Typewriters were the standard means of creating written documents in most offices until 1980. It was a slow and costly process. Unfortunately, no better options existed.
The process of writing copy was different during that time from what it is in the digital marketing age. While typewriters were used to write the sales copy, the only way to distribute it was by duplicating it laboriously and delivering copies either personally or by mail. It was very tedious, but the best process we had at the time.
In 1990, through various advances in computers, digital marketing was officially launched and quickly began transforming the business world. Even though it was still in its infancy, digital marketing brought about major changes that people still benefit from today.
This includes exploring various marketing campaigns at no cost. Once this revolution began, we were off to the races and have not slowed down since.
During this decade, emails became critical vehicles for delivering sales letters at no expense. You could now write your sales copy and instantly send it to thousands of people at no cost.
It was a far cry away from delivering physical copies one by one. Being able to send emails was a far more efficient process that saved a lot of time and money.
Also, for those of you who love our environment, imagine how many trees we have saved over the decades.
Despite massive improvements in marketing resources, there are still constants that have not changed since the 1980s.
In order to create a successful marketing campaign, you still have to learn how to write copy that reaches out to people and generates sales. This will always be the case no matter how many technological advances we make. How you make people feel is what is important above all else. Never forget this.
Even though I am not a native English speaker, I have been able to generate thousands of dollars in sales from all over the world, despite having a significant language barrier on many occasions.
I spent four years working in the copywriting industry getting real-world experience with some of the finest people in the industry, all while achieving top-level results. I have learned many copywriting techniques and tips that I still use to this day.
Now I want to share my amazing experience with all of you. I have compiled a list of tips on writing killer sales copy that will help your products sell. Use these tips as I have and you will be amazed by the results.
1. Analyze the Audience Extensively
It’s important to research your target audience ahead of time. Many inexperienced copywriters make the mistake of focusing more on their copy and wording than on the audience they will be addressing.
While the writing aspect is important, it should never overshadow concern about the people you are reaching out to.
Writing the best copy in the world has little significance without considering and specifying the person for whom it is written. Your target market will be the one who pays your salary. Always consider them and their needs first. It will be time-consuming, but worth it in the end.
When thinking about your target market, consider the following questions:
· What are you offering?
· Who will it benefit?
· How will it benefit them?
· What is the age bracket of your target audience?
· What challenges do they face?
· How can you help them?
Ultimately, you are not selling to yourself. You are selling to whoever is in your target audience.
Always remember to keep them at the forefront of your thoughts.
2. Provide As Many Details As Possible
When I first started as a copywriter, I mainly concentrated on persuasive psychology. Like many newbies, I thought the goal of selling was to trick people into purchasing a company’s products.
Not only is this strategy unethical, but also not very effective in the long run. People do not like to be hoodwinked and if you do so regularly, your customers will catch on.
Lucky for me, I was mentored by a brilliant copywriter who changed my mindset by asking me one simple question: “Why would you have to convince someone to buy your product when you already have a quality product?”
This question stuck to me like glue and made me change my whole outlook on selling. It motivated me to modify my strategy and reflect more closely on the specifics of my product, including the people for whom it is ideally suited.
I began focusing on how to help people understand what a particular product does, rather than persuade them through trickery. People buy things because they will help them in some way. Realizing this helped me immensely in becoming a high-level copywriter.
In my experience and opinion, you don’t need to master persuasive psychology to write great copy. If you want to write copy that provokes greed to make quick money, then tricking people is the way to go.
That’s not what I am here to tell you though. Consider how long you can keep up the charade. How long will you be able to trick people before they start catching on? When people find out your true motives, how will it affect your brand? How will it affect how people think about you? If you plan on staying in business for any extended length of time, you must perform ethically.
The first step is making a product that does what it is supposed to do better than any other product in its category. Next, you have to find the target audience that will benefit the most from using your product.
Finally, you have to provide as many details as possible about the product and what it can do for people. All of this is the essence of great copywriting.
3. Write With Clarity and Conciseness. Make it Easier On Yourself.
Is it difficult for beginner-level English speakers to write copy? Not as hard as you may think. It’s even difficult for flamboyant writers. Writers who try to create content that is complex and difficult to understand actually have the hardest time reaching people.
They feel they have to use difficult words and sophisticated language to seem credible. While writing intelligently is certainly important, you do not have to write a college thesis in order to produce great copy.
Writing that is succinct and easy to understand is much more valuable than something people have to extrapolate from. People want to be told what they are getting without having to read through a novel.
Always consider who will be reading your content. It could even be someone with limited English speaking skills. You want your content to reach out to this person and anyone who may be in your target audience.
Jeff Goins, the best-selling author and blogger once said, “Write in a very easy and straight-forward manner so that even kids can read your work easily.”
There is no doubt that simplicity has strength, as Thomas Jefferson once said: “The most important of all talents is never to use two words when one will do.”
If you use complicated words, your readers will fail to understand your thoughts.
Most novice writers use complex words that are not necessary. The best strategy is to write with a straightforward approach and be as concise as possible. English is a beautiful language and its beauty lies in simplicity.
4. Give Your Target Audience Proof
Each day you hear a lot of people say, “We can help you.” How many of them fulfill their words? It’s quite rare. People love to brag about themselves all the time without backing up what they say.
I would suggest that you always follow up on your copy with details, testimonials, data and case studies, etc. to show that you mean what you say. This will show your credibility and help you stand out from the crowd.
When you include facts and figures, you create more faith with the readers than by simply praising whatever company you are promoting.
When you provide examples of real results, you show people that you can back up your words. Don’t forget to show people the proof that you are who you say you are. I always write down the solid proofs that I can provide ahead of time so that I remember to include it in my copy.
5. Address Motivations and Emotions.
Just like everyone else, we have our own problems and we invest our time and resources into solving them. Think of your target audience in the same way. They have their issues to contend with that are real to them and they want someone who can help them.
Seek to find out where they’re lacking in life. What reasons do they have for wanting to overcome their challenges? Simply, what is their motivation for change?
Will your product have the potential to solve their problems and if so, how? Once you determine this, make sure you know how to answer the question. Include the answers as clearly as possible in your copy and be ready for follow-up questions too.
This will make your copy sound genuine and not fake. As a result, people will find you to be genuine and that is truly important in any business interaction.
Closing Thoughts
Inwriting good copy, never consider your own needs first. Consider the needs of your target audience as they will be the ones who determine whether your business stays afloat.
They will be paying your salary and this is something you should never forget. Determine what your target audience needs, do your best to provide it for them, and tell them exactly how you can do so.
Incorporate the many tips that I have personally used in my copywriting career to create killer copy that will make your business survive and thrive.
In order to succeed in copywriting, I had to change my mindset in many ways. I hope that I was able to help change yours as well.
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