What is Copywriting?
There’s far too many copywriting strategies and with human behavior and buyer psychology. I’ll teach you about copywriting skills and start writing better ad copies, landing pages, offers, etc by detailing these 5 components:
- The Headline
- Introductory Copy
- Body Copy
# The HeadLine
When you have written your headline, you have spent 80 cents out of your efforts”- David Olgilvy.
The headline serves First purpose is to get the user to start reading the marketing piece. Headlines should be ridiculously specific that’s relevant to your audience.
One strategy, I use to craft engaging headlines that work really well is to leverage trending content that’s already converting, and implement our product/offer/service.
Some other methods for crafting engaging headlines include…
- Using Bold, Polarizing Phrases
- Asking a funny/outlandish question
- Competitor Analysis
- Supporting a particular viewpoint
There are tons of other methods for writing headlines, the one I detailed above is just the simplest and tried and true method that you can implement immediately.
# Introductory Copy
This refers to the opening sentence, the thesis you’re making, and the first chunk of text after the headline. This is what sets the tone of the entire marketing piece.
Here there are 3 main specifics to cover:
Call Out a Specific Problem
Call out a specific issue your audience faces while offering a solution- Paint a vivid picture of what that issue may look and feel like.
Play Towards Emotional Benefits
People buy with emotion and justify with logic, and the sale is made or lost prior to the sale itself. With this in mind, we want to get the audience to imagine what it would feel like if their issue was resolved.
State Your Thesis
The thesis is the solution you offer and how it helps overcome an issue.
A brand like Nike will have tons of personas that make up their audience such as long-distance runners, cross-fitters, bodybuilders, football players, people into yoga, even people who don’t partake in athletics that just want to look fresh and stay comfortable.
# Body Copy
Now that you have their attention and you’ve bridged a gap between you and your audience by showing them you can help resolve their problem, it’s time to do three things in the body text…
- Introduce Rational benefits.
- Show testimonials and examples of other happy customers
- Address potential objections your audience may have.
Introduce Rational, Tactical Benefits
This is where I see most marketing pieces go wrong- I’ll go to a landing page and it immediately opens with the tactical, rational benefits and features your product has without bridging the gap with their audience first. This tends to turn people off because they feel like they’re being cold sold to (no affinity or attempt to relate to the users’ issues and desires have been made).
Using that same fitness supplement example, rational and tactical benefits of a “Pre-Workout Supplement” may include 300mg of caffeine for increased energy output, 3.2g of beta alanine to fight muscle fatigue, and 7g citrulline for blood flow and pumps.
(Basically what’s under the “Details” section on a product page.)
Showcase Testimonials and Other Happy Customers
Display any publications in which your product has been featured, customer testimonials, and experiences using the product (play towards the bandwagon bias).
Essentially, you want to subliminally let them know that they aren’t alone in taking action, but that they could be left behind if they don’t.
Address Potential Objections Before Your Audience can Raise Them
Your audience will invariably have reasons why they don’t think your product is a good fit for them. As a copywriter, it’s your job to understand these objections and address them in your marketing before your audience beats you to the punch.
This should come right before the main CTA. List out the condensed reasons why they should buy from you.
This can include your brand’s ethos, a recap of the benefits, shipping incentives, etc. For example;
- Free Shipping
- All Natural
- Easy returns
- 100% money-back guarantee
- Made in USA
- Sourced from eco-friendly material/resources
# Call To Action (CTA)
This one may be overly obvious, so I’ll keep this brief- Have a crystal clear CTAs that makes it easy and effortless for the user to take the next step! It’s also wise to include small, subtler CTAs aside from just the main one at the bottom.
Again, I know there’s a million little complexities and nuances that go into advanced copywriting, but hopefully these tips give you a head start on increasing your conversions.
End of the Course, Best of Luck For Next Digital Marketing Internship Program (Level II)