Writing an engaging copy, be it a social media copy or a longer-form can sometimes be hard. Difficulties come in many shapes and forms. Writer’s block, burnout, lack of interesting topics and so on… However, I figured out a simple workflow that is easily applicable to communication schemes we use and it allows me and my teammates to quickly create appropriate and engaging copies. And I’m going to share it with you in this post.
The realisation I had
I realised a while ago that almost everything we speak or write serves a purpose. Because of this property of the language, we can create an example of a universal cause and effect sequence that can be applied to your work:
- There is a factor that affects us.
- The factor creates a need that can only be fulfilled by 3rd persons.
- We create a message that is to influence said 3rd persons and we deliver it.
- The recipients either do what we want them to do or don’t.
- We reach a conclusion.
A practical example could look like that:
- Our game doesn’t have a lot of players, thus the income isn’t matching our expectations.
- This means that we should pursue more active users (thus, we start user acquisition activities).
- We create an ad that should convince people to install our game and we publish it.
- Some of the recipients of the ad install the game, some don’t.
- We gained a certain amount of new users.
While we could delve into the entire process of creating an ad and so on, let’s just go to the 3rd point, as this will be a part that you probably came here for.
Conveying a message and convincing 3rd persons
Here’s the most important part of this article. We need content that will be used as an ad. Let’s just say that there will be an image or a video (videos usually perform better in ads, so that’s always good to know)
1. Find out what the needs of your audience are.
One of the most important things to do while creating content for social media is to be in touch with your company’s prospects, leads and clients, their feelings and their needs. Sure – in the end, it is the company that will gain the most profit. However, while you work on behalf of the company, you don’t create content for the company, you create content for the recipients of it. And it’s usually an easy sell if you know how your game can fulfil the needs of the recipients.
2. Figure out a satisfying outcome for the community.
People like to feel good and they usually browse social media to chill and have fun. This means that, if you’re able to deliver something that will invoke positive feelings in your audience, they will be more likely to do what you expect them to do (in this example – to finalise the purchase). Try to deliver a worthwhile experience not only in the post but also try to convince the audience that the game is going to make them feel great.
3. Acquire proper knowledge about the topic you are going to write about.
Aside from the fact that you should know the product like the back of your hand, you need to be able to precisely know all of the details that led you to the creation of this piece of content and how to accomplish set objectives.
4. Figure out what should be the purpose of your copy.
Speaking of objectives, you need to know what you exactly want to accomplish. In this case, it’s easy – you want to get new players, as this is a UA campaign. However, if you want to do something else, you need to adjust your copy accordingly. Throwing a nice CTA into the copy will help in this case.
5. Design the copy.
We sometimes procrastinate or have a lot of stuff to take care of. However, you need to keep in mind that the sooner you get your copy written, the faster you will be able to do other stuff. So don’t slack off, it’s not gonna write itself!
6. Make it accessible and clear. Make sure you get the point across and that it realises the purpose.
This point can be summed up in three words. Simplification and proofreading. Repeat as many times as needed in order to achieve the goal. Maybe have a colleague read it? It’s usually a good idea to ask for a 3rd person’s perspective.
After doing all of this stuff, you should end up with a copy that:
- serves a purpose or a number of them,
- is relatable,
- is easy to read,
- makes the audience feel positive things,
- can influence the operations of your company in meaningful ways.
And then – post it!
As this post pertains exclusively to writing copy, I’m not going to talk about other parts of the creative process, but you need to remember that text posts usually don’t perform great and it’s good to expand your content with an image or a video clip in order to drive engagement, enhance your storytelling etc. You should also pay attention to the comments – people often expect a response when they comment on your stuff!
I know this article is a bit short, but I wanna get back to posting more frequently on the blog and I wrote this one in order to kinda break the writer’s block I had for a while. A lot of stuff has been happening in my life, some good, some bad, but hey – that’s ok. If you wanna talk about possible cooperation with me, whatever shape it may take, feel free to DM me on LinkedIn or mail me at jakub.mamulski@gmail.com. Have a good one, cheers!
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