Have you ever played a game entitled “Good Copy, Bad Copy”? The rules are simple. Oh wait; there is actually just one rule: you have to create good copy to promote your online business and stay far away from bad copy that can compromise your image, make you lose prospects and help you put a smile on your competitors’ faces. Most people will sigh and exclaim: “if only things were that simple…” They are.
Even though you may think about copywriting and picture a rainbow of colors and flying unicorns, things are really black and white when it comes to creating fantastic copy: you’re either good at it because your copy sells or you’re not and your copy is a mere waste of time and money.
The bad news is that good copy that is also persuasive requires lots of things, including excellent writing skills, extensive knowledge, patience, passion, research and empathy. The good news is that as long as you play by the book and do everything in your power to boost your copywriting skills, you can actually obtain excellent results in the long run. But what exactly should you work on to be able to see the first signs of improvements in the long run?
The Good, the Bad and the Damn Ugly of Copywriting
So we’re clear, copy overstuffed with keywords is not good copy. As a matter of fact, first-class copy should reflect your creativity, originality and ability to see things from a different perspective. If should accentuate your desire to resonate with a large, diverse audience and your ability to address the specific needs and requirements of all your categories of readers. Moreover, it should indicate the fact that you have a vast knowledge and can anticipate, analyze and explain new trends and concepts faster and better than any of your main rivals. In short, great copy shows that you’re good with words and you know it.
On the other hand, bad copy is a clear indicator of the fact that you are lazy, sloppy, ignorant, unmotivated, untalented or all of the above. Bad copy is web writing with absolutely no value, which doesn’t stimulate the curiosity and the interest of your readers and doesn’t make them want to land on your page a second time. You may be wondering: how could I improve my copywriting efforts? According to an article published by Search Engine Land, sometimes SEO rules are meant to be broken. An obsessive focus on SEO can kill your copy. You have to ignore or your current SEO strategies at least when it comes to developing:
A) Titles and Magnetic Headlines
Can you actually create compelling, magnetic, attention-grabbing headlines and still include as many keywords as you want in them, to attain your optimization goals? It’s possible, but very unlikely. Readers are very savvy and know how to distinguish high-value content from what appears to be a piece of cleverly disguised written trash.
B) Shareable Content
Can you actually ask a team of writers to come up with insanely creative, readable, original, client-focused content and still force them to incorporate a huge number of keywords in it? Obviously, the answer is no. Great copy goes beyond keywords. Naturally, great copy is built around popular queries, to anticipate and address the needs, expectations and demands of a certain audience, but it does not employ aggressive SEO strategies that are visible to the naked eye. Here are a few rules that you may want to follow, to come up with fabulous, shareable copy:
a) Be engaging, transparent and empathetic to favor an emotional response from your readers
b) “Write tight”
This means that you should keep it short and simple; organize your content piece into small well-organized paragraphs to improve readability. Otherwise, your readers will get bored to death, no matter how amazing your copy really is
c) Ditch second-hand material that you were planning to recycle one more time and conduct expensive research to spot new info and the most influential trends. You can rely on social media networking sites and special tools (Twitter, Facebook, Google Trends) to keep yourself up-to-date with things and facts that may interest you
d) Turn your posts into visual masterpieces by adding a fair amount of quality, relevant images, while preserving an ideal balance between text and images.
Make no mistake: your refusal to upgrade your copy writing skills will cost you. According to an infographic introduced by Ragan.com, site performance, keywords and content are 3 of the most important factors that influence your SEO rankings. According to the same source, companies that blog obtain up to 50% more traffic than the ones that do not count on this strategy.
7 Reasons Why Fabulously Good Copy Really Matters
We have managed to come up with 7 great reasons why good copy is an incredibly powerful ally for all people who run any kind of business on an online market.
1) Good Copy Sells. First-class copy tells an enchanting story. It entertains the readers, resonates with them but also compels them to take action. Good copy gives you the opportunity to promote your products in a highly effective manner in front of a vast audience that is ready to listen to what you have to say. A successful copywriter has amazing selling skills and could probably convince an Eskimo to buy a bathing suit. Different writers employ different selling tactics. The only way to find out which ones would work best for you is through a trial-and-error process. Test different selling methods and see which ones are the best bait for your prospects.
2) Good Copy Creates a Long-Lasting Bond with Your Audience. Great copy gives you the chance to improve your relationship with your visitors, by responding to their questions, needs and concerns and by cultivating their feedback. Whether they are looking forward to buying a luxurious 8-bedroom mansion or a box of cereals, consumers want to feel that their seller strives to be on the same page with them. Quality copy sells, but also allows you to build long-lasting connections with your audience. This is a very important aspect that shouldn’t be neglected, especially since some of your old clients can convert themselves into fervent followers and brand evangelists, giving you the chance to increase brand awareness, diversify your clientele and improve your profit margins.
3) Good Copy Transforms Products into Must-Haves. Assuming that you are getting ready to launch your very own laundry detergent, have you ever wondered why clients would feel even remotely tempted to try your product? Here is where result-oriented copy comes in handy, enabling you to turn your new product into a hot must-have, by accentuating its unique features and benefits. Your detergent costs much less than brand-name products, dissolves stains as fast as you can make a decent cup of coffee and preserves the colors of your most delicate clothing items. A fabulous copywriter will know how to put all these advantages on paper and give them a new twist to stimulate the imagination of your public and make them crave for your merchandise.
4) Good Copy Separates Yourself from Your Main Competitors. Good copyallows you to make a name for yourself. Let’s face it: several companies know how to say a lot without actually using tons of words, according to Hubspot.com. We’re thinking about Mozilla, with its amazing tagline “Doing good is a part of our code.” GymIt offers us another great example. Its snappy, funny, short and memorable taglines resonate with their potential clients. Their tagline “Earn Your Mac’n Cheese Tonight” cannot pass unnoticed. It’s basically a way of saying, “hey, it’s ok if you have a gym phobia, we all hate to exercise, but you may want to go to the gym every once in a while to be able to indulge yourself later.”
5) Good Copy Provides Measurable Results. Fantastic copy gives you the chance to roll out an effective marketing campaign on time and on a budget. According to BizCommunity.com, top-notch copy that has nothing to do with boring, generic sales pitches is one of the most powerful tools that marketers can rely on, to attain their specific goals. It’s fairly easy to separate the good from the bad, in terms of copywriting. Great copy will lead to increased engagement on some of the most popular social media platforms and improved conversion rates.
6) Good Copy Makes You Powerful and Unique. Most importantly, good copy makes you unforgettable and gives your story a sense of authenticity, according to Jason Delodovici. Numerous people who are bombarded with dozens of spammy messages on a daily basis tend to think that every offer that is presented to them online is a scam. Great copy can help you create and promote a powerful, compelling story that will give people the chance to eliminate their concerns and preconceived ideas and just listen to what you have to say for a moment or two. Robert Collier gave us an excellent piece of advice: “study your reader first-your product second.”
While going down this path, an experienced copywriter will be able to put any kind of product into a different light, turning it into the object of desire of a large audience. Great copy gives you wings and supports your ascension. As long as you stick to the image that you have created for yourself and rely on reader-oriented content pieces to strengthen your relationship with your prospects, your success is guaranteed.
7) Good Copy Gives You the Chance to Embrace an Effective Signature Approach. Do you think that there is only one method to craft compelling copy? Experts in this line of work beg to differ. The creative minds from Copyblogger have managed to list 10 ways to come up with what they call “damn good copy”. Each copywriter has his own style, his own methods to resonate with a certain audience, to send a powerful message and to stimulate client feedback. Sorry to disappoint, but when it comes to copywriting, there is no such thing as a “one-size-fits-all” solution.
Obviously, no two ads are alike. You cannot try to sell makeup products in the same manner in which you would try to promote luxury cars. Different audiences require different tones and different selling strategies. So what do you do when you’re stuck and in need of an excellent source of inspiration? You go back to the meaningful words of the copywriter masters.
Check out the infographic about the art of sales letters introduced by The Daily Egg to find out what it takes to become a creative copywriter who says it well, says it fast and always manages to prove a point. If you feel lost and confused, just keep in mind that in order to become a successful copywriter, you have to identify and perfect your personal writing style. There are several types of copy (at least 10, according to Copywriter). Here are some of the most effective models that may fit you like a glove.
Plain copy. Plain copy reflects the main features and benefits of a product without making superlative claims, creating an enchanting story or trying to maintain a conversation.
Storytelling copy. Storytelling copy comprises 4 distinctive elements: opening, conflict, dialog and solution. Creativity and in-depth research are the main factors that guarantee the success of this type of copy, which is mostly suitable for landing pages and email series.
Conversational copy. The conversational copy reflects a conversation between 2 individuals: the prospect and the copywriter.
Seller-poet copy. Would you define yourself as a poet, or as a seller? Couldn’t you try to be both, at least when it comes to crafting copy? As you can imagine, this is what seller-poet copy is all about: a beautiful story comprising well-placed calls to action that have a powerful effect on your readers. As the famous David Ogilvy affirmed at one point, copywriters have to “sell, or else.” Selling while making the most of your poetic style could help your cause.
The friendly CEO-Inspired Copy. Buyers need to rely onan expert opinion before making a final call. This is why the friendly CEO-inspired copy is always extremely effective. People realize that CEOs are not cold-hearted, goal-oriented individuals. This type of copy turns CEOs into caring, down-to-earth individuals, stimulates sales and reinforces the connection between prospects and a certain brand.
There you go—at least 7 great reasons why you should rely on premium copywriting services to grow or consolidate your business. Keep in mind that practice makes perfect. Work hard to perfect your own copywriting skills, or get out of the way and let the real master of words to the heavy lifting.
Who doesn’t love a good secret? I know I do. I can’t help but feel excited when someone leans over, lowers their voice, and says, “Hey, can you keep a secret?” My imagination begins to concoct at warp speed, and I find myself feeling like a giddy little schoolgirl.
I don’t want to toot my own horn, but I’m pretty good at keeping secrets, which is why I hear so many. I especially like hearing secrets about my craft: copywriting. Every so often one of these secrets is worth passing on to the upcoming generation of writers and marketers. If you’re a copywriter, marketer, business owner, or up-and-coming in the industry, move a little closer to the computer screen. I have some secrets to share with you…
Copywriter and Copywriting: A Textbook Definition
The dictionary defines a copywriter as “a writer of copy, especially for advertisements or publicity releases.” The word originates from 1910-15, but writers have been around for eons in comparison. For the writer, copywriting is simply another tool in our satchel.
Wikipedia says that copywriting “is writing copy…for the purpose of advertising or marketing.” The purpose of the copy is “to persuade someone to buy a product or influence their beliefs.”
Copywriting: The Art
Textbook definitions of the copywriter who performs copywriting are educational, but they fail to convey the art of the trade. Writing copy is like sculpting. Have you ever worked with clay on a pottery wheel? It can be an incredibly relaxing experience, or so I was told the first time I attempted it.
A few years ago, I was on a stress relief kick. A friend of mine who sculpts for a living recommended pottery class. Initially, I found the activity to be more of a stress causer than releaser. But after a lot of practice, I learned a bit about the art behind the craft. I was able to work the clay on the pottery wheel, and it became something that was somewhat recognizable.
The experience taught me a valuable lesson: to become proficient at a craft one must not only learn the art behind the craft, but also have some amount of talent that can be developed into precision skill. Copywriting for the copywriter is no exception. After spending over a decade on my craft, I’ve learned the ultimate secret—the secret that dates back to the very creation of the writing craft:
The secret to amazing [copy]writing is ensuring that every sentence makes your reader want to read the next.
Here’s another secret: I learned the above secret very shortly after starting a career in literature and writing. However, it took me years to truly understand the ins and outs of it.
Writing copy is like growing up again. The day you begin, you write as an infant. As your career grows, you learn new techniques and take in different forms of criticism. At first, you respond like an adolescent, convinced you know best. Eventually, you mature. As your mind opens, you begin to learn proficiency and discover how the tools at your disposal can be wielded to create unique, compelling, and breathtaking copy. One day—if you’re lucky—you’ll take your place among the masters, the very writers you looked up to and idolized.
The Number One Mistake New Copywriters Make
We’ve established the purpose of copywriting: to create copy that persuades. In most cases, copywriters are writing advertising and press release material. The number one mistake new copywriters make is writing like a cheap advertisement.
Don’t get me wrong; sometimes you’ll be called upon to write a piece that is pure advertising. The client’s instructions regarding this will be quite specific, though. These projects will be some of the simplest you undertake as a copywriter because the creative requirements will be low. On the other hand, most copywriting projects require the art of copywriting: writing without advertising.
The Artful Copywriter’s Toolbox
How does a copywriter write without advertising? It isn’t easy. In fact, it can be just as frustrating as that first pottery class I mentioned earlier—or any “first” for that matter. In order to master the art, you’ll need to use every tool at your disposal with skillful technique. Let’s take a look at three of the most powerful tools copywriters can use:
“Speak to one person.” I quote this from a superb Mashable article about startup copywriting and writing compelling content. A lot of writers mistakenly think that they must write for a large, diverse audience. If you try to take this approach, you’ll likely overthink and stifle the piece before even writing it. Here’s a secret about your audience: they’re all human. What should this mean to you? It’s important to understand your target customer. You need to know the issues that are important to them and the solutions they’re seeking, but at the end of the day, every potential customer in that giant audience is human. They all respond and connect to the same basic things: emotion, need, desire, want, and resolution. Speaking to one person means speaking to these basics.
Grab attention and hold it. If you use the first tool, you’ll have a head start on grabbing your readers’ attention. Seizing attention when writing copy is about more than crafting a gripping introduction. In today’s world, people are skimmers. They look at a piece of copy and first see the headline and subheadings. If those perk their interest, they pick a place to start reading. You can write a gripping introduction that rivals the opening scene of a Cinemax film, but it might not be where every reader starts reading. This is why every sentence must make the reader want to read the next.
Focus on positives. Most good copy contains positives and negatives. It’s important to balance any negatives with positives, and focus more heavily on the positives. Copywriting should focus less on product or service features and more on benefits. Potential customers connect better to benefits because they look for them. When’s the last time you shopped purely for features? Most of us know what we want a product or service to do, and we look for the benefits of choosing a particular product or business over another. Features tend to be something we skim over, nod our head at or shrug our shoulders at and move on.
How to Write Without Advertising
Unfortunately, there is no set formula for writing without advertising. However, there are some industry standards that can be used like a compass:
Provoke a reaction: the best copywriting grabs and holds the reader’s attention, no matter where they start reading. One of the best ways to accomplish this is to use the entire piece to provoke a reaction. By tapping into the human experience, you can provoke just about anything. Here are some of the tools at the copywriter’s disposal:
Use descriptive illustrations
Incorporate the personal experience of a customer
Incorporate the personal experience of the copywriter
Use emotionally charged words
Use a metaphor that is built upon from the introduction to the conclusion
Make the reader curious: why did Alice follow the white rabbit down a daunting hole? She was curious. Curiosity may have killed the cat, but when we’re curious, we tend to ignore everything until we satisfy that curiosity. Seeds can be planted throughout copy, provoking curiosity. You can do this by:
Using loaded questions and leading up to the answers
Weaving an illustration or metaphor throughout the piece
Using several illustrations or metaphors
Sprinkling tips throughout the piece, telling the read you’re about to reveal some juicy secrets
Persuade without selling: this is perhaps the toughest tool to wield because it takes a good amount of creativity. It’s fine to introduce a concept, product or service, but this should be done gently. You don’t want the reader to feel like they’re being propositioned to buy. You want them to feel as if they’re gaining knowledge and becoming an informed individual.
You might start by introducing a prevalent problem or issue the audience is concerned about. Use this opportunity to connect with the reader. Show them you “feel their pain.” Next, introduce the concept, product, or service, but don’t talk much about it. Let the reader wonder. As you write the body of the copy, incorporate illustrations, metaphors, and experiences that build on the benefits and solutions the audience seeks. Then, ever so slightly nudge them with more mention of the concept, product, or service. By the conclusion, your reader should be thinking, “Gee, I want to know about that.” Give them what they want. This is how you persuade without saying, “Buy me!”
The Evolving World of Copywriting
Two decades ago, copywriting was practically all hardcopy. Today, we live in a technological era. Copywriting—like everything else—has shifted to the intricate web of the Internet. Professional copywriters are adapting to become “Google-Friendly.”
Cyber copywriting is a challenging new art. Not only does it involve the creation of high quality and compelling content, but it also requires the expert insertion of SEO keywords and phrases plus linking. Google sets the bar high, and for the really good writers out there, we love the new standards.
SEO focus is shifting. Instead of forcing us to stuff keywords into copy, creating a grammatically challenged and irritating piece of nonsense, Google is now saying quality content is more important than keywords. Why the shift? Because the potential customer—the reader—wants quality, compelling, educational material; they want a good read!
Copywriting and Business
It doesn’t matter if your business is small, medium, or large. If you own a business, you should tap into the artful talent of a skilled copywriter. Skilled copywriters can write:
Informative and interactive web content
Compelling press releases
Educational and technical articles and documents
Inspiring blogs
And much, much more
Copywriters are perhaps one of the most under hired professionals out there. I can’t begin to count how many times I’ve heard someone say, “I can write! I just don’t have enough time, but give it to me and I’ll write that for you.”
Let’s be honest: creating the idea for a piece of copy is a million times easier than writing it. If you aren’t writing for a living, you simply will not produce the artful quality of a professional copywriter. Just how much goes into copywriting?
For starters, take a look at Copywriting 101 from CopyBlogger. Just take a moment to skim through the bold headings throughout this piece, which offers resources for learning the basics of copywriting. I count 32 different topics, and this is just the basics of copywriting. Professional copywriters go beyond the basics to the intricate techniques of writing and editing.
Does the average “I can write if I just had time” individual truly understand the grammatical and spelling side of the English language? Do they know which words to use to temper a negative message with a positive spin? Can they tap into emotion, painting a picture with only words? How quickly can they produce a 500 to 1,000 word article that is chalked full of quality information, well written, perfectly formatted and 99.9 (or even 100) percent free of grammatical and spelling errors?
Contrary to popular opinion, writing isn’t easy! Copywriting is no exception. In fact, I would say copywriting is more difficult than general writing. It takes both talent and developed skill to:
Get to know the audience
Select the proper research
Incorporate the truly helpful facts and statistics
Weave in a metaphor or illustration that everyone—regardless of background or education level—can understand and connect to
Write the actual copy, incorporating all of the footwork
Proof the copy intelligently to not only improve it, but to also ensure it is as well written, formatted and as free from errors as possible
Don’t trust the art of copywriting to just anyone. Believe me; the artful copywriter will appreciate you if you don’t. Where can you find us? Well, we’re holding down the fort in copywriting agencies and freelance markets in your local, national, and international communities. We are your best and last defense when it comes to weeding out bad copy and replacing it with compelling copy.
Important to any content strategy are the catalysts that help build a great foundation. The list of tools we’ll describe below are beneficial to any SEO writer for any part of content writing and content strategizing. They are not going to help increase word count or ensure proper placement of a keyword to get your writing a higher result rank with a search engine. However, writers need to stay aware of the bigger picture, and this blog aims to help with that objective.
5 Tools An SEO Writer Uses To Their Advantage
These tools are a mix of old common sense that some people need a reminder of periodically, a nod to the newest crazes and fads that may or may not be as popular a few short months from now, and a simple question that is a part of the drive for all writers. So dive in, don’t spill your coffee and I hope you gain something from the tools listed below.
1) The Search For New Knowledge
Don’t be content with the current skillset you use as a writer. Search engines are constantly changing their algorithms and improving their results for the consumer. You also need to work toward this goal. An SEO writer needs to be aware of the best use of the keyword to bring in the most search results. If the methods change, the writing must change to suit.
Consider it this way: Previous generations have seen the invention of the car, the television, the telephone, the cellular phone and the Internet all in their lifetime. Writers in that generation have experienced huge upheavals to their knowledge and abilities. If they can handle the changes that came in their lifetime, we can work to tweak our writing as needed for new search techniques on the Internet.
2) Are You Aware Of Tumblr?
Tumblr is being viewed as a mixture of Facebook and WordPress, with a hint of Pinterest thrown in. Does that spark your interest? It did mine.
Once a little further research was done, I determined that there is a significant appeal for Tumblr, to the right network of businesses. That is, over half of the users are female. That is a fantastic way to reach a female audience. Numerous businesses have already seen the advantage and begun work to capitalize on it.
SEO Writers can benefit from networks like this as well. How so? Well, writing is all about content. Having a venue such as Tumblr to both discover and test content is a gold mine for the astute writer to mine repeatedly. Even better, this gold mine has no danger of running dry, at least not until a more popular alternative social media venue is discovered.
3) The Infographic And Its Growing Importance
A picture has been worth a thousand words for a long time. Today, however, people have capitalized on the amazing programs like Photoshop, the apps like Instagram and related technologies to create pictures that encapsulate an idea and incorporate words to clarify all points.
For example, take this infographic from Copyblogger – their first. Not only does it include some great tips on creating content in an area where you lack knowledge and familiarity, but it shows you how easily ideas can be showcased with a copywriting infographic. These are currently a very popular method of information sharing.
4) Keeping Up With The Times
If Tumblr and Infographics are not something you were aware of, this is an area you will find beneficial. The Internet is a marvelous thing, continuously expanding and networking people who work together to create all new facets and share knowledge in new ways. Being aware of these changes to Social Media, to Information Sharing and to General Aesthetics at times can be a strong point for any content writer.
Facebook, Pinterest, Tumblr, Twitter and countless other social media venues are vying for attention and success. All of these focus on different aspects of communication, different platforms to share that information and different advertising methods. All have the potential to be a huge success or a major flop. Knowing which one is at the height of its run and which is falling into obscurity will help you focus in the best possible areas. Don’t get left behind with MySpace. Stay current and keep making money.
5) The Question: How Will This Help My Writing?
If you have read through the previous four, it is doubtful you need this question answered. However, as a reminder or an eye-opener for those still new to the SEO content writer’s career path, here it is.
ANYTHING is helpful to your writing.
You can take advantage of any experience in your life, any knowledge sought out or stumbled upon (great for knowledge, stress relief or a solution to boredom) and any opportunity to improve your writing and find a niche in the writing world to employ that improved technique.
The most important aspect is the need to keep seeking ways to improve your writing, your knowledge base and your contributions to the projects you take on. This is, in the end, the only thing that matters when it comes to moving forward instead of standing still in the writing world. So, hopefully you will keep asking this question. If you do, and you periodically find a new piece to this puzzle, you’ll be on the right track.
You May Already Know, But…
Is all of this old news to you, or is it something you’ll consider working into an already impressive portfolio? Even if every bit of information in this blog is new to you, as long as you are willing to incorporate it into your knowledge bank and continue to improve your writing and expand your experience, a career as an SEO writer is definitely the “write” direction for you. (Sorry, I couldn’t resist). If you are simply reading this for fun, then the benefits you can gain are varied and limitless. All writers, whether professionals or hobbyists, understand the ability to write and the need to write are never balanced. Each writer finds their own balance in the manner best suited to her style, focus and drive. For all of us though, the written word and a finished project provide satisfaction that can’t be found elsewhere.
Copywriters working in this day and age are luckier than virtually any group before them.
In addition to the fact that copywriters are practically essential for every online company, modern copywriters have access to hundreds of copywriting tools that can improve and enhance their writing at every turn.
From grammar checkers that catch plagiarism and comma splices to stock photo companies that specialize in the beautiful rather than the wacky and useless, now is a great time to be an online copywriter.
The savvy professionals who use the copywriting tools at their disposal are likely to enjoy more streamlined work and better outcomes than their tool-less counterparts.
If you’re wondering what type of copywriting tools are out there to overhaul your writing, read on!
The Evolution of the Modern Copywriter
While it’s true that few copywriters working today use a pen and paper to craft their content, the profession hasn’t changed as much in recent years as many people believe.
You see, copywriters have always been storytellers, and the fact that the medium with which we do it has changed is only a technicality.
Today, as ever, the best copywriters make use of numerous sources of inspiration, from industry leaders and influencers to television commercials and street side conversations. The key to standing out is finding a way to access a familiar topic in an unfamiliar way, and copywriters around the globe draw on their creativity and perspective to help them do this.
Today, though, copywriters around the world can also draw on a virtual treasure trove of online copywriting tools designed to enhance creativity, decrease mistakes, smooth writing, and provide a platform for advancement and creativity.
While storytelling has always been critical for good copywriting, so, too, has accuracy, and today’s best copywriting tools are designed to help ensure that, while also ensuring creativity.
6 Smart Copywriting Tools That Copywriters Should Use On a Daily Basis
If the technology is there, why not take advantage of it?
Today, the following six tools are helping copywriters around the globe craft better content, and they’re worth making daily use of.
1. Copyscape
Duplicated and plagiarized content can wreak havoc on your online reputation and career. In addition to putting yourself at risk for Google penalties, any plagiarized content in your online copywriting can also cause you to lose clients. Luckily, there’s an easy way to check for duplicated content in your material: Copyscape.
Copyscape is an oldie but a goodie. Launched back in 2004, Copyscape is a simple yet effective plagiarism checker that compares the content you input to millions of pages across the web.
To suit all audiences and users, Copyscape offers both a free and a paid version, although this is one copywriting tool that won’t break the bank. A credit for a premium Copyscape check costs only $0.05, and you can buy thousands at a time. Credits are good for 12 months from the purchase date.
While it is hands down one of the simplest tools on the web, Copyscape also remains one of the most efficient, and it’s utterly reckless at this point for any professional copywriter anywhere to publish content without first running it through Copyscape.
(Get ready: we’re building a tool that’s 25-50% deeper than Copyscape, built with a powerful searching algorithm! Sign up to get notified of Copyfind’s beta launch here.)
While that may seem more than sufficient, we all need some extra help every now and again.
When the time comes where you can’t stomach the thought of using “excellent” even one more time, turn to some of the best online helpers out there: Dictionary.com and Thesaurus.com.
Straightforward and streamlined, these two sites can be a lifesaver when your online copy needs some sprucing up. If you’d prefer not to visit the actual site, use the dictionary or thesaurus feature in your word processor for an on-the-go fix that achieves the same purpose.
It’s a supreme service if we do say so ourselves!
3. Shutterstock (& other stock photo sites)
Adding visuals to your content is one of the best ways to increase views and understanding.
According to HubSpot, adding images to a piece of content can enhance its views by as much as 94%. This is a massive number, and it’s clear that visuals must become an essential part of any good content strategy.
Unfortunately, great visuals can be difficult to find.
Luckily, though, there are a few places you can turn to find beautiful stock images.
And while Shutterstock is a paid service, the others are free, and users can choose from millions of stock photos to spice up their content and ensure it’s offering as much value as possible to readers. Check out our full list of free stock photo sites here!
To make sure that your images are adding to rather than detracting from your content, follow these two tips:
Keep everything relevant.If you’re writing a post about social media marketing, you don’t want to dress it up with an image of a woman wearing pasta on her head (or do you?) By keeping your stock photos relevant, you ensure they enhance your content and add to its meaning, rather than muddying the waters and making it confusing.
Opt for high-quality imagery only. High-quality stock photos are the only way to go. Low-quality visuals look cheap and can damage the authority of your content. With that in mind, ensure the visuals you add to your content aren’t pixelated and are of sufficient resolution to blow up to your desired size.
4. KWFinder
Keyword research should be a critical component of any good online copywriting strategy. Unfortunately, finding a great keyword research tool can be difficult, and many copywriters aren’t sure where to start.
A free (or paid) service that allows you to research keywords according to SEO competition, PPC, difficulty, and monthly search volume, KWFinder is a great copywriting tool for anyone who wants to create relevant, SEO-rich keyword-focused content that ranks well in Google.
To use the app, just plug in your keyword of choice, hit search, and check out the results to locate the most promising keyword in the batch:
5. Grammarly
While you can catch many of your errors through careful proofreading and editing, things like swapped words, incorrect spacing, and comma mistakes can be difficult to detect, which is exactly why you might need some help. Fortunately, there’s a tool out there that can do just that.
Grammarly is a one-stop-shop for the online copywriter of today.
Meant to pick up spelling and grammar errors, as well as duplicate content, Grammarly plugs into your browser and checks things like your emails, social content, and comments.
It also offers a desktop app that can help you check your content offline.
Simple, easy-to-use, and ideal for anyone who wants a grammar checker that works a little harder than good, old-fashioned Microsoft Word, Grammarly is a critical copywriting tool for anyone who publishes content professionally and wants to be sure it’s free of errors.
6. BuzzSumo
Ever wish there was a tool that could help you come up with a topic when you’re just stuck and struggling for an interesting concept?
BuzzSumo is a content analysis tool that allows users to input content based on topic, keyword or domain to search for trending material or analyze what content is performing best in a given industry.
Ideal for figuring out how to approach an idea, or researching competitors, BuzzSumo is an online copywriting tool with dozens of unique applications.
The Case for Modern Copywriting Tools
While we still love the pen and paper (and, indeed, these are still useful tools for many copywriters), there is an embarrassment of riches when it comes to online copywriting tools.
Between powerful grammar checkers and beautiful stock photo sites, modern copywriters have access to dozens of things that can enhance and improve online content from the ground up. While some copywriters believe it’s sacrilege to use tools to improve the craft, it’s clear that these tools are smart, and that they’ve been designed by copywriters for copywriters, in many cases.
While copywriters love what they do, the fact of the matter is that online copywriting is hard, and these copywriting tools can soften the edges just a bit. So whether you want to improve your grammar or research your competition, reaching for one of these six online copywriting tools is the perfect way to beef up your content both now and in the future.
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