Got an issue with copy on your sales page, website or landing page and not sure what could be wrong? Here are some vital questions you should be asking…
Doesn’t copywriting suck?
You have the offer of the Century, a large email list and no takers… what gives?
Often when looking at a sales funnel or marketing campaign that has failed in its duty the culprit will turn out to be either:
1) The Offer is boring, dull, irrelevant or unnecessary
2) The Offer is good but the audience is wrong for it
3) The Message is confusing, wimpy or plain old wrong and the good offer is not connecting with the right audience
It’s quite common that despite all other things being ship-shape the message isn’t being read or acted on.
Even when we simply want to build a stronger’ tribe’ or just get more unique page views on our website the critical factor will tend to be that our copy simply isn’t up to the job.
So here’s the big question…
Write it yourself or outsource?
This 5 Part Article aims to teach you how to write (or assess) copy to see how and why it works or not.
There are only really a handful of elements we need to concern ourselves with (and even advanced tactics are generally only the basics done well.)
Let’s start off with the simple fact that most human beings are captivated, fascinated and converted in similar ways because we have similar brains.
Here are a few simple ‘rules’ from the world of persuasion that it will be useful to keep in mind:
- We move towards what we deem pleasurable and away from what we deem painful
- We buy with emotions and justify with logic
- We buy from people we know, like and trust
- We each have similar buying strategies where we evaluate: relevancy, context and personal gain before we hit the threshold of purchasing or not
Let’s go to question number 1…
- Who are you speaking to?
Never forget that all marketing is essentially marketing to a person.
“Marketing is a philosophy of business that places the customer at the centre of the universe”
In placing the customer at the centre of the universe we are targeting a specific type, a specific personality, a specific mindset.
In advertising agencies and marketing-savvy businesses, they will create a ‘customer avatar.’ This is a persona encapsulating all the key insights from a target market.
In some agencies, it is given an appropriate name and picture so you can write as if writing to the individual. There is a big difference between the way Tony (52, married with 2 kids, £40k + income, driven by moving to a more senior position and saving for his retirement) and Jill (24, single, £18k income, driven by a desire for more freedom and life experiences) will make buying decisions and a different tone of voice and pitch will be needed.
So the very first thing to think of before writing your copy or when looking over your copy will be ‘Is it clear who is being addressed here? What tone of voice is the copy taking? Is it appropriate?’
Because relationship is vital to build and maintain in business so taking the most conversational tone possible is often a good tactic, unless industry jargon and an uptight attitude is needed (but then even b2b marketing is being read by a person with a usual human brain- never forget!)
“Copy is a direct conversation with the consumer”
– Shirley Polykoff
Part 2 coming tomorrow. Who is your customer avatar? Let us know below! Any advice, tips or feedback? We love it when you share with us 🙂