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.
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.
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.