When writing Copy, there are certain key elements that need to be present in order to make your prospect tick. If these elements are there, you’re well on your way to creating copy that will convert. If you’re missing any of these all important aspects of Copy, chances are, your copy will be stuck in first gear.
Element 1: Know What You Need To About Your Prospective Buyer
When you’re about to write your copy, you need to make sure you know everything about your prospective buyers that you need to. So, what is it that you need to know about the people who you’ll be trying to convince? First of all, what are the biggest pain points that your prospect is experiencing? For example, let’s just say you’re selling running shoes. One of your audience’s biggest pain points could be that many of the shoes they buy start to feel really uncomfortable after a good day’s run. This could be a pain point which you could then hit on when you’re writing your copy. These pain points then create a problem which you’ll be able to solve for them, and they’ll thank you for it (using their credit card).
Also, you should know what gets your prospects going emotionally. What are they afraid of? What problems have they had after purchasing a similar product, or similar products in the past? What is it about your type of products that makes them angry, or frustrated? This is the information age, and in the information age, you’re never too far away from having access to this information. Just Google it. You can also check on forums related to your products, as well as blog posts or websites related to your niche (as well as blog comments). You can also check social bookmarking sites for blog posts related to your topic, and see what the authority reviewers are saying about it.
Element 2: Your Prospects Have A Problem… How Can You Solve It?
Once you’ve done your research, you now know what’s bothering your prospects, and you can now position your product or service so that it’s designed to resolve either a major problem, or several problems. Going back to the running shoes example, you could say something along the lines of “These track shoes stay tight and comfortable, even after a long day of running…”. Address their fears and frustrations as well, so for example, a fear could be that they are afraid the shoes will shoes fall apart too quickly if they’re consistently running, so you could address that as well. The main reason we figure out what’s wrong with our own products is so that we can solve these issues for them, and certainly address them in our Copy.
Element 3: Why Should They Choose YOU?
This is also known as the “USP”. You need to figure out what differentiates YOUR product from the competition. This is ESPECIALLY true if you’re charging more for your product or service than the “industry standard”. Why should they pay you, when they can get the same product from Joe Schmoe for 1/2 the price? Tell them. Sometimes, if you’re product is of the same quality, but cheaper, then THAT can serve as your USP, otherwise, you may have to get creative, but so long as you’ve done your homework (as in Element 1) this should be no problem for you.
Element 4: Do You Really Mean What You Say?
You make a whole bunch of amazing claims in your salespage. By the end of it, your prospects are beginning to think that your product or service is the greatest thing since sliced bread… they’re caught in the emotions. Then it hits them. How do I know that everything I just read isn’t completely made up? How can I believe you? I’ll tell you a secret, something that even most Copywriters don’t know, and that is, if you write good Copy, your prospects will actually WANT to believe you… believe it or not. They WANT to believe that you’re the guy (or gal) that can solve all their problems, and make everything alright. BUT, they’ve been taken in and ripped off by compelling Copy before, and wound up feeling disappointed and worse… foolish. So, they’ll be hesitant trust you.
As a Copywriter, it’s YOUR job to tell them why they can trust you. One way to do this is by admitting a minor fault with your product (this can make you sound honest). Another is to provide testimonials, screenshots, statistics, what have you. This is why so many people use celebrities to promote their products. Because oddly enough, people trust celebrities, so if a celebrity that someone likes tells them something about a product, they feel like it must be true. In most cases, you probably can’t afford a celebrity endorsement, but you don’t need one, just provide proof to your audience in the best ways you can.