Make it PERSONAL!
My copywriting teacher called this the first rule of copywriting. He quoted an actual piece of copy from a brochure about vinyl flooring, with the company name changed.
“It is continuous product development which keeps K-M products at the forefront of domestic flooring. A commitment to creating and introducing brand new ranges alongside existing top sellers maintains K-M at no1 in the vinyl flooring and carpet tiles markets. Known and respected by consumers everywhere, it is the quality name that always comes to mind when flooring is being sought and purchased. It is the winning combination of all these factors that keeps K-M ahead of the field.”
This was quoted as an example of how NOT to write copy. Apart from being dull and pedestrian, the worst crime is that it speaks to NOBODY. You must direct yourself at the market. Make it clear that you are a person and talking (yes, talking rather than writing) to a person. You must speak to “YOU” (and make sure it’s “you” SINGULAR).
To do this, you first have to build a picture in your mind of your customer. If you don't know who your customer is, you shouldn't be marketing in the first place! What is your customer's age? gender? income? social class? occupation? And of course, what are their hopes, dreams, interests, ambitions, aspirations? Once you have built up this picture, then you can speak TO that person. And the customer will think: YES! This is for ME!
If you think you might need some help with this, come and see us at http://www.bizwrite.co.uk/ for help and inspiration - and ideas!
My copywriting teacher called this the first rule of copywriting. He quoted an actual piece of copy from a brochure about vinyl flooring, with the company name changed.
“It is continuous product development which keeps K-M products at the forefront of domestic flooring. A commitment to creating and introducing brand new ranges alongside existing top sellers maintains K-M at no1 in the vinyl flooring and carpet tiles markets. Known and respected by consumers everywhere, it is the quality name that always comes to mind when flooring is being sought and purchased. It is the winning combination of all these factors that keeps K-M ahead of the field.”
This was quoted as an example of how NOT to write copy. Apart from being dull and pedestrian, the worst crime is that it speaks to NOBODY. You must direct yourself at the market. Make it clear that you are a person and talking (yes, talking rather than writing) to a person. You must speak to “YOU” (and make sure it’s “you” SINGULAR).
To do this, you first have to build a picture in your mind of your customer. If you don't know who your customer is, you shouldn't be marketing in the first place! What is your customer's age? gender? income? social class? occupation? And of course, what are their hopes, dreams, interests, ambitions, aspirations? Once you have built up this picture, then you can speak TO that person. And the customer will think: YES! This is for ME!
If you think you might need some help with this, come and see us at http://www.bizwrite.co.uk/ for help and inspiration - and ideas!
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