How many more will unsubscribe from you? Engage your readers with this four-step copywriting formula. [Every Tuesday “Write with the Pen of the Masters”]
DYNAMIC MARKETING COMMUNIQUÉ
Tuesdays: Write with the Pen of the Masters
You spend all day and night writing what you think people want to read.
You’re hoping for that email open and that click-thru.
You edit, proofread, have others do the same, ready the email engine, and press send.
Then, your reader does open your email.
And they do click on your email link!
But they click…
“Unsubscribe.”
Nooooooo!
Even with millions in our email and contact lists, we do whatever it takes to keep every single one.
Avoid unsubscribes!
A great copywriter strives to make sure that content is useful, interesting, and even fun information that benefits the reader.
Why wouldn’t consumers want to keep something that helps them or at least makes them happy?
The famous Zig Ziglar (author, sales consultant, businessman, and motivational speaker) said,
“You can have everything you want in life if you will help enough people get what they want.”
Extensive research led to the creation of the “Return Driven Strategy” business planning framework.
More than 40,000 companies were analyzed to determine which companies had the highest levels of earning power, and how they got there.
The result? Companies achieve the highest earning power when they…
Fulfill Otherwise Unmet Customer Needs.
That’s one of the most prominent tenets of great business strategy.
Applying this in the marketing role, we know that great campaigns address the needs and wants of the target market.
The aim is to elicit or create some joy or happiness in the customer or reader. A marketer strikes gold when their copy helps the reader get what they want or hope to achieve.
– Company/agency helps the customers get what they want
– Company/agency gets “everything” they want = profit/brand recall
How do we effectively achieve this through copywriting?
The PASO formula.
(Another thing we learned from our favorite copywriting guru, Joanna Wiebe.)
This is one of the most effective copywriting formulas known to man.
It ought to be present in every copywriter’s list of tips and bag of tricks. It works for all kinds of marketing (advert, landing pages, email content, etc.).
Problem/Pain
– This is the part where you state the problem you’re addressing for your readers. It’s where you show them the value of your content and why they shouldn’t unsubscribe or ignore you.
Agitation/Agitate
– Simply stating the reader’s problem is not enough. Through your words, you would need to “agitate” the situation and make them feel the “pain” or emotion they experience if the problem isn’t solved. Tell them where and how it hurts.
Solution/Solve
– This is where you tell them how to solve the problem. The solution—your product/service and how greatly beneficial it would be for them.
Outcome
– Stating the outcome serves as the support to the solution you’ve presented with your product/service. You’ll be able to further prove and explain what the reader can expect to get, feel, or be once the problem is solved.
Once you’ve used the formula properly in your copy, you’ll be able to address that unmet need to convince your target market to take action (buy, subscribe, avail, etc.).
In making sure that we stay valuable to our readers, we apply this to our content and include it in our email marketing checklist.
We do our best to show our readers that we can help solve their problems and give them what they need or want. In obtaining what they want, we make them satisfied and happy.
In return, they continue reading our publications! This makes us happy.
Do you think you’ll be able to use this formula to better help you help your readers too?
It never hurts to try!
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?
Often, this is a task that many people find even intimidating.
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!”
Cheers,
Kyle Yu and Joel Litman
Head of Marketing & President and CEO
Valens Dynamic Marketing Capabilities
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