Conversion Copywriting from the point of the user.

As 2021 ended, I remember getting excited to explore everything that 2022 holds, both professionally and personally, and I have not been disappointed. There've been a lot of new learnings for me, and I’ve had the opportunity to practice some old learnings too - so, I thought to share a little bit of my 2022 experience; on the topic of copywriting with you.

Copywriting is basically writing pieces of content to influence a specific audience to take a desired action.

So what does copywriting from the point of the user mean?

It means to write copies based on the needs of your target user - for me, this means paying attention to the words these users use to describe their pain points or their exciting experiences and using those words to create copies for them.

For Kippa’s new invoice launch, I worked on the google ads copies and here’s how that process went:

First, I went to Kippa’s App & website for a brief run-through of the product (sometimes this spurs new inspiration, so don’t overlook it even if you know the product very well)

Secondly, I went to the Play store/App store to review the comments - Positive comments to see how users describe their experience with the feature and negative comments to understand why some people might not use it. I also reviewed reviews made on similar products/apps to see how people viewed other products vs Kippa’s and gain a deep understanding of what most users consider a happy experience using an invoicing product.

The third thing I did was take a screenshot of these comments and put them all on a spreadsheet - it was time to start creating my copies for the Google display ads.

For each user review on Google, I would create a copy.?

For the user who describes their experience as: “I am on the basic subscription plan, but I love how I can still create as many invoices as I want, it's cost-effective and saves me time”

My ads copy would go like this:? “Create unlimited invoices for free! Generate an invoice in seconds. Add your logo and customize your invoice however you like. Create your free invoice” and so on…

This way, my copies are not only in tune with what excites my audience about an invoicing tool but also address their needs with similar or exact words as they would use.?

I consider myself a marketing professional that pays attention to the users first. Still, I was excited to practice this approach with copywriting, too - I have to thank Onyiyechi Nneji for sharing this approach with me. I hope it helps you write better copies that appeal to your target audience.

P.s: while I focused on the play store for these reviews, you can get user comments from anywhere, including social media and blog mentions.?

Have you tried this approach before? Kindly share your experience in the comments below.