How Copywriting Can Engage Your Audience Even in a Post-Lockdown World

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Written By Natalie S

With lockdowns coming to an end in Australia, the future is looking bright.

So bright that you can be forgiven for wanting to ditch those devices you were glued to through months of pandemic restrictions.

With all this newfound freedom, visiting loved ones, dining out and attending events is sure to give us a good break from screens.

But if you’re a business or marketer that relies on copywriting, blogging, and content creation to capture leads and make sales, the joys of freedom may come with the pinch of reduced engagement.

In the sunshine after lockdown, it’s important that your copywriting be as engaging as possible to anyone who’s still online.

So how do you use copywriting to grab people’s attention before they forget all about what you’re offering and dive into summer?

Here are some expert copywriting tips to help.

Keep it short long

Perhaps you’ve heard the advice to keep copywriting short?

In the age of instant gratification, it makes sense that people won’t want to read long articles, right?

But while the intention to respect people’s time is fair, the advice to keep copy short doesn’t apply to all online content.

It turns out that ‘long-form’ content, such as in-depth articles and blogs, sometimes longer than 1000 words, performs better in search engines.

While there are a number of reasons they perform better (including their use of SEO strategies) the copy itself is a major factor.

This is because detailed written information on your topic of expertise is fascinating and valuable to your audience.

And most importantly, the better informed they are, the readier they will be to make a purchase.

How to shorten lengthen copy

Writing long-form blogs and articles does not mean you should publish big, convoluted dissertations on your site.

In our trade, this type of copy is called a ‘wall of text’, and it can scare readers away.

Remember that online audiences don’t read from top to bottom in the same way that we were taught to read our first books.

Instead, online audiences scan content to find the most relevant information first, then proceed to read the rest of the article in order of relevance.

You can help your audience enjoy this pleasant way of reading by using copywriting techniques that break up the text, such as:

  • Headings
  • Subheads
  • Sections
  • One or two-line paragraphs
  • Bullet points
  • Numbering, and
  • Graphics.

Find your voice

We all know that trust is one of the most important factors for a buyer making a purchasing decision.

So, once you feel confident that you are doing business in a way that customers can trust, it’s time to showcase this side of your brand through authentic copywriting.

You can create authentic copy and content by really getting to know your audience and developing a tone of voice that speaks to them.

By developing an authentic voice that you can use across all your digital content, you’ll be able to engage your audience even as they get their lives back after lockdown.