Body copy is a term used to describe written content that is used in marketing and promotional materials. It is also sometimes referred to as ‘copywriting’ or ‘sales copy’. It is used to persuade potential customers to take action, whether that be to purchase a product or service, or to engage with a company’s website.
At the heart of all body copy lies the copywriter’s aim to engage the reader and make an impression. Body copy is usually written in a clear and conversational style, so that it is easily digestible for the reader. It should also have a strong voice, with consistency maintained throughout the different materials.
The importance of body copy lies in its ability to grab the reader’s attention and make them stay interested. A successful piece of body copy should make the reader think, as well as feel positive emotions such as excitement or anticipation.
When creating body copy, a copywriter should consider a few key points. Firstly, they should understand the target audience; what do they want or need to hear? Secondly, the copy should be direct, without any unnecessary information. Thirdly, the copy should contain an emotional appeal, which can be achieved by using words that stimulate the senses or create an emotional reaction.
For the structure of body copy, it is best to start by getting the context across quickly and using strong headlines. Then, move into the detailed information, and provide facts, figures and examples to support the case. Throughout the copy, it is important to maintain a good balance between storytelling and facts.
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At the end of the copy, the reader should be given an action to take. This could be in the form of a call-to-action (CTA) that tells the reader what to do next. Regardless of the form, it should be clear, concise and link back to the context of the content.
In terms of length, the structure should remain consistent between the different pieces. Generally speaking, it should be of a length that is enough to explain the subject and yet concise enough to keep the reader engaged.
To make sure the copy sticks in the reader’s mind, it is important to use a good selection of words and language. This can be done through an effective choice of vocabulary, using strong and clear language that reinforces the message. In some cases, the use of humour is also encouraged.
Finally, when it comes to optimising for search engines, the copy should be written in a natural way and without any attempt to cram in keywords. Instead, the aim should be to keep the copy natural and easy to read for the target audience, incorporating the keywords into the copy as naturally as possible.