These concepts were taken from the “Adweek copywriting handbook”.
These seven steps summarize what you as a copywriter will go through to write a copy. So, hope this helps!
Step 1: Become an expert on the product or service you are planning to sell.
Becoming an expert means learning enough about a product to obtain enough specific knowledge so you can communicate the real nature of what you are trying to sell.
You have to know everything there is to know about your product.
Your prospects will only buy from the people they trust and who are an expert at their subject.
You won’t be able to sell your product if your prospect feels like he knows more than you.
Step 2: Researching your consumer.
In addition to knowing your product or service, you’ve really got to know your customer.
You’ve got to be an expert on who your customer is by gathering specific information on whom you are selling to.
You know your likes and dislikes, what excites you and what you yourself would expect from a company selling you a product.
And even if you understand your customer and understand your product, you must realize one more thing.
There is a specific way that each product should be presented to your customer.
For example, If you are selling a remote control car, telling 10 year old kids how the motor works or how its made out of premium quality plastic won’t do.
It’s a toy, so show them how fun it is to play with it.
10 benefits of research
- It can measure the reputation of your company among consumers, It also allows you to understand what appeals to them and what doesn’t.
- Research can get consumer reactions to a new product when it is still in the conceptual state.
- Once a product is ready for the market research can tell you how consumers rate it compared to the products they are now buying.If they don’t like it. It needs change.
- Research can tell you what formulation, flavour, fragrance and color will appeal to most consumers.
- Research can find out which package design and pricing will sell the best.
- Research can help you find out your target audience.
- Research can find out what factors are the most important to your target audience- what motivates them to buy?, What vocabulary they use when talking about your kind of product.
- Research can warn you when consumers show signs of dissatisfaction. Maybe they found something better, maybe they found out that you are using cheaper ingredients.
- Research can determine the most persuasive promise.
“No-questions-asked, 100 percent money-back, ninety-day guarantee if you can’t honestly state that your face looks more youthful and radiant, and that your skin has better color and elasticity.
If you don’t enjoy results that are good or better within the first ninety days of using our product, we don’t deserve to keep your money. You have every right to ask for a full, no-questions-asked, on-the-spot 100 percent refund anytime you decide. And if you decide you want a refund, there’ll be no questions asked and no hard feelings whatsoever on our part.”
- Research can tell you whether your advertising communicates what you wanted it to communicate.
Step 3: Writing your headline and subheadline.
They must grab the reader and create enough curiosity to cause the reader to get to the first sentence.
And the subheadline should be a detailed explanation of the headline.
Headline; Food crunch
Subheadline; we’ve all experienced food shortage. And most of us were unprepared. Will you be prepared for the food crunch?
And your headline and subheadline should always resonate with your reader.
And You need to do 2 things to resonate with your reader:
- First, Get the prospective reader to say “yes”.
- Second, You have got to make statements that are both honest and believable.
The moment you get the reader to say “No” Or “I really don’t believe what he is saying” or even “ I don’t think that relates to me’ You have lost your reader.
But as long as the reader keeps saying “yes” or believes what you are saying, he will stay interested and continue to read your Ad.
Let’s take a look at our previous example for a moment:
This Ad was successful because it resonated with the reader.
And the other version of this Ad was “not so successful” because it didn’t.
If you want to get headline ideas, click here.
Step 4: Write the copy
Don’t worry about sentence structure, grammar, punctuation—just start writing and keep writing.
Let all your ideas and thoughts flow into the computer and above all don’t worry about making mistakes. The main idea is to take everything that is in your head about the subject and dump it into your hard drive.
Step 5: Edit your copy.
Go through it and correct the spelling, grammar, punctuation and sentence structure. Eliminate extra words not necessary to express your thoughts. Tighten things up.
If you want to know more about editing copy click here.
Step 6: Stop working.
Stop editing, put the text aside, and take a walk or do something pleasurable. You’ll be amazed at what getting away from your text will do for you. If you can come back to it the next day, better yet. The more time between what you’ve just edited and taking the next step—all the better.
Step 7: Take a final look at your copy.
You’ll be amazed at how much more you’re going to catch and how much more refined you will be able to make the copy with this final look. Of course you could easily repeat steps 5 and 6 and continue to edit until you are happy with your results.
Thank you for reading 🙂