Don’t settle for “quick and easy fixes.” Satisfy your customers with copies that scream TRUE VALUE! [Tuesdays: “Write with the Pen of the Masters”]
American advertising executive Leo Burnett once said:
“What helps people, helps business.”
It all boils down to two words.
If a company strives to satisfy and help its customers, its efforts will return in the form of sales, profits, business growth, good client relationships, etc.
As a writer, how can you apply this in your copywriting process?
By thinking and writing in terms of fulfilling your reader’s needs and wants.
Are you familiar with the Return Driven Strategy framework?
This is expounded in the book titled, “Driven: Business Strategy, Human Actions, and The Creation of Wealth” by Dr. Mark L. Frigo and Valens Research President and CEO, Professor Joel Litman.
The framework states that in order to achieve high performance and ethical wealth creation for a firm, customer needs and demands should be fulfilled.
This shows how valuable customers are in driving a business’ success.
So… what can you do to reflect this value in your copies?
- Level up your unique value proposition!
Your unique value proposition is the way in which you express the “value” of your product or service so that it’s attractive to your target market.
This should make them choose your product and come back for more.
Your value proposition has to offer these 3 things:
At first glance, it should tell your prospects why they should buy from you and not your competitors.
Doing so is not just for brand aesthetics or to make you feel good as a copywriter. This will also enable you and your brand to gain more customers in the long run.
- Be simple and genuine. The way you communicate your message is important.
How you communicate your brand’s benefits and features in your copies is as important as the actual product or service.
Mastering your writing and communication skills will help your target market understand how much value they’re getting from your brand.
For example: Your business is about SEO (search engine optimization) tools and services.
Most of your clients and prospects know SEO is important in establishing their online presence, but not all of them understand what it involves, the amount of work that goes into it, and how they can maximize it.
If they think just about anyone can execute effective SEO strategies, it would be hard for them to appreciate the value they’ll get out of your business. However, if you communicate through your copies how your help will save them a lot of time and effort than them trying to figure things out on their own, it will be a lot easier to convert them to your brand’s clients.
Today’s consumers have become more cautious. They’re tired of being sold to and are wary to open up to any business that claims to have “quick and easy fixes” for their problems.
If you want to gain loyal customers for your brand, give them what they really want―a genuine value proposition that they can trust and is mirrored in the product or service itself.
One more thing: If you’re writing copy, always highlight your brand’s value clearly and concisely so it’s easy to understand.
- Make it about your customers, not yourself.
To write copies that effectively market your brand’s value, you have to learn to see your business through your customers’ and prospects’ eyes.
Put yourself in their shoes!
Think about what’s important to your target market and explain how your product or service can help them.
Keep in mind that the language you choose matters. Make sure your marketing copy screams “you” (customers and prospects) and not just “me” (brand or business).
Ask yourself: Is the copy just blabbering about all the ways my brand is awesome, or does it also explain how my products and services can address my target market’s needs?
Consumers can sense if a brand’s message is genuine or not, so be careful to not exaggerate information in your content.
Remember what Leo Burnett said about authenticity in the business industry:
“If you can’t turn yourself into your customer, you probably shouldn’t be in the ad writing business at all.”
- Create memorable customer experiences.
Nothing reinforces your brand’s value like a positive customer service experience!
Think about a great experience you had as a customer. What made it memorable?
The store atmosphere?
Friendly and approachable staff members?
An unexpected gift or freebie from a product you purchased?
Whatever your answer is, the important thing is it made you feel good.
It would be easy to highlight in your copies why customers like your product or service if they are satisfied. True, you can’t buy their loyalty, but you can earn it through positive experiences.
Focus on a good customer experience that will help reinforce the benefits that your brand is offering!
Make sure your communications strategy shines a light on how and why your product or service is useful and awesome in ways that people can actually see and feel.
It’s easy to highlight your brand’s value in your marketing copies when your product or service embodies that value.
How do you translate that value into words?
By focusing on your product’s features and benefits, and assuring your target market that the copy they’ve read is a “window” to what they’ll enjoy and experience when they choose your brand.
When your marketing copy complements your product or service, it will be easier for you to earn their trust and confidence.
Take note of these tips in your next copywriting activity!
See your business through your target market’s perspective and use your copies to connect with them and provide solutions to their problems.
As you relay your message in a clear and understandable manner, make sure as well that your value proposition is prominent in your marketing collaterals―website, blogs, ads, etc.
Once you’ve done this, congratulations! You’re one step closer to gaining more subscribers, clients, or customers.
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!”
Head of Marketing
Valens Dynamic Marketing Capabilities
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