Copywriting is a skill you can use in many fields. Whether you want to sell a product or service, create an advertisement or, most simply, write an article, you certainly know you need this skill.
First and foremost, you need to know that being a copywriter is not just about putting words in a certain order that sounds nice, it’s more than that: being a copywriter is about creating, through words, messages that will have an impact on the reader.
Want to streamline your communication process with customers, employees or shareholders? Want to sell more? Words are only powerful if you use and implement them correctly.
100 Great Copywriting Ideas Presents 100 great copywriting ideas drawn from the world’s best companies. Each idea is described succinctly and is followed by tips on how you can apply it to your own business.
Below, I’ll share 3 of the most important and useful ideas from this book that will help you improve your copy.
1. Find out what readers’ aspirations are!
Testimonials play an essential role when it comes to sales. In a world of fake news, distrust, and “influencers”, consumers are becoming increasingly educated, and a deciding factor when it comes to calling or buying a particular product or service is the opinions of other users.
Thus, the author says: the more similar the person providing a testimonial is to your target audience, the more compelling your message becomes.
For example, the more the product you are selling is a luxury good, the more you need to focus on customers who have already purchased it and are benefiting from it. In short, show potential customers what people like them say about your product.
Testimonials are effective, but when they come from people similar to the reader, the results are often convincing to even the most skeptical buyers.
When writing copy with the aim of selling, it is not enough to convince your reader by simply telling them about the benefits of a particular product or service. Buyers, for the most part, are sceptical, and that’s why it’s important to pre-empt any objections.
Objections vary from industry to industry and from product to product. What is an objection to your product may be a benefit to someone else’s product. Fortunately, there are 3 common objections, which the author outlines in his book.
First objection: It’s too expensive. If a potential customer brings this argument up, all you have to do is demonstrate the value of your product by showing them how much they will save or earn.
Second objection: I need to talk to someone else. In this case, show the customer what they might be missing and share testimonials from people who, like them, have benefited from your product or service.
Third objection: I’m not sure I really need this product. This objection occurs when you haven’t sold your product well enough. Maybe the benefits aren’t strong enough. Or maybe you presented your product from the wrong perspective. Whatever the reason, update and modify your sales copy!
3. A headline idea: True or false?
The title is extremely important. It’s hard to write good, engaging titles that keep the reader curious.
If you’ve ever faced the challenge of writing headlines for new, unexpected or unknown products, resort to this tactic: ask readers a question that addresses potential ignorance directly, making them feel clueless about it.
One advantage of this idea is that, if put into practice correctly, it will most likely become memorable.
A fairly easy example from the book is as follows: use the title Can you lose weight without giving up cream cakes, true or false?, then continue with It is true, before explaining why.