More often than not, I receive requests from marketers who are just getting started asking, “What’s your best copywriting tip?”
Well, the short answer is, “write and keep on writing,” but here’s a more detailed reply.
Whether you’re launching a new business and writing your own copy or you’re hiring a copywriter, take advantage of a simple 4-Step Flight Plan. Navigate the copywriting journey with these four steps and soar to success.
1. Know your destination.
When your clients reach out with a freelance copywriting assignment, do you ask, “What is your goal?” Do you they want to sell a product/service/program, build their brand, generate leads, etc.?
Knowing the final destination, helps you create the route you’re going to take prospects on that leads them to the call-to-action (CTA). Is the CTA going to be, “Opt in and get this free report,” “Email me for a complimentary discovery session,” “Buy now,” or “Call today?”
2. Get to know your passengers.
Who is going to be on board this journey? Find out, not only their demographics, but their lifestyle information. Do your client’s prospects like to dine out or cook at home, use credit cards or pay with cash, take beach vacations or ski in the mountains?
One of the most important things you want to know is, “What motivates the customer?” What keeps him/her up at night?” When you know the answer to this, then you can write copy that resonates with them. Touch on their emotions so they find themselves thinking, “Yes, you understand me and what I’m going through. Yes, this is for me. I need what you’re offering.”
3. Ensure a smooth ride.
When you’re flying and run into turbulence, the pilot or flight attendant usually gets on the loud speaker asking you to fasten your seat belt and reassure you. In tip #2 you’ve discovered what’s causing turbulence in your prospects’ lives.
Now your copy is going to ensure a smooth ride by highlighting the benefits (not the features) of the product/service/program you’re writing about. Convey, “What’s in it for me?” (WIFFM), “me” being your prospects or customers. [NOTE: Features may be important when writing about high-tech products, software, etc., but before making a purchase, most every buyer wants to know WIIFM).
Here’s where you deliver the solution. Let them know how you’re going to make their lives (personally and/or professionally) easier so they avoid or overcome the turbulence they’re experiencing.
4. Check the overhead bins and deplane.
Reading your copy takes prospects on a journey where you help them navigate through the turbulence and come to a smooth landing. Now it’s time for them to deplane, but first, you tell them what you want them to do.
When you’re flying and the plane lands, the flight attendant tells you when it’s okay to unbuckle your seat belt. Then, reminds you to check the overhead bins and under your seats before deplaning.
Your copy reminds prospects to take action – now! If there’s a special offer with a deadline, reiterate the date. Always tell your readers what you’d like them to do. As I have said often (and repeatedly), it may seem obvious, but tell them if you want them to “buy now,” “subscribe today,” etc. Make it easy for them to respond.
Are your copywriting skills ready for takeoff? Implement this simple 4-Step Flight Plan, head down the runway and soar.
Please feel free to share your thoughts in the comment section below because I’d love to hear from you. Thanks a million and here’s to your sweet copywriting success.
