Give Your Product a Voice
The first concern of any business should be placed upon the quality of its products and services. So, why should you have to wax on about it, shouldn’t your product speak for itself?
Yes, it should..and that’s exactly where copywriting comes in. It is the vehicle through which your product speaks to your prospective customers.
Targeted marketing with effective copy is what gets your product into the hands of your consumer, and knowing how to communicate effectively with them is the key to any successful marketing strategy. It isn’t enough to illustrate how great your product is, you must sell consumers on how it benefits them – the “What’s In It For Me” factor is what drives consumers to ante up. They have choices and you must show them clearly why your product is better than your competitors’.
Today I’m sharing my top three considerations when writing for business advertising, newsletters, web content, presentations, and product descriptions, although these principles are useful in any type of writing.
1. Engage With Compelling Content
Copy should be focused, concise and directed toward a specific goal of action to be taken by the reader. People like to be engaged by good conversation and clear information, and they generally like it to be short and painless. Ease of reading is one of the most important aspects of good copy. Sentences that flow together make for a much easier and quicker read with better comprehension and memory.
Stay focused on your key points, communicate clearly, and try to remember that too much information isn’t sexy; give them enough to peak their interest and keep them wanting to more.
2. Don’t Take That Tone With ME!
Your copy should communicate directly with your ideal customer. Nobody likes to feel insulted – avoid it by not speaking either above or below them. Deciding on which of their sensibilities you’re speaking to will guide you in this process. If your product fills a technical need, by all means wax on about production processes, number of kilobytes, chemical composition..whatever. If your product fills an emotional need, then use words that speak to that need.
My favorite example of ignoring consumers’ emotional needs is the dreaded pharmaceutical insert for drug products. Have you ever read one of those? Who exactly are they speaking to? I mean, really, when was the last time your doctor opened up a prescription box and translated all that medical gobbledy-gook for you?
Drug commercials and brochures are aimed at tugging at the end-user’s heart strings, but their package labeling continues to fall short, leaving consumers with low levels of confidence, especially disastrous considering how seriously people consider their health. Lack of competition is what allows this to persist, however, your business will likely have to work much harder to capture the hearts of your consumer.
Cater your language to the mood of your customers and provide information that is relevant to them, no more and no less.
3. Know Your Medium
Advertisements in trade publications, magazines or newspapers are highly competitive, therefore they must grab the reader’s attention quickly. In contrast, brochures have a bit more real estate to work your message and a longer shelf-life. Design plays an important role in these types of advertising – combining your message with visual attention grabbers is a great way to stay in the memory of your customers.
Websites and blogs present your company’s mission, show your expertise, and allow you to interact with your customers on their own terms. Content written for this far-reaching medium should utilize Search Engine Optimization (SEO) keywords targeted to attract more users and increase traffic.
Speeches, demonstrations and presentations engage in a more conversational way, exposing your company’s ‘personality’ while garnering live audience feedback and methods of monitoring interest. Copy for live mediums should be energetic, direct and verbally descriptive, yet easily understood.
Whatever the medium, tailor your copy to maximize the inherent characteristics of each. Advertising can be expensive, so you don’t want to waste precious resources on ineffective copy that doesn’t bring about your desired result.
A final note… I always try to picture my copywriting as the product’s actual voice (visual: ‘Mr. Peanut’ standing on a soapbox with a microphone), which, admittedly, does crack me up from time to time.
Try utilizingthese powerful copywriting tips and you’ll see a boost in interest and readership for your articles, blogs, products and services. When in doubt, consult or hire a professional copywriter — it may be the best business decision you’ll ever make.
Top 3 Tips For Effective Copywriting To Gain Readership And Reach Customers
Give Your Product a Voice