24 Feb 2008 12:33:15 | George Dodge
Regardless of what you're selling, marketing or promoting, you
have to have a good understanding of your audience before you
can create effective copywriting. Without knowing who you're
writing for and what they hope to get from the copy you create,
your copy might not achieve the desired effect. But if you're
creating sales copy, isn't it simple? You tout the benefits of
the product or service, and wait for the customers to flock on
over, right?
There are many stages to effective copywriting, but knowing what
your readers expect from the product is probably the first and
most important step.
If you are selling a product, take a minute to consider what
your audience expects to gain if they purchase your product.
Money is one of the most common reasons for purchases, though
there are other - equally compelling - reasons. Becoming more
healthy, more attractive and being entertained are other common
reasons for purchasing a particular product.
If you are aiming at providing the solution for a particular
issue, declare that solution in loud, clear terms. Don't leave
your reader wondering if this is actually going to work. You can
appeal to a person's sense of the dramatic, but don't overstate.
There is a point at which your claims will be discarded as
ridiculous, but your copy should run right up to that point.
So does every product have to offer some benefit? Actually, yes,
though the kind and extent of the benefit will vary greatly from
one product to another. The key to producing effective
copywriting is to clearly identify the benefit(s) of the
product, then present those in a clear, appealing manner to your
reader.
What are some potential benefits? Besides money, health, beauty
and entertainment, you may have a product that will make life
easier or save time. In today's rushed world, time is a valuable
commodity.
Cleaning products are excellent examples of products that meet
these criteria. But simply saying that "this product will make
your life easier" isn't enough. Outline how the product works.
If you describe a situation that everyone is familiar with -
cleaning the bathroom - and then clearly describe how your
product will make short work of this task, you're well on your
way to effective copywriting.
Finally, appeal to your audience's sensibilities to complete the
sale. For example, if you're offering up the cleaning products,
point out how proud the buyer will be when people recognize the
super-duper cleaning job.
There's no magic form letter for good copywriting, but following
these simple pointers will put you on the right track to
creating copywriting that works.
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