Lead generation is an important piece of marketing any business. And writing compelling copy is essential for connecting with prospects. The right copy with the right message behind it will give your marketing campaigns a significant edge over your competition.
When you’re selling a product, you may think that hyping up the product and describing all of its desirable features is the best way to market it. This information certainly has a place. But when you adopt this approach, you may be surprised that sales aren’t coming in the way you thought they would.
Why might this be happening? The most important factor in copywriting is not you, your business, or your product—it’s the prospect. If you want your prospects to engage with you, you must have a deep understanding of who they are and what matters most to them, and make that information central to your copywriting process.
Here are 4 key tips for ensuring your copy will make the right connection with prospects.
1. Get to Know Your Prospect
One of the most important things to remember is that what is right for one prospect or product is not right for another. Your copy may be well-written and your message effective for a certain audience. But if it’s not the audience your product is meant for, your product is not going to sell.
It pays to take the time to identify and understand your prospect. Key demographics like age, gender, average income, and location are important.
But for a truly effective sales message, these categories aren’t enough. You’ll also want to ask yourself, what are my prospect’s interests and worries? And go even deeper: what are their core beliefs and desires?
Develop a system or form that you can use to chart out information about your prospect, from the most basic to the most personal. When you get to the core of what really matters to your prospect, you can better target your message. And, you will be making a deeper connection with your audience, leading to increased sales.
How do you find information about your prospect? While you may have a basic idea of who is purchasing from you, there are a few resources you can use to help get to the core of who your prospect is and what matters to them:
- Read customer reviews, testimonials, and surveys
- Get to know the product well and test it out yourself
- Look at past promotions to see what was and was not effective
- Talk to the individuals who developed the product—why did they create it?
Remember that each product you sell may have a different audience. Or, you may have multiple audience segments for just one of your products or services. Personalization techniques allow you to segment your audience, communicating a unique message to each group.
2. Create an Emotional Connection with Your Prospects
Think about a time when you went into a store to make a purchase. Maybe you encountered a pushy salesperson, who kept up a constant spiel of details about the product you were looking at, pressuring you to buy.
How did that make you feel? Did you just want to walk out of the store?
If you did, you’ve experienced a feeling many consumers have: prospects don’t like the idea of being sold.
So, how are you going to get any sales? You need to create an emotional connection with your prospects. Your product or service may have great features. Yet the features alone are not compelling enough.
Instead, consider the benefits. This is where knowing the struggles and desires of your prospects will be extremely helpful. If you can show how your product provides a benefit you know your audience is looking for, or how it will help them to achieve a goal or solve a problem, you will create a deeper connection with them.
Here’s an example. Say you’re writing copy about a new car model you are selling. Rather than structuring your message around the materials or technical features, you can focus on the notion of safety. Maybe your car is a sedan or SUV you plan to market to families, who are rightly concerned about getting everyone safely from one place to another. If you know your prospect, you’ll know that safety, comfort, and being good parents are important ideas for them. You can then market your product accordingly.
3. Story + Transition = Sales
One of the best ways to bring emotion to your marketing copy is by telling a story. Stories are an engaging way to show the benefits of your product or service.
An effective story could run like this: start in the middle of the story, describing an instance of a fear or desire you know your prospects have experienced to draw them in. Then, go on to show how your product will benefit the prospect by solving the fear or allowing them to achieve the desire.
You want the prospect to see themselves in the story. Use the story to bring to life the benefits your prospects want. Then you can demonstrate how purchasing your product will directly lead to those benefits.
Something to keep in mind when writing copy or a story is to market a transition. As a part of defining your prospect, you’ll want to think about where they are now as well as where they want to be.
We can use the example of the car to illustrate this. The prospect may be anxious about driving their current car because they feel it isn’t safe enough to protect their family in an accident. Where they want to be, and where your story can show them ending up, is in a place where they are able to relax and enjoy driving again because they know they’ve chosen the best car for their family to travel safely.
You want your copy to illustrate this transition is possible and will bring the desired benefits—but only if the prospect purchases your product.
4. Speak to Your Prospect
Language is an essential piece of copywriting. Even a compelling, emotional story will not be successful if you don’t write in the language of the prospect.
Formal and technical writing is not your friend here. This style certainly has its place, but marketing copy works best when you write the way you talk. It requires you to use words and phrases your prospects regularly use, written in a conversational, one-on-one tone.
In general, copy should be made up of short sentences and commonly used words, and free of jargon. The individuals who developed your product or service probably speak about it in technical terms, which may have little to no meaning for your prospects. It may seem like using these kinds of technical words will give your prospects the impression that your product is well-developed or backed by science and technology. However, there is a greater chance you’ll end up confusing them.
Certain words will have certain meaning for certain groups, so, again, you want to be specific about who you’re marketing to. In a B2B context you may have more flexibility with technical terms that are commonly used in the industry of your audience, so some jargon may be appropriate.
Copywriting is an essential piece of the marketing process. We know it can be hard to find the time to write copy that hits just the right note with your prospects. At Paw Print & Mail, we have the copywriting (and content writing) experience to help you reach your audience. Contact us today to get started on your next marketing campaign.
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