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If you write marketing collateral, from the website copy into printed brochures, it is quite normal to start what you know.However, if they are not careful, they sound like one of these annoying dinner party guests, just do not hold themselves with themselves.
You know the type!
It's all about me, I ... .. Enough about me. What do you think about me?
If you want to write copying that really connects with people, so much that they actually read more, they have to make them the star of history.
This article covers five non-failed ways that you can convert your copywriting from a megaphone blast to your market in an intimate chat with your customers.
Be so literally as you have to face the same challenges and find out what your customers really interest. Do not assume that you know and just talk to your copywriting with keywords that sound good.
If you are a copywriter writing for the target market of another, this list still helps you to get into your headspace. The most important part of the understanding of your reader is to think about why behind your actions - your motives.
You probably heard that before, but it can be harder than you think. A small text trick I use is to introduce yourself to a stony customer, which on my explanation with a "So what?" ... again and again again and again.
I say: My copywriting courses have text, video and audiobjects.
So what? Well, that means you can learn in the way you like best.
So what? What makes you still remember what you learn.
So what? Which means when you go to write copying, you can remember the techniques you have learned.
So what? What means that you write more convincing and more effective copying.
So what? What means that your customers are enthusiastic about their copy and the resulting results.
So what? What means that new work comes back or forward yourself to your friends.
What? What means that you have a more successful copywriting business!
ahhhhh ... now you talk
This means that they do not inform their customers about their widget, they talk about how their widget makes their lives easier / happy / faster / comfortable / safer.
If you want to see this copywriting technique in more detail, sign up for my free copywriting mini-course.
Changing most instances of "WE" for a "you" immediately changes the focus from the business company to the customer.
In fact, a good rule of thumb is in try to use the word "you" twice as much as the words "me" and "i" or "we" and "us".
So, rather than "we offer at home consultations for your convenience", you could say: "To enter your busy schedule, you can meet a consultant in the comfort of your living room"
Another way with which you can give your copywriting a more personal touch, write about writing about your challenges and frustrations of your readers. I especially like to use the Copywriting formula (or PAS) copy.
Reading someone else with the same challenges will connect your customers to your solution immediately.
Testimonials and case studies show proof that true problems have been solved for true customers. And that makes a business for potential customers credible.
Powerful testimonials cover areas such as:
credible testimonies also include as much detail as possible about the author of the quote (but practical and sensitive to the amount of information that people want to share themselves).
What is more credible?
"Belinda Weaver, Owner of Copywrite Affairs, August 2011"
If you can get a photo, even better.Video testimonials blow out the roof directly.
Case studies Expand to the testimonial by creating a more detailed story. A strong case study outlines:
If I talk about the tone, I speak about how a company expresses itself by the written word. My tone covers the actual words, the order they are presented and the rhythm, the pace and the cadence.
It's what you say and how you say it.
Kate and I devoted an episode of our hot copy podcast to the tone of the voice in your texts, and it's worth listening.
What do you think? Do you have more tips with which you connect with your customers and make everything about them?
Like a prison egekapee, they dig deep and think outside the square to make themselves with their reader.