Stop doing all the copy work by yourself! Here’s how you can write the BEST and HIGH-CONVERTING content. [Tuesdays: Return Driven Strategy]
Miles Everson’s Business Builder Daily speaks to the heart of what great marketers, business leaders, and other professionals need to succeed in advertising, communications, managing their investments, career strategy, and more.
A Note from Miles Everson:
Return Driven Strategy is one of the business frameworks I personally find insightful as CEO of MBO Partners.
This pyramid-shaped framework has 11 tenets and 3 foundations, which, if implemented properly in your business operations and strategies, will lead you towards wealth creation and value creation for your firm.
In today’s article, let’s focus on one of the tenets of Return Driven Strategy in the context of copywriting: Communicate Holistically.
I believe this tenet is important throughout the entire business process and will help you achieve both your short-term and long-term goals.
Check out the article below to know how you can generate 10x conversions through the copies that you write.
Miles Everson
CEO, MBO Partners
Chairman of the Advisory Board, The I Institute
Return Driven Strategy
Copywriter.
―a person who writes persuasive written content for marketing and advertising purposes. A copywriter is responsible for providing consumers and clients with information about a particular service or product.
Given this definition, you might think that copywriters are those who write the BEST written content.
Well, it’s reasonable to assume that. After all, they are the ones who keep writing and thinking of ways to capture their readers’ attention and compel them to act on a certain call-to-action (CTA).
BUT…
Do you know that according to A-List copywriter David Deutsch, the one who writes the best, high-converting copy is not a copywriter?
Allow us to repeat that: That person is NOT a copywriter, nor some artificial intelligence bot.
Instead, the person who writes the best, high-converting copy is…
Your TARGET MARKET!
Think about this: The way they talk about the problem/s your product solves via social media…
… the way they talk online about their search for solutions to their pain points…
… and the way they talk about the features and benefits of that solution/s with their peers.
Aren’t those some of the best and high-converting copies out there?
If you’re still processing this information right now, that’s okay. You’re not the only one who’s unfamiliar with these details (in case you haven’t heard about them before).
Just imagine this in the context of customer experience…
Since customers find it easier to believe their fellow customers, you must make sure every point of interaction with your target market is POSITIVELY memorable and worthwhile.
Why?
- Customer satisfaction is important.
Customer experience is key to exceeding your target market’s expectations. As a business owner, manager, marketer, or copywriter, you have to be trustworthy and reliable.
In other words, you have to ensure your brand’s products or services provide what they guarantee.
By keeping an eye on the entire customer journey, you’re showing your target market that you’re committed to giving them a positive experience and superior service.
- New shoppers are more likely to turn into loyal customers.
Creating a positive experience around your brand’s offerings impresses new buyers and compels them to keep doing business with you in the future.
In fact, content operations software Upland Kapost’s data shows acquiring new customers is 7 times more impactful than maintaining existing ones! This is why a superior experience has always been a valued asset for any type of business.
- Having a community of customer advocates is a powerful marketing tool.
According to digital marketing website ClickZ, 84% of consumers no longer trust advertisements. They are now seeking third-party validations when planning to make a purchase.
These third-party validations include word of mouth, reviews, and testimonials from fellow customers.
So, always strive to create amazing experiences and go above and beyond in serving your customers! By doing so, you’re highly likely making an advocate out of each one of them.
Going back to copywriting…
Deutsch says he’s shocked by how some copywriters create content using words, phrases, or sentences that would never come out of a prospect’s mouth.
He states copywriters should break that bad habit because he believes whatever prospects say regarding your business is powerful.
It has the ability to make or break your brand!
Additionally, venture capitalist Matt Lerner says he has seen better “language to market match” increase a brand’s conversion rates by 4 to 10 times over.
[Language to Market Match: Using language to match the language of consumers who are most likely to purchase your products or services.]
This just shows how communicating with your target market using the language they are familiar with has positive impacts on your brand.
Let’s compare these copies:
“Here’s a quick and easy way to start your own money-making business.”
—
“If you’ve been thinking for years that you should start your own business but keep putting it off…
If you’re hungry for the freedom and unlimited earning potential of entrepreneurship…
If you want to prove yourself to those who have been thinking or saying to your face that you’d never amount to anything…
Then give us a few minutes of your time to tell you how you can start your own business for just USD 200 in start-up costs.”
Clearly, the second statement appeals more than the first one because it not only appeals to readers’ logic but also tugs on their emotions.
That’s the difference that language to market match makes! It separates generic copies from high-converting copies by using words that compel consumers to act on a brand’s CTA.
How will you apply all these in your own copywriting tasks and projects?
Connect with your target market and give them a good customer experience.
Get them to open up to you, ask them questions, know them more, and politely answer some of their objections.
You’ll see―as you converse with them, you’ll find that the words coming out of their mouths (or their minds) can be part of high-converting copies that will draw other consumers towards your brand.
Aren’t these some of the characteristics of a holistic communication strategy (Tenet 11 of the Return Driven Framework from Professor Joel Litman and Dr. Mark Frigo’s book, “Driven”)―to effectively get your written message across to your target market and generate great results out of it?
So, stop doing all the copy work by yourself!
It’s about time you involve your target market and clients in writing the best copies for your brand.
(This article is from The Business Builder Daily, a newsletter by The I Institute in collaboration with MBO Partners.)
About The Dynamic Marketing Communiqué’s
“Tuesdays: Return Driven Strategy”
In the book, “Driven,” authors Professor Joel Litman and Dr. Mark L. Frigo said that the goal of every long-term successful business strategy should incorporate the combined necessity of “making the world a better place” and “getting wealthy.”
That is why they created Return Driven Strategy and Career Driven Strategy―frameworks that were built to help leaders and professionals plan and evaluate businesses so they can also help others achieve their organizational goals and career goals.
The frameworks describe the plans and actions that drive returns for anyone in an organization such as independent contractors, marketers, brand managers, communicators, and other people in any field. These actions lead to the creation of wealth and value for customers, employees, shareholders, and the society.
Every Tuesday, we’ll highlight case studies, business strategies, tips, and insights related to Return Driven Strategy and Career Driven Strategy.
In planning, building, or managing brands and businesses, these strategies, case studies, and guidelines will help you choose what specific actions to take and when to take them.
Hope you found this week’s insights interesting and helpful.
Stay tuned for next Tuesday’s “Return Driven Strategy!”
Cheers,
Kyle Yu
Head of Marketing
Valens Dynamic Marketing Capabilities
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