Talent, originality, and flair can play a role in the creation of awesome copy that gets results, but they aren’t the core of successful writing. Five basic elements drive the motivation of readers, and whether your copy succeeds or fails will largely depend on how well you address them.
1. A well-defined audience
Who are you writing to? Don’t touch a keyboard until you know who they are (and know them well). If you’re selling to an audience of white male doctors born during the baby boom, you won’t write the same way you would for female millennials fresh out of a California art school. Resist the temptation to write for “anyone who will pay money for this” and make your audience as specific and targeted as you can.
2. A problem
Most sales happen when your buyers have a need or desire they want to satisfy. These run the gamut from the necessary (“we need to produce this year’s annual report”) to the strategic (“we want to refresh our branding to attract more young professionals”) to the impulsive (“we could sell temporary tattoos on FamousSocialMediaSite.com!”).
If you’ve learned your audience well enough (see #1 above), you’ll probably have some good ideas already about the challenges they’re dealing with. This is one of the best ways to identify what your buyers have a legitimate need for, which is usually more effective than trying to create a “problem.” Another good approach is to use your outsider’s perspective to spot challenges your buyers may not yet be aware of. For instance, many small businesses fail to recognize how inconsistent branding hurts sales, especially against competitors with more design savvy.
The best problems are those that need to be dealt with right away. For example, if you have expertise in responsive design, your copy might highlight statistics about how much web surfing has shifted to mobile devices, and how that trend is expected to grow rapidly in the next year or so.
3. A solution that suggests your strengths
The art called “positioning” by marketing gurus basically boils down to this message: what you offer will satisfy your buyers’ needs, fulfill their desires, or solve their problems.
Whether this message is handled in a “hard” or “soft” manner depends on where and how you’re communicating. A traditional space ad in a magazine typically takes a direct approach: “XYZ Webcraft is the best solution for mobile-friendly websites!” In a white paper or social media post, however, you’ll want to pitch a more suggestive message: “The challenges of mobile devices are best met by a designer with expertise in responsive design, user experience, and web analytics.” (Well golly, the author of this article clearly has those qualities and knows what she’s talking about — maybe I should call her.)
4. A single message
Great writing doesn’t try to multitask. Your readers already have many other distractions competing for their attention — which you aren’t likely to have for long — so trying to squeeze two or more pitches into a piece will only make both of them less effective.
But what if you have more one than message or audience? The answer is simple: create a unique piece for each one. I recently did an assignment for an organization that has five different types of prospects. They wisely chose to create five variations of the campaign, each targeted to the specific needs and desires of the segments they had carefully researched ahead of time. They could have spent a lot less up front trying to create a one-size-fits-all promotion, but they knew that approach would ultimately cost them a lot more because it wouldn’t be successful.
5. A call to action
Every great piece of copy wraps up with a clear statement of what you want the reader to do next. In many cases, the call to action is also mentioned early and repeated throughout the piece.
Just because the call to action is the last item in this list and the final part of your message doesn’t mean it’s the last thing you should think about. Knowing exactly what you want your readers to do before you start writing allows you to focus your entire message toward your desired outcome.
For best results, make your call to action as specific as possible, whether it’s calling to schedule a free consultation, downloading a free report, signing up for a newsletter, or clicking here to buy now.