Your copywriting is branded, clear, concise and, dare you say, even a little humorous but still your customers don’t care. This hurts as it can take ages to create a beautiful piece of copywriting and it can all seem rather pointless if no one reads it. So what to do? The answer is to be more focused. Strip your copywriting back even further so each piece you write has an arrow-sharp focus which is targeted right at your audience.
Here’s a quick guide to defining the key message in your copywriting, take one of the products or services you offer and…
1. Look for what makes your product or service unique.
What makes your product or service so great? What are you doing that your competitors aren’t? Why do your customers buy from you and not your competitors?
2. Focus on what’s most important to your customers.
What are your customers looking for when they come to your website or pick up your brochure? What problem do they need you to solve for them?
3. Tell your customers exactly how your product or service can help them.
Pinpoint the key benefit your customers see in your product or service and make this the focus of all your copywriting.By being targeted in your copywriting you can begin to build up a clear and consistent message for your business which can enhance your brand and ensure your customers keep coming back.
As Winston Churchill said, “If you have an important point to make, don’t try to be subtle or clever. Use the pile driver. Hit the point once. Then come back and hit it again. Then hit it a third time; a tremendous whack.”