One of the most important tools you have in offering your products/services/programs is the copy you use to communicate your message. How do you best express what you have to offer to your audience in a way that reaches out and gets results?
Here are 6 tips to keep the heart of your copy beating along at a smooth and steady pace:
1. It’s not about you. It’s not even about your product. It’s about your prospects and what your product can do for them. Someone purchases a gym membership because they want to tone their body, improve their health, lose weight, etc. Tell them how much better they’ll feel when they use your product/service.
2. Be genuine. Be true to who you are and the values you stand for. Being genuine and transparent helps your prospects and customers feel closer to you─an essential step in boosting sales with trust and integrity.
Let your prospect/customer know you understand what their challenges are and that you have a product that can help make their lives easier. You don’t want to be an arm-twister. Speak to your prospect as if he/she were sitting across the table from you having a friendly conversation.
3. K.I.S.S. them. That’s “keep it simple sweetheart.” Clarity is important. Don’t use overly complex language. Use the same terms or language your ideal clients would use. Mark Twain wrote, “The difference between the right word and almost the right word, is the difference between ‘lightning’ and ‘lightning bug.”
You want your words to resonate with your prospects so they feel you understand them. Not to mention, you want want to be sure that they understand what you’re offering.
4. Touch on emotions. Be it love, fear, greed, pride, shame, or envy, emotions are what motivate your prospects to take action. Copywriter Robert Collier said, “Give people a logical excuse for buying that they can tell to their friends and use to salve their own consciences. But it you want to sell goods, if you want action of any kind, base your real urge upon some primary emotion!”
5. Practice writing. Ever heard of Julia Cameron’s “Morning Pages?” She suggests that you sit down and write three pages each morning. Just pick up a pen and write without editing or judgement. It’s strengthening your writing muscle.
Then, do a similar exercise when you’re writing copy. Sit down and write. Don’t edit, censor or judge what you’ve put down on paper (or on your computer). Just write. Then, put it aside and “let it rest.” Return to it 24 hours later and see it with new eyes. It’s rare that your first draft will be your final draft.
6. Tell me what to do. I hope it goes without saying that you always want to include a call-to-action. Let your prospects know if you want them to call, email, click on a ‘buy now” or registration button. Give them a reason to take action because the word “because” increases response rates.
Have a tip that helps the heart of your copy beat smoothly? Please share it here because I’d love to hear from you. Thanks a million and here’s to your sweet success.