Dynamic Marketing Communiqué

Don’t recklessly put pen to paper! You want to write good copies? Answer these 5 questions first! [Tuesdays: “Write with the Pen of the Masters”]

February 23, 2021

Brand positioning is critical for your business’ success.

It enables your target market to understand what lies at the core of your unique value proposition.

In a similar way, copywriting plays an important role in brand positioning. Think of it as the “verbal version” of your logo―it’s one of the primary vehicles for carrying your message.

When it comes to this marketing aspect, what does American marketing author Philip Kotler have to say?

“Positioning is making your target audience know exactly how you differ from your competitors.”

Instead of elaborating on his statement, Kotler gave an example to demonstrate what brand positioning is:

“For example, in Starbucks’ case, you will see that not only do they ensure the coffee is fresh and the product has what it takes, but also that they add so much more.

Therefore, [Starbucks’] position is ‘giving a better coffee, [offering] more varieties to choose from, and [providing] a completely pleasant experience in a place where you’ll enjoy having a coffee.’”

If you analyze Kotler’s example about Starbucks, you’ll realize brand positioning doesn’t just focus on the products themselves. It also includes the kind of service you provide and the experience consumers have towards your business.

As a writer, how can you apply this concept in copywriting?

First, you have to know what “selling” is all about.

According to Roy Furr, editor of the Breakthrough Marketing Secrets website, there’s a difference between novice and veteran copywriters.

novice spends his or her time and energy on writing copies that “try to sell a product or service”―features, benefits, all that “jazz.”

On the other hand, a veteran knows “selling” is far more than that. It isn’t just receiving a certain amount of money in exchange for a product or service. It’s also about CONVERSION.

Selling involves getting your target market to buy your “vision of a better future”…

… it’s making them believe in what it is you’re offering them…

… and it’s successfully convincing them to CHOOSE YOUR BRAND.

To nail brand positioning and get your copies to “sell,” here are a few questions you have to keep in mind before putting your pen to paper:

  1. What customer problem is your brand trying to solve?

    As a writer, you have to know the pain points that you want to address in your copy.

    Think about why your prospects haven’t found the “perfect solution” to their problems yet, then also analyze what’s wrong with what the other brands are doing in their strategies.

    If your target market doesn’t think other businesses have what they are looking for, take that as an opportunity to showcase your brand’s products or services!

    Give your readers a value proposition they can’t say “no” to and capture their attention through catchy and attractive copies.

  2. What kind of “outcome” is your target market really buying from your brand?

    Consumers don’t just buy “products” or “services.” They also buy “better versions of themselves.”

    Using your copies, help them visualize what their lives would be like if they take your offer.

    In some instances, you may also use the loss aversion tactic. Since some consumers prefer to avoid losses rather than acquire gains, tell them what they’ll be missing out on if they let the opportunity to transact with your business pass.

    Sometimes, your target market needs a little bit of a push to make them act on your call-to-action (CTA)!

  3. How does your brand differ from your competitors?

    There are a number of ways to show how your brand stands out in the market.

    Some brands leverage themselves via:

    • Longevity (Being the oldest)

    • Scale (Being the biggest)

    • Speed (Being the fastest)

    • Popularity (Having social proof)

    • Values (Standing for something different)

    • Point of View (Having a unique perspective on a problem or solution)

    • Innovation (Revolutionizing how you get things done)

    • Price (Staking your place as premium, mass, or discounted)

    What among these characteristics does your brand possess?

    Speed?

    Price?

    Innovation?

    It pays to identify what qualities are unique to your brand. Who knows? These things might be what you need to make your target market avail your products or services!

  4. What are the benefits of choosing your brand?

    It’s not enough to only include the features of your product or service in your copy. You also have to state the benefits that your target market will experience once they take your offer.

    Think about why consumers should care about your brand. Consider how they would react and respond after reading your copy.

    Remember: Emotions play a part in your target market’s purchasing decisions. They don’t just buy out of need, but also out of some level of desire―even fear of missing out on a great opportunity.

    You don’t have to exploit consumers’ emotions in your copy, but you can use these feelings to show how your product or service can help them.

  5. Why should your target market believe your copy?

    In question #3, we talked about some of the ways to show how your brand stands out from the rest of the competition.

    Let’s say you’ve established your business as “different, better, and cheaper.”

    The next step for you to take?

    Prove how your brand is actually different, better, and cheaper.

    Use client testimonials, reviews, or awards your brand received (if there’s any).

    Just keep in mind to not overload your copy with too much social proof as it might also sound like you’re “bragging” or exaggerating details about your business.

Good copy includes an effective brand positioning and verbalizes solutions to your target market’s problems…

… and compelling copywriting is an important part of any organization’s marketing strategy.

If your content isn’t clear and audience-centric, it runs the risk of being disregarded.

When this happens, it leaves the door wide open for your competitors to speak more directly to the same group of people you are trying to reach.

As a brand owner, marketer, or copywriter, you don’t want that to happen, do you?

Take note of these tips in helping you establish your brand’s position in your copies!

Remember the words of Philip Kotler:

“The most important thing is predict where clients are going and stop right in front of them. The intelligent marketers of today don’t sell products, they sell benefits packets. Not only do they sell purchase value, but also usage value.”

About The Dynamic Marketing Communiqué’s
“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 a 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 of your service.

And when you get your content to deliver the results you want, THAT is a 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!”

Cheers,

Kyle Yu
Head of Marketing
Valens Dynamic Marketing Capabilities
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