Just the other day I was digging through some of my old writing files. You know the drill, rummaging through dusty old cabinets you haven’t been in in years. And then out of nowhere it hits you like lightning…
It’s that old time Ah ha…
…that flashes in your mind and makes you smile.
As I was pondering how to write great copy, it occurred to me that what separates good copy from great copy is so simple I nearly fell over the top.
“Killer Sales Messaging Made Simple”
If you have studied copywriting, surely you have heard of AIDA. If not, AIDA is an acronym for INattention, Yointerest, D.want, INaction.
Therefore, by following the AIDA method of copywriting, you will know the importance of capturing the reader’s attention, usually through the hook and headline, generating interest and desire throughout the body of the copy, closing the sale and requesting the order. .
After all, if you don’t engage your reader and pique their interest, you have no chance of closing the deal and making the sale.
And certainly, your lead paragraph helps draw your reader into the body of your text by using short, concise sentences that keep them reading.
Writing from the prospects perspective, in a personal “you and me” tone, giving them solid advantages and reasons why your solution is obviously the best, along with an obvious offer, certainly goes a long way in closing the deal. .
But the solid base on which it is written and all copy is truly great…
…literally the holy grail of all world class writingthe key that holds all successful advertising messages…
is none other than…
Investigation. Investigation. Investigation.
Yes, it’s true that most copywriters hate doing it. After all, we are writers and writers write, right?
But guess what: all top-notch writers do their homework (aka. investigation). They tediously investigate all aspects of the topic, product and market) first before a single word is written.
We turn every stone, hunt down every bit of detail, dig into every fact, and spend the time to get the job done right.
This aspect of the project requires a batch Time, patience and skull sweatshirt. But we know it’s like money in the bank and worth every ounce of time and sweat.
The late great copywriter and marketing genius Gene Schwartz once commented on his ability to outsell nearly all of his competitors simply by “working harder” than them.
His hard job was to thoroughly research the product before “typing” a single word of text. And his hard work paid off to the tune of millions and millions of dollars in sales.
Now keep in mind; You have alternatives. Sure, you could pay others to do the research for you. It’s money well spent. In fact, many A-list writers do just that and hire a professional researcher to lend a hand.
So yes, it is that necessary evil that successfully makes copy sing and puts money in the bank for both you and your clients.
Plus, it’s the best way to start any writing assignment. You will never face “writer’s block” again.
Simplified research
Like I said above, you could get the research task. Or you could do it yourself.
Personally, I have no qualms about doing my own research, even though it’s not my favorite task.
The value of doing the work yourself is that you gain the good skills required to write a great promo. Plus, if you’re low on cash, it’s a great way to save some money.
How to start. Start by making a complete list of all the features of the product (later you will convert them into benefits and perks that are important to your prospect).
Get product documentation from the manufacturer if you can. This can be very useful for finding interesting details about how it’s made, the materials used in the manufacturing process, and more.
If possible, get your hands on the product and try it out. What do you like about it? How does it work? Does it really solve the problem? How does it behave in the market? How does it compare to your product?
Talk to prospects, customers, and users of the product. Ask them what they liked, what they didn’t like about it. What were your favorite things about the product? What did you dislike most about him?
Once you’ve dug into all the details about the product (or service), it’s time to meet your potential customer.
Know your prospect
The key here is to “walk a mile in their shoes”. Find out what makes your prospects and customers tick. Where do they meet? What do they read, listen to or watch on TV? What bias do they have?
Are they conservative or liberal in their way of thinking? Are they religious or not?
Find out what problems they are having right now. What bothers them the most that your product or service could fix? What keeps them awake at night. This is essential if you want to persuade her to buy from you.
Again, the key is to become a “sales detective” as John Carlton says.
Know your competitors
Once you’ve gathered all this information about the product and your perfect lead, it’s time to see what the competition is up to.
What products are offered now? How do these products compare to your products? Get copies of the ads they are running.
Now find out how to position your business differently from your competitors. He wants to stand out favorably from his competitors.
Think about what your product does for your prospect. How are you different? Are you faster, do you offer faster delivery, a better warranty, a better price, etc. That?
Now that you’ve collected all the facts and figures you need and know how to effectively position yourself against the competition, you’re ready to start creating your marketing message.
Writing great copy isn’t rocket science and it isn’t difficult, but it does take some effort.
Summary
As you can see, promoting yourself or your business is a good combination of researching your product or service, the market, and the competition. Once you’re armed with this information, then and only then are you ready to communicate with your target audience.
So as you can see, it’s a bit basic, if you think about it. How could you be ready to “talk” to your customers without knowing what they want?
professional advice. Do you want to know something really cool? This little method that I have shared here applies to any type of marketing message you write.
And this includes…
Emails, landing pages, sales letters, print ads, radio ads, infomercials, you name it.
In any case, I think you got it, right? Hi, I’m here if you need help or have questions. Only write me.
THANK YOU. And speaking of the “help” thing, I’d like to thank all my readers. I sincerely appreciate your interest in what I have to say and all your support over the years. I truly would not be here without each of you.
Also, if there is a topic you would like to see covered or would like more information on this topic, please let me know. I will do my best to help you. I am always happy to share all my learning experiences with you.
After all, this is how we grow!
Wishing you all the best,