'Why should I hire a copywriter? I can write perfectly well, thank you very much. I even got a B in my English GCSE.'
Oh, if I had a tenner for every time I've heard these words! Yes, you may be a perfectly good writer, but that doesn't mean you're the best person to write about your business.
Copywriters aren't just people who happened to be good at English at school. We're experts in the power of persuasion. Word ninjas, if you like. We can create a clear voice for your business, bringing aspects of psychology, creativity and brand expertise to bear on the copy we create for you.
So what do we know that you don't know? Read on to find out…
1) People are selfish
It might sound harsh, but the truth is your customers are only interested in themselves. They're driven by their own particular needs and desires. That's why your copy has to be more about them, and less about you.
Step into your customers' shoes and see the world from their point of view. What do they want? What's the problem they're facing? Identify their need and explain simply how you're going to solve their problem. Your customers will love you for it! And – more importantly – they will buy from you.
2) Less is more
Use simple language, short sentences and say what you need to say in as few words as possible. People don't want to read War and Peace about your product. They want to know 'What's in it for me?' So ditch the jargon and the fancy pants language and speak directly to their needs.
This rule doesn't work for products with a really high price point (in that case more is more!) but – as a general guide – clear and succinct is the way to go. Decisions are made in a heartbeat after a quick scroll of the phone. So if you bore them, you'll lose them.
3) Research is everything
Us copywriters LOVE a bit of a research. Not just because we're sad old word nerds (although we are) but because we know that's where the gold lies.
We'll pore through customer reviews, stalk your competitors (in a nice way) and swot up on your USPs. All so we can become a bona fide EXPERT in your product, your market and your customer. The more we know, the better we can persuade. Which leads us to point
no. 4 …
4) We know how to speak to your customer
Once we've examined all the evidence with CSI-like attention to detail, we'll create a tone of voice for your brand which provides the perfect fit with your customer. The words we choose and the tone we create will reflect the kind of language they use in their day-to-day lives.
The end result? When they read your copy they'll think, 'Yes, that sounds like me'. Or even better, they'll think, 'Yes, I want this,' because they'll be too busy absorbing your sales message to even think about the words.
It's worth remembering that copywriting is, by definition, a combination of words designed to sell a product or service. Copywriters always keep this sales end goal in mind. Edging your prospect towards the finishing line via highly targeted, persuasive copy.
5) You need to tell your customer what to do
A good turn of phrase is all very well, but if your customer doesn't know what action to take then the whole exercise becomes pointless. The answer? Tell your customer what you want them to do.
If you want them to call you, say: 'Call us now'. If you want them to email you, say: 'Email us today'. It might sound bossy, but this 'call to action' is a vital part of creating effective copy. And it's where us copywriters really earn our keep. If we've done our job properly by guiding your customer towards the finish line, those calls and emails will come flooding in.
Thinking of outsourcing your copywriting? Drop me a line here to find out how I could help.