How can you write copy that keeps customers coming back?

The quality of your background research before writing a single word is imperative to generate great results. By understanding the target audience, their needs and how your clients' services or products can impact their lives whether emotionally, financially or wellbeing, is the starting point. It is also important to understand competitors' marketing and their approach to your clients' target audience. Whilst still in the preparation mode, full understanding of your clients' USP. The content needs to be structured into a format that resonates with the audience, appeals to them at their level and most importantly, converts their Want to Need.

Here’s a glimpse into making it actionable: Dive into Data: Utilize analytics, surveys, and interviews to gather insights. Know their needs, preferences, and pain points. Craft Customer Personas: They are your hypothetical customers. Design personas to visualize who you're speaking to. Tailor Your Tone: Use the language, tone, and style that echo with your audience. It’s about speaking their dialect in a crowded marketplace. Address Pain Points: Identify and address their challenges. When your copy offers solutions, it’s a magnet for returning customers Emotional Connection: Forge an emotional bond through your copy. Reflect their aspirations, making them feel understood. Make your copy a two-way conversation that’s relatable & human.

Emphasizing benefits over features is key. Here's some thoughts: Shift Focus: Highlight benefits over features. It's not about what it is, it's about what it can do for them. Answer "What's in it for me?": Center your copy around solutions, improvements, and desires fulfilled. Emotional Resonance: Benefits strike a chord, addressing emotions and motivations. It’s beyond the tangible; it's how you make them feel. Tell Stories: Illustrate benefits through real-world scenarios. It’s a window into the positive change you offer. Benefits transform your copy from a mere list of attributes to a compelling narrative that echoes with customer aspirations. It’s about forming a narrative where your offering is the hero.

Steve Jobs had a simple storytelling format. Condensed version: Engage with a Story: Capture attention by narrating a scenario or challenge that resonates with your audience. Pose a Problem: Highlight a common problem your audience faces, making the narrative relatable. Offer a Solution: Introduce your product as the solution, transitioning from the problem seamlessly. Illustrate Benefits: Show how your solution alleviates the problem, emphasize the transformation with real-world examples. Call to Action (CTA): Conclude with a compelling CTA, guiding them on what to do next. It’s about forming a narrative arc that takes your audience from engagement to action, making your copy a journey, not just information.

Some thoughts: Voice and Tone: Maintain a uniform voice, tone, and style across all channels. It's your brand's signature, make it recognizable. Message Clarity: Ensure your message remains unambiguous and consistent, averting confusion or miscommunication. Brand Identity: A clear brand identity is your compass. It guides the consistency in your messaging. Strategic Planning: Utilize a content strategy and calendar to plan, ensuring consistency even as you evolve. Regular Review: Update your copy to keep it aligned with your brand, goals, and audience insights. It's not just about what you say, but how consistently you say it that builds trust and keeps customers returning.

Great copywriting alone doesn't keep customers coming back. You need a great product to go with it. But if you've got both -- you're Apple.