In the age of information and digital advertising, consumers are more likely to make the decision to purchase long before they step into the shop. It’s essential for brands to establish rapport with their potential customers by providing them with plenty of information about their products or services beforehand with content marketing, product information blogs, or reviews.
We recently explored a variety of tried and trusted copywriting formulae, and what remains consistent throughout each one is the need to establish your brand as the solution to your audience’s problems. This blog will highlight the key elements that are part of most copywriting formulas that, when combined effectively, can enhance the persuasive power of your copy.
The secret to writing copy that converts lies in understanding your audience and catering directly to their needs. Once you understand the people you’re speaking to, it becomes easier to write in a way that resonates and connects emotionally with them, thus lessening the pressure of persuading them into action. The trick to tapping into an audience’s emotions with your copy is to speak directly to their pain points or desires and incorporate the elements of a copywriting formula.
Although each individual person who engages with your copy needs to connect with it directly, it’s pretty impossible to write an entire ad copy for a single person. Understanding your audience, in the grand scheme of things, means knowing their personality archetype and learning what that group of people desires the most.
There are a total of 12 personality archetypes as categorized by Carl Jung, and they can be studied in groups of three. The first group consists of the Leader, the Caregiver, and the Creator. The second group is the Hero, the Magician, and the Outlaw. The third and fourth groups consist of the Explorer, Sage, and the Innocent, and the Lover, Clown, and Everyman respectively.
Each personality type desires one of four things: To provide structure in the world, to leave a legacy, to connect with others, or to find deeper spiritual understanding. Understanding your target audience’s personality type, and their desires, makes it easier to structure your message in a way that they resonate with.
Learn more about personality archetypes here.
The headline is appropriately named because it’s the first point of interaction for the reader, and it has the same effect as the first face-to-face impression. The headline determines whether or not the reader chooses to engage with the text further, so it should be as well put together as a graduate interviewing for an internship. It should spark curiosity and give the reader a glance at what to expect.
A striking headline should immediately remind the reader of a problem they’ve been suppressing, and make them wonder if the solution lies in the rest of the text. A colorful vocabulary is beneficial, but copywriters should avoid using superfluous words and language.
When you create content for advertisements, ensure to highlight how your product will benefit the user, and emphasize what they may gain from choosing your brand. Speak about the amount of time or money they’ll save, the one-of-a-kind design of the product, the longevity of your offering, or anything else that makes the brand particularly stand out. Tap into the reader’s desires by painting an immersive picture of a transformative experience.
It’s not very often that people are prepared to take a risk on something that is not tried and tested, especially if that risk involves money. Even if the manufacturer provides evidence of lab tests and results, audiences are easier to persuade when there is tangible and relatable evidence of a product’s effectiveness.
Ensure that potential customers have enough information about your product during the research stage of their buying process in the form of customer reviews, case studies, or comments from trusted review websites and YouTube Pages. Your word alone may not be enough.
As an integral part of marketing, writing compelling copy is a process that is only perfected after trial and revision. Before submitting a copy as the final draft of your ad campaign, discern how different versions of it are received. Test out different headlines, highlight different key-selling points, or provide an alternative call to action to see which one resonates best with your audience.
It’s not uncommon for brands to use their social media platforms to gauge what type of content their audience resonates with, and the tone and language that they respond most to. Leverage all forms of possible communication including newsletter emails and blog posts on the company’s website, and use analytical tools to help you assess what the audience is most captivated by.
Remember that it’s easier to connect with people when you can speak their language, so the secret to writing copy that converts lies in understanding your audience, connecting with them using storytelling techniques, and working towards answering their questions or solving their problems.
TMG Global can answer your brand’s copywriting questions and help you to create copy that converts. Get in touch with us to find out how to boost your content marketing efforts and conversion rate.
