Writing good marketing copy for social media platforms is rapidly becoming an art. Added to the existing challenges of copywriting, there are more stringent requirements with regard to grabbing and holding the readers’ attention and saying what you need to say in as few words as possible.
Considering all of this, writing good copy for any and all social media platforms is a bit like learning a new language. It can be a bit intimidating understanding and making yourself understood when mastering a new lingo, but don’t worry. Take these five tips to heart and you’ll be conversing (and selling) in socialese in no time!
Arouse Curiosity – Don’t Satisfy It
With any social media post, you want to arouse interest and prompt the reader into clicking that link or finding out more about your product in some other way. Ask the question – but don’t answer it. Let your website do that for you. This is not only a more effective marketing strategy, but it also helps you to keep things brief. One way to do this is to focus on the benefits of the product rather than the product itself. Tell readers upfront what your product will do for them, while keeping the details of the product vague. If they want the benefit you offer, they will click to find out more. For example, instead of saying “Car X is a new-generation hybrid that will cut your fuel costs in half,” rather say: “Want to cut your fuel costs in half? Here’s how.”
Build Everything around Your USP
If you are not able to express your unique special offering (USP) by rote, in a single sentence, then you are likely to have a problem with your marketing strategy in general, let alone with your social media. You need to push your USP in every tweet or post. Regardless of the specifics of your tweet, the USP needs to be immediately discernible at a half-second glance. If it isn’t, users will simply scroll down and you will get lost in their newsfeed. Hone that USP until you can’t any more, then hone a bit more. Then push it consistently throughout the content strategy.
Use Active Voice
Passive verbs have their place in everyday language, but they should be pretty much forbidden in your social media posts. The active voice keeps the message more brief and to the point. Compare the following sentences that say essentially the same thing: “Your life will be changed by this product.” “This product will change your life.”
Address, Don’t Broadcast
Speak directly to your reader as if you are having a conversation with him/her alone. Don’t broadcast a general message like you are speaking to all and sundry. For example: don’t say “All headache sufferers need this analgesic,” rather say “Do you suffer from headaches? Then you need this.”
Include an Urgent Call to Action
You need readers to act on your post NOW. Always end with a call to action and create a sense of urgency. Most people have a built-in sense of FOMO, so if there is the merest hint they could miss an opportunity, they are likely to act. So, infuse your message with calls to action such as “Click now before it’s too late,” or “This is a limited offer. Book now.” It worked in those old infomercials and it is even more effective in the fast-paced world of social media.