While conducting the research for this blog, it occurred that even though the objective was to stand out, all the content around this topic was saying the same thing. That made me wonder what it truly takes to write a compelling copy that stands out and speaks to the audience directly. There are three common denominators that make a truly successful marketing copy, they are: knowing and understanding your audience, captivating them with a story, and forming a connection that’s deep enough to invoke emotion.
Some of the most memorable and successful marketing campaigns in the world tell a story that is powerful, impactful, and stirs some type of emotion in the viewer. This blog seeks to explore the power of understanding your target market enough to tap into their emotions, and how your copy should paint a vivid picture of their current life, future desires, or their fears. We’ll also look at some key strategies to enhance the quality of the copy and learn how to incorporate the power of content marketing to make the copy stand out.
The target audience is as unique as the product. In the same way that a product or service is created for a certain group of people, the key messaging that goes with it should be crafted to speak directly to that particular group of people. To create a compelling marketing copy for a leather couch, we first need to understand who our target audience is.
Now, a leather couch may be appealing to a large group of people, but our particular leather couch is aimed at those who prioritize having luxury items and statement pieces in their homes. Learn about what they value most when buying furniture and incorporate that into your message. It could go a little something like this:
1) “Immerse yourself in unparalleled comfort as the top-grain leather immerses you in its rich buttery texture. Meticulously crafted, this timeless masterpiece effortlessly blends charm and flair to become the perfect addition to your home. Our commitment to sustainability ensures that you’re investing in exceptional luxury and a green future.”
On the other hand, if the copy were to be directed at a family with young children, it could read a bit more like this:
2) "Luxury doesn’t have to be fragile, and we craft our couches with your family in mind. The exceptional quality of the materials ensures that it can withstand the demands of daily life, and remain standing long after the playful antics of the little ones."
The product hasn’t changed, but the needs of the target audience have. The key to writing copy that stands out is to write for your particular audience and speak directly to their desires.
Once we’ve established the key message that we want to send to the audience, it’s important to ensure that the copy is of high-quality, because copywriting quality separates mediocre content from the exceptional. A good copy is easy to understand and leaves the reader wanting to know more or engage with the product.
Ensure that the wording used in the copy is concise, precise, and not exaggerated. Avoid jargon and technical terms, and use language that is straightforward and simple enough to be understood by the youngest member of the target market’s family. Stick to one point and don’t add too unnecessary information.
Additionally, the specific words used should be able to paint a vivid picture of what the customer can expect from the product, and this is where it becomes important to hone your storytelling skills. It allows you to leave a memorable impression and convey a relatable experience to the audience.
The entire objective of a copy that stands out is to make the product stand out, so do not miss the opportunity to highlight the product’s Unique Value Proposition (UVP). Speak about the unique features and benefits that make you stand out from the competition.
The examples below are a simplified but more descriptive version of the compelling copy for a luxury couch:
And for the young family:
An essential part of content optimization lies in leveraging some content marketing tools. Conducting extensive research is only one step of the content marketing strategy, here are a few more tools to consider.
The copy should include keywords that form part of your target audience’s organic searches. This makes it easy for the AI to recognize your content as relevant, and it simplifies the process of making the content reach your audience.
Make the copy more visually appealing by including relevant images, videos, or graphics. Visuals not only make the copy stand out, but they also have the ability to reinforce the message and leave a lasting impression on the audience.
The digital market is flooded with content, all of which is an attempt to have one up on their competitors. Writing content that helps your brand to stand gives you a strategic advantage that could drive real results. We can help you to make your brand stand out with captivating copy that tells your story and places you at the center of delivering solutions to your audience. Get in touch with TMG Global today.
