People today are time-poor, easily distracted and have a short attention span.
On the flip side, businesses are constantly producing content to entertain and inform those people in order to convert and make sales - however, most find that their content marketing just doesn’t get the impact they were hoping for.
Here’s why, and what you can do to improve.
The difference between average and effective copywriting
I was on LinkedIn recently, and another copywriter posted:
“To make the most of your copy, you need to address these two truths:
So, I replied with:
“It’s best to go deeper and address these:
Do you see the difference?
It’s all in the order of operations.
The first is where you make the customer fit the product. Whereas my version is about making your product fit your customer.
Here’s the difference:
Copy written like this tends to sound typically like the spam that people dislike or ignore.
For example: “You NEED this product.”
It forces the product onto people in a hard sell.
Copywriting written like this empathises with a customer’s relatable challenge, and then offers the product as an answer. This earns their attention and respect upfront because the customer is at the heart of the Marketing message.
For example: “Are you struggling with this? Here are ways to make you happy again.”
It starts the conversation with something they actually care about. It’s only once they care that people will read on.
Want a real example of this copywriting in action?
You’re reading this article because I identified first that people often struggle to get their content to engage effectively with an audience. This blog offers you valuable information as a solution and then will follow up with my services as a final solution to help you.
However, if the title was: “hire me as your copywriter”, would you have clicked?
I don’t think so! There you have it!
Ok, so how do you implement this in your own content?
4 steps to help your copywriting resonate more with the right people
If you want your copy (and your Marketing in general) to be relevant in your customer’s life and to inspire them to take positive action, then you must start with THEIR needs, and then offer them the solution that they can use to overcome the challenge.
That’s the difference between average copywriting that people ignore (the first way, above) and copy that actually works.
Subtle, but extremely powerful.
So, how do you apply this principle to your copywriting and content marketing?
1. Define your audience
Take the time to nut out who your audience really is.
It should not include general words like “everyone” or “anyone”. Instead, get really specific. For example: “Landlords who are looking for the right commercial tenant to sign longer leases at maximum rates” or “Businesses that want to facilitate internal communication amongst different departments.”
See how specific they are? Also, notice how much easier it is when you have a focused target rather than just a vague idea.
2. Identify their challenges
Next, what relevant pain points does the above customer have? One that really bothers them that they are looking for a solution to.
For example, “These landlords are finding it difficult to compete with other landlords” or “Those businesses are finding that their internal departments are failing to communicate which is creating many inefficiencies.”
3. Your solution
Now that you know who you’re targeting and the relevant challenge, it’s time to present your product or service as the best solution for their pain point.
For example, “How to increase the appeal of your property to attract better tenants” or “how to improve internal communications within your business.”
As part of this, you can offer people informative and entertaining content which offers them answers. Suddenly, you’ve hooked them with something they care about and made your brand relevant to them as a result.
4. The call to action
Finally, how will you guide your audience to the right action?
This is often overlooked because businesses simply default to “contact us”. But it’s important to consider how you wish to word the call to action, what alternatives you will offer, what format, what product deals and so on.
If you don’t do these 4 steps first, your copywriting will fail.
Simple as that.
Don’t just write blindly without first answering these essential questions.
While it sounds all artistic and fanciful to close your eyes and start writing, it’s just not the most effective way to write copy that will resonate with your audience.
It’s like trying to throw darts at a board while blindfolded in a dark room and then wondering why your score is so low.
As I teach in all of my copywriting and marketing classes:
The best copywriting is always written with the intended audience in mind.
Their time and attention is valuable to both them and you. So, don’t waste it by serving them up something that isn’t going to be relevant to their situation enough to engage their attention and inspire them to take action.
If you do this right, you will earn their time and attention (and the associated results too).
How Can Melotti Media Copywriting Help You?
To engage your customer and achieve ongoing business success today, you need quality copywriting and consistent content. However, we understand that this is easier said than done.
You’re time poor and spread thin, and writing isn’t your expertise. So, focus on what really matters, while we take care of all of your copywriting and content marketing needs!
For more information or to speak to a quality copywriter to get the results your business deserves, contact me now at firstname.lastname@example.org.
I can sharpen your words to achieve your goals, today!
Melotti Media Copywriting and Message Marketing Bureau
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DISCLAIMER: This blog expresses the opinion of Christopher Melotti (Melotti Media) and should be taken as general information only. No responsibility is taken for your actions in response to any content in this blog. See the website's Terms and Conditions for more information.