10 best tips of copywriting in social media

Copywriting is salesmanship in print, not clever wordsmithing – this is the cardinal rule known by every worth-mentioning copywriter that has ever lived. It’s hard to explain it better than this, but if you can’t explain it simple than you don’t understand it well enough. Having this in mind, you can move to 10 best tips of copywriting in social media.

#1 Writers block is cured with research

This means that for every subject you write content for, you need to do as much research as possible.

“The best copywriters are the most tenacious researchers. Like miners, they dig, drill, dynamite, and chip until they have carloads of valuable ore. John Caples advised me once to gather seven times more interesting information than I could possibly use”. – Source

#2 Make it interesting

Interesting doesn’t mean clever, this is not wordsmithing!

“Tell the truth but make truth fascinating. You know, you can’t bore people into buying your product. You can only interest them in buying it.” – David Ogilvy

Ok, so how exactly can you do it on social media? Here is how:

  • Make it scannable and visually appealing – works best for long articles and text on photos

  • Use your distinct personality or unique selling proposition – don’t oversell it but put in just enough personal touch

  • Make it entertaining (as long as the humor furthers your goal) – avoid the stale, boring language and make it feel human

  • Incorporate controversy – you can spice it up so you get a good debate on it

  • Newsjack – if your timing is perfect and you have an interesting angle, go for it

  • Tell stories – social media is all about the personal experience

#3 Short and simple

Twitter has a character limit, but that is really a good thing. The attention span is really small and you have to fit in an already crowded place. This doesn’t mean you have to truncate the content, it just means you have to make it concise and get to the point so your target audience understands your offer and benefits as quickly as possible.

#4 Some industries have it better than others

If you know this you can make it work to your advantage instead of complaining about it.

“The best advantages a restaurant could have it wasn’t great food, low prices, or a good location. The key to any restaurant’s success is the starving crowd. You start with a group of people who have demonstrated their hunger, and then you satisfy that need.” – Gary Halbert

The moral here you have to give the audience what they want. For some is easier, for others not so much but with some research you can find it.

#5 Social is a lot about visual content

Photos, cover photos, ads, infographics, and so on. Make them attractive to the viewers. Here’s how:

  • a good typefont that’s easy on the eyes and big enough to read – especially when you use it on pics, try to make it readable without squinting

  • short paragraphs – nobody will read more that 3-4 rows with maximum 5 words per row

  • variety in the text, e.g. bolding, italicizing, underlining – have fun if the font allows it

  • visual cues, i.e. arrows pointing at the form button – this works best on cover photos or other pics that point to a near call-to-action button

#6 Ask yourself why you wrote it

Every word has a meaning. Make it clear for everybody why you chose it, and if you can cut it out without anybody noticing, then you should do that.

“In the modern world of business, it is useless to be a creative, original thinker unless you can also sell what you create.” – David Ogilvy

Clever is not the purpose in copywriting for social media. You have to make sure that your content engages your audience, builds trust and encourages sales first, after that you may think of humor and witty content.

#7 Know the people who reads you

When you try to entertain a fan page or blog followers you should know the way they talk and think so you can speak their language.

“If you’re trying to persuade people to do something, or buy something, it seems to me you should use their language, the language they use every day, the language in which they think. We try to write in the vernacular.” – David Ogilvy

#8 Focus on the benefits

Don’t talk about how great something is, rather make you audience imagine how the benefits of making that purchase will enrich their lives and experiences. All the great copywritest know this and it applies to social also:

John Caples said, “The best headlines are those that appeal to the reader benefits.”

Eugene Schwartz said, “Talk about what your product ‘does’, not ‘is’ – and demonstrate this.”

Bob Bly said, “Virtually all successful copy discusses benefits.”

After making a complete list of benefits, make sure you use the ones that focus on “you” instead of “we”. We are the company and try to sell you stuff, but you are customer that will get all the fabulous advantages – and that is the main focus here. Bob Bly, the best copywriter in US explains the fundamentals of persuasive writing here.

#9 The best point comes first

Don’t beat around the bush and keep for last you best move. If you write an article or a list the first paragraph / point you put down makes the difference between reading it to the end or not. Attention is short online and you shouldn’t make your fans and potential customers work for it too hard.

#10 Include a call-to-action

Every good copy had a catchy call-to-action. So if you want people to share that tutorial, ask for it. If you want them to comment about their favorite, ask for their opinion. People are lazy, and more so online. Test this theory and you will be surprised how many will take action if you ask it from them.

Here you can find the entire list of tips, and if you have some tips of your own please share them below in the comment section!

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