How to Write the Four Essential Types of Copy
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How can you get your readers hooked on your copy?
Many may think that there is only one way to get your readers hooked; that there is only one way to draw them in and sell! Sell! Sell!
But if you want to write great copy, there are 4 essential types — or styles — of copy that will totally help you get your readers hooked.
What are the 4 essential types of copy, and how will nailing them help draw in those amazing clients you’ve been looking for?
Let’s look at the 4 essential types of copy and learn how you can master them.
Conversation Copy - Learn how to write natural, witty copy than speaks to your readers.
Promotional Copy - See what copy works best when selling your products or services.
Narrative Copy - Allow your audience to envision their life and how awesome it would be with you and your services in it.
Educational Copy - Educational copy is designed to teach and persuade, so you can be seen as an authority.
CONVERSATIONAL COPY
Conversational copy is basically what it is: a conversation. It is copy that is written just like how it’s spoken. It’s natural, human, and witty. It speaks to its readers. It’s your brand voice on paper (or a screen, but you get the idea).
This is a great writing technique that many biz owners use for the voice of their brand. It helps personalize and humanize your brand voice which helps build trust in you. It’s great to help your readers get to know who you are and feel close to you, not just as a business owner but as a friend.
When to Use Conversational Copy
This may depend on your brand voice, but conversational copy works best when writing blog posts, emails, and social media copy. Anywhere you want to build an empire, build trust and build a strong relationship with your readers first —that’s where conversational copy should be! You’ve probably heard it before, but one of the simplest strategies to writing content that will land you more clients is through three simple steps…
Like
Know
Trust
How to Master Conversational Copy
Think about your listeners. What approach would work best for them? What’s their personality like?
Knowing your target audience in and out is important; you wanna make sure you guys are compatible — that they like what they hear.
As many of you may know, I’m a big fan of the MBTI and enneagram personality tests! And when I think of conversational copy and building relationships, it came to mind.
Why? Because not every personality type is a great match. But by understanding the different types of personalities, it helps you resonate with them better and get along with them well because you understand them!
So why not do that with your readers? Think about the types of conversations that would interest them and be relatable. Speak their language.
Use colloquial jargon. Don’t shy away from commonly spoken idioms and slang — this could be your way of reaching your audience’s heart!
However, this does depend on your brand and your brand voice. Choose words and jargon that sound like you and you are on to a conversational copy winner! When you try to speak to everyone, you’re really speaking to no one. So niche don’t and don’t be afraid to get personal!
Pro tip - one of my favorite tips that I tell people and clients is to picture yourself in a coffee shop. Across from you is either a past, current, or dream client. Think about the conversations you would have with them. Are you going to jump in with no intro or casual conversation? Are you going to call them a girlboss or babe? Will you lay right into their struggles and then say you will help them, or will you offer them some gentle help after listening to them talk to you? Think about all these things as you write your conversational copy so you can let your copy flow naturally!
PROMOTIONAL COPY
If you are thinking of DIYing your copy rather than hiring a copywriter, grab that notebook and pen. This is just for you.
Promotional copy is basically any copy used to promote your brand and market your services. These include:
Sales pages
Promotional emails
Landing pages
Ads
When to Use Promotional Copy
Whenever you plan to launch a product or service, promotional copy is legit the essential copy style to adopt.
Use it for all of your plugs on social media, ads, promo emails, sales pages, and even on your website landing page.
How to master promotional copy
Truth be told, promotional copy is probably the hardest style to master. (Take that from your fellow copywriter!) It can be hard to get the balance between personal and salesy, but you need an element of both to succeed. There’s nothing wrong with wanting to sell, because hey, we all have to make money somehow. The thing is, your audience needs to feel comfortable when you’re selling to them, otherwise they’re not going to buy from you.
Promotional copy:
Is conversational but to the point
Clear and concise
Includes an obvious call-to-action
Gives a transparent solution to the reader’s problems
Uses persuasive language but is not pushy
Is consistent so people can remember your offer
To write striking promotional copy, make sure you offer a solution to their problems and state how you will help them. Get clear with your message, create lots of space around your text and create a call-to-action.
People need to see something multiple times before they think about buying and handing over their money. Promotional copy is a strategic process, so don’t give up! Plan out promotional copy in advance and make sure it’s being used often enough to be seen by your target audience.
PRO TIP - If it’s a sales page or a promotional email, there should be several call-to-actions throughout the copy.
NARRATIVE COPY
Who doesn’t love a good story? A good story ropes us in and gets us involved right down to the end, and it will always move us to action. We may be drawn to tears, laughter or perhaps moved to share our latest read on Insta.
The point is that a good story moves us to action.
That’s what narrative copy does too.
When to Use Narrative Copy
As briefly mentioned, narrative copy is copy that tells some kind of story. When teamed with your business, it is used as a method to sell your services or products.
Instead of using blunt promotional copy, narrative copy takes your readers on a journey. It allows them to envision their life and how it would be with you and your services in it.
Like a good story, it keeps them hooked right up until the end, leaving them no choice but to book your services. Remember, people buy from people, so adding in a personal story and element to a launch or in your stories can strike the right chord with your audience and move them to hire you or buy from you.
How to Master Narrative Copy
Getting your head around narrative copy can be tricky, but that does not mean to say it’s impossible. This method of writing is actually really successful. When done well, it draws people in and gets them interested in your product or services.
To get to grips with this form of writing, think about how an actual story is written.
It flows a little something like this...
Problem >>> Solution >>> Outcome
The problem generally has something to do with the protagonist - which is your target audience. Identify the problem and then point to the solution - you and your services.
Lastly, focus on what the outcome would be if they hired you. Focus on how it would be beneficial and how it is just what they need to sky-rocket their business. Tell them about the transformation - whether that’s something you’ve experienced personally or a client case study.
EDUCATIONAL COPY
The fourth essential type of copy on the list is Educational Copy.
Educational copy is informative, direct, and logical. It is designed to teach and persuade, showing them what they need and… well… leaving them no choice but to get someone like you (who knows what’s going down) to do the work for them.
When to Use Educational Copy
This type of copy is PERFECT for writing courses or how-to blog posts and emails. It also pairs really well with vlogs and instruction videos.
This builds up the “trust” in the like, know, and trust strategy. Educating your audience will reassure them that you know what you’re doing and hiring you would be money well spent.
How to Master Educational Copy
Educational copy is all dependant on what service you are offering. If you are a brand or web designer, you’re pretty fortunate because not many people can DIY that kinda thing (or should DIY it anyways).
If it’s within your niche, teach them how to DIY, but help them to rely on you as their teacher. That way, when they realize they cannot do it on their own, they will turn to you - the hub of all knowledge - to work magic for them.
If you’re here to get people to outsource their brand and website, then educate them on your process and the importance of doing so.
USE THE 4 ESSENTIAL TYPES OF COPY TO ENHANCE YOUR BIZ
Getting on board with the 4 types of copy will not only elevate your brand. It will also help your business look and feel professional - just like the professional you are!
Take your time playing around with your own writing style and get comfortable with the 4 types of copy by practicing. Practice makes perfect, so do your best to master these types of copy and watch your business grow.
If convincing copy is something you struggle with, then let’s chat! I’m an expert in helping brand and web designers with all things copy related, and I want to help you too! Click here to learn more and check out my availability!
