They say a picture is worth a thousand words, but when it comes to marketing, words can be more important.
Every time you see words on advertising and promotional materials, they have been carefully crafted to make sure that you are persuaded to do a specific action. Unfortunately, a lot of marketers still don’t understand how to use this power of writing copy to its full potential.
Your business might be struggling to use this skill effectively right now. The good news is you can learn it more quickly than you think.
How To Effectively Brainstorm Your Copy
Before you write the marketing copy that you plan to sell your products and services with, you need to strategically plan what you’re going to say to your audience. One of the first things you’ll want to do is figure out an overall goal.
This is helpful is because it provides you with direction. Once you know what you’re trying to convey to your audience, you can do some deeper digging.
Once you’ve established a goal and worked out the KPI details, begin gathering data for brainstorming. You can use research tools, such as surveys, data analysis software, keyword tools, market data websites, social media analytics, comments, etc. It’s important to look for data that will be most pertinent for what you’re trying to accomplish. Typically, you’ll want to look for things like target audience, how keyword phrases are doing relating to your advertising project and how your competition is performing in that area. Also, make sure to look at keyword phrases that are optimized for voice-activated searching. With the rise in popularity of programs like Siri and Alexa, consumers are changing what phrases they search for into a more natural speech pattern.
Understanding what competitors are doing both well and poorly can set up a great foundation for you to begin putting intentional ideas down for your marketing copy.
After gathering a good amount of data, sit down and start mapping things out. Follow some main objectives to make sure the session is productive, especially if you’re working as a group. Here are some tips:
• Find “pockets” in the data where you can offer solutions.
• Pay attention to complaints and praise from your target audience.
• Keep an eye out for trends.
• Write down as many ideas as possible.
• Make sure everyone is on the same page.
• Think outside the box.
• Avoid being judgmental.
• Try brainstorming software and app tools.
Call Out Pain Points
The main reason you’ve developed your products and services is to provide people with solutions to their problems. Making money depends on whether or not people know what you’re trying to fix. Directly addressing your audience’s pain points is a good method for conversion.
So what does it look like to call out pain points? Let’s say you’re selling posture-adjusting apparatuses for office workers. You could refer to sitting in uncomfortable office chairs for long periods of time, or what it’s like experiencing chronic back and limb pain. Your target customers know you’re talking to them because they can identify with those exact issues.
Touching on a customer’s pain point allows them to feel like they are seen, cared for and considered. Also, the next time they feel back pain from a chair, they might think of you.
Make The Instructional Details Very Clear
Writing good copy often comes down to explaining the what, why and how very well. They are essentially directional details that you include in the text, so readers don’t have to search for information.
Make sure you clearly highlight:
• What your product/service is or does.
• Why your company is the best fit for them.
• What’s unique about you.
• What benefits they’ll gain.
• How they can purchase, learn more, etc.
Think about this point as the FAQ factor. Answering questions that your audience is most likely to ask shows that you know them well and are prepared to assist. From there, make sure your CTA (call to action) is clear and concise, and any links you have are in easy-to-find locations and are working properly.
Know Where Your Buyer Is In The Journey
The buyer’s journey basically speaks to the current phase the customer is going through in proximity to making a purchase. The larger your audience is, the more divided they’ll become. Everyone will be in different phases along their buyer’s journey.
Knowing this means understanding and paying attention to your sales funnel. It includes three main phases: awareness, consideration and decision. After that, it extends to two other phases: retention and advocacy.
It’s important to be able to speak accordingly to individuals in all of these phases. Get familiar with the psychology of a lead or customer at each of these phases and say what they need to hear.
Be Honest and Authentic
Trust is a highly important factor in business. In a 2019 Edelman report, 81% of the participants noted that they must be able to trust a brand’s integrity. One of the quickest ways to kill a company is through false claims and poor reputation.
Dedicate your brand to being honest and authentic in your marketing copy. This means avoiding misinformation about your products and services. Don’t make promises you can’t keep, and never plagiarize another brand’s work.
Building your customer base to know, like and trust you is essential.
Make Irresistible Offers
The purpose of your marketing copy is to be persuasive and direct. Creating a strong temptation in a potential customer sets you up for a win. Do this by making offers that are practically irresistible to your audience.
Show people something they don’t want to miss out on but do it without sounding cheap, cheesy or too salesy.
People respond favorably to certain words and phrases in sales writing, such as “free,” “proven” and “easy.” Determine the emotions you’d like to evoke in your readers and add them accordingly.
Writing words that persuade people to buy isn’t as farfetched as it sounds. Take note of some ways you can improve, do a quick review of your current content and figure out how best to move forward.