being able to get right what I'm going to mention is another reason your sales can either be flat or out of this world. Actually, in my opinion, it's the second biggest reason after you choose the emotions for your piece.
You won't hear this talked about much. It's usually something only the trained and experienced writers will consider.
New copywriters, won't even think about it...
because they have no idea how important it is.
Getting this right along with the emotion you chose, is the most important thing you can use in writing your headline, your guarantee, even your P.S.
It's called tone of voice.
There are several tones. A few:
If you've ever written for a large company, you'll see they all have a guide that outlines the tone of voice they want to use.
Starbucks, and Uber, all have one. You can google and find most of them.
The reason these guides are important is because these companies know their customers and their customers are their customers because of the branding the company has developed.
If you were to do a piece for Starbucks and used an assertive tone of voice, it probably wouldn't go over well with their customer base.
If you wrote for Woot and used a formal tone of voice, it wouldn't lead to a lot of sales.
Now, we can talk about the tone of voice for big companies...
but it's also important for any size company. It should be part of their branding.
So, look at who your customers would be and decide what tone of voice you should use.
Arthritis medication...older people may not be excited about a humorous approach.
Writing about a vacation? Maybe a motivating tone.
Once you decide on your tone, your headline will reflect it, your opening will reflect it, and on and on.
Sometimes, if your piece isn't doing good, you can look at the tone of voice you used and decide if maybe another one would have been better.
You can learn what words and phrases etc. to use for different tones of voice. There is actually a science behind it and it's worth your future possible fortune to study it.
This is such an important topic that once you understand it you'll be able to look at most pieces and see what they're doing wrong. I've seen pieces that try to incorporate several tones of voice...not on purpose, they just didn't know what they were doing.
It's a deep subject, some may not understand it and many will dismiss it. But the ones that dismiss it won't get far in their copywriting career, and they'll wonder why.
Once you understand this, you'll have another piece of the puzzle as to why some writers are great and others are still trying to drum up work.
Hope this helps. Thanks for reading it