Copywriting is like the bread and butter of your business – it can make or break it. It’s your skills that streamline communication with your customers, which eventually become the voice of your brand.
With good writing, there is an apt flow of leads that pave a path to sales. Emotions, questions, and answers are not to miss.
However, before you initiate the writing process, it is always wise to think about the stage in which your reader is. When in an awareness stage, clients begin to articulate the symptoms of their problems. For instance, “I keep getting wet on my way to work”. Ensure using a language that responds to people’s problems while they’re in an awareness stage.
If the consumer is in the consideration stage, chances are good your customer has already done some research. Customers already have a good understanding of their problems. For example, they might say, “I need a stylish raincoat that’ll keep me dry.” Pitch them your product directly with a Call-to-Action: “Invest in a raincoat as it will change your life forever.”
The customer in the decision stage thinks if they must purchase your product or not. They’re looking to see if your product is suitable for them or not. And, reviews, case studies, and testimonials may work wonders in helping them convert the final sale.
Now that you have your customer’s journey in mind, looking at some copywriting strategies looks like a sound option. And, why not? These will help you improve your writing skills and boost the conversion rates tremendously!
Can’t wait to know what these are? Well, stick on to discover:
Features vis-a-vis Benefits
Whenever you’re writing product or service descriptions, never forget to include the benefits. These consist of everything that your customer will experience when they use your product. Or how satisfied customers will feel by using your product.
For instance, if you sell rain jackets, don’t just include the material colour or type like the red, waist-length raincoat. Instead, have some more benefits. Talk about how the raincoat will keep them dry and stylish-looking, how it is made up of breathable material to trap sweat. Tell your customers if it’s made up of recycled materials. By sharing all these things, customers will be curious to purchase your product.
You can also talk about the pain points your customers may be feeling. You can mention how by purchasing your product; they’ll no longer have to arrive at work soaked. Or, with their hair all messed up!
Indulge in Storytelling
Connect with your prospective customers in a way that builds trust. When users relate to you and the business, the likelihood of becoming customers is excellent. One of the best ways of achieving confidence is by indulging in storytelling. Yes, you can give anecdotes or real-life experiences to illustrate your main points.
For example, Chris Haddad – an entrepreneur selling relationship products, initially converted around two percent. But, by changing his copywriting to include his own experiences, his conversion rates increased by a whopping 400 percent.
The ways of approaching this kind of marketing strategy are many. See the potential customer position and talk to him about how you were at the same point once. Reach out to a Storybrand guide for knowing how you can share your experiences of starting a business. Or the challenges you faced as a startup entrepreneur. Tell your customers all about it and how you stepped up the ladder of business success.
Talk like an Expert
If you sound like a subject expert, the chances are excellent that your customers will trust your brand. Always use numbers and statistics while writing or speaking about your product or service. By doing so, you can build brand credibility in surefire ways.
Always ensure that the data is from a legitimate source. Also, try to place the link of the place from where you had gathered it. Never make incredibly grandiose claims when you have no real numbers to prove the same.
Make Use of Urgency
Are you planning to shop online? If yes, then you’ve seen around 100 pairs of shoes that are left in stock. Now that you know the availability, you’re never in a rush to purchase the items. But, with a few things left in stock, the story takes an altogether turn. Your likeliness to buy increases with the fear of missing out on items.
Did you see how the sense of urgency motivated buyers to take action? Brands can build this urgency by announcing that the sale is almost over. Display the number of products left if they’re low or remind customers that the coupon available is valid only for some days.
Strategies like these work wonders in pushing customers to take action. However, be cautious never to create a false sense of urgency. Imagine sending your customers an email stating the items they’re missing out on.
Justify your Product with Logic, Buy with Emotion
The purchase process is always backed with emotion, even if the same is counterintuitive. People will always have a desire for the product and will usually justify it with logic.
An example to prove this is fancy sports bikes. Prestige and power allures people. And, that’s a result of pure emotion. People justify their choice by stating reasons like decent gas mileage and high tech features.
Achieve heights of product sales by including statements like “enhanced performance makes this car the fastest ghost ever. Statements like these are great examples of finishing off the copywriting by using some of the most logical product statements.
Everyone is fond of feeling unique and special. Exclusivity is a marketing strategy of numerous luxury companies. And, purchasing a product from a brand makes customers a whole part of the group.
It is not as easy as it seems. However, there are some ways you can try:
- Have an area of the website that is reserved for members- only.
- Brand your products as one of a kind and rare.
- Sell products that are limited edition.
- Offer a private newsletter.
Ensure creating collections or products sold only for a limited period for great sales. Use exceptional copywriting tactics to reap the benefits of unique products.
Include Calls to Actions (CTAs)
CTAs are one of the very first copywriting strategies that an entrepreneur learns. And, believe when masses say that it’s the most effective. A call to action is a phrase that helps customers take significant action.
These calls to action may be:
- Buy Now
- Wait for No Longer
- Contact Us Right Away
- Get a Free Quote
These phrases work wonders as they are often short and sweet to lead your customer to the path of conversion.
Copywriting doesn’t have to be complicated. It’s one of the most cost-effective strategies for any business enterprise. Try one or more combinations for experiencing results by yourself.
But, never stop right here. Whether you’re writing for your website’s blog section or product, don’t just write it and forget. Sometimes, strategies may not perform as well as you may think. Thereby, it’s wise to test your new language regularly. And, if you don’t do so, the chances of leaving sales on the table will be good.
The author is an IT expert by profession and a writer by passion. While he works as the CTO with a reputed IT services company, he loves pursuing his writing skills as well.