Writing Persuasive Marketing Copy Is Easier Than You Think
Some companies still haven’t made that shift in focus from “selfie”-driven marketing to customer-driven.
I’m going to assume that you understand this.
Now lets talk about the next step – how to take your customer-focused approach to the next level and write persuasive marketing copy that converts.
Topics covered in this post:
Marketing 101 [skip this section if you already know the basics]
Before starting to write marketing copy, you have to do the following:
1. Define your target audience and get to know them
Build out personas that depict the characteristics of the target audience. To do this you need to research them and learn their behavior until you have a good understanding of who they are.
2. Understand what value your product / service can bring to this target audience
Think of all the ways in which you can help these people solve a problem that they face.
*To do this right and better understand what is valuable in your target audience’s eyes, you should run some Google Adwords campaigns to see what types of phrases and keywords they searche for on Google in relation to your industry.
3. Research your competitors
You need to know what your unique value propositions (USPs) are for the aforementioned target audience – what you can offer that your competitors can’t.
*If you’re in a highly competitive space or happen to have a very similar competitor, you might not have actual added value over your competitor. That’s not the end of the world – either re-focus on a different target audience from your competitor or differentiate yourself through branding.
Persuasive marketing copy: What is your audience missing-out on?
By now we’ve established that you know your audience and their needs, you know what value you can bring them and you also know what differentiates you from your competitors. That’s nice. Now comes the hard part: Time to think like your target audience.
Your target audience has a problem that your product solves. But it’s pretty safe to assume that if they don’t use your product, they will still find a way to achieve the things they need to achieve. It might take them longer (in which case, your product’s added value is speed), it might be more difficult to do (in which case your added value is simplicity) and their result may be less than perfect / optimal (in which case your added value is quality) but they will still get their goal.
And that’s what your messaging should focus on. You need to describe your value by focusing on what your potential customer would be missing-out on if he/she chooses not to use your service/product to achieve their goal.
- If your value is speed – talk about how long the process they do today is as opposed to yours
- If it’s simplicity – talk about the complications they have to deal with now vs in the future, when they use your solution
- If it’s quality – talk to the perfectionist within them, remind him/her that the current way of doing things isn’t giving the high-quality results he/she desires
Highlight your values by focusing on the alternative cost of your product.
It’s a weird concept to grasp because we usually think of our values in a pretty straightforward manner – “If my value is ‘speed’ then I’ll simply talk about how fast my product is, not how slow not using my product will be”
Most marketers in fact use the straightforward approach and it works. You should use it too. BUT – if you test it against marketing copy that talks about the alternative cost, I think you’ll find that this method works far better.
Because by talking about how your target audience gets things done today, highlighting how less than optimal it is vs using your product, you’re achieving three important things at once:
1. You’re showing your audience that you understand them and their needs (which is something you have to do in order to “win” them over)
2. You’re making them feel like they are missing-out (which is a wonderful incentive for them to take action and buy your product)
3. you’re focusing their attention on the cost of not using your product, which is high, rather than on the cost of using your product (which might also be high, but will feel far less “expensive” by comparison)
You are basically lessening their sensitivity to whatever price you charge, thus increasing the chance of them converting.
To sum up
Persuasive marketing copy is all about framing the message in a way that convinces an audience to take action.
Simply put – By focusing on what they’re missing out by not taking action, you’re making it practically impossible for them not to!
Try it out and let me know how it goes!
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