Author: Katherine Mouradian
-
The Role of Empathy in High-Performing Copy
Empathy should always play an important role in your copy. Before readers can trust who you are (and what you’re trying to sell them!), they need to feel like you understand their challenges, goals, and concerns. Instead of focusing solely on the products or services you provide, empathetic copy puts the audience first. It acknowledges…
-
How to Use Data and Insights to Improve Your Copywriting
While there is a lot of creativity that goes into copywriting, it isn’t just about being as creative as possible. The best copywriters going around will blend their creativity with data and insights to produce the right type of content for their target audience. Every single time a customer or potential customer interacts with your…
-
Why Short Copy Sometimes Converts Better Than Long Copy
Who doesn’t love a good ‘ole debate on whether short copy works better than long copy? I’ve written lots of content in my career, across many platforms and industries, and both long and short. It’s safe to say one isn’t materially superior to the other. The most important thing is how effectively the copy helps…
-
How to Write Copy That Answers Objections Before They’re Asked
Customers aren’t always ready to buy as soon as they visit your website. They typically come with barriers and objections that you need to break down before they’re ready to commit! These objections aren’t necessarily a bad thing. They’re a natural part of the overall purchase process. Customers want to believe they’re making the right…
-
Copywriting for Rebrands: What to Change (And What to Keep)
Rebrands can be a fun yet challenging time for any business. No matter what it’s driven by, rebranding offers an opportunity to redefine how customers perceive your business. One of the biggest mistakes I see is assuming that everything needs to change during a rebrand. While updating your messaging is important and usually necessary. However,…
-
How to Structure Sales Pages for Maximum Impact
A sales page can be one of the most important pages on your website, and it should create a carefully structured journey for potential customers. Every section has a different purpose, and every piece of copy should help move the reader one step closer to making a decision. I find that many businesses focus on…
-
How to Write About Boring Products (And Make Them Interesting)
Let’s face it, not every product is that exciting to write about. But what may be boring to others may be interesting to others! No matter what you’re trying to sell (and whether you think it’s boring or not), you’re in the business of making money. And you can’t make money without selling those “boring”…
-
Copywriting for E-Commerce: What Makes Shoppers Convert
You probably already know by now that getting visitors to your online store is only half the battle. The real challenge lies in turning those visitors into paying customers. Copy plays a major role in converting visits as well. From product descriptions and headlines to call-to-actions and trust signals, effective copy can work wonders, helping…
-
How to Write Copy That Builds Authority in Your Niche
Building authority in any niche can be hard work. It isn’t just about claiming you’re an expert and expecting clients or sales to come flooding in! Instead, authority is built by consistently demonstrating your knowledge, insight, and credibility throughout your content. You may notice that some of the most respected brands and professionals across the…
-
How to Write Copy for Service-Based Businesses
There are some major differences between selling a service and selling an actual product. Potential customers can’t see or hold it before they make their final decision. This means that crucial adjustments should be made to your copy so it communicates value and builds trust. One level of service-based copy is describing what you do,…