When you first start your journey into the world of copywriting, it can be overwhelming. Everyone says writing great copy shouldn’t be hard, but every time you sit down at the keyboard, and that cursor starts blinking it can be intimidating.
With copywriting being one of the most important business tools out there, it literally pays to make sure you have great copy. Here are 3 of the most important tips for you to follow to make sure you write great copy every time:
Tell Your Customers Story
Stop talking about yourself. Seriously.
Ever seen something like this?
“Integrated Solutions was founded in 1999 and we pride ourselves in prioritizing excellence in every corner of our business practice. Our IT services are unparalleled in our local markets and the industry as a whole— yada yada yada.”
If you’re like most people, you checked out around the 1999 mark. The problem here is that the writer wasn’t talking to anyone. They were only talking about themselves. If there’s one thing as copywriters we need to do, is stop the self-talk. People like to hear about themselves, not about you (or more the company you’re writing for).
So in the example above, instead of all that junk, they could’ve started with something like:
“Are you stressed out managing your company’s IT Services?”
Now their ideal customer’s mind is engaged with the copy because it’s opening a dialogue with them.
Talk about their problems. Make them feel it. Then and only then tell them how you can help them solve it. That’s how you capture someone’s attention.
Write Like You’re Talking To A Friend
When most people get behind the keyboard, their goal is to sound smart. They use big words only recognized by experts in their field and their college English professor. And it’s pushing their customers away.
Our only goal as copywriters should be to get readers to buy our product or service. And if your readers have to use a decoder ring to understand you, I guarantee you’re not making that sale.
Avoid jargon and complex words. Use short sentences. Act like you’re casually writing to a friend. Your readers will understand you, and you’ll stand out from the wannabe writers who are all trying to sound smart.
Shift From Features To Benefits
Most times when we talk about our products and services, we focus too much on the features.
We’ll say “check out the new Samsung 8K 72inch OLED Panel with a 180° viewing angle” like it’s going to sell something.
These features sound compelling to us because we know what they mean in practical application. (What do you mean you don’t care about a 180° viewing angle?!) But as far as our customers are concerned, you just handed them a math equation to solve. People don’t buy features. They buy what those features get them.
Flip those features on their head and paint a picture of the benefit to the customer.
Have a 72 inch TV? Instead say, Feel like you’re at the movies from the comfort of your couch.
Have 100 flavors at your frozen yogurt shop? Instead say, Make the whole family happy. With 100 unique and delicious flavors, we have something for everyone.
Have a cutting-edge productivity software? Instead say, Get more done in less time and win back precious hours in your schedule to spend your time how you want to.
Conclusion
While there are endless rules and techniques that you can follow, by keeping these 3 in mind, you’ll already be ahead of most of your competition.
So next time you’re writing, ask yourself: Am I telling the customer their own story? Is this how I would talk to a friend? How do these features benefit the customer?
