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Last Updated on April 26, 2017 by Work In My Pajamas
A copy can become a strong foundation for your marketing strategy. However, it is not easy to create a copy that will be persuasive, creative, and effective at the same time. This may seem to be a problem for many business owners as they have no idea how to write efficiently. But there is a secret: to write a killer product copy, you don’t need to be a writer.
What do we mean by these words? Those who write copies are the marketers first of all, but not every marketer can write a good copy. Sounds a little bit tricky, isn’t it? In fact, everything’s quite simple if you have a copywriter in your team, a person who is responsible for writing all the copies. But not every company can afford to hire a copywriter in addition to the team of marketers, designers, and developers. Thus, it’s good to understand the principles of writing a killer copy to be able to do it by yourself!
Talk about benefits
The first rule that you need to follow is that you should always talk about benefits that your customer gets. There is a common mistake for all the copies, even the ones written by professional copywriters, they all talk about how great the company is, its achievements, rewards, and certificates. Of course, this is important information but it has nothing to do with a copy.
A copy is a marketing tool that makes people want to become your customers. And people become clients only if they understand the real benefits of cooperating with certain companies. That’s why you need to highlight them while talking about your company in the copy. For example, if you sell jackets, you do not need to write that these jackets are made of 100% merino wool or that Jenny the Designer has been working on them. Tell that this jacket will keep your clients warm even on the coldest winter evenings and that they will meet no one who wears the same jacket. These are the benefits that your customers want to hear about.
Use testimonials
Your copy will be more persuasive if you use the testimonials and reviews of your clients. Recall the advertisements that you see on TV or before the movie starts at the cinema. People talk about how the product helped them and although you know that these are only the advertisements, you trust them to some extent.
If you have no idea what to add to your copy, use the testimonials. Of course, it’s always better to find some creative way to introduce them into your text.
Tell the stories
A good copy is the one that makes you believe that everything was written it is true. And the most effective way to create this feeling is to start telling stories. A story is one of the best ways to tell your existing and prospective customers what kind of products or services you provide and who uses them. Perhaps, they will find something in common with the characters of your story or will feel that this story is so close to them that ordering a service or buying your goods will become just a matter of time for them.
However, when telling a story, you should be very careful. Your main task here is to make clients trust you. Don’t make them doubt you or your story.
Remember the insights
There are many ideas you can use to reach your clients but we think that insight will always be the most effective. What is an insight? This is a truth that is common for everyone but we never pay attention to it in our everyday life. For example, everyone who has a cat always puts a finger in its mouth when it is yawning. And everyone checks the refrigerator when coming to the kitchen just to drink a glass of water.
In marketing agencies, there are people who define those insights to use them for creating a powerful copy. If you do not have such people in your business, you may try to define the insights suitable to your marketing campaign on your own. Just be attentive to people who surround you and start noticing the details that you have never noticed before.
Be clear
One of the biggest problems of the copies created by non-professionals (and in some cases, professionals too) is writing in the too twisted language and using too tangled ideas. If you want to reach out to your prospective clients, you need to be clear both with the words and with the message. Once they read your copy, they need to be able to tell what idea you convey and what benefits they will get from cooperating with you. Though it may sound rather easy, in real life, writing a clear captivating copy is rather difficult. That’s why you should always test your writing on you colleagues and friends and see what’s bothering them, and what changes they would like to make in the text.
Sometimes, you need to give a try to other occupations to do the job perfectly. Copywriting is one of the things that you can do by yourself. There is no doubt that you will be able to cope with this task, just follow our recommendations and you will be able to do anything!
