Even the best writers can screw up a copy. Writing a creative copy can require a flair that not everyone has.
While it may have been easy to slide by writing articles for your business or blog without utilizing any of your lessons from college, writing a copy may need you to backtrack to remember a few creative writing tips. As intimidating as writing a copy can be, there are a few simple guidelines and tips to follow so you aren’t making major errors or losing the attention of the audience.
Explain and Repeat
Be sure to give a clear explanation as to what the buyer is receiving when they purchase the product or services being offered. If the description even seems a little shaky or confusing, a consumer may immediately be turned off from its purchase. A client needs to know exactly what you’re selling and how it will benefit them.
Once you have placed a short explanation as to what is being purchased, you may insert a story or short anecdote to keep their attention. After the next step has been fulfilled, it’s important to repeat again what is being purchased. Make sure the products benefits are fresh in the mind of the consumer. This can give them the reassurance that what they’re buying or investing in is worth it for them. The new shampoo they’re about to buy is guaranteed to keep the moisture in their hair.
Are they interested?
Obviously a successful a copy captures the attention of the audience, but it still leaves the question: are they interested?
Your copy should not result in a ‘so what’ or ‘okay’ response. An effective copy should leave the consumer wondering why they haven’t purchased that product or if it would really benefit their needs. Leave the audience asking questions or feeling like their life isn’t fulfilled without this product or service.
Even for products such as milk, which may be obvious purchases for many families, reiterating the importance of the vitamins that milk has to offer can assure the consumer that their purchase is going to benefit them and leave an imprint of that particular brand in their mind. Don’t tell them what they already know. Try to infuse a new fact or piece of information in their brain.
Keep it simple
Most people don’t read a full book after they’re out of school. Have you seen the statistics on how many people purchase the newspaper anymore? The numbers are low.
When it comes to a copy, keep it simple. A short, concise and to the point message will get the idea across as well as leave your audience feeling like they didn’t waste time reading a product they may or may not like.
Many consumers like to know what they’re buying, what its benefits are and how much it costs in comparison to other products. They don’t need to know how it was made, what it was made with and how long it took to get there. Unnecessary information can clutter up the space you need to insert facts that are relative.
Speak to the audience
Targeting the audience is an important part of running your business. Many areas of marketing as well as copywriting require the audience to know that you are speaking and relaying a message to them. They want to know the benefits, know that the product is right for them and that the company cares enough about them to market to them.
Your audience is who will help spread the word of your brand as well are ensure your business is making a profit. Spend a little extra time making sure that they are relating to your brand or product rather than just making a general, unspecific copy.
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