Copywriting is an art! It’s one of the most important components of any content marketing strategy. We’ve seen how content marketing is impacting industries like the travel and tourism industry. In fact, it’s an extremely powerful way to get across to your prospects and take them through the sales journey, from being a prospect to becoming a lead, and ultimately converting into customers or buyers of your product or service. Writing a copy needs a lot of effort I agree, but once it’s done, you can use it in multiple ways right from attracting and qualifying leads, use it to stimulate word of mouth marketing, create traffic, use it in blogs, reports and so on. It’s all the more important that you use this tool in the most effective manner.
Making copywriting effective:
If you’re thinking about doing copywriting yourself, there are a few pointers you could use to make your writing effective. These have surely helped me improve on my copy, and am sure it will help you too. To get started, I’ll broadly break down the process into 7 simple essential steps, that can make your copy more attractive and interesting for your audience.
1. Research and profile your customer:
It’s important that you have very clearly researched your target customer segment. Make sure that you have identified and profiled your ideal customer. Find out what they want, and how your product or service can help them fulfill that want. It’s important to understand what they are afraid of, what their frustrations are, what stages in life are they in, what are their desires, is anyone selling similar products or services to them and how. Deep dive into your customer persona research, even if it may seem ridiculous, so you can get very specific about the kind of customer you’re targeting. All this information can help you start creating a story, and introduce your products or services into that story as you go along.
2. Get into the mind of the customer:
You must write with a specific person in your head. Get into that specific customer mind set. Think about what really makes them buy, and what they would want to hear from you to get them interested.
3. Use trigger words in your copy:
You should use trigger words and phrases or high value emotional words in your copy. Think about what words or phrases would trigger the emotions you want them to feel.
4. Value of your product or service:
You will need to translate the value of your offerings into terms that your prospective customer can understand and relate to directly.
5. Focus on the emotional or irrational motivators:
People have different triggers to buy products or services. Some buy on impulse while others buy because they feel an emotional connect. Add in things like save money, save time or put something like “what kind of emotional risk they can take if they don’t take your solution”. So stay focused and use those motivators throughout your copy.
6. Help rationalize their purchases:
Your copy must at the end focus on their transformation and how their life will change for the better, or the benefits they can get if they take up your offer. Make sure to mention all the bad things that they can avoid by taking up your offer. This is because people in general would want to pay more for avoiding the pain than getting the benefits.
7. Keep it conversational:
Your copy must be friendly and conversational at all times. Write like you are talking to your friend. People like real experiences. They want to hear something that they can relate to, in a simple to understand language. You should connect with your reader at an emotional, human level, just like you would with a friend.
It’s good to remember that a well written copy can lead to more readers showing up, and building trust with your prospects, guiding them to understand why your products or services can make a difference in their lives. So, now that you understand the importance of your copy, it’s time for you to put on your creative hats and start copywriting effectively.