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"You′ve hit the nail on the head there!"
Isn′t it satisfying when someone says that to you? Satisfying for both people: your listener because they feel perfectly understood; you because your succinct observation has been applauded. In short, a rapport has been established.
The same is true of the written word. The great authors and journalists of the world are great because they understand their readers′ view of the world and reflect this empathy in their writing.
So it should be with copywriting
So, when writing copy for my clients I aim to draw that same response from my readers. Copy that connects in this way with your potential customers early on will engage them, bring them into your story and enable you to introduce the benefits of your products and services to a receptive reader.
This is because people make decisions at emotional levels. Marketers recognise that emotions such as trust, self esteem and the need for reassurance are powerful drivers of buying decisions. Some buying decisions, particularly those that will bring about change, can involve anxiety for the buyer. So, your sales presentation should seek to minimise and where possible, remove that anxiety completely.
The customer′s belief in you begins with a good rapport
And this can be achieved by first gaining that all-important understanding of your potential customers′ needs and second, by showing with the words you use, that you understand the way they see the situation.
My approach therefore is based on my having a good understanding of your business - its people and its products - and your potential customers - their needs and concerns.
From this we learn the language that they recognise. Now we can discuss the issues foremost in their minds, introducing along the way compelling reasons why you are the people they should be doing business with.
So why hire a copywriter?
It sounds obvious but when you are so close to what you do, it can sometimes be difficult to identify what your customers need to hear as opposed to what you want to say.
This is where copywriters earn their keep: by simplifying your message in such a way as to make it:
a) easily understood,
b) portray that you know what their needs and concerns are and
c) prove that you have the products and services to meet them.
Slogans, straplines, headlines, even company names do not simply materialise out of thin air - and nor should they. They should be the result of a process of thoughtful distillation and convey as much meaning as can possibly be captured in a few words.
It′s not always easy. It can take time to arrive at a form of words which, while short and sweet in its construction, conveys so much more than the sum of its parts. But, if your readers grasp instantly that you can:
- solve problems
- save them time and / or money
- increase their productivity and profitability
- facilitate an easier / better life
(or any combination of the above)
It is time well spent
After all, you′ll be paying good money to have your letterheads, brochures, advertisements and websites created. So it′s as well to ensure that the quality of your message justifies the expenditure.
If you want your copy to hit the nail on the head, don′t leave it to chance. Take aim with No Sloppy Copy. |
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