Every piece of copy should be created with an end goal in mind. Whether that goal is just to keep your audience reading to the next line, to sell a product or service, or even to simply entertain – the words you write must serve a purpose.
And in order for copy to serve a purpose, it must first convert.
But how does one write compelling copy that converts?
How do you grab your readers’ attention from the first sentence, and hold it all the way though until the end?
Understand Your Reader
The first step in writing copy that converts is understanding who you’re writing to. Think of your ideal customer. Is he a teenage boy living at home with his parents? Or a working mom of three? The way in which you write is going to be drastically different based on your answer to that question.
Because if you’re not writing for a specific audience – if, instead, you’re trying to be too broad – you’re not going to reach anyone at all. They’re just going to tune you out because they won’t connect with what you’re saying.
Determine who your audience is, and write for them and them alone.
We’ve already talked about the benefit of using storytelling in copywriting, and the same facts can be applied here too.
We all enjoy stories in some way or another. They connect with us, slowly drawing us in – once we start reading, we keep going because we want to know the ending! (At least I know I do…)
The same holds true for using stories within your copy – people will want to know the ending.
Focus on stories about overcoming adversity and solving problems – because copy that converts solves problems.
And if you’re trying to sell a product or service, tell a story about an individual who used the product to overcome the very problem your readers are looking to solve. Tactfully weave it in throughout the article so readers will want to keep reading to discover the outcome.
What makes your product or service unique? Why should your readers choose you over the competition?
These are the kinds of questions that you’ll need to answer in your copy if you want to convert readers into customers.
Some examples of value and benefits:
- How will this product make life better? Or easier?
- Reasons why you are better than the competition.
- How do you stand out from the crowd?
- How will this product make your reader stand out from the crowd?
- What’s different about the way you are doing things?
- Is there something unique or charitable about your company?
- Is there a difference in cost? If your product or service is more expensive, be sure to explain why.
- How will this improve life for the families of your readers?
The list could go on and on, but you get the idea. Just be clear on the ‘why’ of what you’re offering and your readers will catch the vision!
Overcome Their Objections and Risk Reversal
What are their objections?
Is it the cost? Explain why you’re worth the higher price point by detailing exactly what you will bring to the table. Make sure your readers understand the value of what you are offering as opposed to your competition.
Is it the time commitment? Explain how this product will make life easier for them or their families in the long run.
The key here is to establish trust. If your readers don’t trust you, no amount of compelling copy will convince them otherwise. Be honest and upfront about everything and don’t sugarcoat. If you’ve really got a good service or product, the value and benefits should speak for themselves and give you enough ammunition to overcome any objectives your readers might have.
And always be thinking about the ‘why’ instead of focusing on the ‘what.’ They probably already know what you’re promoting – you just need to show them why it’s important/necessary/helpful.
I hope these tips were helpful! If you have any questions, or have anything to add, please leave them in the comments below!