The first activity I conduct with a marketing plan customer is a communications audit, What promotional assets do they have? Is the look and messaging consistent? Are the colors and layout appealing? And finally, will the customer be intrigued by the copy and call to action?
So often, everything is good until we get to the copy. People have used lingo and language only familiar to someone who is already using their services. The call to action is weak. It might even contain an industry term, however generic, no one who reads it would understand it has something to do with them. The only thing the reader will think is, “I don’t know what they are talking about, so this must not be something I need.”
Do you understand their specific needs? If so, say so!
The key to writing copy that persuades your customers is to understand their needs, desires, and pain points. This requires research and analysis of your target audience, including their demographics, psychographics, and behavior patterns.
Once you have a clear understanding of your audience, you can tailor your messaging to resonate with them on a deep level. This means using language that speaks to their emotions, values, and aspirations, and framing your product or service as the solution to their problems or the key to achieving their goals.
Sell the sizzle, not the steak
This was an adage thrown around often in creative classes for my advertising degree: sell the sizzle, not the steak. The sizzle is what makes people hungry and motivates them to choose you over other options. Persuasive copy focuses on benefits rather than features. Instead of simply listing the features of your product or service, highlight the ways in which it will improve your customers’ lives and make them happier, healthier, or more successful.
Be clear and don’t be shy
Finally, it’s important to use clear, concise language and a compelling call to action that encourages your customers to take the next step, whether that’s making a purchase, signing up for a free trial, or contacting your sales team. You must state what this next step is. Make it easy!
By following these principles and crafting your copy with your customers’ needs and desires in mind, you can create persuasive messaging that drives conversions and helps you achieve your business goals. Need help? Please contact me for a communications audit.
Leslie A.M. Smith founded McCormick L.A. in 1994 offering public relations and marketing consulting to nonprofits and small businesses. She recently published Laws of Promotion. The 50-page promotional guide for small businesses and local nonprofits is available now on Amazon. Call her for help with your promotion. If you found this post helpful, please leave a note here and feel free to share it.
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