When it comes to writing copy that sells, there is only one style of copy that is always the right style for you.
Maybe you’re familiar with the debate over styles of copy. Much of it has been going on since the civil war, (really). Just a few issues at debate are whether or not copy should YELL AT YOU, or have your English professor’s attention to grammar and manners. Should it be long? Or short? Should it be written for the reader or for search engines (SEO)?
The truth is that there is only one type of copy that will work for you.
A simple answer, but not always so simple to put into practice.
The style of copy you should use is the one that best matches your audience. It’s very unlikely you would persuade a target audience of engineers to buy machinery without technical specifications and case studies’ showing empirical evidence your machinery does what you say it will do.
It’s just as unlikely that you would convince someone to buy your luxury services if you focus on the technical features of how you deliver the service, instead of the benefits the person will attain from buying and using your service.
Writing copy is very much like sales in that people usually buy from someone that they trust. And they trust someone that in some way reminds them of themselves.
If you are selling to business owners, sound like one. Executives? Relate the way an executive would. Small business owners, teachers, dads, moms, and teens? Meet them where they are in a language they can understand and are comfortable with.
Unfortunately it’s not quite as easy as mimicking.
There are additional elements in writing effective copy that generates leads or that closes sales than just speaking directly to your target audience.
You will need to meet them where they are, but you will also need to build enough credibility and authority in their mind so that you can build a mental bridge from where they are, that they will walk across to where you and your products and services are.
You will need to get them to say; “Yes, I am interested in learning more about what you have to offer.”
There are also some other things to consider.
What you sell and how much it cost is a determining factor in how you purpose your copy.
In some cases you should only be asking them to take a small step in the first of many to the ultimate goal of making a purchase. In others, you may ask them to take a trial, and then still others, to make a purchase now.
What to ask them to do and when, is very important.
These are just a few of the elements you want included when you write Professional Sales & Marketing Copy. And still, Copy is only part of a well thought out campaign.
If you know the strategy, but just need the copy, we can help you with that.
We can also help you achieve superior results when we work with you to formulate the complete strategy. This includes defining who your audience is and how to purpose the copy, as well as all the creative and managing the campaign.
Feel free to contact us to learn exactly how Finding Prime can help you create copy that makes people buy.
Founder of Finding Prime, Inc.