Putting ‘magic words’ into your copywriting

copywriter uk magic words

We all learned the magic word for getting our way when we were children. But copywriters learn that there are several. Cleverly placed, they increase conversion rates exponentially. Here’s a Copywriter UK guide to the magic words to pepper your copy with.

Magic word #1 – ‘You’

This is the number one magic word. It’s far more important than any of the others. Even ‘money’ and ‘sex’. Most of us know the secret of being popular. It is simply to get people talking about themselves. And it’s no different with copy. Customers don’t want to hear about you, your company or your product. They’re busy people and are bombarded with hundreds of advertising copy every single day. No, what they’re interested in is how your product or service will benefit them. Make them feel that you understand their problems, and have the solution, and you cannot fail. Peppering your copy with the word ‘you’ reminds you to focus on your customer and their needs.

Magic word #2 – ‘New’

Humans are curious creatures. It’s what led us to to fly to the moon. We’re constantly learning and adapting and that drive is fuelled by our curiosity. Social media researchers have recently discovered that it’s this insatiable urge which drives our addiction to Facebook and blogs because the thrill of finding something new triggers a dopamine rush in our brains. Even the mere promise of something new will do this – which is why the word ‘new’ is so powerful. What you’re writing about doesn’t have to be new. It only has to be new to the reader. Using the word, ‘announcing’ or ‘discovery’ will do the same thing. Place the word ‘new’ in a headline and you’re far more likely to get them to read on.

Magic word #3 – ‘Easy’

Humans are also lazy. This is also what drives our ability to learn and innovate. We’re never satisfied until we’ve made life as easy as possible. And we’ll invent gadget after gadget to take the toil out of things. Your customers are busy, tired and frazzled. They want you to make things easy, from the shallowness of the navigation on your e-commerce page, to the simplicity of the product itself. But they’re never going to find out how you’ve spent hours making your product or service easy to use if you don’t tell them. ‘Quick’ and ‘simple’ are other words which will have the same effect.

Magic word #4 – ‘Guaranteed’

When it comes to committing to buy, your customer becomes acutely aware of the possibility of loss. For as start, they’re about to pay money over to you. That is a form of loss. And they don’t want to make a mistake or be made a fool of. That’s why the word ‘guaranteed’ can make the world of difference at the point where they’re committing to a sale,. After all, you’ve made it so that they have nothing to lose. To make this work however, you must honour your guarantee promises. Other words which build trust in your customer are ‘safe’, ‘results’, ‘proven’ and ‘approved’.

Magic word #5 – ‘Now’

When your prospect reads your copy, there’s every danger that they’ll get distracted or simply forget to act. You have to provide some sort of urgency or there’s every chance they won’t act at all. Words like ‘now, ‘quick’ and ‘hurry’ all inject pace and encourage the customer to act promptly. These are even more powerful when used in conjunction with a limited offer.

Magic word #6 − ‘How to’

Life hacks never lose their appeal. As we’ve already worked out, your customer is busy and probably tired. Anything which gives them the information they need fast and all in one place is welcome. That’s why the phrase ‘how to’ will grab their attention. Smart copywriters manipulate the ‘how to’ format to convey the information they want the customer to hear.

Magic word #7 − ‘Free’

All of us like to get something for nothing. Whether we want the item or not, it just feels good to our hunter-gatherer instincts. People will buy more just to get free shipping or choose a free gift over and extra that costs them a nominal amount, even if the latter is worth many times as much. Crafting a good offer around the word ‘free’ is a great way to grab attention. Just be careful that you don’t trigger spam filters by using a spam check tool before you hit send.

Sadly, making your copy magic isn’t just a case of re-arranging the magic words. If you’re still stuck for copy that gets results, give Copywriter UK a call today on 0845 2606 255. We’ll give your copy the magic touch.

How to find your brand’s social media tone of voice

social media tone of voice image

Before social media existed, brands simply worked out who their customers were together with their brand values and communicated them appropriately. But Facebook, Twitter and the other 500 forms of social media changed all that. Suddenly brands were required to have a very public form of conversation with their customers. And making the transition proved to be tricky.

Companies are not people. But social media has been created largely for individuals, and demands real interaction on a more personal level. Today, companies are finding they can no longer just put out passive messages or completely dictate the conversation. And some struggle with developing a conversational tone of voice that’s approachable and expressive enough.

Because social media requires your brand to converse, it’s really important to think about how your brand would sound actually speaking to a customer.

So how do you find a social media tone of voice that’s right for your brand?

Start with the basics. Describe your brand’s personality in three words, and try to make them as distinctive and non-generic as possible. Are you young? Smart? Witty? Geeky? Sophisticated? Sassy? Warm? Translate those qualities into speech.

How will you attract customers into conversations on social media?

Bruce Daisley, UK Twitter VP for Europe, the Middle East and Africa, recommends three qualities, at least two of which your brand’s social media tone of voice should possess. He says an effective marketing social media tone of voice can be either fun, helpful or informative in any combination.

You can use social media as a form of customer service in order to be ‘helpful’, and blog posts or tips in order to be ‘informative’. Ideally ‘fun’ should relate to your brand values and the thinking you did about your brand personality. It should permeate real life conversations with your followers.

Thinking about your company’s culture can also be useful. What does your organisation stand for? What do you talk about? What are your unique stories or activities? Let customers in on the brand experience.

Positive social media tone of voice perceptions are enhanced by listening and responding

It’s not enough to decide who you are. It’s important to think carefully about how your customer speaks to you. Be aware of the kind of language they use, and match it. Sainsbury’s has done this exceptionally well on a number of occasions, most noticeably when a customer tweeted about some fish they tried to purchase, and more recently when a customer posted to Facebook about finding a worm in her lettuce. And O2 once went so far as to adopt Jamaican patois to respond to a customer.

Find out what your customer community is talking about and what their concerns are. Some scheduling is useful, but relying too heavily on it can make your brand sound fake. Encourage customers to talk to you by asking questions and responding with authentic, non-automated answers in real time.

Don’t forget your social media call-to-action

Effective social media writing means bearing your end goal in mind. What do you want your customer to do? Keep it simple and stick to one call-to-action per post, status update or tweet. Sometimes the straightforward approach works best e.g. ‘like this if you want to show your support’ or ‘please retweet’ and this is what’s likely to get the greatest response.

Still struggling with a social media tone of voice that’s right for you? Let our copywriters help. We can draft your social media tone of voice guidelines, or build your social media networks for you. Call Copywriter UK’s team today on 0845 2606 255.