Whether we live in Chichester, L.A. or Ho Chi Minh City, we live in a state of information overload. Whether you are shopping for a new TV or wondering what happened to the cast of Dawson’s Creek, there are a myriad of articles and adverts only an online search away. So how do you grab and hold the attention of your target audience? Great copywriting skills make the vital difference, and here are 5 tips to maximise your impact.
- Research your client.
Leave your ego at the door. This is all about your customer. Time spent researching his or her lifestyle, interests and needs will improve your copywriting skills immeasurably and will help you to speak directly to him or her.
- What’s in the box?
Imagine that you are in an elevator with your ideal customer. You have 30 seconds to explain what you are offering. No waffle, no flashy sales language, you only have time for a simple and concise explanation of your product. You know how great it is, but right now, no-one else does. Here’s your chance to spread the word.
- Where’s the pain?
How is your product or service going to help your target customer? Steve Jobs famously said that people don’t know what they want until you show it to them: make sure that your copy explains clearly what will be better in their life with your product. Convince them that they would be silly not to buy it.
- Look the part.
Whether your style is conversational or technical, even the very best copywriting skills are undermined by poor grammar, spelling mistakes or typos. Don’t rely on spellcheck: get someone else to read through your copy before you hit ‘publish’. It sounds blindingly obvious but your image and professionalism are at stake…
- What now?
The ‘call to action’ is a well-known copywriting tactic: you’ve caught your customer’s eye, explained how your product will help to improve their life in a small but important way and now you need to make it easy for him or her to take the vital next step. Use active language to guide your customer through the process of buying and make sure they leave with a sense of excitement about using your product.
Sarah Mayhead is a freelance copywriter who loves crafting websites, blogs and promotional material, she’s also part of the CopyKate Chichester team. Contact Us to find out how we can help your business entice your customers.