Please enable JavaScript.
Coggle requires JavaScript to display documents.
The Adweek Copywritting Handbook (You must know your customer in order to…
The Adweek Copywritting Handbook
Selling the virtues of a product is hard. You can't sell that, but you can sell the idea of the benefits from it.
Lose enough and eventually, you will win - it is only a matter of time.
"A mistake is a future benefit, the full value of which is yet to be realized."
You must know your customer in order to write copy that resonates with him. What possibilities excites him and what is his needs and wants.
Asking question and truly understanding the emotional trigger (need) that will push the client over the edge, buying the product
You must know your product + field. In order to effectively describe the benefits of your offering is a MUST you be an expert in it. Research, be your own customer at first, learn the ins and outs of your product and then sell it.
Understanding the nature of your product is a starting point. What are the main selling points, what are the competitors selling, what is the customer actually buying? Present your product using those hints.
Every product has its own unique personality. Express the true advantages and emotion that the product offers.
The copywriting process - it is important to remember that this is a mental task and it reflects all of your experiences, knowledge, failures that are transferred using written content which sales:
Incubation process - think about the desired outcome of the add + list your main points;
First draft - emotional outpouring everything you are trying to convey about your offer on a piece of paper;
2.1 Auto-correction - after your first draft leave everything and let your subconscious activity happen (but utilize some kind of pressure: ego, time, etc.);
The editing process - you refine your copy to express exactly what you wanted to say (the same vibrations) in fewer words;
3.1 You can also edit for rhythm (different sentences length); Combining 2 sentences into 1; Rearranging the flow and logic; Removing "and", "that" unless necessary; Asking yourself:
"Is there a simpler way of saying this?"
[How to start writing]
(
https://imgur.com/LETJK5o
)
[A copy must have flow] (
https://imgur.com/LR18ELJ
)
[7 Step Formula For A Irresistible Copy] (
https://imgur.com/a/T4lNYhp
)
All the elements in an advertisement are primarily designed to do one thing only, get you to read the first sentence of the copy (make it short and mysterious, almost incomplete so the reader has to continue viewing your ad).
Тhe slippery slope: Every element in the first 25 % of your story must be so compelling that the reader finds himself falling down the slippery slope unable to stop until he reaches the end.
A method to do that are the "seeds of curiosity" (basically cliffhangers): "Let me explain", "Now here comes the good part", "So read on", "But I didn't stop there"
You buy an emotion which you justify with rationale.
Brain incubation: Thinking about the desired outcome you want to have from the content + list the points that will be most persuasive to your clients
, before you start writing
The ideas presented in your copy should flow in a logical fashion. Anticipating your prospect's question and answering them.
What question would if you were selling the product face-to-face? Answer them in your copy!
If you sense that there might be objection to your statement, say it and resolve it, other ways you might lose the sale.
Take the mind on a mental journey - make the clients imagine the outcomes of your solution, the feeling of the functionalities;
Establish your authority. Find the thing that sets your product/company apart and communicate it.
"The hardest working bunch in ..."
Building a bridge between an already establish concept and your product can be a very powerful tool. It helps in explaining the product, justifying its value by comparison and sharing the authority of the topic you link to.
Keep the initial proposition simple, when the prospect calls you can cross-sell, up-sell him, but before he engages make it irresistible to call you.
The desire to belong to a specific group of people is one of the most influential psychological factor.
Example: I want to belong to the Mercedes group of people.
Vague descriptions encourage thinking - the more the brain thinks - the more engaged and focused it is. Do not make intentions too obvious, make the prospect think in order to reach a conclusion