As a copywriter, you want to persuade your audience to take action, whether it's buying your product, signing up for your newsletter, or booking a consultation. But how do you write copy that speaks to your audience's goals and avoids being overly ambitious? Here are some tips to help you craft copy that is realistic, relevant, and resonant.
Before you write anything, you need to know who you're writing for. What are their pain points, desires, challenges, and aspirations? How can you help them solve their problems or achieve their goals? What language, tone, and style do they prefer? You can use tools like surveys, interviews, personas, and customer reviews to gather insights and empathy for your audience.
It’s not just simply about knowing your audience, but more about befriending them in the process. You need to see yourself as having their best interest at heart. That means telling them if they’re wrong and applauding them when they’re right. Write like you’re telling your friend about it, but then leave out the inside jokes, or even better, create one on the spot. Chances are that your friendship will be reciprocated. Just remember: friends always take each other’s word for it.
Writing good copy takes patience and time. Make sure to research your audience's interests, consider your competitors and stay true to your brand guidelines and overall strategy to ensure cohesive messaging across all your platforms.
Your audience doesn't care about how amazing your product or service is, they care about how it can improve their lives. Instead of listing features, show them the benefits and outcomes they can expect from using your offer. For example, instead of saying "Our software has a drag-and-drop interface and integrates with multiple platforms", say "With our software, you can create stunning websites in minutes and connect with your favorite tools".
Be real with your audience, don't make the goals or what they can achieve so lofty that they become absurd. Keep it specific and attainable.
Also! Remember this... In the world of marketing and advertising: ?You are not selling beer, you're selling Sunday with friends. ?You are not selling self check-in software, you are selling less time waiting. ?You are not selling travel destination, you are selling unforgettable experiences with your family. Think this way when you write your copy. People love imagining future outcomes before purchasing decision.
I agree, but depending on the audience, the benefit needs to be spelled out and put into real life context. It’s not only “creating a website in minutes” it’s what can be achieved or enjoyed with that extra time they have won back. Emotional benefits are just as valuable (if not more) than the rational ones, but can be harder to communicate and unpick. If you can do this, copy will no doubt be more compelling.
In my experience, I have always delivered the problem solution. Focusing on how you can overcome a pain point will always resonate with people, who focus less on design features and more on pragmatically loving a more convenient life. Keep it simple.
One of the most effective copywriting formulas is the PAS formula, which stands for Problem-Agitate-Solution. First, you identify the problem your audience is facing and make them feel the pain. Then, you agitate the problem by showing them the consequences of not solving it or the obstacles they have to overcome. Finally, you present your solution as the best way to eliminate the problem and achieve their goals. For example, "Are you struggling to generate leads for your business? If you don't have a steady stream of prospects, you'll miss out on sales opportunities and lose customers to your competitors. That's why you need our lead generation system, which helps you attract, nurture, and convert qualified leads in no time".
The trickiest part here is truly knowing what a “problem” is for your ideal customer. Especially when it comes to effectively writing for them, assuming a problem is never going to help your message land. Instead, do your research. Listen to sales calls, do customer interviews and research the market to determine: - What is a problem - What is an irritation - What is a threat When you segment this way, you can create more sophisticated agitations that properly address your customer and speak to their needs.
And remember it can be the smallest of problems that you are solving for your prospects. It need not be really big insurmountable problems. If anything, the smaller problems are peskier.
One of the best ways to avoid being overly ambitious is to let your happy customers do the talking for you. By using social proof and testimonials, you can show your audience that your offer works and that others have achieved the results they want. This builds trust and credibility and reduces skepticism and objections. You can use different types of social proof, such as ratings, reviews, case studies, endorsements, logos, or statistics. For example, "Don't just take our word for it, see what our customers have to say about our product".
An excellent way to build credibility is testimonials and reviews - it does exactly what your reviewers will write on the tin. A tried and tested impact assessment.
The last step in writing copy that speaks to your audience's goals is to tell them exactly what to do next. Your call to action (CTA) should be clear, concise, and compelling. It should highlight the value and urgency of your offer and motivate your audience to act. You can use words like "now", "today", or "limited time" to create a sense of scarcity and FOMO (fear of missing out). For example, "Ready to start your free trial? Click the button below and get instant access to our software today".
Engage the senses! The best way to create effective CTA, after years of experience, is to engage the senses! - Feel the texture - Taste the food - Watch the view Or evoke emotions and put the audience in the middle of the action: - Experience it first-hand - Enjoy the scenic view - Cozy up with friends
A call to action is imperative - but be aware of how a hard sell may have the alternative impact. Definitely ensure there is a clear, and simple way to move to the next step - without inciting fear, or even force to click on that glowing CTA box.
Who defines 'overly ambitious'? Flip the script: instead of aligning with audience goals, challenge them. Ambitious copy can be a catalyst for change and innovation, pushing your reader to think beyond their comfort zones. Write copy that provokes thought and debate, even if it seems ambitious or off-track. It's about sparking interest, not only meeting expectations.
Two things I've found helpful are: 1. Real Talk, Not Clichés: Being able to be yourself in your own words, skip the tired phrases, and let your authenticity shine through. 2. Your Message, Their Way: Speak directly to your audience, ditch the one-size-fits-all approach, and make your words uniquely theirs.