Great copywriting is one of the most essential skills in digital marketing today- Neil Patel
#1. Read, read and read
In men's wear there are three major rules which every stylish men have to follow - FIT, FIT and FIT.
In creative writing there equal rules and they are read, read, read.
Find writing that really resonates with you and just keep reading it. By doing so, it will help you to get a sense of the rhythm and tone of the words. It will also give you a great example of the different styles of writing you can emulate.
Ideally, the more you read and the more you absorb from the world around you, the more inspired and creative your own writing will become.
#2. Where's the pain?
Learn everything about your audience/customers but most importantly is to learn what are their pains, fears, anxiety.
What are your dream buyer’s deepest fears?
What keeps them up at night, tossing and turning, unable to sleep? What do they worry about in their mind but never tell anyone?
Fully understanding your market’s deepest and most primal fears is an often overlooked component to crafting a customer avatar. However, in my opinion, it’s equally as important, if not more, than understanding their hopes, dreams, and desires. Why? People are motivated more by pain than they are by pleasure. They are more motivated by fear of loss than they are by the desire to gain something.
#3. Know well what your offer is
If you want to write about something in an informative and rich way, you need to be an expert on it.
When you are knowledgeable about the products and services that you are selling, it allows your writing to go into greater detail and it allows you to take more creative liberties when it comes to how you present information.
Here is a guide to writing your 15 second pitch-
“For companies (insert target customer) who want to transform their customers' believes without burning money on traditional marketing and advertising (insert customer need), the art of creative business storytelling(insert product name) is a new opportunity for companies (insert marketing category) to win new customers and sell like crazy(insert one key benefit). Unlike the traditional marketing and advertising (insert competition), I am using the everlasting power of creative business storytelling which is extremely effective and always works(insert unique differentiator).”
#4. Advantages > Benefits > Features
A good copywriter is also extremely familiar with the fact that benefits and features are two different things.
If you want to take your copy to the next level, your words have to benefit driven and the only way you can use your benefits to drive your copy is to understand them.
To find out what are the benefits of your product or service features ask those two questions:
So what if I have these features?
What's the point of having these features?
Which means that..?
However, the real copywriter masters don't stop there.
When they have explained in a compelling way the features and benefits of the business they work for, they extend the copy into the realm of all ADVANTAGES which the products and services have from their competitions.
#5. KILL Them With The HEADLINE
“On average, five times as many people read the headline as read the body copy. When you’ve written your headline, you’ve spent eighty cents out of your dollar”. - David Ogilvy
Remember, your prospects are more distracted than ever before. People browsing the web are basically sleepwalkers and you must jolt them awake like an electric shock. Remember, they’re only one click away from seductive porn or irresistibly cute cat videos.
Say something to grab your audiences attention;
Make your headlines specific;
Make it urgent;
FOMO(fear of missing out) is great tactic which you can use in your headlines.
#6. Tell them a powerful story
By telling a story you will provide your customers with a meaningful and emotional experience which will help you transform their false beliefs and create a new belief towards your product and services.
#7. Conversation = Convert
Write in simple way as if you are talking to you customer, make a dialogue with them ask questions and answer them.
Use the classical Thesis + Antithesis = Synthesis formula.
Conclusion
I don’t believe in the good old days; the good old days are here now if you work hard and care enough. The difference between a great ad and a good ad is the amount of time you’re prepared to spend on it, the care you’re prepared to give it. David Abbott, copywriting legend and co-founder of U.K. agency Abbott Mead Vickers BBDO
SWITCH FROM SELLING NEEDS TO SELLING WANTS
NOBODY WANTS TO BUY PRODUCTS ALL WANT TO BUY BENEFITS
WHAT BENEFITS ARE FOR USING MY SKILLS AND EXPERIENCES OF BUSINESS STORYTELLING
1). IMMEDIATE RECOGNITION BY BEING REMARKABLE DIFFERENT AND INTERESTING
2). GETTING MUCH, MUCH BETTER ROI AND KPIs
3) TRUSTWORTHY
4) WINNING CUSTOMERS HEARTS
5)BETTER AND CLEAR COMMUNICATION INSIDE THE COMPANY
FEATURE ARE ATTRIBUTES:
IT DOES
IT HAS
IT IS
BENEFITS:
“WHICH MEANS THAT?” AND “SO WHAT?”
“WE PROVIDE ONE-CLICK FINANCIAL REPORTS, WHICH MEANS THAT YOU GET IMMEDIATE INFORMATION AND PREPARED STATEMENTS
MULTIPLE BENEFITS and ADVANTAGES
FEATURE-THERE IS NO LIMIT TO THE NUMBER OF PAGES YOU CAN ADD TO THE WEBSITE AT NO EXTRA
BENEFIT - WHICH MEANS THAT, AS YOUR NEEDS GROW, YOUR COSTS DON’T GROW
ADVANTAGE - NO OTHER WEBSITE SERVICES IN THIS PRICE RANGE OFFERS VALUABLE REASSURANCE
Comments