Want to know the secret to writing the best copywriting and creating the most effective content? Think like your audience does!
Sounds simple, right? But it's just not that easy. Here's what you need to know.
Copywriting - and in fact Marketing in general - isn’t overly difficult on the surface.
There! I said it!
Don’t get me wrong, it can be a labyrinth of trials and errors, strategy and processes, but communicating to an audience, especially today with social media, is not rocket science.
Organisations rely heavily on their Marketing strategy to be successful, but there is a huge divide between those doing it right, and those that need to hire a professional copywriter.
Why is there poor content out there?
By this, I don’t mean poorly written (although there is plenty of that out there, too!). I mean, poorly executed, with no backbone in strategy and research.
Something I say over and over again in my General Assembly Marketing and Copywriting class is “we are all copywriters.” We’ve all gone to school and learned our ABCs. We’ve all written countless cards, emails, memos, letters and comments. We can all communicate. So what’s the difference between this and creating content that really speaks to our customers in an effective way?
What’s the trick to getting it right?
It’s all a state of mind. I see it over and over again in my career, and have been guilty of it myself in the past too. That’s because the difference is extremely subtle, and yet, it can make or break your campaign.
We’re not thinking like our customers!
It’s not ground-breaking by any means, and yet why are people still doing it?
The problem is, we don’t put ourselves truly in the minds of our customers. As business people, we all have a tendency to struggle with separating our own personal biases and viewpoints from that of our customer. It’s a basic human hurdle and has been happening ever since commerce began, but that really is no excuse. When creating content, most fall into the trap of not freeing themselves from their well-entrenched industry knowledge, when they really should be asking questions like a person who isn’t aware of everything: your customer.
The best example I can give is when you start a new job, and you get in to meet everyone, only to discover that the staff know every technicality and every acronym, and proceed to dump it all over you, freaking you out. It’s not their fault- it’s completely understandable! They live and breathe their products every day, spending hours within the industry every week. But the new employee, just like your customer, does NOT; and therein lies the disconnect.