6 Steps To Writing More Powerful Online Content
Do you get stuck knowing what to write, post, or say online? I know I do, and I think so many of us struggle with this and then question our writing ability.
For a marketer or business owner, there's nothing worse than struggling with a block on what you should be saying online. When you just can't think of something original for a post, it's easy to fall into despair or procrastination.
You know it's so important to show up consistently, but you keep running out of ideas!
I think this is one of the most significant pain points my students and clients have. Yes, you can Google the technicalities, but what are you going to write?
I believe your words and your messaging are the most essential parts of your marketing. I think I always knew this, but over the last year, in particular, I've realised just how much comes down to your words.
Compelling copy is what connects us to our customers.
I cannot believe that I’m here helping you with copywriting! I was looking back over some of my posts and mail outs from 1 year ago and can see how much I've improved!
So how have I managed to improve my copywriting skills?
I'm going to share my tips with you as someone who's learnt a considerable amount about improving their copy and copywriting.
1. Value progress over perfection
You get better by doing! Keep writing regularly. Copywriting is an art, and you need to practice! Posts, blogs and mail outs - keep doing what you do.
Make progress with every new thing you write by doing these three things:
✔️ Research first, then write without editing! Once you're in the flow, don't stop, keep writing and edit after. I find this extremely hard to do!
✔️ Get Someone to proof or feedback on your work.
✔️ Use Grammarly or Hemingway App to improve your copy. These don't replace a human but are useful at improving your content.
"Freewriting is the practice of writing down all your thoughts without stopping, and without regard for spelling, grammar, or any usual rules for writing." — Study.com
2. Reconnect with your unique selling point or niche
Here is what I do when I get writer's block, and it's a beneficial exercise. Get clear on what your niche is and see it as a process; it doesn't have to be perfect but spend some time getting clear on how you would articulate what you do. I could spin off talking about niching here but stay with me on this.
First of all, you need to be able to articulate what you do and get connected to why you do what you do. I always get the urge to write as soon as I’m clear on my mission. So if you ever get writer's block go back to your mission statement first and then see if it helps with ideas.
3. Get out of your head and think about your customers
So now you're clear on what you do and how you help people remember - your copy isn't about you (unless you're writing an autobiography but that's not what this blog post is about)! You need to get clear on what your customer's pain points are. Write down 10 FAQs or pain points your customers have; these are your topic ideas. If you're not sure what their pain points are, ask them! Have a conversation, hang out in groups to see what they're asking.
4. Use conversational writing - so write as you speak!
We engage with each other and entertain each other through conversations and stories. But something happens when we put pen to paper, or fingers to keyboard! We don't write as we speak!
"Someone once wrote that all novels are really letters aimed at one person. As it happens, I believe this. I think that every novelist has a single ideal reader; that at various points during the composition of a story, the writer is thinking, "I wonder what he/she will think when he/she reads this part?" For me, that first reader is my wife, Tabitha." — Stephen King
So how can you combat this? Picture a person you're writing for. Give that person a name. Jenny? Simon? Describe the person in as much detail as possible. Think about age, job, interests, and pain points your reader has. You can go back to your user personas here to make sure they fit with who your customers are.
When you write a blog post, a social media post, or create a video, imagine you're talking to the person you've chosen. Doing this will help your writing sound more friendly and casual as if you're speaking directly with your ideal customer instead of to a faceless group.
Also, think of the most common phrases or words that you regularly use and write a list of them in a Google doc and make sure they're in your copy.
5. Think about how you construct your blog posts
✔️Does your introduction speak to the reader?
✔️Can we see and understand the reader's problem from their perspective?
✔️Could you share your story or a clients story to build trust and disarm the reader and build empathy?
✔️Take some time to think about your subheadings as these are often underused. Google treats subtitles like your title.
✔️Think about your conclusion: does it complete your blog post?
✔️Does it help your reader?
✔️How will they be left feeling?
✔️Have you answered their problem?
✔️What's the next step for the reader?
✔️What is the reader supposed to do next?
✔️What's the natural next step?
✔️Have you added a natural call to action?
6. Start with longer content then re-purpose
Make your content work for you, not the other way round. Start with a longer piece of content like a blog post then re-purpose it - here's a suggestion for you:
✔️ Write your blog post
✔️Turn it into an outline for YouTube videos, Facebook Live, or a podcast
✔️You can also add it to Instagram's IGTV platform
✔️Post shorter versions of your blog on channels like LinkedIn articles, Reddit, Quora, or Medium to reach a different set of eyeballs
✔️Shorten it into an email newsletter
✔️You can easily pull quotes and key points from your article and turn them into social posts on just about any platform
✔️Create Stores and videos on the topic
✔️Turn it into a Podcast or YouTube Video
✔️ Turn it into a talk or develop it into a masterclass
Do you get the idea? If you want more inspiration, you can check out Gary V's amazing content repurposing presentation.
It might seem easier to write a quick social media post or email when an idea strikes you. But when you take the time to write that longer piece of content, then host that on your blog, and then repurpose it - you can drive traffic to your website, which in turn creates leads and sales.
Want more tips and advice on how to get the most out of your marketing?
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