[Copywriting 2017] 6 Things You Can do Today to Write Better Copy Tomorrow.

by MarketMeh 14 replies
Hey there!

I have been a copywriter and content writer for quite some time now, and if you are reading this, you are probably wondering about how you could make your copy (writing that sells) more compelling to your target audiences.

I am not going to say that it is super easy to accomplish, but it is not that hard either.

Now, setting the BS aside, what are the main characteristics of a good copy?

-Is it concise? Yes! Trust me, you don't need to babble about the benefits and features for hours.
-Is it clear? Yes! If you don't want to confuse to whom you are trying to sell your stuff
-Is it digestible? Yes! If you want your words to be understood and read with ease

BUT, what do all these mean if your copy does not reach its goal: to sell. Nothing.
I can tell you right now that no matter how concise, clear or digestible your message is, it means a horse's arse if it doesn't reach its end goal: to close that sale.

Writing compelling copy comes with a lot of perks and benefits, but you need to put in the work and practice an awful lot to be successful in it. Yes, an awful lot of individual research and critical thinking too.

Before you start raiding Google for a copywriting course, let me share some tips with you regarding some of the copywriting practices I and many marketers out there use for getting their message across in a way that results in action.

Yes, that ACTION would be a successful sale.

1. Get to know your Target Audience

Any of you guys fish? You probably know that a fisherman has a particular bait for every kind of fish as they tend to reach differently when various baits are used. Fishermen also have to adapt their techniques to weather and water conditions, the season, the time of day, you name it.

Serious marketers like you have to operate on the same principles.

How?

You need to know who your target audience is by learning about them as much as you can, and only then you can go about throwing your message out there.

Target Audience Research 101:

1. Accurately isolate your prospect's problems: Highlight the benefits more relevant to them

2. Answer questions regarding their personal backgrounds, position, goals, daily challenges, aspirations or even shopping preferences: all these pieces of information will help you towards writing a message that actually resonates with them. - In other words, create a BUYING PERSONA.

2. Make your target audience feel special (The Psychology of Exclusivity)

People love feeling important, so you must make them feel important, but not in the pushy and cheesy way. You need to tell them that they have been hand-selected and randomly picked to receive what you have to offer.

People's self-esteem is an extremely useful tool that marketers have been exploiting for years, so why shouldn't you?

3. Strike on Emotional Cords

When it comes to a product or service, highlighting the features will only get you so far as it tends to appeal to the logical side of our brain only.

Let's be honest here:

Purchases are NOT driven by LOGIC, they are driven by EMOTION.

I am sure you could name at least 2 TV commercials that either made you cry, laugh or simply pick up the phone and order.

4. Use analogies and metaphors

There is nothing more boring than a marketing message that is dull, unimaginative and powerless. Therefore, as a copywriter, your job is to first figure out the value in what youre selling and then put it into clear, concise, and compelling words.

Some metaphorical taglines:

Werthers Original Popcorn: Its What Comfort Tastes Like.
Taco Bell's: "Think Outside the Bun", or "Pork the Other White Meat"
Tropicana: Your Daily Ray of Sunshine.
Burger King: Subservient Chicken.

The trick is in combining 2 entirely different concepts to either tell a story or paint a picture for the reader.

5. Steer Clear of Plausible Deniability in your Language.

Most politicians get away with it in news and public appearances or when they are asked about a very tricky matter. They do it so they can maintain their image in the public eye.
You, as a copywriter, under NO circumstances should you ever apply such techniques in your message.

Why?

Because you will be seen just like a politician trying to play the game of language to avoid important matters or making any definitive comments about anything.

Copywriters have been using such words for decades when they felt that the promise and value of their product or service was weak:

-This product reduces hair loss with Thick & Lush! (meaning, you wont cure it.)
-This product fights dryness. (meaning, you might not win.)

See how uncertain the message sounds? If you don't have faith in the product you are trying to sell, how on earth will you be able to write a message that resonates with the audience?

Trust me! Your audience WILL detect insecurity and doubt in your writing even if you are just a wee bit unsure.

6. Create the Urgency in your Audience

Don't give your audience the chance to talk themselves out of your call-to-action. If your offer leaves people on a relaxed state of mind, theyll end up sleeping on it, consider their options, and weigh the pros and cons. And after all that, they may very well do nothing at all because you gave them that initial doubt needed to leave your offer for a rainy day.

Tip: Next time you write your headlines, create some urgency. Set a deadline, use time-sensitive language, such as This offer ends tomorrow, or Last chance, or These savings wont last forever. You can also play the scarcity card, reminding them that There are only a few seats left or that Supplies are limited.

I hope you will all heed some of these tips and tricks for a better copy tomorrow.

What do you think is the best way to attract customers and write better copy?


Cheers

M.
#copywriting #2017 #copy #copywriting #copywriting tips #how to sell fast #things #today #tomorrow #write
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  • Profile picture of the author Junaid khawaja
    People buy on emotions, not through logic.
    That's the rule of thumb!
    Well, there are some whining buyers who look for logical explanations on every buying decision they make (good for them) and our copy must also address them to a bit. One way to do is to compare your product with other products on the market and give clear differentiating reasons on "Why you"?

    Just want to add a point here:

    People love to buy, but they don't want to be sold to.

    Your sales argument must not try to manipulate and sell them until the "buy now" link. Instead, it must be able to creep through prospect's mind silently while resonating with their thoughts and desires at the same time.
    Thanks
    -J
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    • Profile picture of the author MarketMeh
      Originally Posted by Junaid khawaja View Post

      People buy on emotions, not through logic.
      That's the rule of thumb!
      Well, there are some whining buyers who look for logical explanations on every buying decision they make (good for them) and our copy must also address them to a bit. One way to do is to compare your product with other products on the market and give clear differentiating reasons on "Why you"?

      Just want to add a point here:

      People love to buy, but they don't want to be sold to.

      Your sales argument must not try to manipulate and sell them until the "buy now" link. Instead, it must be able to creep through prospect's mind silently while resonating with their thoughts and desires at the same time.
      Thanks
      -J
      Some fair arguments there! Thanks for the input!
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    • Profile picture of the author Danny Review
      thanks for share. I will try
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    • Profile picture of the author Eden A
      Originally Posted by Junaid khawaja View Post

      People buy on emotions, not through logic.
      That's the rule of thumb!
      Well, there are some whining buyers who look for logical explanations on every buying decision they make (good for them) and our copy must also address them to a bit. One way to do is to compare your product with other products on the market and give clear differentiating reasons on "Why you"?


      -J
      MarketMeh
      Like what you wrote
      great article

      About that "People do buy on emotions, not through logic"
      you are right but and that's a big but here they also buy on
      logic they need to justify why they are buying this.

      For example, you want to buy an Iphone 7 or galaxy 7 edge.
      You will go with what feels right and give you good emotions and
      at the same time you will start to justify yourself why you are buying
      this product and not the other one.
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      • Profile picture of the author MarketMeh
        Hey Eden,

        There is something in what you write, but logic plays an incredibly small part in the decision-making process.

        If you need something...very bad... you will not bother with the price,because you will find a way to collect the sum no matter what.

        I agree with the fact that logic plays some part, but emotions still take the cake.
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  • Profile picture of the author Princess Balestra
    Originally Posted by MarketMeh View Post


    4. Use analogies and metaphors

    There is nothing more boring than a marketing message that is dull, unimaginative and powerless. Therefore, as a copywriter, your job is to first figure out the value in what youre selling and then put it into clear, concise, and compelling words.
    Metaphor is fluid plasma conduitstuff — easiest general juice we got slippin' between specific absolutes for the purposea linkin' up the unentwinable.

    So prolly there is space for mutually agreed/agreeable imagry twixt buyer an' seller, writer an' reader — sum soft an' heartsum pause between habitual erraticisma saccadesa eyes that figures beyond shocka interruption.

    I got fireworks crackin' off all around me right now, an' I am gonna go figure their skyward blasta shimmer.

    There is sumthin' about the ergonomically volatile and combustion-packed thrusta fiery rockets — allied to a desire for spectacles promptin' woooooooooooooooooo from babes an' pre-gravesters alike — that is eternally spiritsome.

    Less'n acourse ifya stack spitballsa destruction in the enda 'em an' fire 'em at folks don't wannem.

    So I guess gentle fire, around whose everflickersa sparky we can warm up close.

    Sumthin' gonna last till the embers.
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    Lightin' fuses is for blowin' stuff together.

  • Profile picture of the author Jeffrey van den Brand
    [DELETED]
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  • Profile picture of the author Alex Cohen
    Originally Posted by MarketMeh View Post

    What do you think is the best way to attract customers and write better copy?


    Cheers

    M.
    An anonymous, self-proclaimed guru. Seriously?

    Alex
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    • Profile picture of the author DABK
      I guess he/she/it/they didn't "Accurately isolate your... problems?" Didn't
      "Highlight the benefits more relevant to" you, either, huh?

      Originally Posted by Alex Cohen View Post

      An anonymous, self-proclaimed guru. Seriously?

      Alex
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    • Profile picture of the author Kamal Uddin
      [DELETED]
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  • Profile picture of the author ZhaoAnXin
    I would add:

    Understand the difference between countable and uncountable nouns and when to use a/an/the/zero article.

    As far as spelling mistakes go, and even simple grammar brain farts - I'm as guilty as anyone but reading mistakes in those two areas especially - automatically pumps the breaks in my mind.

    I think most people won't read what you're saying - no matter how applicable or important it is to them if what they read causes them to have a reflexive wince response.

    .02

    This place was a much better and much, MUCH more useful read when all of the mean-spirited, self-righteous, contentious people were here. Shame, that. . .
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    • Profile picture of the author GordonJ
      Originally Posted by ZhaoAnXin View Post

      I would add:

      Understand the difference between countable and uncountable nouns and when to use a/an/the/zero article.

      As far as spelling mistakes go, and even simple grammar brain farts - I'm as guilty as anyone but reading mistakes in those two areas especially - automatically pumps the breaks in my mind.

      I think most people won't read what you're saying - no matter how applicable or important it is to them if what they read causes them to have a reflexive wince response.

      .02

      This place was a much better and much, MUCH more useful read when all of the mean-spirited, self-righteous, contentious people were here. Shame, that. . .
      On behalf of the former self-righteous, mean-spirited and contentious contributors:


      Our desultory indignation comes as a result of the many freelance sychophants and minions. Contention deserves worthy opposition, at the very least, those posting in the copywriting forum should know the difference between content and copy writing.



      Alas, we have taken our scorn and ridicule (and help) to those less spurious of our profession.

      GordonJ
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      • Profile picture of the author John Durham
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      • Profile picture of the author John Durham
        [DELETED]
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    • Profile picture of the author Alex Cohen
      Originally Posted by ZhaoAnXin View Post


      This place was a much better and much, MUCH more useful read when all of the mean-spirited, self-righteous, contentious people were here. Shame, that. . .
      Ah, yes, the good old days. When men were men... and sheep were nervous.

      Alex
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      • Profile picture of the author TrickyDick
        Originally Posted by Alex Cohen View Post

        Ah, yes, the good old days. When men were men... and sheep were nervous.

        Alex

        He said, "I was just helping the sheep over the fence." :-)
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  • Profile picture of the author Joyce Birmingham
    Great points, especially not babbling on!
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  • Profile picture of the author MortonHill
    A well-written very useful article. Will try to implement your thoughts in my work. Thank you for sharing all this.
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