When you think “copywriting,” you immediately think “words.” The simple fact of the matter, though, is that good copywriting is about much more than words on a page. There is a certain alchemy to copywriting; the words should turn to gold when used in the right way, used in the right proportions, and distributed in the proper manner.
Copywriting is both a science and an art. It’s a science in that you need to have at least a rudimentary understanding of the psychology behind what makes people click to read an article, then click on an ad within that article (or click through to a product landing page, etc.). Once you have a grasp of who you are targeting with your copy, that’s where the artistic merit of the presentation starts to matter more than the words.
Now, don’t get me wrong – the words are important; people will judge you by the words you use and how well you use them. The grammar police are everywhere, and they will look with scrutiny on any message that is presented with less than perfect grammar, spelling, and punctuation. Your job – or the job of the professional copywriting services provider you hire – is to engage. An engaged audience cares more about the message than the words.
So let’s forget the idea of formulas. Let’s not focus on all the things you’ve tried that have seemed perfect in your own head but have fallen flat on your landing page or in your email campaign. Let’s step back and think about the one element that is most important in your writing (and I’ll give you a hint: It has nothing to do with anything that happens on your keyboard, at least not directly).
Have you figured it out yet? That element is people. It’s not so much what you’re writing, but whois going to read it. Copywriting is about people, their situations, and their relationship to your brand. With this in mind, let’s explore some of the core components that make up successful copy.
1. Define Your Audience
At the end of the day, the words, plus the message, are what is going to equal sales, but you can have a killer message, articulate it beautifully, and still have it fall flat if you aren’t getting it in front of the right people. Know whom it is you want to buy your product, then sell it to them. Don’t try to be all things to all people – it never works.
2. Don’t Talk to Yourself
This is a huge trap in which many marketers and business people find themselves when writing copy – they present the message to themselves, not the reader. You need to remember that, in real life, a conversation you have with a co-worker is going to be different from one you have with a client, customer, friend, or relative. Into what category does the relationship you are attempting to build fall? As you write, you need to keep the answer to that question in the front of your mind and keep the tone of your writing one that is conducive to communicating well with that avatar.
3. Remember That Copy Is About Solving Problems and Meeting Needs
The copy you write needs to address a problem and at least promise that a solution exists. What is the “pain” you are attempting to address? Does the person need a job or job training? Does he have acne? Does she need whiter teeth? When you figure out what the problem is, don’t ask questions – inform the reader that the problem exists; don’t leave the matter open for discussion. Present the problem, then promise a solution. Your skin could be clearer. Your teeth could be whiter. Here’s how.
Don’t try to sell. Try to persuade. Acknowledge the person’s pain. Empathize, then convince the reader that your solution is the one – the only one – that deserves his or her attention. What is the resolution to the conflict? How will your product change that person’s life?
4. This Isn’t About You
There is nothing wrong with telling a bit of your story to create commonality with the reader, but it is easy to come across as self-absorbed or narcissistic in your writing. You want to avoid this at all costs. Never, ever go off on tangents talking about yourself unless you intend to use the story to help the reader solve his or her problem.
5. Copy Should Build Relationships and Establish Trust
The relationship you build with your readers is everything, especially in these days of social media. Keep the message positive. Posture yourself as an authority on the subject at hand and then lend your aid and support to your audience and promise to be there every step of the way toward the solution to their problem.
Companies that only try to sell without taking the customer relationship seriously might have some initial success, but they almost never sustain a loyal customer base long term. If you don’t want to be the customers’ friend, they’ll go find someone who will (and give them their money, too).
Above all, remember where you are and where the customer is and let the copy establish the relationship. Don’t be pushy or overbearing. Your copy needs to convey that there is a real human being behind the words, or the words won’t mean much to the reader.
6. Copy Is About Selling Through Information
The primary goal of copywriting is to sell. A necessary outgrowth of that is that it also informs. Most writers approach the process from the opposite direction – lead with information, then try to sell. Good copy establishes a need before offering any detailed information about the solution. Address the pain, promise the solution, then give the details. It’s a powerful and effective strategy that is virtually guaranteed to translate into higher conversions and more loyal customers.
If you understand and implement each of these elements, it is a recipe for successful copywriting, and that means success in business. Understand the science, then develop the art. The product of both is that alchemy that translates into raw, unlimited profit potential.