Imagine you come across a meme on your social feed. It’s hilarious, and you can’t wait to share it with your friends, yet, when you do so, they fail to find it as funny as you did. Why? Because while the meme may have been something you resonate with, that doesn’t mean everyone else will too. And the same goes for brands and their creative ads. Unless you’re using a language and a tone that your audience resonates with, your ad and the copy you’re using in it, won’t stick.
When it comes to copywriting, you need to know which audience requires what from which product of yours, and then make the right kind of content to sell that. Because it’s good copies that lead to sales, whereas bad copies just make you come off as irrelevant.
1. Know Who You’re Writing for
If you want to appeal to your audience through your copies, obviously the first priority is to keep that same audience in mind when writing content for them. Analyze what has worked for them before, take a look at all the previous posts that went viral compared to those that didn’t, and pick up the pointers of what made the former successful and the latter mediocre in comparison. Keeping your audience’s needs and likenesses in mind is essential for your copies and creatives to become successful.
2. Know What You’re Writing About
This may well be the most important aspect of your copy, more than audience preferences and brand guidelines i.e. knowing which exact product you’re writing a copy for. And with this evaluation, you need to figure out which words better fit that product’s essence. You need to understand the purpose of the product in order to sell it, and that’s what you have to convey through your copy.
E.g. the copy for a desert, sold by a shop that promises luxurious experiences, would resonate with the words ‘elite taste, decadent experience’ etc whereas the copy for a candy being sold by a regular sweets shop would resonate with words like ‘fun’ etc. You can’t use the former for the latter and vice versa.
3. Know Why You’re Writing
Another important thing to consider is what exactly are you trying to convey through your copy. Do you intend to make people purchase your product? Visit your website? Fill in a form? Or just become aware of your brand’s existence? What is the end-goal for which you’re writing your copy, how will your copy influence your audience to take which action, all of these are vital things to consider while you’re coming up with content that will lead to sales for your brand.
4. State the Benefits
Once you’re aware of your audience’s preferences and your products’ purposes, you will easily be able to state the benefits for your audience to invest in those products and your brand as a whole. Most benefits are simple: stay safe, save time, save money, have a unique experience, etc. But you need the right words that will impact your audience to take action. Remember that the actual purpose of copywriting is to grab the audience’s attention, hence, powerful words are a vital aspect of achieving this.
5. Create an Emotional Appeal
One of the best ways to create an appeal for your product is by touching people’s empathic side through just your words alone. This is one of the things socially active companies like WWF constantly do in their ads i.e. create copies that make people think about animal endangerment.
This not only impacts people to take action, but it also results in creating a connection of the brand with its audience, with people trusting the brand more when it comes to that particular niche e.g. WWF saving the wildlife, etc.
6. Tell a story
Storytelling is the basic means of making your marketing and content strategy make an impact on your audience, and if done right, this is what will make your brand stand out from your competitors. Since we’re talking about copywriting, it’s evident that your story doesn’t have to be an entire article or long-form content. What you need instead, is to note what story you want your audience to hear, and implement that through the keywords in your copy.
Apart from all of these, there’s also the issue of timing when it comes to conveying your message in the right way. You don’t want to use humor when talking about a sensitive topic e.g. women’s day, and you don’t want to come off as immature when speaking of an important event e.g. Independence Day. Because only with the right tone, timing, and design can you make your content relevant and send the proper message to your audience.