If you want to successfully communicate the benefits of your product and concept so that customers quickly act on them, then an experienced copywriter is essential. At Media Studio we'll teach you a four-step process for effective copywriting:
1) researching what consumers need;
2) crafting an eye-catching headline;
3) writing body copy that wins customer trust;
4) concluding with text leading readers to take action.
Step 1: Researching what consumers need;
To start off, it’s essential to gain insight into your target audience. Every copy you write—be it for sales articles, press releases or social media content— should be tailored to their needs and interests. Get in the mindset of a consumer by asking yourself “What problem can this product/service help solve?” and “How would I want to know about this as a customer?” This will give you an excellent starting point from which you can create compelling copies that speak directly to your prospects!
Step 2: crafting an eye-catching headline;
Make sure your headline commands attention! Readers typically spend more time on headlines of copy than the content itself, so it’s essential to make a lasting impression. Keep your message concise and powerful if you want to pique their interest in what follows. Even the most convincing content or incredible product will be overlooked without an enticing headline – don't miss out on connecting with potential customers by skipping this crucial step! Let's take a look at 5 angles you may approach crafting an eye-catching headline:
A professional news report headline, combined with hot topics in the city and authoritative organizations, can make readers want to find out more. For example: "Google's new invention in 2018, drinking this cup of coffee that contains oil can actually lose weight" This title comes from an ad for a local coffee brand. Let's not discuss its accuracy of such claims first, but the words "Google" and "2018" surely made you more interested in the product.
2/ Friendly Conversation
Using the second person "you" to speak to your readers can bring you closer together, while using colloquialisms and exclamations to lift their emotions, for example: "I wish I'd known this eye cream scret before I was 25, you would not believe this."
"I wish I'd known" and "you would not believe" in the sentence make this headline sound like a friend recommending and sharing something with you.
3/ Useful Tips
Summarize the reader's pain point in one sentence in the title, and then directly give the solution. A pain point means a problem that the target audience is struggling with. For example: "You still can't lose weight after exercising every day? Here are three ways to lose weight easily!" For most lazy people, exercising to lose weight is a painful thing. When they find that there is a relatively easy way, no matter it is true Whether it's fake or not, it attracts people to click in and take a look.
4/ Surprise Sale
For example, during the shopping season every year, although everyone knows that the prices of stores rise first and then fall, when they see "short inventory" and "large discounts for a limited time and limited quantity", they often can't help but stay in front of the shopping website to contribute their money . Therefore, eye-catching surprise offers, this trick will never fail.
The headlines set up give readers a sense of reversal, such as "Before..., now..., the reason is...?", and the other is the story of entrepreneurship, such as the reversal of "Graduate from IVY-League school sells pork" The title can arouse the reader's interest and curiosity, hoping to learn more.
Step 3: Writing body copy that wins customer trust
1/ Emotional Storytelling
It's easier for customers to comprehend messages when they are told as a compelling narrative, instead of just providing facts and figures. For instance, "utilizing meticulously picked soybeans" can be described more attractively by saying: "nutritionists suggest first-grade beans after visiting over 300 farms". By conveying this information in an engaging story form rather than merely listing details, the appeal is increased significantly.
2/ Benefits instead of features
We focus on the exact requirements of our target audience, explaining to them precisely how they will benefit from buying the product or service and demonstrating its capability so that potential customers say "Ahh, this is what I need!"
When it comes to content marketing, it is important to remember that customers are looking for solutions and not features. Instead of simply listing a product's features, the focus should be on highlighting the benefits that customers can get from using it. For instance, instead of saying "this product has a high-quality camera", emphasize the fact that customers can take high-quality pictures with this product.
By doing so, you will be able to make the content more persuasive and effective in conveying your message.
Step 4: Concluding with text leading readers to take action
As soon as the reader comprehends and believes in the product, let's add a call to action with "Better to act than to be moved" at the end of this piece. A URL link should also accompany it so that readers can explore further and make their payment without hesitation or delay. This pivotal sentence will guide them into taking immediate action while aiding them in making an informed choice efficiently.
1/ Price Anchoring
Have you ever stepped into a clothing store, only to be persuaded towards more expensive fashion items? The shopkeeper might then direct your attention to similar models on sale for less money. Though initially tempted by the cheaper price tag, it's likely that you'd feel these discounts weren't really worth it either way. That is what we call an anchor effect - if we first see something highly priced and then find its match in a promotional model, this latter seems much better value than if viewed independently.
2/ Calculate Value
Not everyone is capable of doing the math, so copywriters must do it for their readers. The equation is simple: product value > product price! A $400 course may appear pricey at first glance, yet what if you are informed that this works out to be merely one dollar per day or a single item of clothing less? Suddenly the cost makes sense. Similarly, "Buying this appliance will save you X kWh each day and $XXX every year!" Thinking on behalf of your reader by providing them with reasonable facts can persuade them to purchase immediately!
3/ Provide Justification
Shopping can bring up feelings of guilt but try to remind yourself that buying electronics will make life more efficient, new clothes are essential for daily interactions in society and a course is an investment into self-improvement. Help the reader find their own reasoning so they feel confident about placing orders with you and trust it's not just an impulse purchase. Eliminate any doubt by providing them legitimate reasons why your product or service could be beneficial!
4/ Limited Time Offer
The public usually believes that "scarce is good". With an alluring copy, featuring a limited time slogan can instill worry in the reader and eliminate any remaining hesitation. Hunger marketing or pre-purchase of goods actually follow this principle - so don't delay, act now!
Have you learned the four steps for writing a profitable article? With this accessible and comprehensive guide, anyone can create captivating content that will engage readers! If you're serious about excelling in online marketing, then why not stay informed on our news by following us on Instagram or liking our Facebook page?
相比列出一大篇資訊和數據資料，透過講故事的形式，能讓消費者更容易理解。例如「使用嚴選產地的大豆」能改寫成「營養師極度推薦 - 拜訪超過 300 間農家嚴選的一級大豆」來吸引人，更能增加親切感。