Copywriting is a form of writing that moves readers to a particular type of action such as buying a product or service or supporting a cause. Here are a few factors to keep in mind to ensure content produced achieves the best outcome for your business.

Attention – Copy should always grab the attention of your reader and involves the use of provoking headlines or graphics that hook the reader to take notice of your copy. Capturing attention and maintaining attention is critically in achieving a desired action.

Interest – Keep the reader engaged. This is the crucial element used in the first few paragraphs and can include benefits, evidence, testimonials to sustain their interest.

Desire – Address problems and motivations, leaning into how your product or service can add value. Understanding the emotional motivations of your target will allow you address these specific needs in content developed.

Action – Encourage readers to do exactly what you want them to do, be it to buy your product or service, to sign up to a newsletter or email list. A strong call to action backed by all the preceding steps of attention, interest and desire will lead to a conversion.

Effective copy can be created to achieve better success for your small business.


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