Put super-power ability to work in your marketing
I’m often asked about my copywriting. When someone asks me if I write this-or-that kind of copy I hesitate.
It’s not a hesitancy that results from questioning my ability to write a particular kind of copy. It’s more a matter of thinking how best to answer the question on-task.
“On-task?”
For example, when someone says they’re “on-task” they’re implying that they’re in the process of doing a particular thing. It could also define focus and diligence.
It’s a way of saying – “I’m working on it!” “Consider it done!”
I’m an on-task copywriter. I know how to write content that leads a prospect to a response. Most often that’s a sale.
The word, response, could refer to the intended obvious – the bottom line transaction that involves dollars being exchanged for goods or services.
Response could also describe…
- …a “click” through on an email promotion I write that leads one to a more lengthy, descriptive online sales or landing page.
- …the process of selling someone on your products’/services’ unique ability to solve a problem through a well-crafted case study.
- …a series of tweets (on Twitter), Facebook page posts, or blog posts uniquely designed to engage prospects in a social media dialogue about your products and services.
And yes, it’s intentional!
Copywriting must be intentional. It mustn’t be unfocused, manipulative or merely creative wording.
I’m all for creative copy (I dislike manipulative copy). Especially if words can be creatively organized to promote an otherwise run-of-the-mill, one-among-a-thousand products or services in a way that leads to a measurable response.
A super-power ability.
Dan Kennedy says, “The ability to organize words that motivate people to buy is a super-power.” That’s an excellent description!
In essence, effective marketing and the copywriting that drives it has to do with the ability to organize words to ignite a response.
I’m intentional to provide copywriting that creates a sales response! I’m super-powerful that way not because of any innate ability or physical stature.
No, I don’t carry a big-thunderous hammer like Thor. And I don’t have Green Lantern super-powers.
But I do understand that words work. And I’m on-task to organize them for that purpose.
So yes, I can write your this-or-that copy.
Should we be talking…?
How to give your products & services “blockbuster” status
The summer movie season is almost here. Has me thinking about what most blockbuster movies have in common.
And it’s the same reason excellent marketing and outstanding copywriting draws you in.
I’m talking about the plot or story-line that keeps you riveted as the story unfolds. A well-crafted story-line drifts (ever so slightly) back and forth. Just when you’re feeling carried to another seemingly disconnected place…the plot reappears…drawing you back into the story once again.
Marketing copy compares to the story you’re telling about your business, product, or service. How well you keep your target audience engaged, buying, and doing business with you tells whether they’re riveted as your story unfolds.
Keep ‘em compelled and first-time, front-end clients or customers will become repeat, back-end ones time and again.
This is traceable to a significant element of your marketing-story. Like the plot or story-line of great cinema this is a key within your marketing copy.
It’s your USP…
I’m talking about the Unique Selling Proposition of your business, service, or product.
(Back to the movie analogy) Ever sat through *flick* and thought – this plot seems a lot like… (the movie you saw last year). What’s missing or vague is the UNIQUE story-line that would earn it top box-office.
What I enjoy and am challenged by as a copywriter is exploring deep beneath the surface of my client’s services and discovering their USP. What is it about *Product/Service A* that reeeeeally makes it unique…unlike all the rest in the same or similar industry?
Distinguishing yourself from the crowd sends bigger waves of opportunity flowing your way. Otherwise, you’re merely creating ads, promotions, website content, etc. and all the blah-blah-blah that goes with it. And remember people don’t invest time or money for “blah.”
Here’s how to develop your U-nique story-line – do this and exploit it within your marketing copy.
1>Spotlight your *Feature Presentation*
Sit down to write about your business, product, or service and you’ll naturally and reflexively begin with features. Feature focus is easy because we’re accustomed to spotlighting them.
After all, you see yourself as the newest…biggest…brightest…sexiest…boldest…fastest…and any other *est* that applies. The problem with stopping there (please don’t) and spinning out your promotional copy based mostly on features is that there are others convinced their *est* is better than your *est*.
If you really want to command attention…
2>Promote your edge-of-the-seat *Benefits*
Here’s where the plot thickens. Telling your market about your features – mostly – stops short of the real juicy details that’ll compel them to do business with you, use your services, or buy your products.
Remember you’re unique. So…list all the benefits you can think of. If you’ve developed the fastest this-or-that (feature) get to the core of what you’ll promote (benefits) by asking and answering the question *which means…?* for every feature you spotlight.
Try this. Fill in the following blank with your business, product, or service – “We provide the fastest (or other feature oriented word) ______ which means… (how does providing the *fastest, etc.* lead to a benefit for your client or customer?). Do this for enough listed features and you’ll arrive at your USP (Unique Selling Proposition)…then promote the heck out of it!
And you’ll potentially…
3>Secure *Repeat* status
Not all great movie story-lines have a sequel in them. In fact some excellent box-office films took a nosedive when their sequel was released.
On the other hand, businesses thrive on sequel after sequel. I’m talking about *repeat business or sales*.
Every new or re-purposed product secures its repeat status when its USP is promoted to the hilt. And it’s a process worth repeating – spotlight features…promote benefits (USP)…position yourself for repeat business.
Bottom line: when the credits roll how’s your business story being told?
The Voice and your copywriting tone
The Voice is an NBC prime time television series that features musical superstars Christina Aguilera, Cee Lo Green, Blake Shelton, and Adam Levine (of Maroon Five) as judges. Each selected their team of vocalists from a parade of vocal talent. The catch – they initially listened to them sing with their backs turned to them, only focusing on the contestant’s voice.
Think about it, we listen to radio, a download, or an album in much the same way. We hear the voice without seeing the singer.
I admit, sometimes when I’m watching American Idol I’ll close my eyes as the competitor sings. Focusing on their voice instead of their presentation reveals something about their talent.
Voice connects. And it’s the starting point for effective copywriting.
Voice is the tone, attitude, or style chosen to communicate the message. It’s how you focus and evaluate your marketing content.
Is your voice clear to your target audience? Can readers hear your voice over the noise of other competitors? Does the presentation/packaging hide your voice?
And such an evaluation begs the deeper question – what IS my voice and how do I choose IT? I’ll make it easy by suggesting one voice that works.
Direct response copywriter, Paul Hollingshead, suggests…
“Imagine the person you’re writing to. Picture him or her as a friend.”
Writing to a friend is entirely different than keeping it strictly business. The error many make in the first sentence is taking on a formal…corporate voice.
Here’s how to use a friend-to-friend copywriting voice:
Be conversational.
Write like you talk. People appreciate and relate best to everyday language.
Keep it casual.
The goal of marketing is the sale. But keep in mind that people don’t like the idea of being sold. Copywriting should engage emotions.
And speaking of emotions…
Connect emotionally.
One of the fundamental rules of selling, according to Michael Masterson, is “people buy for emotional not rational reasons.” As a dental supplier…dental marketer that means people are more interested in the emotional benefits of the latest teeth whitening product than they are the “latest…greatest” features you’re promoting!
Find your voice and your market will listen!
Does your marketing content pass the 5-second test?
You have 2-5 seconds. That’s all…if you want your marketing promotion to be read!
The first few words of a marketing piece set the stage. Sales letters, email promotions, press releases, website home pages – whatever you use – choose your first words strategically. That is, if you want to keep the reader engaged.
Headlines compel action.
They seize you by the attention-jugular. And the gripping ones won’t let go until you’ve finished reading the copy flowing beneath them – regardless of length.
Study the copywriting that crosses your desk, workspace, or email inbox. What makes it readable, compelling…or toss-able?
Give precise attention to the creation of your headline and the lead copy that follows it. The headline seizes the moment. And the lines of lead copy that follow (typically the first 2 paragraphs) define it.
Riveting, thought-provoking copywriting captures attention. And keeping attention is vital if your marketing communications are to ultimately translate into any measurable amount of cha-$-ching!
Lowlife spammers – I’m averse to say – are masterful at attention-mongering headlines. Check out those that make it past your junk filters. Caught your eye didn’t they? There are reasons why.
Even though you quickly recognize the odor of spam there’s something compelling about the words – right? Despite their evil intentions, there’s a few things to be learned from a spammer’s technique (please don’t confuse my recognition of their technique with acceptance of their modus operandi).
Their magic is typically the subject line. Just as a print headline draws you into the message, the email promotion’s subject compels you to open and read or hit delete.
It makes strategic sense to give attention to the headline and lead in your copywriting that promotes your business, product, or services online or offline.
The following guidelines make a difference in whether your copywriting results in new client or sale…or whether it finds its way to junk-mail central!
1–Create a sense of urgency
Depending on your marketing message’s intent, give readers a reason to desire the benefit(s) sooner rather than later. The element of scarcity can lead to profitable outcomes.
For example…
“It ends tonight at midnight…!”, “Only 4 days remain…!”, etc. implies what? – “you snooze…you lose” – right? Choose words that create a necessary tension and lead to a decision.
2–Communicate usefulness
“How to Get the Heart of 370 Business Magazines in Just 30 Minutes a Month”
Did those words communicate something useful? Check out this headline:
“32 Ways to Save Time and Money from the Pages of Good Housekeeping”
Legendary copywriter, Gene Schwartz knew the power of a compelling headline. He wrote the above two inside of a career that generated over $2 billion in advertising sales.
Effective headlines communicate something of practical value.
3–Claim the unique and specific benefits associated with your product or service.
Use words that enable you to step-away-from-the-crowd. Impress your reader/prospect with your uniqueness. And be as specific as possible. Vagueness creates indifference. Specificity compels.
And remember – a headline should never…
>State something standard, conventional, or…predictable. This stops a reader in their tracks, thinking, “Why read further…I know where this is going…”
>Mislead or trick. If you make a promise you fail to deliver in the remainder of the copy…you’ll lose trust and a potential client or sale.
Make your headlines count just like the seconds it takes to read them!
Is your marketing copy directionally-challenged?
My daughter had missed a turnpike exit. She called me frantic about what to do next. I knew. And I could picture her location from years of driving the same route.
But what I knew and what she was experiencing were two very different things. She: panic…OMG…! Me: “it’s okay…take a deep breath…I’ll get you home…!”
Frustration meets panic when you’re without clear direction. The signs are clear to one who understands them or who has experience with the territory in question.
Trust the signs and you’ll get where you’re going. If the signs are unclear or you’re clueless about where the heck you are – the destination’s an afterthought. Welcome to Lost-ville!
If you want copywriting that compels your dental industry prospects to buy you must have a clear story line.
Michael Masterson calls it “the power of one.” Pick a path. Stay with it. Know where you’re going.
I write best when I follow a thread of thought or a story theme. Imagine the proverbial path of bread crumbs leading to a house where there’s the offer of plenty!
Be clear in your marketing copy.
Just because it’s creative doesn’t guarantee it will bring a prospect home. There are creative ways to get lost and miss the destination completely! The path was fun but now it’s dark and you’re not sure where you are.
This adds clarity to your marketing message:
1) Know where you’re going before you start – you’ll miss what you don’t aim for…everytime!
Remember, it’s vital to identify WHO your prospect is. And then identify WHAT core feelings or emotions you’ll stimulate with the copywriting.
2) Be clear about how to get there – with more than one way to go…pick one path and stick to it!
Rambling content loses the prospect. Sure, creative content might be good eye-candy and win an award or two. But how clear are the benefits to the one reading…seeing it? And benefits lead to sales!
Clarify the big promise of your marketing promotion! A promised benefit that captures understands and captures a prospect’s emotions is worth more to your bottom-line.
3) Picture familiar landmarks along the way – connect with what’s relevant…meaningful…memorable.
Again, this confirms how well you know your prospect and where the copywriting will take them.
Irrelevant content – words that miss the market’s core emotions – hinders connection. It’s like talking and no one’s listening.
If you want to bring your prospect “home,” communicate clearly and compellingly. If they need a GPS to read your dental marketing promotion they’re already lost!