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Copywriting
It is the art and science of writing clickbait COPIES.
1. Understand the product;
Make a meticulous study about the commodity. David Ogilvy used "At 60miles per hour the loudest noise from this Rolls Royce is from the electric clock". Learn features that will make you stand out from the competition.
1.1. Create a product description;- Questions
(a) How would you describe your product;- 2-3 sentences nothing fancy just simple, Simply write down a short description as if you were describing the product to a customer. Eg.
(b) What is unique/special about your product;- the uniqueness will help determine the USP(some unique other companies don't offer nor provide).
(c) What big benefit does it provide;- Save time, save cost, focus on benefits not only describing the product.
(d) What pain does it alleviate;- either minimize pain/ increase pleasure. Both can be used or tested to see the most effective one. But always focus on the pain and how you & you're going to alleviate the pain cause it's more effective.
(e) What features are included and their benefits;- List/know the features and their benefits. Features are technical aspects of the product.
2. Understand your customers;-
It's always about the customer, not the company. Saving money is important to moms and saving time is important to executives. These differences influence how you and you're going to write the COPY. Know what appeals to your customers(time-saving & costs). Put yourself in their shoes. Survey customers to get insights.
3. Do customer Research;- Questions.
(a) Who currently buys our commodities? The Fortune 500 or Startups.
(b) Who would you like to buy your commodities;- Focus on fortune 500s cause they have larger budgets and are likely to be less price-conscious. Target COPIES accordingly.
(c) How do typical customers look like? Detailed picture of the real customers in order to know what's important to them.
(d) What do your customers love about your commodities;- what delights them, what makes them buy in the first place and come back again. Eg. (Toyota&Prius), BMW( appear successful and elite)
With both of these examples, COPY needs to focus on what appeals the most to the target customers and what they love the most about the product.
4. Write attention-grabbing headlines;- 3 keys to this;
(a) Should be unique.
(b) Be specific; As soon as your audience reads your headline, they should know exactly what they’ll receive from your product or service.
(c) Should convey a sense of urgency; You want your audience to think about what they’ll lose if they don’t take immediate advantage of your product or service.
Capitalize on people’s fears of missing out (FOMO), and your headlines will help your copy convert like crazy.
5. Write persuasive COPY;- Tactics;
(a) Killer value proposition:- you only have <21secs eg. Safe and fast deliveries. Don’t make them guess what you’re offering.
Let them know in a split second what you are offering with your crystal clear value proposition.
(b) Swiftly move to benefits;- Benefits(need/desire)>Features. “Benefits need not only be unique, but they must be compelling.”
Benefits: tangible intangible, commercial.
(c) Now explain the features;- Now it’s time to succinctly break down the features of your product.
(d) Strong CTA;- As always, I strongly recommend doing at least some basic A/B testing on your CTA to see what works best.
Some specific elements to test include button style, button color, wording, positioning.
Be HELLA PERSUASIVE
1. Make your comm. Scannable;- But if you want to efficiently get prospects from Point A (your value proposition) to Point B (your CTA), it helps to make everything in-between easily scannable.
Luckily, the formula for scannable content is quite easy.
Just include headers, bullet lists, and a considerable amount of white space along the way.
Apple, being the savvy marketers they are, does this perfectly on their MacBook Pro landing page.
2. Use persuasive words;- it’s using highly persuasive words that make the “old part of the brain light up.” So let's attract the old brain with is the primitive one. Eg . NEW, FREE, YOU, BECAUSE, INSTANTLY. The words help convert.
3. Social Proof;- Incorporating social proof into your COPY is the icing on the cake. People are likely to do something because it has been done by the people before them.
But I will say that testimonials are usually your best bet, pound for pound.
You can also use things like:
ratings
media logos
subscriber counts
social connections (your number of followers)
clients you’ve worked with
Indicators you are ready!
Sales;- be able to persuade, convert.. convince personal, capitalize the personal pain&(benefits), The Pitch;- do research know the brand goals, know names. Connect personally when writing. Results;- what have you been able to get. Gotta have the Confidence to get the prospect.
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