CREATIVE COPY

GETTING TO THE “HEART” OF THE MATTER

 

By Nancy Matthews

CEO, Founder Women’s Prosperity Network

 

       Do you know why people still buy The Enquirer even though we know that most of the information is false?

        How many times have you bought 5 extra things while waiting in line to check out at the supermarket?

        The savvy marketers know that people buy based on emotion and that’s exactly what your copy must be able to do – trigger the emotion of your customer so that they want what you have to offer.

        Wouldn’t it be great to have your prospects asking you for the business?

        Well crafted copy will do just that!  And we’re here to share time tested and proven methods for creating copy that is charismatic, captivating and will have customers clamoring to work with you!

First Things First

        You need to have a good understanding of why someone wants your product or service and the best way to do this is by creating a “copywriting outline” which (a) lists the benefits of your product or service (b) shows the problem that you solve and (c) describes the typical user of your product or service.

(a)            Benefits of your product or service – choose language that clearly demonstrates the end result, i.e. “Finally you’ll be able to fit into those jeans hanging in the back of your closet”, “Take exotic vacations with your loved ones”, “No longer will you have to check your bank account before checking your legal rights.”

(b)            Show the problem that you solve – choose language that hits their emotional triggers, i.e. “No more tossing and turning all night long, you’ll sleep peacefully and easily”, “Stress free real estate closings with trusted professionals who answer your calls and call you with answers.”

(c)             Describe the typical user of your product or service – rather than assuming “anyone” is a good client – actually describe one person, their age, gender, buying habits, personality, likes and dislikes.  As much as you know about them.  The more you know about your client, the easier it is to identify with them and be able to fill their wants and needs.

The Word is Mightier Than the Sword!

        Many copywriting professionals follow the same format, although named differently, the basic components of copy (whether for a sales letter, website content, email blasts, etc.) are   A I D A (not the Italian Opera or the Broadway Musical) but an acronym for:

                                        Attention

                                        Interest    

                                        Desire

                                        Action

 

        (A)  Attention – the first job of any copy is to grab the attention of the reader.  This is done in the headline, sub headline and first paragraph.  As they say “There are no second chances to make a first impression” and your headline and opening are key factors in creating the relationship with your potential customer.

        You want your headline to immediately evoke the emotion of your customer and a great way to do this is by asking a question that raises a problem to which you have a solution.   For example:

Are you struggling to pay your bills?

Do you break into a sweat before you have to give a presentation?

Do you feel confused, overwhelmed and exhausted?

When you open with a question, the mind is automatically geared to look for the answer causing your customer to continue reading – looking for the answer to their problem and lucky for them (and you) – you have the solution!

Another way to evoke emotion is with a “How to” opening which elicits curiosity in the mind of the reader:  “How to crack the code to your DNA.”

        (I) Interest – Now that you’ve got their attention, your job is to maintain the reader’s interest.  Continue listing the benefits of your product or service and be sure to keep the focus on what your product or service will do for the customer.  The content for this part of the copy will come from the outline of benefits you created.   Here you will also give a brief description of yourself as the expert in this field.  This is also a great place to tell them what happens if they don’t do business with you now.  i.e. “Don’t wait until a doctor tells you to quit smoking to save your life…”, “Waiting to get organized will cost you thousands…getting organized now will make you thousands.”

        (D)  Desire – As you’re preparing to wrap up your copy, you want to keep the reader feeling the benefits of your product or service.  This is where you will get to the core emotion of why they want to work with you.  i.e.  “After each session you will feel energized and inspired…”  “No more fear when you’re about to give a presentation…”

        (A)  Action – Okay, you’ve taken them this far, now it’s your responsibility to lead them into action so you can solve their problem and show them how they get the privilege of working with you!  Make your offer and keep the emotions engaged:

                1.  Give Bonuses and Discounts

2.  Include motivating statements – Limited time offer, only 7 packages left, special price for the next 10 callers.

3.  Consequences of not taking action now – It normally takes entrepreneurs 6 months to get the information you’ll receive by taking action now.

4.  Imply a compliment – Our clients are the brightest and wealthiest business owners and make quick decisions.

Additional Food for Thought

       Writing Style – keep the content focused on what the customer gets and not what you (or your company) provides.  Imagine yourself as the reader of your copy, is it speaking to you or listing the accomplishments of the writer?  Credibility of the writer should be briefly stated in the beginning and a longer bio at the end of the copy if necessary (or on “About Us” on website).

        Test * Edit * Revise – Copywriting is an ongoing process and you should monitor the effectiveness and results of your copy on a continuous basis.  People change with the times and surely “The times they are ‘a changing.”  Keep yourself in tune with the emotional landscape of the people, the economy and trends and you’ll keep yourself in business. 

 

 

Nancy Matthews – CEO and Founder of The Prosperity Expo and Women’s Prosperity Network, a National Speaker with over 25 years experience in the South Florida business and legal communities.   Referred to as a “Visionary with Guts,” Nancy is a business owner, parent and community leader who has mastered the art of being a balanced and happy entrepreneur.  She now supports and empowers others by sharing her business systems and the keys to living a successful, prosperous and balanced life.  Her commitment and desire is to transform the lives of 100,000 people by December 2009. www.WomensProsperityNetwork.com and www.TheProsperityExpo.com

 

Stay tuned for my new book “Schmoozing for Fun and Profit” to be released Spring 2009, showing you how to have more fun making contacts, growing your business and your bank account!

 

 

 

 

Resources for this Article:  “Why Do Some Headlines Fail?, How to Write Headlines That Get Results Every Time,” Sean D’Souza, www.psychotactics.com; “Aim for the Heart, How to Write Copy That Stirs Emotions and Makes People Buy Right Now!”, Miguel Alvarez, www.copywriting.com