In marketing, you have less than 8 seconds to grab the attention of your audience to compel them to continue on to read the rest of your copy. That is all the time you have to jolt the brain and connect with your reader to make them interested in what you are selling so
It is important that your words scream out the right message right away.
- Relate a Problem
Most consumers are in search for information and often have a problem they are trying to solve. When you understand your target market, you will be able to build copy around a pain your readers are facing and relating a problem or a pain will instantly connect you with your reader. This shows that you know them and have a clear understanding of their wants and needs. This will make them more willing to want to learn more about what you are offering.
- Present a Solution
Now that you have described the problem, offer them a solution. If you provide a way to solve your audience's problem, you will create a compelling reason to buy your product. The best way to present your solution is to create a visual image in the minds of your readers. Be descriptive and be clear and allow them to draw a picture in their minds.
- Benefits Sell, Features Tell
People will most likely never buy what they need but will most likely buy what they want, even if they don't need it. People are not interested in what your product is as much as they are interested in what your product will do for them or make them feel. People are tuned into their own radio station WIIFM (What's in it for me) so be sure to focus on the benefits and answer the question "what's in it for me."
- Speak in your Customers Voice
Write as though you are speaking directly to your customer and speak in a voice that they can relate to. Learn the words and phrases they use so they think you are their best friend. When you know your customer and understand what makes them tick, you are more likely to demonstrate that you are part of their community and understand their needs. This will help you create trust between you and your readers.
- Make your headlines POP
Out of all the words on your ad or in your sales copy, your headline is the most important of them all so you want to make sure that you really make them stand out. Your headline is the first thing people see and will need to capture their attention.