• Sat. Feb 27th, 2021

Times are a-changing. So how do you as a copywriter keep up? Here are my 4 tips for keeping your content
fresh and staying ahead of the curve this year. Hey guys, it’s Alex. I am so happy you’re here. If you’re an entrepreneur, digital marketer
or a copywriter, be sure to hit subscribe below because every single week I release
a new tutorial on marketing, copywriting and more! But in this video I’ll be sharing what the
latest social media and digital marketing trends mean for all you copywriters out there
and what you must do to make sure your marketing messages continue to make an impact.

But first things first, if you have not yet
watched my video outlining the 4 major trends taking over the internet, be sure to do that
first, before you watch this video. I’ll add a little link to that right up
in the corner of this video. Now, if you have already seen it, real quick,
here’s a quick recap of what those 4 trends are as they’ll provide some necessary context
for what I’ll be talking about next… So major marketing trend number one. Video Is Taking Over. Two, Hyper-Relevant Behaviour-Based Content
Is A Must.

Three, Omni-Channel Marketing Is Expected. And four, Voice Search Is On The Rise All 4 of these marketing trends are powered
by huge advancements in Artificial Intelligence. But, good news for all you copywriters…
in my opinion, machine-learning will never be able to completely match real, relevant
and relatable copy written by a HUMAN… at least not anytime in the near future. In fact, I believe now, more than ever, business
must rely on the creativity, empathy and intuition of copywriters to help them take advantage
of these shifting trends and stay afloat in an over-saturated marketplace… Because compelling copy + cutting edge strategies
and technologies = exponentially more powerful marketing.

So, in light of these emerging trends, here
are my 4 copywriting tips for staying current and effective. Tip #1: Be Authentic & Transparent Authenticity and transparency have always
been seen as highly valued in marketing, but now the stakes are higher than ever. Whereas in the past consumers may have tolerated
inconsistent messaging or a lacklustre mission statement in exchange for a “good deal”,
that is simply not the case anymore. With the ease and availability of countless
options and alternatives out there, you can do longer afford to hide behind the faceless
front that was once the Internet.

Your customers want to know who you are, what
you stand for and how you do things. Yup, Science says 86% of consumers say that
authenticity is a key factor in their purchasing decision. 73% of consumers would pay more for a product
if the company behind it promises transparency and a whopping 94% of consumers say they would
remain loyal to a brand that provides complete transparency. Your audience is more savvy than they’ve
ever been and they’re also more intolerant of anything that’s inconsistent or smells
like bull. So, when it comes to copywriting, your number
one job is to, first, create a distinct and memorable brand voice that is congruent throughout
all your marketing touch points. From your ads all the way to your customer
service responses… then, you simply just need to BE the company your consumer believes
you to be. Or in other words, walk the talk, no matter
what. And when it comes to writing offers, use REAL
scarcity, explain WHY products are on sale and for how long, set clear expectations and
HONOR them, communicate frequently and authentically and look to add value first.

Showcasing user-generated content, authentic
social interactions, and true video testimonials are some great ways you can take advantage
of this emerging trend. Now, Tip number 2. Tell Stories Storytelling has been used since the dawn
of time to share information and pass down tradition… and no matter how much technology
changes and evolves, stories will always be one of the best ways to create connection,
evoke emotion and inspire action. People will remember your story long after
they’ve forgotten your sales pitch… and in the future when marketing technologies
shift, and render some content dead and some strategies completely ineffective, your stories
will live on. They’re like the cockroach of the marketing
world. When the Internet apocalypse hits, if your
business is based on stories, you’ll not only survive, but thrive. Ya feel me? So It’s like last weekend, I was at my cousin’s
wedding. And it was absolutely gorgeous it happened
inside this beautiful white tent that was on this beautiful grassy field with rolling
hills. And the sun was shining all day, it was literally
the PERFECT day for a wedding.

And then, murphy’s law, just as the best
man stands up to give his toast to the groom, the most sinister storm clouds you’ve ever
seen roll in I’m telling you, the sky went dark and it started POURING. And I mean POURING…. And what we didn’t realize until that exact
moment was that this tent was positioned at the lowest part of this field and water started
filling up this tent from all directions. Speakers were short-circuiting, gifts were
getting wet. At one point I look over at the bar and the
tip jar was actually full of water… and you know what happened. The best man just kept going. Lightning was flashing through the sky, and
plates were floating by (not really) but he did not stop.

Sure, he had to talk louder to be heard over
the sound of the rain pelting on the top of the tent, but that only made him appear more
confident and funny. And people laughed harder at his jokes to
accomodate for the booming thunder. And to this day I think that was the number
one best wedding speech I have ever heard… pretty good story, right? So what’s the funniest wedding story you
have? Comment below and let me know! Now here’s the other great thing about stories,
they allow you to rely LESS on hypey marketing tactics or pushy sales copy because a good
story will sell FOR you and you can use it across multiple different marketing channels
without having to worry whether or not it will be compliant.

Just imagine if that wedding story was used
to sell a speech-writing course… I think that would be pretty effective, don’t
you? So, copywritiers, start telling more real,
relevant and relatable stories in your copy. Take the time to learn and master the brand
voice you’re representing and carry those stories through multiple channels and mediums. Alright tip number 3. Answer Questions One major marketing trend this year is Voice
Search. By 2021, over 50% of all searches will be
done through digital assistants, like Apple’s Siri and Amazon’s Alexa. Voice Search is becoming second nature for
anyone looking for a quick answer to something and this creates a huge opportunity for you,
if you know how to capitalize on it. Because here’s the thing… the way people
traditionally conduct a Google Search is very different than the way they conduct a voice
search. So for example, when you’re searching for
a restaurant on Google, you might type in "Best Brunch in Los Angeles." But when you use voice search you change your
behavior to ask a question, like "Hey Siri – What restaurant has the best brunch in Los
Angeles?" Knowing how to formulate your content and
copy to appeal to the Voice Search algorithm is a key factor in using this trend to your

And of course the best way to do this in your
copy is to ANSWER QUESTIONS. So, copywriters, include FAQ sections on your
sales pages and write in a natural, conversational voice that answers the questions your consumers
are asking. And now I want to know, what is the NUMBER
1 most pressing question you have when it comes to copywriting and marketing, comment
below and let me know and you just might be featured in my next video! Okay, tip #4.

Make Your Copy Personalized & Interactive Marketing is no longer about spraying ONE
marketing message all over the internet to everyone. The future of effective marketing will be
sending behaviour-based messaging in REAL TIME to your subscribers, based on their actions,
interests and engagement habits. In fact, internet users are expecting you
to KNOW their patterns! They want relevant content 100% of the time,
and they’re often not very forgiving of blatant, non-personalized marketing.

For example, if you send an email to a customer
asking them to buy a product that they’ve already purchased, you’re breaking rapport
and you're hurting your chances of them buying from you ever again. Unfortunately, this is a really easy mistake
to make as people tend to purchase across different email accounts and browsers and
devices. Which is why omni-channel and omni-device
tracking is so important… but your messaging is JUST as important. In fact, it’s IMPERATIVE. Increasing personalization in your messaging
across all channels can lead to a 500% increase in consumer spending. Um, what?! So, copywriters, as you’re writing your
sales pages, and email sequences and video scripts, take time to consider WHO is consuming
this content and how you might want to adapt these messages for different audience segments.

Often times it’s not a complete rewrite
that is needed, but rather a quick update of relevant and identifying information. Creating multiple messages for different audiences
also allows you to go even deeper into that personalization for the specific reader, which
means less generic widely applicable content that is almost always less effective. Remember, if you try to appeal to everyone,
you appeal to no one. And along with audience personalization, you
also want to look at platform personalization in your messaging. Given that social media continue to attract
record numbers of consumers, it’s more important than ever to make sure your copywriting is
fully adapted to each platform and channel you’re using.

A Facebook post and instagram caption should
be written completely differently, because those audiences engage with those platforms
differently. Lastly, copy that creates even the slightest
bit of interactivity is wildly more effective at attracting and converting consumers. Enhanced engagement among your target audience
creates a sense of trust and credibility. So copywriters, start thinking about all the
fun ways you can create personalized content that inspires your audience to interact with
your brand. Great examples of this include video, live
video, quizzes, webinars, or social media posts that encourage commenting and sharing. Alright guys, that’s it! That’s my video today. Please give me a thumbs up below if you found
this video helpful. And if you have not done so yet make sure
to watch my last video on the 4 MAJOR marketing trends taking over the internet this year,
you can go watch that here. And be sure to subscribe. I’ll be back next week with a brand new
video. Until then, I’m Alex. Ciao for now!.

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