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As a blogger, every word you write has the potential to make a meaningful impact on your readers and your business.
Are you ready to take your new blog from good to extraordinary?
In this blogging for beginners post, I’m tapping into my two decades of professional copywriting experience to help you do just that.
I understand that doing everything needed to get a blog up and running can feel overwhelming. Although I’ve been a copywriter for long, long, time, I’m still new when it comes to building my own blog. Like you, I’m deep in the trenches of “blogging overwhelm” as I continue to build out Grab Your Happy.
If you’re not a writer by trade, I can only imagine how daunting it must feel to write compelling and valuable content—on top of all the other tasks you need to do.
Don’t let content creation be the thing that gets in the way of your blogging success! I’m here to help you become a more confident and successful blogger.
Blogging for Beginners: Pro Copywriting Tips
1. Know your audience.
Take the time to deeply understand who your ideal readers are, including their interests, needs, fears, motivations, and challenges). You can gather this information in a number of ways (e.g. use Google Analytics to see your visitor demographics and interests; read the comments on your own blog posts and/or on blogs in your same niche; gauge the popularity of your existing content; conduct surveys; study threads in relevant online forums). Then, tailor your blog posts to write content that’s relevant to your ideal site visitor.
- Pro tip: Write as though you’re writing to one specific person—your IDEAL reader. This will help you avoid platitudes, stay focused, and make each reader feel like you’re speaking directly to them.
2. Craft ‘WIIFM’ headlines.
Grab your readers’ attention from the get-go with captivating headlines that evoke curiosity and promise valuable insights they won’t want to miss. Your headline should answer the reader’s question “What’s in it for me?” (WIIFM).
- Pro tip: Choose clarity over cleverness! Unless you come up with a clever sounding headline that is also very clear, don’t use it (tempting as it may be). You only have an instant grab your reader’s attention and get them to click through to read the post. Make sure the benefit is IMMEDIATELY clear.
3. Start with a hook.
Similar to your headline, the opening line of your article must grab the readers’ attention right away. The goal of the first sentence is to get them to read the second sentence.
- Pro tip: Open with an intriguing and relevant statement or question that leaves the reader wanting (needing!) to know more.
4. Dive in quickly.
The intro section of your blog post should give just enough information to let readers know the value they’ll get from it. Avoid long preambles. Don’t give lots of unnecessary background info they already know.
- Pro tip: Give your site visitors a quick taste of the benefit they’ll get from reading your blog post—then jump into the meaty content they came for.
5. Embrace the power of storytelling.
Connect emotionally with your audience by using a storytelling framework with a beginning, middle, and end. Think of your ideal reader as the hero of the story–make them the hero we’re all rooting for. This doesn’t need to be literal, of course, but it helps to think this way in order to keep the content focused on your readers’ needs, desires, and challenges.
- Pro Tip: If possible, share your personal experiences, challenges, and victories to forge a deeper connection with your readers.
6. Use conversational language.
Use simple language that’s easy to understand. Don’t use lots of jargon and big fancy words in an attempt to sound smart. It will backfire every time.
- Pro tip: Read your content out loud and see if it feels natural. Would you actually talk like that and say those words?
7. Optimize for easy scanning.
Format your blog post copy in a way that guides the reader’s eye smoothly down the page.
- Pro tip: Avoid daunting walls of text. Use subheadings, bullet points, numbered lists, and short paragraphs.
8. Feel the rhythm.
Vary the length of your sentences and paragraphs to avoid monotony and create a nice rhythm. For example, write a single statement or question on one line, then follow with a couple 2-3-sentence paragraphs.
- Pro tip: Read your content out loud and see where it makes sense to pull out a single, short sentence for impact (e.g. “That’s where the magic comes in.”)
9. Use power words.
Sprinkle persuasive words and phrases into your copy. Words like “discover,” “exclusive,” and “proven” can create a sense of excitement and value.
- Pro tip: Choose power words that are accurate (vs. hyperbolic), and use them sparingly—otherwise you’ll end up sounding like a used car salesman.
10. Use SEO keywords (the right way).
Attract more readers by incorporating relevant keywords that improve your search engine visibility. I strongly recommend learning the basics of SEO if you want to bring more traffic to your website.
- Pro tip: Use keywords naturally and avoid ‘keyword stuffing’ your content (forcing keywords willy-nilly into your blog posts makes for a miserable reading experience—and it’s a spammy tactic).
11. Demonstrate empathy.
Use supportive language that lets your readers know you understand their problems/challenges/needs (e.g. “You’re not alone in your struggles – we’ve all been there. Let’s tackle this together.”)
- Pro tip: Avoid language that might make your readers feel like they’ve done something wrong. No one is coming to your blog to be shamed or judged. When addressing negative circumstances, soften the tone by using more general terms (e.g. “Many new parents make mistakes…” vs. “You’ve made a lot of parenting mistakes…).
12. Infuse your personality.
Let your authentic voice shine through your writing. It’s easier to write in your own voice because, well… it’s your own voice! Plus, when you’re authentic, you’ll earn your readers’ trust.
- Pro tip: Write your first draft fast. Don’t worry about using the “right words” or using perfect grammar. Just get your ideas out without stifling yourself. Then, go back and take your time editing your draft. (I like to call my first draft a “spit draft” – takes the pressure and lets me feel free to write more freely).
Get Started
Use the copywriting techniques to elevate your blog content. And remember, the easiest way to become a better, more confident writer is to keep writing consistently. So keep going, and keep growing!
Help me help you. If you’ve got more questions about copywriting, or solopreneurship in general, let me know in the comments below.
