A top-paid marketing consultant’s secret to GREAT copywriting: How can we make our readers keep reading? [Tuesdays-Write with the Pen of the Masters]
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Jay Abraham is one of the U.S.’s top-paid marketing consultants. He is the Founder and CEO of The Abraham Group, Inc., a sought-after conference speaker, and an author of top-rated books such as “Getting Everything You Can Out of All You’ve Got” and “The Sticking Point Solution”.
“The key to writing great copy… is empathy. It’s having a heartfelt understanding, appreciation, and need to help fulfill a problem.”
The key is empathy.
It goes deeper than just knowing who your readers are.
It’s being able to think what they’re thinking and feel what they’re feeling when they encounter a certain problem or dilemma.
As the copywriter given the task to write the promotional piece, advert, email blast, or any other content, it is YOUR RESPONSIBILITY to help your reader by offering a solution to what they need or want.
Empathy could well be the core of writing content or copy.
Without knowing what your readers need and want, what good is the output you’re writing? What good is the role of copywriting in marketing?
In marketing and advertising, our customers are number one on the list.
One of the first steps before creating any campaign or publication is knowing your target market deeply, going beyond just their demographic information.
Based on their psychographic and behavioral background, you need to effectively show and offer them the solution they’ve been searching for…
Your product or service.
According to Jay Abraham, we need to understand, appreciate, and help our readers fulfill a problem.
By doing so, marketers can effectively get their message across using content or copy.
This advice comes from a trusted, top-paid, marketing consultant. Through his seminars, books, and consulting, he has helped thousands of businesses generate billions in additional revenue.
How is that not enough proof that empathy is one highly effective and extremely useful key to writing great copy?
Frankly, it should be a rule!
“Tuesdays: Write with the Pen of the Masters”
Who doesn’t find content writing to be a skill that requires a lot of practice and effort?
In fact, many people may even find copywriting very intimidating.
However, you can be a good writer as long as you have the right tools. You won’t always get things right the first time, but with enough time and practice, you’ll get the hang of it!
When you write copy for any brand or for your company, your aim is to make an impact and…
…to get people to remember.
Getting people to remember means getting consumers to buy your product or to avail your service.
And when you get your content to deliver the results you want, THAT is great copy!
Every Tuesday, we publish content based on tips and insights from the masters of content writing, copywriting, and storytelling.
Become more familiar with ways to write great copy that helps you gain ROI from your efforts, drive profitability, and achieve your business goals.
Learn time-tested tactics that better capture the attention of your target audience, and maximize the benefits of great copywriting.
Hope you found this week’s insights interesting and helpful.
Stay tuned for next Tuesday’s “Write with the Pen of the Masters!”
Kyle Yu and Joel Litman
Head of Marketing & President and CEO
Valens Dynamic Marketing Capabilities
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This content is used with permission from The I Institute and The Business Builder Daily.