You must have seen the famous perfume brand’s ad where beautiful women are seduced to the man using the perfume.
Have you ever wondered why the perfume company uses the same concept with their every ad? Because customer always buy the result, not the product. They buy the outcome they want to achieve in life. Everyone want to grab attention of beautiful girls, isn’t it?
I am going to discuss 9 copywriting hacks which you can implement in your sales / landing page, blog post, social media updates, ad copy, email campaign, email newsletter, testimonial to increase sales.
A copy is a text, video or audio with some problem solving information which entices your buyers to take an action. In digital marketing copy is extremely important. Copy is just like a sales person in traditional marketing. Copy tells customer the benefit of the product, clears customer’s objection and makes the sale.
Hack number one, how good you or your product is, your customer doesn’t care. He is rather interested in what he has in it for him. Always try avoiding “WE” language and use “YOU” language. Your customer should feel you are talking to him and he should relate his problem to the solution you are providing with your product.
Customer buys on emotion, not on information.So our second hack is always turn the features into benefits.
Feature – Xiaomi’s new Smartphone has 4 cameras
Once the customer sees this he would think “why should I care”
Benefit – Xiaomi’s new Smartphone comes with 4 cameras which enables you to click awesome photos even in low light.
Let’s go one step further
Emotion behind benefit – Xiaomi’s new Smartphone comes with 4 cameras which enables you to click awesome photos even in low light. Get more like and comments with your DP in instagram.
This is your customer actually wants. More like, more comment, more share. Who doesn’t want people appreciate him?
People take buying decision in subconscious mind. So always trigger an emotion. Try to start your copy with a question. Your customers would relate to him and he will ask the question to himself.
You must have seen the ad of insurance companies. “What would happen to your family in the event of your death?” They are simply triggering fear and uncertainty to you so that you buy their policy. Writing great copy is all about understanding customer psychology.
Use power words. There are a few words and phrases which show confidence in the copy and increases trust of your customers. Try to incorporate
You (e.g. are you a small business owner struggling to generate leads?)
Free (e.g. Join the 2 day free training on accounting)
Help (e.g. are you running a dropshipping store? Help me to show you the exact blueprint to generate 7 figures every month)
Discover (Discover 3 step formula to write great copies that gets you more customers)
New (Get new design trends in website development in 2021)
Now (Order now, Buy to with 50% off)
Generating curiosity and scarcity is very important in copywriting. My friend Riya used to complain her boyfriend ignores her and doesn’t talk properly over phone. They used to talk just 10-15 minutes in a day. One day that guy called her up in lunch break and got the phone engaged. In the tea break in evening he called her up again and got the phone engaged. The guy immediately rushed to her house while returning from office. Riya says they didn’t meet for 4 months before that day. This is the power of scarcity. Your customers will take action if they feel they are going to miss out something extremely valuable.
Be friendly in your copy. Always use simple words, short sentences and small paragraphs. Write as if you are talking to your friend sitting in a coffee shop. Story tell how your product can solve the problem of your customer. In my school days one of our geography teacher used to read out from text book and give us homework. We just hated the class. Another teacher never touched book in class. He just told us stories and discussed different topics with us. I still remember those lessons which I read 16 years ago. Once you story tell you grab the attention of your buyer. He remembers you and someday or the other he will buy from you.
If your customer believes you can solve the problem money is never an objection. He will pay you. Clear all the objections of your customers in your copy. The common objections are time, money, difficulty to use, any knowledge required to use. The golden rule is clear the objection. Show result with visualization.
One of the bestselling muscle building eBook The 20 minute body has caption
20 minutes. 20 days. 20 inches
The caption immediately clears 2 objections. People procrastinate to go to gym as it is time taking. Here the eBook says it would take 20 minutes of your time that too for only 20 days. And what is the end result? You will get 20 inches of biceps. Notice the man with muscle looking so confident in the cover. Your prospect immediately visualizes himself in his place. And as you know people always buy what they want to be, not the product.
Go creative as much as you can with your copy
Watch the first catch line. Instead of Skin treatment of aging solution they have used “Press The Rewind Button”. They are clearing all the objections here, may be customer has already tried cream, chemical, surgery but still didn’t achieve results. Here they will solve customer’s problem in 28 days so time objection is cleared.
In the fourth line they are building credibility, introducing who the product owner is. Using photo of the product owner is the best way to build trust. Building trust is extremely important for any brand. A famous saying in marketing is no matter how great your product is your customer will swipe his card only on trust.
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About Arnab Gharai
I am a digital marketing specialist and consultant with 4 years of experience. I help businesses to generate more revenue using digital marketing, building their brand visibility and crafting message which resonates their customers.
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