Writing copy for a website, brochure or other marketing communications is very difficult for most small to mid-sized business owners. They ask a marketing professional to help them but unfortunately, they want to stuff every feature into the material. Most marketing materials I see are written about the stories a company wants to tell, not the stories a potential customer might want to hear.
You win when you tell a story a customer wants to hear. Ask yourself, how will someone feel after they read your message? Convinced, overwhelmed, confused, elated or excited? What emotion will be tapped? Will you speak to their rational/logical brain or their limbic/irrational side where decisions are often made?
You may tell yourself that you bought that fancy car because of features you like – but the truth is you bought it because of the way it made you feel sitting in the driver’s seat.
Copy Right
Great copy gets it right because it answers the question in the customer’s mind succinctly.
- I don’t care about gigabytes, but I do want 10,000 songs in my pocket
- By donating to a cause, you become part of the solution to solve that problem.
- Those new running sneakers won’t make me run faster, but they will make me feel faster.
Ask yourself what emotion you want your reader to experience when they read your copy. Then, tell them a story that connects to their heart. Consumers and businesses often make their buying decisions for irrational, emotional reasons not because they can check the box on features.
Write clearly in simple sentences. Tell customers a story that connects to their heart, emotions, and feelings.
Consumers and businesses often make their buying decisions for irrational, emotional reasons not because they can check the box on features. When writing copy, go beyond features and benefits.
Struggling with telling your story? I can help with the write stuff. Connect with me at 919 720 0995 or jeffreylynnslater@gmail.com
Photo: Lainey’s Repertoire https://www.flickr.com/photos/76283671@N00/with/184612848/
