities.
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