The art of copywriting is a hard art to master. Hours are spent trying to come up with the perfect text of your marketing campaign and then you still draw blanks. I know this feeling very well. However I have found three simple keys that has helped me a lot in creating great copywriting for my marketing campaigns. Here are those three things:
1. What do your potential clients value?
I have done it, you see it everywhere. Businesses promoting that their product or service is the best and of the "highest-quality". However even though your potential client wants high-quality, this is an outcome and has nothing to do with the experience.
From my experience:
- A "high quality" guitar is one that plays nice and sounds good. The client wants a good sound, not "quality".
- "high quality" clothing feels nice and comfortable. The client wants comfort. Not "quality".
- A "high quality" Website Designer is the guy who finishes the job on time and is completed as ordered. The client wants trustworthiness, not "quality".
Put it this way, "Find the pain and you will make the gains"
Find out what your clients want the most and then give it to them. Don't just talk the talk, walk the walk and get reviews and testimonials, this all adds to your credibility.
2. How do your potential clients want to feel?
"People don't buy products – they buy a better version of themselves".
Don't go with the normal cute catch phrases like "great service" etc – while those things are important, think about how the client wants to feel. If you can tie that into your copywriting this will give your client peace of mind and will most likely use you instead of the other guy claiming to have great service.
Make your copywriting direct, tangible and promise to deliver an outcome they want.
3. Tell your story!
Beyond wanting to make a million dollars there is a reason why you are in business, so tell your client why! Remember not to make your story boring but be a little creative. This will keep your clients attention and also add credibility to your brand. Remember you must connect with your potential client if you want them to spend money with you, and your story is a great way to do this.
People don’t buy what you do – they buy why you do it.