You will agree with me that copywriting is very present in our lives. Whether we are advertisers, brands, customers or simply people who watch TV or read the newspaper, every day we receive thousands and thousands of messages that our brains are forced to process and that in many cases are forgotten in the face of such a flood of stimuli. This scenario makes copywriting a huge challenge for professionals and brands when it comes to selling their products or services and gaining a foothold in the midst of so much noise. In order to deal with it in the best way possible, here are four aspects that we must take into account (and not forget) in order to write copy that attracts attention and, in addition, helps us to sell. Take note!
① Copywriting is about selling.
All (or almost all) copywriters like to write. And thank goodness, because working for 8 hours a day at something you hate must not be very pleasant. However, we often get caught up in this writing euphoria and forget the focus of what we are doing. Why? Because copywriting is about selling. Therefore, it’s first about selling and then about writing.
If you’re a copywriter, you’ll know that feeling of saying: «I’ve done a great job», or «Look how cool what I’ve written». And, although it’s probably great, our thinking can’t stop there, we have to go one step further. Hook? Does it connect? Are you selling? That’s the secret of good copy. You may like it more or less, but if it sells, it’s effective.
② The focus of our copy? The one who reads it.
This point has a lot to do with what I said in the previous point, because if we prioritize writing over selling, we can fall into the mistake of basing our copy on the person who writes it and not on the person who reads it.
Sometimes, we assume that customers are interested in how our products work, our opinions or statements from important people that we think are relevant, when what they are really interested in is much simpler than that. Do you know what it is?
Themselves.
And that’s it.
Think about why anyone would want to read one of your copy. Be self-critical and really do it. Why would anyone buy what you are selling them?
Keep in mind that the only thing that matters is what the reader thinks, feels and wants, so the only answer to that question should be because, with the product or service you offer, you are putting him at the center and you are solving a desire. I’m sorry if this simplicity disappoints you, but the sooner we assume it and keep it in mind when writing, the better.
Here are 3 tips that can help you put your customer at the center:
- Know your potential customer. Know the person you are addressing. Soak up their tastes, preferences, lifestyle, desires, feelings… Active listening on social networks can be a good start.
- Don’t write about what your product can do. Write about the benefit the customer will get from your product.
- Remember: the copy you write does not have to convince you. You have to convince him.
③ In copywriting, less is more.
Please, simplicity.
It’s great to show that you’re a literary scholar, but again, your potential client doesn’t always need to read novels in your texts. Sometimes (most), you just need a solution to a very specific need. And that, with frills, can get lost along the way.
Find out what motivates your reader, what moves them and what they want from you. When you know, start writing.
④ Read a lot, learn a lot.
As much as you like to write, as we have said, the important thing is to know how to sell. And, of course, if you like writing, that’s a starting point, but do you know how to use copywriting to sell?
«Yeah. Well, no. I don’t know…» Relax. The good news is that to sell, you learn to sell. To do this you will need tools and desire (a lot of desire), a lot of writing and rewriting, a lot of eyes open to get the best out of your work. continuous inspiration and, also, to know your reader, who is none other than your potential customer, the one who is going to buy from you later on.
How can you get to know your reader?
- Based on data. Fortunately, we have at our disposal a wealth of data that makes tangible many of our customers’ motivations and can give us many clues about what to write and how to write it. Learn how to interpret them and use them to your advantage.
- Identify your audience’s pain points and their longings. Go there when you address the reader and what the product you are offering can do to address them.
- Once you know your customer, know what they need and how your product can solve it, learn to connect with them through your texts.
Write, rewrite, and stay tuned to what the consumer wants and needs from you. Reread the first point. Okay, you’re ready! You can.
