The average attention span is less than 8 seconds! It is important that the creatives keep the user engaged with clear messaging and no visual clutter. Great copywriting is important for creating a balanced design.
General Copywriting Tips:
Actionable Language - Using verbs in the copy is a great way to make sure your creatives are actionable for the user. For example: Save 50% Now, Checkout Our New Arrivals, Return to Cart, etc
Incorporate Personalization - Personalization helps users feel connected to brands. It also provides clear value to the reader, increasing the likelihood of engagement and conversion. For example dynamic product information, first names, personalized recommendations, etc.
Clear Hierarchy - Be concise and organized so that the important information stands out and is easy to process (offers, promo codes, key dates, etc.). We want to create a balance of text to image ratio and not overcrowd the creative with too much copy.
FOMO (Fear of Missing Out) - Use language like “Last Chance to get this offer” or “Flash Sale” to create a sense of urgency.
7 C’s of Communication - Clear, concise, concrete, correct, coherent, complete, and courteous. Consider these when writing copy. Ask yourself if the copy successfully adheres to the rules of communication.
Ad Copywriting Tips:
Use concise, impactful phrases. Since space is limited on ads it is important to keep the copy direct and to the point. Too much copy on the ads results in cluttered information and smaller font sizes, making it harder for the audience to see your ad’s message.
CTA text should be clear, concise, and actionable. (Shop Now, Visit Us, Take a Tour, etc.)
Create Urgency - use time-sensitive language like “Limited Time,” “Last Chance”.
Make It Personal (when possible) - For Example: “Your Dream Vacation Awaits.”
Onsite Engagement Copywriting Tips:
Include an offer to entice users to complete their purchase.
Personalize the copy - Add product names into the copy to create more personalized interactions.
Create a sense of urgency - Use countdown timers for limited time sales.
CTA text should be clear, concise, and actionable. (Shop Now, Visit Us, Take a Tour, etc.)
Email Copywriting Tips:
Personalize the copy - use language like “Just for You” or “Don’t Miss Out on Your Cart”. Since there is a bit more space to work with in emails - try adding in some value points or a benefit section to body copy about the products or services if applicable.
Place the key message in the first few sentences of the body copy. (Discounts, Promo Codes etc.)
Create Urgency
Use time sensitive language like “Limited Time,” “Last Chance” “Offer Ends…”.
Utilize countdown timers to create urgency for limited time sales and offers.
Hero Banner - use this area to showcase the most important messaging. Focus on having an impactful headline, preferably featuring an offer or something with a sense of urgency. Include a CTA button as well.
CTA text should be clear, concise, and actionable. (Shop Now, Visit Us, Take a Tour, etc.)
If dynamic information is available - include first names in the body copy and the users cart information (Product name, Price etc).
Use creative subject lines to grab attention in the user's inbox. The ideal length is between 30 and 50 characters, or 4 to 7 words.
Pre-header text is the bit of text below or next to an email’s subject line in the inbox that gives extra insight into what’s inside the email. It is recommended to keep the preview text under 90 characters.