The one thing we all have in common, is the need to know and understand the art of copywriting. Whether you’re blogging, selling something, promoting something, writing newsletters or simply updating your social media accounts – your copy matters.
Over the past year, I’ve fallen in love with copywriting, and I like to think of it as the movement and flow to a marketing strategy that feels truly authentic to both you and the buyer. The copy of a sales campaign is what brings it alive, connects with your people and ultimately, motivates them to purchase (and be elated with that purchase). Your words are what breathes life into your business.
When you start thinking about copy and promotion from a strategic point of view, you have to recognize that all of your consumers are either a yes, no or maybe. For instance, if you launch a 1 week sales campaign for a new product, your YES customers will buy right away and your NO customers will disregard the marketing all together. Most of your customers will fall in to the maybe category, and it will be through you copy over the following week that helps them make a decision, whether it be a yes or a no.
There are a few things I like to remember when I sit down to write copy for a launch, whether it be a new fabric collection or a new course I’m teaching.
#1: Speak casually, like you would to a friend. For some reason, as soon as we start to talk about promoting something, it’s hard to write casually. We get all ‘salesy’ and overly proper. To combat this, I like to pretend that I’m writing to a friend of mine (or even better, my ideal client) to tell her about my latest project. The conversation flows and sounds natural, and it will to your audience, as well.
#2: Remember: if you talking to everyone, you might as well be talking to no one. Recall the exercise we did a few months ago on how to identify our ideal client? Rather than writing to a friend, I love to write to my ideal client. Though she’s fictitious, I know her well, because I’ve studied her, thought about her and even given her a name. She represents my target market, and when I write to her specifically, I write to all of ‘my people’.
#3: Be clear about what you’re promoting. What’s in it for your customer? If it’s a new collection of fabric, how will it make them feel to sew with it? If it’s a new course, what exactly will the student be learning? What will they miss out on if they choose not to buy it? Be descriptive, yet easy to understand in your marketing efforts, because a confused buyer will definitely be a ‘no’ buyer.
#4: Ask for the sale. This is the hardest part! It’s always hard to ask for the sale, but as a business, it’s necessary. Make it easy for your readers to purchase what you’re promoting and ask them to purchase it every time you promote it. Adding a call to action like ‘click here to buy’ or ‘join us today’ will help add movement to your copy.
#5: Help your audience make their decision. All of those maybe customers will consider your promotion for as long as you let them. And waffling on a decision is no fun for anyone! By providing an incentive for them to make their decision quickly, you’ll help them fall on one side of the fence or the other. The best ways to do this is by implementing a deadline. After this deadline, the offer may disappear, become more expensive, a discount may expire or registration may close.
>> My challenge for you is to start recognizing the copy that works on YOU. Why did you buy the last item that you bought? What sold you on it? I love to keep a special folder in my inbox titled ‘Copy that Works’. It contains emails from all my favorite brands and people who have written in a way that moved me. If I’m ever feeling stuck, I love to read through them to get my juices flowing again.
If this is something that interests you, here are several more amazing resources to get you going.