Copywriting is an art of constructing compelling stories with just words. These stories are created to elicit an action from the reader. The copy needs to be compelling enough to grab the attention of the potential consumers and convert them into customers. Therefore, the key to copywriting is understanding the needs of your target audience and ensuring that you address their needs in the most effective manner possible. Knowing that you need to capture the consumers attention is the first step, however this isn’t merely enough. 

Here are tips on how to capture the attention of even the busiest consumers – 

1. Copywriting, the art of clear, concise writing 

Ensure that the copy or the text is clear and concise. But the copy should directly reach the consumer without beating around the bush. Any content that doesn’t support the narrative and add to the main message of the brand or business should be omitted. The key here is to make sure the content is delivered in the most effective manner with the right words. 

The optimal number of words required in the subject line is speculating to be anywhere between 6-12 words. Pack enough punch into each of the 6-10 words used to get your point across as soon as possible. 

2. Create a sense of urgency with your copywriting 

Weave into the copy a sense of urgency to elicit an action from the consumer. Create a sense of scarcity with the copy along with urgency. The sense of urgency and scarcity creates a situation where you feel the need to consume the information right away and not a minute later. So, your copy should address “why this product now?” instead of just a “why this product?”.

Inserting a deadline in the copy drives the consumer to consume the information immediately. For instance, “Hurry, the offer ends at midnight”. This creates the necessary fear of scarcity and missing out and will push the consumer to consume the information. 

3. Generate curiosity 

Nothing captures an audience’s attention like a well-crafted story that drums up curiosity. Our brains believe that seeking information often leads to rewards. Like clicking on a link that takes you to a page that displays a promo code. This also validates the consumer’s thought process where he/she believes that there is a reward waiting for you if you follow through on the instructions in the copy. 

4. Respond to the emotions 

More often than not, when you’re writing a copy you are aware of the general qualms of the target audience, what they need and what are their pains. Address the solution to their pain directly, be clear about the solution you intend to offer. Connect with the emotions in such a way that the audience is inspire to take the next step almost immediately.

Interestingly it’s also suggest to sometimes approach the headline in such a way that you elucidate the consequences of not doing something. For instance, “Why not switching off the AC on a cold day was the worst decision of my life.” It encourages the audience to read further on how to avoid or prevent similar things from happening to them. Negative thoughts and fear drive this tip. 

Copywriting is an art, it doesn’t come easily to everyone. But it is surely something that can be developed over time by paying attention to the audience, their needs and your solutions.

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