'Copy?' you say in a puzzled tone. 'What is copy?'
In simple terms, copy is text created for advertisments. The leaflets and brochures that come through your door, the billboard hanging in the train station, the signs decorating the side of the bus, the slogan on the front of the cereal box... all contain copy.
It doesnt matter what type of business you run, in order to sell your products/ services effective copy is needed. Good copy is what converts readers into customers.
Copy should contain the wow factor which will immediately draw the attention of prospective customers/clients, persuade them and ultimately steer them towards taking action.
The words should speak to the audience. Be clear and concise, so the reader knows exactly what you are selling. Remember, copy is an investment. When done right, it has the potential to bring in revenue every week, month, and year.
Before you start writing though, it is vital you get to know your product inside and out. Discover its USP (unique selling point). What makes it unique? Which features will make it stand out? How will it benefit the customer?
Figure out who your target market is. Adults, children, teens, mothers, fathers, stay at home parents, executives etc. Different groups of people have different needs and expectations. Try to put yourself in their shoes, think about it from their perspective. Tap into their needs and wants, their desires or problems, this is what motivates people to spend money.
The headline is important, it can make or break your campaign. So make sure it stands out and grabs attention, it is the first thing they see. You have about 20 seconds to gain their attention before they lose interest.
Use power words such as Free, Save, Discover, Breakthrough, Incredible, Ultimate, Guaranteed, Love, Money, Bargain. These words will appeal to the reader and draw them in. Keep it short and simple, but try to sound natural and friendly.
Make sure your call to action is clear, customers need to know what is expected of them. Do they need to call, click to place an order, sign up to a newsletter, grab a sample?
So to answer the question, yes, copy is important, it is the lifeblood of any business, without copy your message will never reach the wider audience.
Comments