Qualities Of Great Copy – The Three Elements Of Promotional Material

Great copy has the sparkle and punch to sell your product today and remain in people’s memories until they are ready to buy tomorrow. But what are the magnetic qualities of compelling, memorable copy? How do you catch the attention of consumers in a highly competitive market? Whether you are a professional writer or a business owner seeking the best promotional angle, you need to know the three main elements of copywriting.
Know Your Product
Potential customers want to know the main features and benefits of your product. What does it do, and what else can it do at the same time? Why is your product cheaper, more efficient, more elegant, better for the environment? Remember, the savvy customer is comparing your product to others with similar features and benefits. When you genuinely believe your product is the best, you can explain how your product differentiates from the ordinary, run-of-the-mill appliances on the market. Why is your product the best?
Know Your Target Audience
Your copy must “answer” the desires and priorities of your target audience. How will a potential buyer value the product? Will she see it as a quality item or providing security, or a quick bargain? Tailor your message according to the priorities and concerns of your target audience.
To observe how this works in the advertising world, look at how copywriters trade on reassuring our fears. For example, ads for cleaning products will strategically exaggerate a potential customer’s desire for cleanliness and hygiene into a fear of germs. First you see a comically gruesome cartoon of germs on every surface of your home until the model mum whips out the product and 99.9% of the germs are eradicated. The problem is solved! There is nothing to be afraid of any more, so long as you use this product.
Know Your Platform
While you are researching what your target audience wants, you should investigate where they are. Your future customers are loitering somewhere in the media world and you need to grab their attention, using their favourite media message. What sort of advertising are these potential customers attracted to? Are they reading the finance section of the newspaper, searching the Internet or listening to breakfast radio? And what is their attention span? Will you grab them with an informative article or a quick glossy ad? Your media platform will determine how you write your copy, whether it a short radio script, a humorous TV commercial or keyword-rich web content.
Once you know your product, your audience and your platform you have the three elements of great promotional material. You’re ready to write your copy!