1.) Title, Title, Title
It’s a big world out there, competition is fierce, and your business has to stand out from the masses. The best way to do this is to have a killer title. This includes your headline and subject line.
Did you know that 80 percent of people read your headline, but only about 5% will read further?
This is because we live in a world full of promotional content from emails, to blog posts, to social media ads, and each one is fighting for your attention. This is why an irresistible headline is quintessential for your direct response copywriting.
Here are some examples of headlines.
- Sign up to receive your promo code!
- Leaving so soon? We just wanted to give you [number]% off…
- Grab a free [something] now!
- Enter to win your dream [product]
- Get your free membership today!
These headlines are effective because they appeal to emotion, they make you feel included, and they offer something in return. The customer does not want to feel sold to, but rather offered value for being part of the bigger picture.
Think about what influences your purchasing decisions.
Most people don’t randomly buy whatever from wherever.
People buy from those they know, like, and trust.
Although copywriting is ESSENTIAL for your business, in some ways, it is just the tip of the iceberg; companies work tirelessly and spend millions of dollars on advertising and promotions.
2. Consumer Research
Remember the last blog post “Killer Copy Market Research Tips?”
This will come in handy when you want to get inside the consumer’s head. The consumer holds the buying power with their money, and you must persuade the consumer to make the purchase.
You must know virtually everything about the product before you are able to market it and sell it.
This applies to both freelance copywriters and people doing their own copywriting for small business.
Copywriting research can be very time consuming- interviews, gathering testimonials, analyzing data, and brainstorming ideas to put this into a logical sequence.
But, the PRODUCT is the star of the show, NOT YOU 🙂
This is why you must produce a clear, concise, and better yet, clever copy to craft a USP (Unique Selling Proposition) and offer that your customer cannot refuse.
Think of it like this- you are selling benefits, not features.
You are not selling a Pioneer, 6.8″ Bluetooth Receiver. But rather, you could say “Upgrade your entertainment- upgrade your life.”
This is selling on emotion, AKA benefits over features.
The customers can read the specifications in the instruction manual when they want.
But you only have the customers attention span and interest for a limited time so you have to encourage the sale NOW, ASAP.
Afterall, people buy products to ease their living and make it more enjoyable.
To reach your reader, you must know how they think and feel to get them to act. As you know by now. copywriting and the research to craft compelling copy is an extensive process and takes time to hone.
To make an offer attractive, you must know exactly what your customer desires, as well as their greatest fears. You have to know what makes them tick.
Empathy is emotional listening. When someone knows you can feel their pain and take it on as their own, a sense of rapport is established and turns into a relationship. Again, people don’t want to feel like they’re being sold to. People want to feel like your adding value to their life with better products and services than the competition.
Competition is not necessarily bad- it provides a form of choice. The consumers have the power with the money in their hand, and you must position yourself to be bought from. There is nothing wrong with this: you must be better than your competition and offer more value to attain and (hopefully) retain the customer. This can only be done when a sense of loyalty is established.
Your customer is subconsciously buying from you, and not the good or service itself. Because goods and services can be bought virtually anywhere. But what makes the customer buy from you is their trust in you with the rapport established and maintained.
What makes you special? Make yourself relatable and your customers will love you and your unique brand.