Using copy to communicate your message is a standard, yet extremely important part of business. Whilst a skilled copywriter is worth their weight in gold, and you should definitely consider using one for any major marketing campaigns, there are key elements that you can easily incorporate into your copy to help you stand out from the rest. These copywriting tips will upscale your content and help you connect with your audience.
1.You Copy Not We Copy
Authentic selling and letting your audience get to know you are hugely beneficial in your marketing. However, there are two main reasons why a customer will buy from you:
1. Because they want to be educated.
2. They want a problem solving.
In other words, they want to know what you can do for them, not what they can do for you. The language you use is so important in communicating this.
For example, if you were selling women’s fashion, rather than saying
“We think our new product range is great, we’ve fallen in love with this seasons colors”
you need to focus the attention on the customer
“Do you love this season’s colors? Then you’ll love this new range”
The second tip that can help develop that sentence is…
2.Focus On Benefits Not On Features
‘Sell the sizzle, not the steak’ is an age old advertising saying. Going back to what I talked about before, the customer wants to know how your product or service is either going to problem solve for them or educate them. So rather than saying “You’ll love this new range because of the colors (the feature)”, tell your customer what benefits they’ll get from the item
“Are you looking for office wear that’s on trend with this seasons’ colors? Then you’ll fall in love with our new range. Beautiful, chic (1st benefit and problem solved) and available online and in store now (2nd benefit and problem solved).
3.Always Use The AIDA Principle
There are four things you need in your copy to create a strong call to action for your customer. Attract Attention, arouse Interest, create Desire and then create a call to Action. If for example, you’re a business coach with a new program launching soon, you’ll want your copy to first:
• Grab the reader’s attention-usually with a headline or incorporating the tagline of your program.
• Then arouse interest by discussing the benefits of what you have to offer (sell the sizzle, not the steak).
• Create a desire by using case studies of results the reader could expect to achieve.
• Finally, your call to action. This could be how to find more details, a time sensitive offer, or a free discovery call.
4.The WAYS Principle
‘Write As You Speak’ is vitally important to your branding. If you want to come across as friendly and personable, then using formal language is going to make you sound harsh and unapproachable. The same, however, goes if you offer a service to businesses who expect a high level of professionalism. Using slang isn’t going to cut it. The key? Always write as if you were speaking directly to your ideal customer, not how you necessarily speak every day. But remember to be authentic.
5.Make Your USP Clear
Your unique selling proposition should always be at the forefront of your mind when writing your copy. After all, it’s what sets you apart from everyone else. Having a strong USP and incorporating it into your copy, as well as your branding, will not only help you to develop your connection with the customer but also make your brand more instantly recognizable.
Try using these steps and adding the elements into your copy to see how your business and sales upscale. Let me know how you get on!