**Whether you’re writing for the web or for print, creating compelling and engaging copy is key.You need to sell your products and services, without boring your audience to tears with a badly written article.**
Sure, some people spend 3 years at university studying the science behind crafting a sentence. But believe it or not, it is easier to fake it than you might think. Here are 10 tips for creating engaging copy, every time:
1. Write about **what you know**, and more importantly, what you love. It sounds simple, but this is the ‘big secret’ of writing. This will always shine through in your writing and will make for naturally engaging copy.
2. **Originality** is a key part of copywriting. If you’re rewriting something that has been talked about 100 times before, it won’t be engaging. Unless of course you have a new slant or new information. Keep your copy unique to keep it interesting.
3. When you write it is important to **write naturally**. Use your voice, and speak to your readers on a personal level. Unless your readers will understand it, steer free of technical jargon and just tell it like it is.
4. **Get inside your readers’ mind**. What does she want to read about? What interests her? Your copy will naturally be engaging if it interests your audience. No-one knows your customers better than you, so write with them in mind.
5. It’s a cliché, but the best writers are the people who **read the most**. Read the relevant magazines, blogs, and websites in your industry. The more you read, the more you learn. And the more knowledge you have, the better your writing will be.
6. Another cliché now, but another secret to being a great copywriter is simply writing. And **writing a lot**. No-one is a wordsmith right from the off. Like everything, it takes practice. Write letters, articles, blog posts, shopping lists, anything. This will help you develop that unique style we were talking about.
7. Ever heard of the 80/20 rule? On average, 8 out of 10 visitors will read your headline, but only 2 will read on. **Nailing your headline** is one of the most important steps to producing engaging copy. If you can draw someone in with your headline, you’re half way there.
8. Be funny, be clever, be controversial – **just be something**. Add a little spice to your articles with light and shade. The most compelling and engaging pieces are the ones that have a unique stance. Find what works for you, and adapt on it.
9. Even the best piece of copy needs breaking up. Use **subheadings, lists, bullet points and images**. This will draw the reader in, and encourage them to read on, after all – a picture tells 1,000 words.
10. If you’re writing for the web, you should never write for the search engines. Sure, SEO (search engine optimisation) is important, but overly optimised copy is not compelling. **Write naturally for your readers**, and add in your keywords after. If anything, your keywords should fit into the piece naturally as you write anyway.
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