Photo by Ricardo Arce on Unsplash
Want to write persuasive copy that entices your target audience to choose you over your competitors? Then you need to get inside the head of your customers.
Maybe not literally! That would be gross. And possibly a tad scary! Not that I’m saying your customers are weird or crazy. But you never know! They may hide it well…
Sorry – getting off track. Don’t do this when you’re trying to woo your audience with your amazing copywriting!
Okay, so the first thing to do is to determine who your target market is with thorough market research. You need to figure out their sex, age, ethnicity, marital status, educational level, income level, hobbies, where they live, typical pain points, their aspirations, and so much more. That data helps you to develop your audience personas. I’ve written about creating buyer personas before, so do have a read here.
Keep in mind that you may well have more than one persona. Advertising and marketing agencies usually recommend that your research should find a few different personas within your target audience. That way, you can target each type with slightly different copy aimed at their particular pain points or desires, giving you a higher chance of convincing them to buy from you.
But how do I actually write targeted copy?
Once you know who your audience is, then you can plan and create your content:
Whether you’re writing advertising copy or more long-form content for blogs, articles and other marketing materials, it helps to follow the basic rule of three:
The problem: Describe their needs and desires, or a problem that needs solving, using questions or scene setting.
The solution: Paint a picture of what the solution is, but without being specific. Explain in general terms why a certain product may raise their status or fill their needs, or how their problem can be solved.
The answer: Introduce the solution – your product!
First, describe what their needs are to help them see that you really understand and can help. For instance, they may want to be the first to have that new technology, be on trend with the latest kitchen gadgets, or simply must have the most beautiful clothes, jewellery, or artisan crafts.
If you’re selling a service, describe what problem it solves without actually naming your products. So, if you’re a mortgage provider, write about the difficulties in finding the best mortgage for their money, fluctuating interest rates, safeguarding their savings for the future, and so on.
Then you can describe the solutions. Such as the benefits of a particular technology, kitchen gadget, or clothing range. Focus on the product benefits, not its features. Explain how this currently nameless service can help. Try to create a burning desire!
The main benefit can also be used in your headline.
Finally, explain how you will help. You have the solution! Name the product, say a little about it, and then create a compelling CTA – Call to Action – to get them to pick up the phone, visit your store, click on the link to a landing page with your offer, or whatever action you need them to take.
The 4 Ps of Copywriting
Keep in mind the 4 Ps of Copywriting when writing your targeted copy, which are:
Promise: Make a short promise at the start; e.g., Find the perfect mortgage for your needs, or Improve your profits with a curated email campaign.
Picture: Paint a picture of how their lives will be improved – Find the house of your dreams with the ideal mortgage for you, or: Achieve business growth with professional email campaigns.
Proof: Now provide proof that you can do this for them. Mention how you’ve helped other clients, how their turnover improved, or they managed to buy their dream house.
Push: Relate your CTA to the picture you painted earlier to help make it really compelling.
I’ve always liked the AIDA acronym: Awareness, Interest, Desire and Action. But I think the 4 Ps is stronger (I should have used this in my P is for Power Words blog!). Give it a go and let me know how it works for you.
Create a Catchy Tagline
Taglines help people remember you. If you don’t already have a tagline, then play around with some ideas until you can agree on one. It needs to reflect your brand values and ideally should be timeless, like Nike’s “Just Do It,” McDonald’s “I’m Lovin’ It,” and L’Oreal’s “Because You’re Worth It.”
Notice how they’re all short, punchy and relevant. The best ones resonate with your target audience and either show how they can solve a problem or tug on their emotions.
Mine is “Words that Work,” which started out as “Words that Work Hard for You.” But that felt too long and clunky.
Right, it’s time for a nice cup of Tea. Meanwhile, when you’re short on time and need help writing those essential Words that Work, do get in touch!