You’ve probably seen them in action a million times, in real life or in different movies: copywriters sitting at their desks, biting off the end of their pens and waiting for divine inspiration to kick in. Unfortunately, this approach is highly counterproductive and has very little to do with successful copywriting. So what should a copywriter do in order to put some of the best ideas on paper in a timely manner? Read on to discover 3 of the most important things that should become top priorities for any content creator trying to come up with truly original, relevant, catchy, memorable copy.
How Copywriters Write Ridiculously Effective Content Pieces: The Fundamentals
1) Extensive research is the best starting point
How would you manage to create excellent copy if you have nothing to write about? In most cases, writer’s block is not amplified by lack of information on a certain topic, but by your incapacity to conduct extensive research revealing some of the most valuable sources of inspiration that could help you write great Web content. So before you start writing, dig deep for accurate answers to questions regarding your product, your niche, and your audience.
a) Things you need to know about the product that you’re trying to promote
Price: Is your product affordable, mid-priced, or insanely expensive?
Benefits: How could your product respond to the needs of your clients?
Unique features: What makes your product so unique and buyable in the first place?
Prospect: Who is it addressed to?
Company history: Is your product launched by a reputable, multi-awarded company?
Objectives: What’s your end purpose? Are you interested in popularity increases, maximized ROI, enhanced brand awareness?
Ordering method: How could your product be purchased by potential buyers? Is it hard to find or widely accessible?
b) Things that you need to know about your niche
Competition: Who are your main competitors? Do they count on winning content strategies?
Client status: How is the company that you are working for seen by the targeted audience and other major players in this niche? Is it a leading company or a lesser-known player fighting for a larger piece of the pie?
Taboos: Are there any promises and claims that you should never make?
c) Things that you need to know about your public
Needs: What are the main needs and demands of your targeted audience? Why would they be inclined to invest in your product?
Preferences: Which brands do they love? Do they put affordability over quality? What do they ask from products similar to the one that you’re trying to promote?
Trigger factors: What makes your readers tick? What influences their buying decisions?
2) Put your ideas in order before writing
After gathering all of the information you could find on your niche, your potential buyers, and your product, take a break. Sit back, relax, and then start organizing your ideas thoroughly. Don’t think about gaining extra time by skipping this step, as it would only work to your disadvantage. Reread your notes and focus your entire attention on elements that should be integrated in your copy, including the following:
a) Product and company description:
What are you promoting and who is behind this new amazing product?
b) Price, purpose, features, benefits:
How much does the product cost, why was it launched in the first place, what unique attributes does it display, and how could these one-of-a-kind qualities become benefits in the eyes of potential buyers?
c) Prospect, offer, payment, and ordering method:
Who is this hot deal addressed to and how could potential clients get their hands on your products?
Organize your information properly to obtain a first draft of your copy. This step is very important and it represents a key phase of the POWER method (Prepare-Organize-Write-Edit-Review strategy) described by Copyblogger and used by skilled copywriters to create great content pieces.
3) Come up with a killer headline
The fact that you still don’t know how your information will be prioritized and structured in your copy shouldn’t stop you from writing a magnetic headline. In fact, copy experts advise us to write the title first in any given set of circumstances. So after you’ve analyzed tons of information, how do you encapsulate it into one tiny, clear, concise headline with a remarkable power of seduction? Follow these 3 simple steps to avoid major mistakes.
- Focus on a number of essential elements enumerated above: price, features, benefits, description, and availability.
- Highlight the most relevant factors that would capture the attention of potential clients in less than 3 seconds.
- Opt for one of the most effective headline templates personalized and used by experienced copywriters (how-to titles, testimonial-based titles, command titles, and so on), write a few and select the most compelling one from your list.
After gathering information, organizing your main ideas, and writing an impeccable headline, you can start writing the rest of your content piece. If you are having a hard time trying to put your thoughts into words and can’t seem to promote your products optimally, it is recommended to hire a copywriter who has what it takes to put your company under the spotlight for a long period of time.