It’s “back to basics” time, so let’s talk about copywriting your marketing materials! Here are the steps to any marketing copywriting, whether you are selling services or products.
In a previous blog post, I gave you some formulas you can use to write good headlines for your sales pages and newsletters. (If you didn’t see the post, you can read it on my blog: 3 Headline Formulas for Non-Copywriters.)
Here are the basic six steps you’ll need:
First, know thy audience.
This sounds so familiar, right? But do you really know what it means and how to DO it? Before you begin writing, close your eyes and put yourself in your audience’s shoes. Ask yourself these questions:
- Who are they? Specifically, who is your ideal customer? It’s important for you to spend some time thinking about them as real people, not a mass of humanity known as “my prospective customers.” They’re not a mass of faceless humans. They’re real people with real dreams and challenges.
- What do they want? This is no time to lack bravery. Do not take the easy way out and say something banal here, like, “They want to be happy,” or “They want to grow their business.” That’s too broad! Instead, ask yourself what they specifically want. What are they trying to achieve in their personal and professional life? Which problems get in their way? Where are they stuck?
Now, write a headline that promises to help them create the life they want or to solve an important problem.
You can read more about writing headlines here in this blog post. Remember, the whole purpose of writing a headline is to grab their attention.
Next, help them to get to know you and trust you by honestly talking about their dream or their challenges.
Give them some practical tips. Give them examples. Tell them a story about how you have been where they are, and/or how you helped others to create the life of their dreams. Above all, educate them so that they receive real value from you. This isn’t the place to fluff it up.
This next one is the hard part, the part where nearly everyone falls down: You have to make the offer.
You have to tell them what you are offering and ask them to buy. Be clear and straightforward here. Tell them the benefits of your product or service, exactly what they’ll get, the price, and how to buy. Answer any questions you think they might have about your product or service (your FAQs).
This is no place to be shy. If you don’t believe completely in what you are selling, why should your customer? You don’t need to be aggressive or manipulative; just tell them how you can help them and make an offer. Trust their own intelligence that they’ll know if it’s a good fit or not.
To help build your credibility, share testimonials from your satisfied customers.
Testimonials that tell how the customer benefitted from your product and service are best. It’s far better to have a testimonial that said, “I was able to create my lesson plan and teach my first class within one month of taking Karyn’s program,” rather than to have a testimonial that says, “Golly, Karyn is a great teacher.”
What were your customers able to DO after using your service or product? Before they used your product or service, where did they start off — and what outcomes and results did they get?
The final step is the Call To Action.
What action do you want them to take? Should they visit your website for more information? Should they click a button to buy the product or service? Should they call your office to schedule a time to talk?
You have to tell them exactly what to do next so there is no confusion.
Copywriting is no mystery. There are some straightforward formulas that work every time. But you have to be willing to ask for the sale.
Are you ready to try these copywriting steps in your own business? Where can you tweak your existing copywriting to make it more compelling?