Who else wants to be able to think like a copywriter without having to go through all of the strife, and struggle? Have you been struggling all this while to no avail? Relax!You have come to the right place. Look nowhere again until you make this work for you.
You will learn some great methods used by copywriters to write ads, sales letters, news letters, email campaigns, white papers, web pages and many more.
Below is a list of the methods expected from a top notch copywriter who renders great writing services.
1. Tell Stories
2. Appeal to Emotions
3. Direct Mental Movies
4. Speak Your Buyer’s Language
5. Convey Authority
✓STORY TELLING. Storytelling is important when considering positioning, but it’s equally important when writing good product descriptions.
ThinkGeek, a retailer that caters to “geek culture,” often combines storytelling with pop culture references in her product descriptions to engage potential buyers.
Writing product descriptions like the above requires a lot of time. And it’s not recommended if you’re selling commodities. But if you’re not, and what you’re offering is unique, it might be worth trying for your best selling products.
✓APPEALS TO EMOTIONS. When writing copy, it’s important to remember to sell on emotion, but justify with logic. For example, Joe Sugarman in an ad, uses this approach to appeal the emotion of his clients " If you aren’t absolutely satisfied, return your product within 30 days for a prompt and courteous refund.” Something like this builds confidence and motivates your client. It confirms trust and wipes out any element of doubt.
✓DIRECT MENTAL MOVIES. You experience reality through your five senses—taste, sight, touch, smell, and sound.
It doesn’t matter whether you’re reliving a favorite memory—like walking on a beach—or imaging a future desire—like eating a hot fudge sundae—our senses render that experience.
It’s no surprise, then, that savvy marketers often try to create images and even movies inside the buyer’s mind to trigger—and heighten—certain senses when selling their goods and services.
One of my favorite examples of creating, “mental movies”, as Drew Eric Whitman calls them, is British chocolate brand Thorntons.
They know that taste is everything when it comes to chocolate. So they add descriptive adjectives to their copy to cause the reader to salivate at the thought of savoring their chocolate.
Telling stories, as you've already learned, engages readers. Telling emotional stories engages readers on a deeper level. Telling emotional stories that trigger a sensory response? An absolute game changer.
✓SPEAK YOUR BUYER'S LANGUAGE.A , yet often-overlookedpowerful copywriting principle is writing like you talk.
But if you really want to connect with readers, you need to write like they talk.
And it makes sense: If you’re not joining the conversation already occurring in the buyer’s mind, how are they expected to relate to and buy from you?
One brand that illustrates the art of writing for a specific audience is Barkbox.
Much like the above ThinkGeek example, Barkbox uses phrases like “Barkbox is like the joy of a million belly scratches,” and “When your dog falls in ruv with something from the box” to connect with potential buyers.
And judging from their growth, year over year, it works like a treat.
One of my favorite ways of getting inside a buyer’s mind is browsing Reddit.
First, go to Reddit.
Then, in the search field, type in a relevant keyword (e.g. “bodybuilding”).
Next, choose a relevant subreddit. There’s a lot to choose from, but in this example, I’ll choose r/gainit as it’s quite active
Then, look at the phrases Redditors use in their posts. In the example below, the author uses phrases like “hypertrophy” and “progression” to explain how he gained 31 pounds.
Using phrases that your ideal buyers use will build familiarity, and with any luck, increase the chances that they’ll buy from you.
✓CONVEY AUTHORITY.
If you’ve read Robert Cialdini’s highly-influential book, Influence, you know that authority is one of six “weapons of influence.”
Leveraging it correctly, though, varies depending on the marketplace you’re in and the marketing channel you’re using.
If you’re in the health and fitness industry, for instance—a marketplace rife with charlatans—you might be wondering, “How can I show expertise when my buyer has been taken advantage of countless times before?”
One way, if you’re a brand like Ritual, is to combine multiple sources of authority. On their product pages, Ritual introduce the doctors they consulted with during the creation of their products.
And if that’s not enough, they also include the badges of major media outlets that have covered them.
Granted, you won’t always have or need to rely on people with letters after their name, but in industries with incredulous buyers, it might help.
If you have been wondering which basic skills a copywriter needs, study and apply these. Your results will be positive.
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