The work from home practice has fired the demand for Copywriting, ranging from the web, sales copy, Brand, Direct response and Technical copywriting. Most of us mendaciously choose to write about anything; this desultory behaviour stems out of confidence. In today's scenario, the financial need could be a decisive factor. Producing Insipid copied research papers in the name of copywriting has now been accepted by the ebullient buyer.
This levity attitude to copywriting, the endeavour is to bring a basic understanding of copywriting. This attempt is no way to teach copywriting; it's to share what I think are the first three rudimentary steps of copywriting, including implementation processes that have helped people I know and me.
PRE-WRITING
Why are the activities of Pre-writing a Must?
Pre-writing helps to get a better understanding of the Subject / Company, which creates clarity and focus. Understand the product(s) or Service (s), about what/ who you will write a copy about. Inveterately get a three sixty-degree knowledge of the companies' functioning, culture and ethos, thus giving you clarity, focus, structure and crystal-clear direction for writing your Copy.
HOW TO PRE-READ
Get answers to these twelve questions with probity: -
- The product and Service, when was it discovered?
- What is it Based On?
- What is it made of?
- How is it made?
- Why was the product or the Service created?
- What need of the customer does it satisfy?
- How does the Company make money?
- Who and How was the Company founded?
- What are the companies' mission and vision statement?
- What does it do better than most companies similar to it?
- Which are the markets that it operates in?
- What is the expectation of the Copy that you are going to create?
Be Cognizant to speak with customers and employees directly and seek information like at child at both factual and emotional levels.
Dogmatically do online research.
GOOD PRE WRITING, PELLUCID USP'S
USP "Unique selling proposition" is the Unique (special, different) things that stand out, expressed loud and clear, and more importantly, not only catchy that the buyer pays attention to, but also understands and relates to it. Different (benefit Vs other similar products), Loud (attention-drawing or seeking) and understood (answering "how will I be benefited"). If You can draw the right balance between these three ingredients, you.
Are motivating the user to the products and services that you are canvassing for over the other.
NOW THE QUESTION IS HOW?
Do some brainstorming - Understand your product's main benefit. Think about how the product you're writing about is:
- Unique
- Easier
- Simpler
- More efficient
- Cheaper
- Smaller
- Faster
- Prettier
- Fresher
- Bigger
- A market Statement
- Fashion Statement
- The only one that...
- Has a better guarantee
- A better value
- A better design
- More available
- More comprehensive
- More time-tested
- Of higher quality
- So fantastic that it makes your competitor's product look obsolete
SOME POINTS TO A, PELLUCID USP'S
Short the better - The fewer the words, are easier to remember, and in-fact subconsciously stick to the brain and is reiterated more frequently.
Positive - Saying, "We've never made a customer mad" might convey good customer service but in a negative way. Find a positive way to state the same thing.
Cantered around an emotional benefit - "You get younger-looking skin" is better than "It moisturizes your skin."
Memorable - Don't just offer a 'productivity guide'. Offer a 'time treasure map'. Don't just write about offering 'great burgers'. Write about providing the 'Best-tasting burgers.'
Original: Things such as a low price, excellent service, and 50 years in business are overdone, boring, and ineffective. You sometimes have to put a new twist on old ideas.
MINDSET
People buy what they trust. This emotion is everything - People buy on emotion and then use logic to justify their decision. The emotional impact is better than logical implications. Both are important, but facts and figures are secondary to reaching someone on a personal level.
Understand what emotional element you're selling and what desire you are addressing.
- Don't sell a car - sell recognition.
- Don't sell insurance - sell a security.
- Don't sell vitamins - sell perfect health and energy.
Paint a compelling picture - Use words that involve all five senses. People pay attention to anything that stimulates their senses. Include lots of details to make the end-result of using your product crystal clear from a sensory standpoint. Create a virtual experience, which encourages a strong sense of benefit or pride in owning or using the product or Service. Create an urgency to own or use your product or Service.
Sometimes it works when you Agitate and then solve. Help the reader vividly imagine the pain of the problem your product or services solves. Then help them feel the pleasure and ease of owning the solution and receiving the benefits—having done that, don't forget to Immediately call for action, which is what they need to do to experience and own the solution.
Evoke the incisive pride to own or belong to an elite group - People have an innate desire to be first or belong to a specific group. In contrast, others have a desire to move to a society of people who influence them. Give your reader the ease and a chance to be a part of a group they want to be a part of. Works for both products and services, examples, an expensive Phone, Car, club membership, Branded clothes, watches and many more. Use Vanity as a hook. In a specific case, use celebrities to define the group; after all, humans belong to the ape family. What's suitable for a star shall be good for your buyer too.
Fear is another excellent sense to appeal to; appealing to fears gets results because it paints a picture that nessiciate a response. Appeal to these fears (explain how the Product or Service you're writing about minimizes or eliminates them from perceived harm). Recent examples high-end decontaminants that remove 99.9999% viruses.
Appeal to the fact of being left out, and looking like a fool or idiot in the eyes of others for not doing something. A famous Jargon "neighbours envy, owner pride". Make it urgent so that they are not left out.
The other is appealing to save, protect and pamper loved ones. Apt for baby foods, insurances, health and safety-related products. Fears related to things that affect loved ones is more potent than fears the reader personally has.
Challenge the plausible situations of achievement, give apt examples, provide hope of accomplishment with ease, but hold the how. Give an example, but don't answer the right questions, curiosity initiates action, the action is an investment ( physical, emotional and desire). If your reader has made that investment, he in all likely hood shall follow it through. Create the curiosity and then lead him to the solution.
SUPPORT THE MINDSET WITH THESE INGREDIENTS
ONE BIG IDEA
Focus on that Big Idea - Pierces your reader's mind and heart. Focusing on a single idea eliminates confusion and allows you, with your reader, to be more profound and more persuasive. Evoke the core emotion you want to ignite in your reader (happiness, satisfaction, contentment, etc.), and do everything you can to set that emotion on fire throughout your Copy.
Focus on highlighting a core benefit- What you write about may have many benefits. Still, the more appealing you can make its most significant benefit, the more desirable your Product or Service will be to your reader.
USE AIDA
The AIDA (Attention, Interest, Desire, Action) formula is a choice for most modern-day copywriting because it works every time.
ATTENTION
Attract attention to your headline and opening paragraph, tap into your reader's emotions. Don't discuss your product; discuss a sought-after benefit after benefit.
INTEREST
Let the reader know how you can fulfil their dreams. Talk about the negative results from not Actioning.
DESIRE
Touch on the desirable end-benefits that come from getting your product or Service.
ACTION
Get the reader to act now! Use scarcity - a limited time, a limited number, or a limited offer. Provide valuable bonuses for actioning now.
ANSWER WIIFM
Answering 'what's in it for me' increases the chance your reader will act - As your prospect reads your Copy, questions and anxieties begin to enter their mind and body due to 'what' and 'why' questions.
Each of these questions, if they remain unanswered, become a barrier to them acting. It's easy to do - Studies have shown that people are more likely to comply with a request if you simply give them a reason when even if that reason you give them makes no sense.
Answer their 'what' questions -
- What's in it for me?
- So, what?
- What if I don't get my goods?
- What if I'm dissatisfied?
- What if this is a scam?
Answer their 'why' questions -
- Why are you targeting me with this product or Service? Of what benefit is it to me?
- Why should I listen to and believe you? What are your credentials?
- Why was your product or Service created?
- What challenges does it address, and why should I care?
- Why should I continue reading this? Is this just to sell me something, or am I going to discover something of value?
- What's the sense in buying this now? Why are there limited copies, a little time to order, or a limited offer?
- Why is your price what it is? What makes you think it's worth that?
Don't focus on the 'I.'
Change 'I' statements to 'you' statements.
BE HONEST
It's the foundation of trust- Honesty and truth lead to belief, one of the essential ingredients for turning a prospect into a customer.
A lie can be devastating - False statements/lies are magnified in peoples' minds more than truths. Even a little dishonesty can have enormous consequences.
Keep it believable - Make sure your Copy sounds believable. Thus you should avoid hype and exaggerations of any kind.
If it sounds unbelievable, give plenty of proof- Back up seemingly outrageous statements with plenty of credible evidence.
Honour your guarantee - This should go without saying, but you should always honour your guarantee promptly and pleasantly. Stand behind your promises.
TELL STORIES
People connect with stories on an intense level- Readers love inspirational, informative and easy to share with others. Your readers can see stories play out in their mind, which makes them:
- People Understand Better
- People Remember easily and can relate better.
- Emotionally compelling for propel
- People Believable
Keep them short- The longer the story, the greater the chance your reader won't stick around to finish it. When relating to a story, keep it simple, short, and concise.
Focus on a single idea with details - When telling a story, determine the main point or lesson you want to convey, then edit your storytelling in a way that weaves that point or lesson through the story as you tell it. Explain well in Details such as numbers, dates, days of the week, names, etc. Please share your story; they are the best stories you can tell us. It's happened to you. You narrate it with conviction and compassion. People get involved and believe in personal stories.
IMPORTANT TO BE BEING TIMELY
Like in sales, there is a belief called "the Moment of truth". It is that moment that the customer subconsciously decides to buy or not to by. A victorious moment or a "Shinny moment of truth", and failure is called a "dull moment of truth". It is proven most "dull moment of truth" have occurred when the buyer finds what is proposed is not current.
Thus, your sales copy should project the product or solution as fresh, new, and up-to-date; it is more appealing and desirable than something that is still 100% great and functional but older.
BE SPECIFIC
Precise details build trust- Precise information and specifics are more convincing than generalities or detailed information because they provide a ring of truth and validity to your Copy, which is essential for building trust.
Precise Details imply quality – Precise Details and specifics show the reader your attention to detail (you're not sloppy), suggesting that what you're offering must also be of high quality.
USE REPETITION
Two physiologies work behind repetition.
- Academically your reader is trained to remember by repetition.
- No distortion in perceiving the Benefits makes him believe them, as the idea burrows more profound into the mind and heart of your reader, where it affects and impacts them.
Focus on a single idea, preferably the most beneficial one, and make that idea the focus of your repetition.
Use this simple repetition formula - Tell them what you're going to tell them, tell them, and then tell them what you told them.
Try different perspectives - Find captivating ways to make your point in various ways; by using a direct statement, by providing an example, through telling a story, visually, show testimonial, they go a long way in accepting ideas. Like the water, the purifier comes with a WHO-approved water purity certificate, as listed on this website. Give the source of your claim to enhance trust.
Please be mindful of not repeating yourself to the point of being annoying.
COPY ELEMENTS
HEADLINES
It's your show window; Sagacious content gets the reader hooked to your sales copy.
Use power, punchy and straightforward words. Spend time on this one; it sets the tone of the balance sales copy.
Use the following content ideas to make your headlines better.
ALWAYS focus on a benefit
Include your guarantee
Use Power Words such as:
- Discover
- Easy
- How-To
- Results
- New
- Proven
- Quick
- Why
- Now
- Announcing
- Introducing
- New
- Be specific (NOT Over 1000, but 1262)
- Focus on the emotional benefit(s) the reader
- Include your USP
- Include 'Why', 'How', and 'What If.'
- Include a number: 7 Ways To..., or How-To X, In 5 Easy Steps...
- Paint a picture of the end-result/most significant benefit
- Identify with the target market (accountants, mothers, gardeners): Mention them in your headline.
- Format it properly - Make your headline look good:
- Make it red
- Put it in quotes, Center it.
- Use upper AND lowercase letters - Avoid all CAPS.
- Begin each word with a Cap
- Never end your headline with a period.
- When using multi-line headlines, make sure to group the words on each line so they make sense on their own:
Watch the length - Where possible, use shorter headlines. They tend to have a more significant impact!
Work hard to get it right- You only have 5 seconds to capture your prospect's attention, and your headline represents 80% of your Copy's success.
Make sure you have the right one:
Spend a considerable amount of time developing your headline.
Spend a session doing nothing but writing down headline ideas. Write, write, write!
Write dozens or even hundreds of headlines before selecting one.
Be honest - NEVER mislead the prospect with your headline! You'll not only lose the sale but, worse, your reputation.
Use Google for headline ideas - Do a Google search for the following:
- Copywriting headline templates
- Headline formulas
- Headline tips
- Best headlines ever
OPENING STATEMENT
Get attention, right away - Throw the best you've got at the reader, right out of the gate. Make the lead so magnetic, shocking, or emotionally charged that it sets the tone for what the reader can expect from reading the rest of your Copy:
Make a prediction - "in 2100 you shall not have a job, people shall work in teams on specific assignments, and every six months shall have to invest time and money to hone their skills".
Provide some relevant facts and figures - "Last year, more than two million people lost their jobs because of the pandemic".
Tell a story - "I'll never forget the day I walked into the kitchen to tell my wife we were Losing our home."
Make a timebound promise - "By the time you're done reading this page, you'll be writing the copy of your first sale in seven days".
Share a secret- "I'm about to reveal something to you that has enabled me to make a 6-figure income for the last four years, working only 15 hours a week." As proof, many copywriters have started sharing screenshots as proofs.
• Use specific salutations - Don't say 'Dear Sir', but 'Dear Fellow Scrapbooker.' Use of the word 'Fellow' restarts an instant connection between you and the reader; they're reading something from someone who does what they do.
• Use a drop cap - Make the first letter of your lead a drop cap (an extensive letter). A great way to draw the readers eye to your read.
SUB HEADLINES
Understand the 80:20 Principal, people subconsciously scan a document, read twenty per cent of the contents, to make an eighty per cent assessment if what they are reading needs more attention or not. So make your Copy digestible for the reader, a twenty per cent scan by the reader gives him nearly eighty per cent of the message. Use subheads as often as possible. They make your Copy easier to scan and read, use catchy words and statements that could attract the reader deeper into your Copy, increasing your chances of getting them to take action!
Tell a story - Review your subheads to ensure that when read, one after the other, they tell eighty per cent of your complete story, published in your sales letter. The reader gets the benefit your product or services deliver, now needs to reconfirm and take action.
There is a trap here; great sales letters get a lot of eyeballs but relatively fewer sales. It happens when you become an educator, the reader, thanks to you for the information and moves on. Each Subhead lines should be related to the main benefit of your product or service, and be strong enough to be used as headlines, and should stir the reader's
curiosity to read more.
BULLETS
Bullets to my mind are the athematic multiplication table of the virtual imagery in copywriting. Bullets help you play a mind game with the customer gaining more ground by building a stronger desire with each relevant bullet. Be very Mindful that these bullets are not features, they are benefits answering why, benefits that evoke adrenal rush to action.
Since the bullet points are one of the key ingredients of decision making, please make then visible, using graphic pointers, fond variation, bold and left alignment spacing.
Most importantly, keep them short, crisp, meaningful, and ones that add to the vivid image that you have so strenuously created in your Copy.
IMAGES OR GRAPHICS
We are dealing with its children. Yes, all of us have a powerful inner child. Whatever the age, we respond to videos, images, and then text. Thus, images are your trap to read the words that sell. Yes, ultimately, words sell; graphics and pictures simply support the words. An image to early of the product could be like throwing a wet blanket over a hot sale. Product images should appear a little later; however, if they share the same space, the product image needs to be smaller than the benefits image.
Visually demonstrate the main benefit- Use an image representing the main benefit of the product or Service. If the main benefit is more time, show an image of a person playing with their kids or working on a hobby.
Use images to lead the reader's eyes - Make sure that elements in the photo point in the direction you want to lead your readers. For example, people facing toward the right of the photo will lead your readers that way, perhaps to a critical headline.
Show before and after results - Where applicable, use before and after shots - indicate that they are original, untouched, unaltered images (make sure they are).
Use attention-grabbing photos - The best attention-grabbing images include:
- Babies
- A pretty girl
- Happy people
- Mothers with babies
- Groups of adults
- Animals
- Sports scenes
- Celebrities
- Food
- Well decorated Room
PROOF
Proofs are required when someone had distrusted the Industry you represent or the geographies you operate. The proof is less about you convincing the reader and more about the reader convincing themselves, which is way more effective. Evidence enhances the trust the reader has in what you say.
Your proof needs to be every specific – overselling also raises an eyebrow.
Front-load your proof: Put your most compelling evidence towards the top of your Copy.
Be honest- It should go without saying that your proof must always be truthful and real. NEVER make it up! Keep it legal.
TESTIMONIALS
Remember why testimonials work - Their peers often persuade people. If they feel that someone they know and respect has decided in favour of buying your product, then more than eighty per cent validation has been done. Avoid irrelevant or general testimonials.
- Place testimonials with a purpose - Use these guidelines when placing testimonials on the page:
- Place testimonials that discuss a specific benefit somewhere close to where that benefit discussed in the Copy.
- Place a large chunk of testimonials at the end of your Copy. Be sure to include your call to action after the last testimonial.
- Place testimonials in a column along the right side of the page.
- Go for quality over quantity - A few quality testimonials are worth more than ten testimonials that are vague and hyped.
OTHER FORMS OF PROOF
Endorsements for your product from:
- Industry experts
- Professionals in the field
- Celebrities
- Get others to back you up - Use relevant 3rd party data:
- Find government reports that back up your claims.
- Provide technical data and statistics that back up your claims.
- Transfer credibility - Use graphics, symbols, and, when possible, logos on your sales page that the reader already considers credible. This subtly 'transfers' that credibility to your product.
CALL TO ACTION
The copy created for sale takes place from a well-orchestrated call to action emotion and a compensating process.
Be very specific and what the customer has to do. Keep it as simple as possible. The onboarding experience is the most important for a customer.
In case the onboarding process is cumbersome where the customer initially is pained in giving details and proofs, they are chances that he might as well walk out on a baked sale.
I have personally walked out on some instances when the effort to benefit ratio in mind seemed disproportionate. Don't ask for irrelevant details. I shall share a personal example. I was buying a product from a fashion brand. Thankfully, it cost a thousand dollars before swiping my card. I was asked for my mobile number, Address, occupation, income, social security number, and tax number. I opted out. It was like throwing a wet blanket over a hot sale.
Here is a company which has got its post-sales and pre-sales functions mixed-up. I have swiped my card for more than a thousand dollars over hundreds of time in my life across the globe. Its swipe pin and a slip, that's it.
Tell them specifically what to do - Give clear, specific directions for ordering and receiving goods, even a simple step-by-step guide of the process. Tell your reader what to do!
Techniques that work on closing sooner are scarcity, bonus, timebound discounts, premium club membership now, and many such reasons.
I shall promote that tell them why - Provide a reason why only a limited time or number of products are available. Giving a valid reason instils trust and lets your reader know that you're not just blowing smoke.'
The End
I am sure Copywriting has much more than these three points in both creation and execution; the extra point that I leave you with is the fact of proofreading. In case you have a schedule to be adhered to, then before proofreading, go for a 2-hour walk and come back and proofread what works best for me two days.
