How can you write copy that encourages user engagement and interaction?

I just always try to put myself in my own shoes in this situation. If I was looking at this post and reading this copy, would I think it’s lame? Would I think that’s it’s thoughtful in regards to myself? Put yourself in the consumer shoes and think about how you want to be spoken to. It makes it easy to catch some flaws.

Engagement fängt mit dem Kundenverständnis an. Das sagen alle - tatsächliches Verstehen des Kunden ist aber selten geworden. Denn: es wird kaum mit Menschen gesprochen. Die Forschungsetats in den Unternehmen haben sich seit 2008 mehr als einmal halbiert. Im Marketing wird sich stattdessen überlegt, was die Menschen interessieren könnte - oft werden sogar Personas via Gut-Feeling erstellt. Menschen zu verstehen heißt aber , ihnen zuerst zuzuhören - erst danach sollte die Automatisierung erfolgen. Um Menschen emotional zu berühren und zu bewegen, ist es wichtig, tiefer einzusteigen als in klassische "Bedürfnispyramiden" und vor allem auch immer wieder die eigenen Meinungen über den Kunden zu hinterfragen. Gerade in Krisenzeiten sehr wichtig.

Understand your target audience's needs, preferences, and pain points. Tailor your message to resonate with their interests and aspirations. Keep your copy clear, concise, and easy to understand. Clearly state what action you want the reader to take. Use actionable and persuasive language in your CTA, such as "Subscribe Now" or "Get Started." Maintain a consistent voice and style across your content. This helps build brand recognition and trust, making it more likely for users to engage over time.

Don't lead *with* your brand! So many social media posts from brands start with "We..." or "Our..." This doesn't make your audience want to keep reading. They don't want to know about your brand - they want to know how your brand can help them. If you want to lead audiences TO your brand (your content, your website, etc.), you can't lead WITH your brand!

Different people speak differently. That reflects in the words they use, the slang and even the length of their sentences. Furthermore, the cultural and social level of the audience influences, for example, the references used to explain ideas. As a content producer, you must know your audience so that your posts match the way they speak. Your production should less please your company's director and more please your audience, who are the ones who need to explain your message, so they eventually buy from you. And it is worth mentioning that the same company and sometimes even a single product can have more than one audience. In that case, communication must be multiple, each focused on the characteristics of one of these groups.

Shorter is often better. Research suggests you have about four words to capture your audience's interest before they scroll onto the next post - so don't waste your first sentence in extended formalities - get to the point, quickly! Really, I could have used even fewer words: shorter is better.

To explain a product or an idea, correct information is essential. But it takes more than that: the content producer needs to involve his audience. A good story helps a lot in this process. Good storytelling creates bonds with people, as they identify their own values in the story being told. And if it's really good, the public will associate its beliefs with the company's values. When this happens, the public stops being just customers and becomes fans! And then those people will not only buy more and more often from you, but they will also promote your brand and products.

Connecting on an emotional level is paramount in marketing. When your brand provides real value and stirs up emotions, it leaves a lasting impression. If your marketing doesn't strike that chord, your audience might not recall your brand when they need it.

The art of triggering emotions is based on: Clarifying what internal decisions buyers need to make to want to work with you Tapping into the emotion related to it. Ex: He can help me get (result) --> Confidence

The CTA is critical, but just as important is not overusing the CTA, as this can come across as too sales-y and desperate. State your CTA once or twice clearly. If you use it in the image, you can use it once more in the title. But don't use it in the post copy, the image and the title - don't beat them over the head with it.

The call to action needs to be relevant to copy, so you don't mislead your clients. Showcase a benefit, what they get if they do what you ask from them.

For a call to action to be successful it should incorporate as many of the following principles: - Clarity on the action - Clear user benefit from taking the action - Scarcity - Time limitation - Social proof - Desirable language - Benefit-centric focus

Continually testing copy, visuals and content styles is incredibly important in today’s digital landscape. What worked last year won’t necessarily work this year. It’s important to track and measure performance and course correct on a regular basis to ensure your approach is evolving with your consumers, their mindsets, and the platforms they engage with you on.

Improving engagement and conversions through A/B testing allows marketers to experiment with different strategies to improve engagement rates, click-through rates, and conversion rates. By testing different content formats, messaging tones, or visuals, marketers can identify the most effective approach to capturing the attention and interest of their target audience.

Marketing is always about trying and testing new ways to reach people. Learning from the mistakes is as important as learning from success.

To engage your audience, ensure that your copy follows the Four C's Formula: 1. Clear: Use short words and sentences whenever possible so your copy is easy to understand. 2. Concise: Keep it brief. Include the key points. Don't ramble or cover unnecessary details. 3. Compelling: Use descriptive words that appeal to all five senses to persuade your audience. 4. Credible: Use customer testimonials and cite figures from well-researched, reliable sources. By using the Four C's Formula, your copy will engage readers and inspire them to take action!

First, copywriting is a hard skill to learn. I would urge anyone who wants to write anything online to take a copywriting course (or many). People who say they are copywriters aren't even that good. So start with a course. Second, be honest with yourself. If you're not getting engagement, your content probably sucks. Reiterate. Keep trying. Keep changing parts of your content. Third, don't look up to influencers. They will get engagement no matter what they post. They have their fanbases to back them up. And finally, if you're really getting no engagement on your content, you probably don't understand your target audience well enough. Go back to the drawing board and get more information about them.

Eine weitere Möglichkeit, um deine Audience mit einem Posting gezielt abzuholen: Aufzählungen! 5 Gründe, warum Listicles so gut funktionieren: 1. Durch die Listen-Art sind sie automatisch gut gegliedert 2. Dadurch können deine Follower den Inhalt schnell sortieren und auf einen Blick verarbeiten 3. Die Leser:innen wissen von vornherein, was das Thema ist und was sie zu erwarten haben. Beispielsweise 5 Gründe, warum Listicles so gut funktionieren 4. Sie bieten Mehrwert und eine tolle Möglichkeit, Insights zu teilen 5. Sie funktionieren auch als Grafik oder in einem Video super Siehst du – klappt! ;)