Tips For Effective Copywriting To Convince The Reader
by Robert Gembarski+ on February 24, 2012
Writing a good copy is not just about good writing skills. In fact, I could go to an extent saying, it has nothing to do with good writing skills. It’s about intelligence, product understanding, selling skills and the ability to understand your target audience.
Everyone in advertising would know the AIDA rules:
Catch Attention, Gain Interest, Create Desire and Prompt Action
We all know what we are supposed to do. But where are the directions or tips about how to do it? How are we to write an effective copy?
So, in this blog entry we shall explore, precisely, “How” to bring about an effect that encourages action. Here are some MUST-DO tips for a good copy writer; for effective Content Writing.
1. Product Benefits, Competitor Negatives
You may be writing for wielding instruments or selling soap online! This may have nothing to do with your area of work, but you still need to write that copy that wins the customer and leads them to make that purchase. To begin, find out what the USP of your product is. What is the service provider providing, that a competitor is not? And more so, what are the weak points of a competitor? Now, knowing the weakness of the competitor does not mean you go out and bad name or blame them; you will never win over your audience with the negatives of your competitors. What you should do is highlight your key plus points.
Tip: Focus on the benefits and value of your product in such ways that you are capitalizing on competitor weaknesses by providing customers with more value.
2. Know Your Target, Target Your Market
Knowing the market that you have to target is very important. The approach to a copy has to be relevant to its audience. For instance, when you have to sell to a parent, you have to sell to a parent. But when you have to sell to a child, well! You have to sell to the parent as well as a child.
Tip: Know your Target Market to a T and then mold your approach according to their needs. Take the time to research your audience, and always try to hit the nail on the head!
3.“Everything Is About You!”
Yes!! Everything HAS to be about YOU!! Well, not you per say, but your customer. For instance, this post is addressed to you. This article is a product and I am selling it to you. I want you to benefit from it – and all that I am talking about is YOU. You need to remember that when YOU are writing your copy. A good copy, encouraging a person to even look at your product or generate interest has to show the customer what’s in it for them.
Take a look at this hoarding:
The first hoarding reads: how “our” smiles light up 502 flights and how “we” go to 50 cities. While the second one says we like “your” smiles better. The second hoarding by Deccan Airlines is a sure shot winner, in front of Jet that talks about itself.
Tip: Make the customer the celebrity. Keep the customer before everything else.
4. Talk Less, Say More
I think this point explains itself.
Tip: The point would be lost if I write on this!
5.Who are you, and why are you talking?
You will now check the author bio to see who I am. Dint you? At the end of the day, we all are interested to know WHO is getting in touch with us. So, who are you? Bombard your “prospective” client with spams, smses, and information that he isn’t seeking and all he’s going to say is “Who the hell are you?”- The key is credibility and context. Of course, if your copy is a hoarding, or a classified, you don’t need to talk too much, but if you are running a campaign, context becomes more important
Tip: Don’t lose focus of product, purpose and reason
With this, I shall close this post on a note that – THIS isn’t enough. It’s only a direction. With every copywriting task, the agenda is going to be different. The core is that the goal should not be lost. Be genuine, meet commitments and win trust!
Author Bio: Divya has worked on various SEO and web development content. She is a regular blogger and enthusiast for marketing, advertising, and ecommerce. She is also a consultant strategist with an SEO Company.
