How to Create Phenomenal Copy that Gets You the Marketing Results You Want
January 16, 2010
4 Steps to Creating Phenomenal Copy that Gets You the Marketing Results You Want
PART I
Whether you do paid advertising or not, the words you use in promoting your business, introducing yourself and making a sales presentation, and of course when you write an ad, can make the all the difference.
Finding better “copy” to use in all of those situations will ultimately put you in a position to sell more of your product or service.
Notice that the title of this article doesn’t say “ad copy”. It simply says “copy”. The reason is that many of my members practice referral marketing, networking, and reach out to repeat clients, so they aren’t doing a ton of “paid advertising” and doing a ton of copy writing.
However, even if you don’t do a lot of “direct marketing” where copy writing can make or break the entire deal, copy is extrememly important in Relationship Marketing as well.
I came across a cool example of how effective copy can instantly make a sale.
I was sitting in traffic, a little early for my networking group that was just up the street, and I noticed a sign in front of an oil change place that read “LET US INSPECT YOU BEFORE THE COPS TICKET YOU” “DEC DUE”. I glanced over at my inspection sticker to realize it had expired last month! I immediately pulled into the place and had the inspection done right there and then.
Now, most places simply have a sign that says “State Inspection” out front. No sense of urgency, no good copy.
In addition to advertising copy, you use copy are communicating with prospects, clients, referral sources in a variety of different ways. Perhaps you have a brochure or free report that you hand to prospects. Hopefully you have a website. You introduce yourself at a networking group.
You make sales presentations.
And if you do direct advertising, you are KILLING yourself if you don’t understand ad copy. I see it all the time. Most of the advertising you see in all industries is bad. It doesn’t work. The blind are leading the blind.
So, whether you are writing an ad, a brochure, or a newsletter, follow these simple steps to start with. And be sure to continue your journey of becoming a better copywriter.
Step 1: Write to Your Target Audience and Them ONLY!
Before you write anything, ask yourself “who am I trying to reach with this message?”. Basically there are 3 types of audiences…
1. Suspect – Someone who fits your “Target Market” profile. Your “target market” is the type of customer or client you are after. Are they high end, middle, low? Commercial? Residential? Any specific niche industry? What is their lifestyle like? What are their problems? What are the solutions you can offer them? You see, if you try to be everything to everyone, you won’t be anything significant to anyone.
2. Prospects – Someone who has expressed interest or had you give them a quote in the past.
3. Client – Someone who has already used your service. (there are actually even a couple of levels above “Client” or “Customer” - “Cheerleaders, Referral Sources, Members, or as Ken Blanchard calls them… “Advocates”).
The message will be different depending on your audience. For example, you have already broken through the “trust” barrier with your existing clients, so your messages to them will be different that someone who has never used your service. Sure, on an ongoing basis, you want to reinforce the trust they have placed in you. But what message is going to keep them coming back for more and telling others about you?
A prospect needs to know that you can be trusted and that you know what you are doing, so they are compelled to move forward with you. They need to know that you are the ONLY choice that makes sense. Your copy must compel that.
And Suspects must be moved up to Prospect. You need to get them to “raise their hand” so to speak to at least prove that they are interested in a service such as yours.
There are many ways to do this, so I won’t go into it in this article, but I think you get the idea.
Step 2: Understand Why People DO Things
There are only 2 reasons people will take extraordinary action…
1.They have to. 2.They want to.
1.Fear of Pain. 2.Hope of Gain.
1.To Avoid Pain. 2.To Get Gain.
The deadly assumption that small business owners make is that “people need my service, so I just need to get my name out there”. Just putting your shingle out doesn’t get it in today’s market. You have to convince them that they need you (and only you) or get them so excited that they want you (and only you).
In your copy, you have to show them the pain of not acting and share the hope of acting. You see, it doesn’t matter whether we are talking about a prospect responding to an offer, or an employee going the extra mile, or you getting off your butt to take your business to the next level… we only act if there is FEAR or HOPE. If we are comfortable, we don’t act.
So, get make your reader so uncomfortable that they feel they have to act, or get them so inspired that they want to act. How do you do that? With powerful compelling copy.
Step 3: Connect with why people use your service
For example, in the cleaning industry, we have identified 6 different reasons people clean. Sometimes, it is a combination of reasons. Your audience is not always aware of their reason or need, so you must create the awareness with your copy writing. For example, if a prospect thinks that they should only clean if there is visible soil, and doesn’t understand the health risks of “invisible soil”, you can raise that awareness in your copy.
Here are the 6 reasons people clean…
1. Visible Soil – Obviously, the carpet, rug, floor, or fabric is soiled or stained.
2. Events – Future events such as weddings, graduations, holidays, house guests, etc. This could also include past events such as a party that caused “visible soiling”.
3. Health – Carpet, floors and fabrics can hold harmful bacteria such as pet urine, mold, etc.
4. Maintenance – For the floor or fabric to last longer, it should be maintained.
5. Problem Solving – This would be a perceived “defect” such as “roll crush” or “pile distortion” that may be able to be solved with professional cleaning.
6. Odor – Pet odors, cooking odors, etc.
Step 4: Understand the 4 Great MOTIVATORS
Veteran copywriter Herschell Lewis stated in his book “Direct Mail Copy that Sells” that there are “four great motivators”. Although this book was written in 1990, I believe the same holds true today.
1. Fear – This could be a fear that is already felt, or it could be a fear that is raised in your message. Example, if your copy suggests that your prospect should purchase carpet protector because the carpet may not perform as well as it would otherwise – and the soil that has bonded to the traffic areas will cause it to “ugly out”, you will raise a concern or a fear of having to spend money unexpectedly and a fear of not getting the most out of their investment. ** Note: The context of “fear” in this instance is not to use “scare-tactics” so that we can sell someone something they don’t need, but to simply allow them to feel what they need to feel to take the action they need to take.
2. Exclusivity – Although this motivator works better for a Lexus than a carpet cleaner, it is still alive and well in our industry. Some clients feel “exclusive” because they have a carpet cleaner that not everyone can get (or afford). They may also feel “exclusive” because they are able to afford the luxury of having these services provided. They may feel exclusive because your copy suggests that your special offer is an exclusive offer.
3. Guilt – With effective copywriting, you can actually trigger the emotion of guilt if your reader begins to feel they are neglecting their investment or exposing their babies to harmful chemicals. Again, these are ugly emotions that we don’t want to just help create for the sake of it, but that fact is that if I feel a tinge “guilty” or concerned about something that I should feel that way about, perhaps I will take action for my own good.
4. Greed – Isn’t it amazing that the word FREE works wonders in high income and low income alike. Unfortunately for the human race and fortunately for marketers, there is an element of greed in all of us.
CAUTION: Using these techniques carelessly is like handling a sharp knife. You can end up cutting yourself more than anything else, leaving a bloody mess!
Next week I will share a step-by-step process for “building” an effective message.
Comments
4 Responses to “How to Create Phenomenal Copy that Gets You the Marketing Results You Want”
Got something to say?
Very well said Howard! Every time you communicate with a client you’re writing copy. I love the oil change example. Great article!
Enjoyed the article Howard. I even took some notes. Thanks
Cory
carpet cleaning Macon
Thanks Cory! Hope to see you in Atlanta!!!
Hey John! Coming from The “Hitman”, that’s a real compliment!