Category Archives: Copywriting

Creating an Avatar of Your Typical Customer

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If I had to answer what one of the biggest problems most people have with their copy is, I’d have to answer that most are way off base when it comes to what their customers actually want and need. Actually, this reaches all the way across to product creation as well.

People think they know what their audience wants– often, they don’t. Do you? That’s what we’re going to focus on. With some course correction, you can make sure you’re always on top of what your audience wants out of your product. And it will follow that you can figure out what they want from your copy.

Sometimes, even when a copywriter does know their audience pretty well, that doesn’t really come across in their copy. They’ll sit there stunned at their dismal conversions with no idea what happened. When this happens, it’s a matter of not matching the message to the market. What I’ll share with you will help you with this problem.

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The Story

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We all love a good story. It seems to be something that’s just part of human nature. We find stories interesting, no matter where we hear them. Some of the stories are more interesting and riveting than others, of course.

Think about when you’re most likely to pay attention to a story. You’ll usually pay attention to a story that relates to you or something you’re typically interested in. You’ll pay attention to a story that is suspenseful in some way and that awakens your emotions.

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Preselling by Reviewing

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People want to know more about the products they are thinking about buying. They don’t want to buy blindly, especially not in today’s day and age. Gone are the days when people only had access to items in their local stores. They really didn’t need to read reviews because there weren’t any other choices – they had to go with what was there.

That’s not the case these days. Today, people can buy whatever they want online. It doesn’t matter if they live across the country or even across the world– they can access the exact products they want.

This gives people many more choices. It’s a wonderful thing, although it does have its downsides. For one thing, there are so many choices that it can be hard to make a decision. Should you buy this thing or that thing? Would this product serve your purposes better or would a different product serve your purposes better?

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Storyselling: How to Tell a Story in Your Copy

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Do you remember your parents teaching you how to tie your shoes? If so, then there’s a possibility that your parents used a story to teach you this task (“first make a bunny ear, then make another…”).

And if you were one of the lucky ones who learned shoe-tying through a story, then you probably picked up the skill quite fast.

Why? Because stories are memorable. And they’re also great ways to turn a complex task into a simple one.

But stories don’t just work on small children. They also work on your prospects to persuade them to your viewpoint, teach them a valuable lesson or to otherwise make a point.

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Copywriting: Features vs. Benefits

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The Difference between Features and Benefits

It’s extremely important to understand the difference between features and benefits when you write copy. In fact, not understanding the difference can be death to your sales.

Have you ever read a sales page and thought to yourself that it was just so boring that you couldn’t even force yourself to keep going even if you thought you might want the product? I’m sure you have – we’ve all seen those terrible, ineffective sales letters.

But maybe to this point you haven’t been able to identify what really separates the really effective sales letters (the ones that make you buy even when you didn’t originally intend to) from those that aren’t at all effective.

Maybe it’s the case that you’re really struggling to write effective sales copy yourself. Maybe your conversions aren’t high – people are visiting your sales page but they aren’t reading or buying.

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