Effective copy writing is a skill that is often not appreciated until you see it done poorly. Copy writing’s aim is to sell, meaning that it must be compelling and interesting. Poorly written copy will be neither of these things. Compelling copy entices your audience to stay engaged with your message and follow the call to action (CTA).
Before you start writing anything, whether it is a customer email, a blog, or rewriting a website landing page, take a moment to read through the below tips to frame your message. Working through them will take some time and thought, but the effort will be worth it when you walk away knowing exactly how to frame your message to achieve the best response.
1. Know Your Target Audience
Before you even put pen to paper, your target audience must be clearly defined. Why is this? Well, to know your audience, is to know their problems. To know your audiences’ problems means that you can provide an identifiable solution.
By knowing who your target audience is, you will be able to know their unique features such as shopping preferences, positions at work, spending habits etc. Knowing these features allows you to amass invaluable information to build a buyer profile. This allows you to position the right product at the right price point for this target audience.
2. Exclusive and Emotional Copy
One of the key ways to get your reader’s attention is to make them feel like you are writing directly to them. A great way to ensure that your content is read and actioned upon is to make it personal. Isolating the reader can be done positively, if it makes them feel important, as if the product is built just for them.
Making a buyer feel exclusive is best done by playing into their emotional needs. Features of your product or service will only get you so far. Why? Purchases aren’t driven by logic. Purchases often depend on emotion, which is why effective advertising make us want to laugh, cry or phone home to talk to our loved ones.
3. Establish a Quantifiable Position
We’ve all seen those ads claiming to have “prices from as little as”. When we see these ads, it is obvious that prices will only go up from this introductory offer. The reason this phrase, and ones like it, are used is to lure the customers in, while not having to commit their brand to a specific result. This leaves your brand looking flaky and not able to deliver specific results.
When drafting the copy, you need to ask yourself, is this how you want your brand to be represented? Before you start writing, take stock of your quantifiable results and ensure to market these. Your writing will be more memorable, authoritative, and compelling for it.
4. Create Urgency
There is an attribute to customers that copy writers may overlook when drafting their work: customers who are in a comfortable state of mind aren’t always eager to interact with products, no matter how good the deal is.
Therefore, if your wording leaves your readers with the impression that your offer or product will always be available, then they may use that as a reason not to act upon it. This leaves them time to consider their options, research competition and weigh up the pros and cons. After all of this, they may very well do nothing at all because you gave them the opportunity to talk themselves out of it.
Fixing this issue is easy by creating some urgency in your copy. Some easy ways to set urgency in your copy is to set a deadline by using time-sensitive language such as “Offer ends tomorrow,” or “Last chance”.
The point is to make your prospects feel uneasy about waiting. Strange as it sounds, the more uncomfortable customers are by the prospect of missing out, the more likely it is they’ll be compelled to act.
5. Tailor your CTA
With the evolution of copy writing comes an evolution of the call to action. A simple “Click Now” will not be as successful now as it was a few years ago. This ties back to item number one: knowing your target audience.
Your call to action should be shaped to your target audience’s specific need. If you are trying to lure new customers your call to action could be “Start your free trial now”. If you are trying to speak to an audience who are inquisitive, your call to action may be “Learn how it works”.
Your call to action will never attract everyone to your product, however with a targeted call to action you will ensure that the right type of person is interacting with your brand.
If you are still struggling to grasp the best way to craft content tailored to your audience, give Living Online a call. Content marketing is just one of our specialties and we have experience creating website copy, email marketing and advertising messaging, blog articles and more for a range of industries. Whether you are after effective sales propositions that can get your target market over the line, or education, friendly messaging that nurtures your database, we can do it all. Contact us today and put us to the test.