How do you write copy that follows current trends and best practices?

Simple. You start by ignoring stupid trendy shit like 'best practices' and 'current trends'. And instead, just work on writing copy that you enjoy writing, and others enjoy reading.

To write copy that adheres to current trends and best practices, I prioritize continuous research and audience analysis. Staying informed about industry trends and consumer preferences is fundamental, allowing me to adapt tone, style, and content accordingly. Keyword research for SEO optimization, A/B testing, and a commitment to clarity and storytelling are key components. I also ensure that the copy remains adaptable and ethically compliant while integrating visuals where appropriate. Ongoing feedback and iteration further refine the content, ensuring its alignment with evolving best practices in marketing and communication.

In the digital age, creating timeless content is almost impossible, with industry trends often acting as a driving force in content strategy. But while capitalizing on trends can be a good way to drive traffic and engagement, it's important for writers to remain focused on their audience. If industry trends are closely aligned with the audience's needs and interests, embracing these trends is one way for writers to make content more impactful. But if capitalizing on trends means deviating from the overarching content strategy, and ultimately providing less value to the reader, following trends for the sake of following trends may not be advisable.

I often use the EPRI formula when writing copy that follows present trends and best practices. Established Authority, Persuasive Psychology, Relevance, and Influence.

In my opinion the most important thing is to enjoy what you are writing about and share you personal experience. When people understand it, they will trust you

Although this section is about formula and frameworks, I suggest people to find their voice and thoughts and then write. Maybe you will find that your copy is already in a framework. All these frameworks came after someone wrote something and it worked. So steal like a artist, but in that process never forget to be you. Frameworks will come and go, your way of thinking shouldn't be bound by it.

While AIDA is a good framework if you become too formulaic you start to sound like those made for tv ads or even worse the scammy internet sales ads. Take a look at what copy is working with you and your audience and look at how you can see the AIDA framework in it. Then look at how you can mimic the tone and the flavor. Look outside of ad copy for inspiration on what appeals to your audience like trending reels and tiktoks. Find a way to mimick that while subtly implementing the AIDA formula.

AIDA é um framework clássico para uma comunicação certeira com quem está lendo seu texto. Veja: A de Atenção Qual é a maneira mais antiga de chamar a atenção para um texto? O título É através do título, também conhecido como Headline, que você chama a atenção da pessoa para o texto. I de Interesse Gere interesse na pessoa pela sua solução. Conecte-se emocionalmente com a pessoa logo no início do texto (Lead). Ofereça algum tipo de prova de que seu produto/serviço funciona para a pessoa. D de Desejo Você gera desejo mostrando como seu produto/serviço vai tornar a vida da pessoa melhor. A de Ação Peça ação. O que a pessoa precisa fazer depois que leu seu texto? Comprar? Acessar seu site? Fale para ela. Isto é apenas um resumo.

Formulas are great, but also well-know and widely used. Attention grabber is the image (or the visual identity), interests vary significantly within a homogeneous audience, humans have problems in determining their desires and lastly, the most difficult thing is to make them react to something, let alone taking action. I wouldn't recommend the AIDA formula at all. Copywriting formulas need to be extracted from the create concept.

"As palavras têm poder" Acredito muito na frase que usei para abrir essa contribuição. A primeira palavra que você "tem que usar" para gerar conexão emocional, é... Você A palavra "você" é próximo a chamar a pessoa pelo nome. Isso torna sua comunicação pessoal. Use também as palavras "seu/sua". Outra palavra que você pode usar para essa conexão é... Imagine Quando você pede para a pessoa imaginar algo, você trás ela para dentro da sua comunicação. A palavra "Pense" também consegue ter esse efeito. Use as palavras que estão no campo semântico das pessoas. Para isso você precisa fazer um "word mapping" (mapa de palavras). Veja as palavras que as pessoas estão usando e anote-as. Quando for escrever algo, use as mesmas palavras.

Some ways to understand this better is picking up proven copy work and dissecting the work. You can see what worked there, what emotion it is portraying. Dissect first, then re-check your analysis (plenty of AI tools available). Create a swipe file to refer to once you've got the understanding correct.

It's okay to be edgy in copy. This is where the most emotion lies, and where you can really write words that captivate in a way that readers are not used to seeing. Safe copy makes everyone feel good. Edgy copy makes them stop and take note of the entire body of work. The most powerful words are the ones that are read over and over again.

Be careful with power words and emotions. Again, subtle is better and heavy hands will turn people off. Look at the clickbait crash or the ad memes that have shown we are dealing with a more sophisticated audience than ever before and they will drag you and your product if they sense you are trying to manipulate them. Use honest and appropriate power words or better yet, get your customers to use honest and real power words. That is worth far more!

The biggest mistake I see is when someone writes for SEO, rather than for a customer. You need to write as a real person for real people, and then handle the SEO after. I like to think of it as copywriting and SEO editing, and I use SEO as the finishing touches. I write compelling copy, and then return to adjust layout, adjust keywords, include headings, and always include plenty of lists or bullet points. If your reader can tell it's a SEO text, you've failed.

"Nem sempre o (a) copywriter vai escrever usando técnicas de SEO" Vejo que as coisas estão um pouco misturadas. A ideia de um copy e gerar alguma ação em quem está lendo. Se o (a) copywriter usar técnicas de SEO no texto é um plus, mas não deve ser o foco. Agora, é interessante o (a) copywriter usar: - Títulos e subtítulos - Escolher palavras curtas em vez de palavras longas - Frases curtas em vez de longos parágrafos - Usar uma chamada para ação Mais uma vez eu repito: SEO em uma peça de copy é um plus para conseguir trafego orgânico, mas não é obrigatório.

Firstly understand the intent. Copy writing may or may not be fully SEO inclined. It should be sales inclined, what may or may not use SEO completely.

Quick tool for generating data driven insights on customer searches to align your content with their search intent- Answer The Public. There's a free and paid version.

SEO only applies to online ad copy. For some ad copy hashtags, emoji, and slang research are more relevant than SEO. As for readability, make sure it is readable to your target audience. If you are not sure then you have not done your research. As a perfect example, look at vinyl afficianados. If you are trying to sell vinyl and you do not understand the different sizes, weights, and mints then your target audience will not pay attention. But the average reader will have no idea what the ad is offering. Readability is more about the target audience than the average viewer.

That is for sure. You can not write your copy based on your current knowledge. How will you know if your copy is working or not? So you can follow this advice with other mentioned tips. Write your copy's two versions, and after you are satisfied, show it to your friends, team, or someone who fits into your ICP; now, ask them to give you feedback. When they give feedback, improve your copy according to that feedback. You can use tools also.

"Existe um teste primário que você faz que pode dizer se seu copy vai funcionar ou não" O primeiro teste é apresentar seu copy escrito para pessoas próximas lerem. Você deve pedir para elas lerem com olhar crítico e não de "amigo (a)". Depois você deve perguntar para essas pessoas o que funciona e o que não funciona. A Revisão de Pares Se você trabalha com uma equipe de copywriters, deve submeter seu copy a uma revisão de pares. Nessa revisão as pessoas leem o copy e te dizem se seu copy está chato, entediante, confuso... Em seguida as pessoas dão sugestão para você fazer melhorias no texto. Elas vão falar para você, então você altera o copy no que é preciso e solta o copy para o próximo teste que é público.

Keep in mind that testing and tweaking may also combine other elements not just your copy. Testing where the copy is shown, colors and graphics used with the copy, hashtags, ICP assumptions, location of copy (does it perform better on Facebook or TikTok) and more.

If you think with one month or two month training, you become a copywriter You are wrong, you need to learn and practise all the way. So don't stop learning Read other people copy and learn And Apply.

A great way to keep learning is to embed yourself in the spaces you creating copy for and in the locations your ICP hangs out so that you can absorb what they are interested in and how they interact with one another. Keep adapting and adjusting and creating new copy based on that information and experience.

The threshold question when evaluating your work: Is it written primarily from the perspective of the business (telling people what we would like to tell them) or from the perspective of the audience I am targeting (articulating and addressing their problems, concerns and needs)? Arguably the single biggest marketing mistake is communicating your message from the perspective of the business or writer, rather than from that of the target audience. As simple and obvious as it may sound, this important principle is all too often ignored, wasting countless dollars and invaluable opportunities. Regardless of what you are writing, your primarily responsibility is to your reader.