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The Copywriting Guide Master worksheet, if you want to create content that sells, you first need to
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learn what works and what doesn't.
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Sometimes, though, no matter how much you apply yourself, it can be hard to keep all this information
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in mind when you sit down to create a copy.
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With that in mind, we they created a handy copywriting essentials checklist you can follow to make
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sure you've remembered all the most important steps.
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There are some nuts and bolts you need to get nailed down or as I call them, the absolute essentials
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of copywriting that sells.
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This guide presents these essentials in five stages.
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You can progress through to check if you've optimized your content to sell.
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There are also some handy bonus checklists at the end to help you boost your contents.
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Reach on Facebook, Twitter, YouTube and Instagram.
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Step one, define your brand.
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First step would be to define your unique selling point.
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Your number one goal is to sell or promote your product or a service to give people a reason to buy
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from you.
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You need to define your USP or unique selling point via notebook for research purposes and keep writing
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your observations in it.
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Write down what it is that you offer that is different or better than what your competitors are offering
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to boost your brand profile.
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You can use social proof.
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Social proof is massively persuasive and encourages customer confidence.
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Have you worked with any trusted organizations or well-known brands or people you could mention in your
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product marketing?
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If so, who write them all down?
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Alternatively, do you have a lot of great product or service reviews that you can refer to when you
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come to create your content?
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You should also remember values and goals like what does your company stand for or what main purpose
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does it have?
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What top three goals do you want your marketing to achieve for your brand?
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This year you should write down the answer to all these questions in a notebook.
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Step to market research.
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Now you need to get to know your perfect customer before you can create content that appeals, engages
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and sells.
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There are some questions you should be asking that will help walk you through the steps you need to
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take to do this.
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First off is do you know your market?
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Second would be have you researched your ideal customer to discover what drives them?
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If so, write down their biggest issue or problem in a notebook somewhere, then write down how you
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are solving this issue for them with your product or service.
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Have you observed your competitors to do this?
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Look at successful brands in your niche and see how they approach their content marketing.
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What are the top things your competitors are doing right now that your brand does not make a list of
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all the points and write them down?
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Remember to speak to your customers in a language they will understand.
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You need to first know how they think and talk about the products they love.
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Then comes.
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Have you looked at products in your niche on sites like Amazon reviews?
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And how do your Target customers describe products they love?
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Right.
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The top five key words and phrases they use most frequently down in the notebook.
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It is also important to answer the questions like what do they love about these products and how do
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they describe what they don't love or why are they unhappy with these things?
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Write down the answers to these questions in your notebook for research.
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Once you know this information, you can better angle your copy to hit customers pain points and offer
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them the solutions they want.
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Step three, optimizing your contents reach.
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Now you know what your customers want and how they think you need to maximize your opportunity to connect
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with them.
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Answer these questions starting from have you maximized your contents?
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Discoverability then is your SEO optimized on your website and in your content?
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Third, how have you done keyword research using Google keyword planner and Google Trends?
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Fourth would be if your keywords are niche down to hone in on your perfect customer
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Lastly, check whether they are relevant to your product or service.
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Remember, don't try to be all things to all people.
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Niche is more effective as long as people are searching for your keywords.
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And don't forget hashtags.
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Are you using the right hash tags on Twitter and on Instagram?
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Have you conducted market research into your hashtags using tools like HootSuite to see what your tags
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target market are searching for?
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Have you looked at the top trending tags in your niche on Twitter and Instagram?
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Doing these things will hugely boost your discoverability.
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Rate local SEO is important to.
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You also need to ensure customers in your local area can engage with your content easily.
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Some important points like on your website.
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Have you optimized your title tags and do they mention your location and have you included local terms
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in your age one and age two tags?
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Both these things are vital when it comes to local search.
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So Google and Google users can see your pages specific to a local area.
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Semantic search is also important.
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Google ranks pages higher that don't use repetitive, unrelated keywords.
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So does your content on your pages have a natural array of related words?
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And are you using similar phrases and words to your target keywords in your content?
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Finally, remember that social proof.
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You can use it here too.
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Do you have a large or growing following on Facebook, Twitter, YouTube, Instagram?
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Or your blog, if so, they will be the launch pad for testing your contents effectiveness step for
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structuring your content to sell.
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Remember the Aida formula, attract interest, desire, action.
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In that order, you shouldn't reveal everything straight away in your promo content.
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The goal is to keep people reading and engage their interest so you can get them to your call to action
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and then get them to take the action you want, because your headline in first paragraph attract your
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perfect customer.
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A great way of attracting your market is to make the headline niche and relevant.
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Is your headline relevant or is it too vague?
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Does your copy interest?
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One way of telling whether it will be of interest is to see if it touches on your readers issues in
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your body.
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Copy.
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Do you talk about the single biggest problem or desire your readers have?
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This is where having done proper market research really helps.
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Does your solution tap into your target markets desire and then a single biggest problem or need?
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If it doesn't, you need to refine your target market.
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If it does, you need to be sure you were making this clear.
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Does your copy make it clear to your potential customers that what you are offering will help them either
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by solving their single biggest issue, which they desire greatly to be solved, or by giving them the
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single biggest desire?
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Finally, you need to get people to take action as your call to action.
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Encourage people to take one or at most two highly specific actions.
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It's not a good idea to confuse people with too many options.
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Does it re-emphasize why they need to take this action?
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That is because it will help them attain their single biggest desire.
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Does your call to action introduce an element of urgency?
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Remember Fumo, a.k.a. the fear of missing out in your content?
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You should be tapping into this element of your customer psychology, particularly in your call to action.
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One way to tap into this easily is to use limited time promotional offers.
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Does your copy highlight why customers will be missing out if they don't take action now?
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Step five, polishing things up.
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Now we need to clean up and add some polish to make your content more engaging.
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Here are some essential elements you should check off against your copy to ensure it is as appealing
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to readers and browsers as possible.
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Answer these questions in your notebook to observe later.
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Is your copy clear?
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Have you checked it to make sure it's free of errors?
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Have you trimmed extra words in unnecessary detail?
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Is every word essential?
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Are you conveying what you need to tell customers in the shortest amount of words possible?
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Have you checked your grammar and spelling?
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You can use software like family to help you do this if you need extra help or just use your word processing
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program, spell check and grammar check.
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Are you being persuasive or just pushy?
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One way of telling if you're being persuasive or pushy is by evaluating what your content is telling
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potential customers.
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Are you outlining the benefits to your customers of your product and service, or are you just telling
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people how great your products and services are?
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Is your copy exciting?
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Read your content aloud?
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Does it sound natural and flowing?
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Does it sound like you were having a conversation with a friend?
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Because it should.
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Your copy should grab people's attention from the get go, make use of emotive, relevant headlines
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and punchy sentences that hit their pain points.
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Is your headline optimized to clearly explain what you're offering, or does it touch on a common problem
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you know your target market is concerned about?
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Is your copy using a mix of short and long sentences?
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Does it ask readers questions?
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Does it intrigue them, particularly at the start?
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Is your content structured?
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You don't want to confuse your customers with a jumble of words.
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What you want to do instead is guide them neatly through your content, like holding their hands right
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to the end where they click that button to purchase.
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To achieve optimal structure.
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You need to start by honestly reviewing your content.
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Is it broken up into clean?
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Easy to read blocks of text that are not too long.
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Think two or three shorter sentences per paragraph and no more.
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Have you made use of sub headers to add interest and break up the text?
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Are you using bullet points or numbered list where possible?
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Here's an extra step.
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Copywriting hacks for social media.
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Social media is where you'll probably be promoting your content the most.
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It's also where you have a great opportunity to reach a large market of new potential customers.
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Here's a super hack checklist for creating Facebook ad copy that sells.
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Here are the questions you should find out the answers to and write them down in your notebook.
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First off, does your content make your brand image clear?
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Second, is your brand image consistent with what you're trying to sell and appealing to your target
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market?
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Third is, what is your brand image?
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Make customers feel right.
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All of this down in your notebook.
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Think about famous brands like Apple or Pepsi.
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What customers are they trying to attract?
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What image do they project?
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How do they make their customers feel?
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Write them all down.
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Also check.
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Is your copy solution orientated and does it focus on the lifestyle or personal transformation your
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product offers or the problem?
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In your product or service solves, does your coffee make use of social proof?
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People don't typically trust Facebook ads and we'll usually scroll past.
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So when you get the chance to show the customers have had a positive experience using your product,
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you should do so.
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You can check.
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Are you featuring any customer written testimonials, reviews, photos with a customer or videos alongside
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your ad content?
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And does your Facebook ad copy make use of scarcity and foamer?
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Are you using deadlines like limited time promotions to have a sense of urgency?
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Are you using an image or video and all your Facebook posts?
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This is important.
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As research has proven, images increase your post engagement rate by over one hundred percent.
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You might also want to consider color choice in your image.
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Did you know yellow has been found to be more effective when used in Facebook ads than almost any other
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color?
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Check if your Facebook ad has a killer headline.
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And is it relevant to the customer group you're trying to target after an image?
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This is the number one factor that will decide whether people keep reading your Facebook ad copy.
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Is your header as brief as it can be while being specific enough so your audience can see the relevance.
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How you can improve your brand image and sell more is good.
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Five ways to brand, boost and increase sales is better.
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Are you using a sub header to be even more descriptive and tell them exactly what they can expect?
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For example, get my free sales boosting then of course, when you enter your email address.
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Lastly, check is your copy easy on the eye and exciting?
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And are you breaking up paragraphs and heavy blocks of text?
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Are you using emojis to enhance your text, especially in your headers?
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Emojis have been proven to attract more engagement on Facebook than plain text alone bonus checklist
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for Instagram.
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Here are some of the questions you should write down the answer to to properly boost your Instagram
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marketing efforts, starting from are you using the tags that have a high engagement rate?
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Second is, have you looked to see what your competitors are using?
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Third would be whether have you researched the hashtags your customers use to tag topics they are interested
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in that are relevant to your brand?
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And lastly, are you using the right Instagram tags for your post goals?
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You can choose from these types of tags.
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No.
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One, community tags designed to connect Instagram users with an interest in a specific topic can be
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local or more general hashtag.
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Black cats would want an example of a niche, but still general topic hashtag black cats involved would
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be an example of a local specific niche topic.
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Second would be campaign hashtags designed to promote a promotional period or event.
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They run for a specific number of days, weeks or months.
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Hashtag 12 days off XMA sale would be an example of a tag like this.
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Last is branded hashtags used to connect followers of your brand and encourage them to share content,
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helps others discover you, and are an effective way of demonstrating social proof and gaining new followers.
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Example of a branded hashtag would be using your brand name and your hashtag or relevant phrase like
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hashtag Nean KCS.
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For a campaign to promote the bright colors in your sneaker range, you can also use a combination of
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all the above where relevant experiment with hashtags on Instagram and see what brings you the best
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results.
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Bonus checklist to boost your content on Twitter.
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Start with looking at ads for successful competing products.
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Find out what are they doing right that you could incorporate into your own ads or posts.
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Write this down in your notebook.
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Look at the complaints.
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Are you avoiding making these mistakes in your own content posts?
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Check.
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If you're using tools like HootSuite to research trending hashtags, check whether you're using relevant
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niche keywords, posting regularly and using proper hash tags.
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Don't overstuff your posts as if you have more tags than content can be a turnoff.
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Have you shorten any you URLs in your post using a site like Bitly?
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This is important as you have a limited character amount on Twitter and people switch off.
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If you display messy looking, you are less Rona's checklist for YouTube.
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It's important not to forget about video as it's the most shared content medium and currently makes
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up over 80 percent of all content shared on the Internet.
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Check whether you're currently using video and your marketing approach or not.
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And do you have written content you could present in video format by creating animated guides or slideshows
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with voiceovers?
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Can you make video versions of your explainer guides?
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Have you optimized your YouTube video descriptions?
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This is essential to getting found and for helping people to decide whether they want to watch till
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the end or not via YouTube.
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Descriptions contain highly scoring keywords that are relevant to your topic.
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And do your YouTube descriptions contain a clear, specific description of what your video is all about?
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Remember, you need to specifically describe what people will learn if they watch your video.
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If you don't want to get bad reviews on YouTube, next steps.
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OK, so you've hit publish and now you're wondering what to do next.
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Well, there are a couple more important steps you should take to optimize your copywriting success.
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First, you should be monitoring the results your content and ads gets analysing these and then tweaking
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appropriately on.
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Facebook, you can use tools like Facebook business manager to do this, and on Google you can use Google
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ads manager, you can check how much engagement did you post or Atget or did you get any complaints
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if you received any complaints trying to address these in your next piece of content?
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The next thing is to keep creating great content using this list as your guide.
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Creating engaging content is the best way to get seen, get found and get customers.
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Remember to keep this checklist with you every time you create a piece of content.
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This will help you ensure you include all the most important factors that go into creating an amazing
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piece of highly persuasive copy that sells.