If you Google “Copywriting Secrets” (I mean, who doesn’t search that phrase, right?) you’ll get a lot of different takes on what “great copy” looks like. In order to grab a reader’s attention, draw them in, and convince them to do business with you, your copy needs to:
- Use power words (whatever that means)
- Be unique and creative, but don’t overdo it. I mean, seriously… you sound like a weirdo.
- Be useful, but not overly verbose.
- Be authentic, but don’t give away too much of your own personality… write in voice! IN VOICE! (Not your voice. Some other voice.)
- Demonstrate your expertise, but don’t be condescending. I mean, your reader isn’t an idiot.
- Provide useful tips, but make sure they’re neither too obvious nor too complex.
- Dive deep. Not that deep! Give them a reason to click your CTA, already!
See where I’m going with this? Do you feel like your head is spinning? I know I do!
It seems obvious to say that great copy should be compelling, creative and consistently in voice. However, that statement doesn’t really hit the mark. In order to craft great copy that draws in the reader, there is one simple guideline you must follow.
Ready for it?
Here it is.
Know your reader.
Copy exists to build a bridge of understanding between your business and your customer. Great copy exposes the reader to herself. It gives her a sense of belonging, camaraderie and deep understanding. She keeps reading not just for the tidbits of information she’s learning, but for the connection she feels to the content. The “me too” and “oh yes” and “tell me more!” moments.
Think about the most viral types of content on the web: parenting blogs, funny pet and kid videos, stories of triumph, heartbreak, and humor. These content pieces get shared because we identify with them. We connect immediately and we are drawn to the “share” button.
Copy exists to build a bridge of understanding between your business and your customer.
When it comes to writing copy, it’s important that you take the time to discover who your target reader is. What do they love? Fear? Hate? How do they spend their Saturday nights or lazy afternoons? Where do they work, shop and play? What would be in their cart at Walmart during a 2 AM shopping run?
If you understand your reader, you will know what words to use, which stories to tell, and how deep to dive. Your content will be useful while validating the reader. Your voice will become their internal dialogue. You’ll become a trusted advisor because you’ve given valuable information without alienating those who are there to learn, and without insulting those who have studied in the field you’re writing.
And most importantly, when you understand your reader, and you supply them with a story that resonates, you increase the likelihood of subscribes, likes, shares and inquiries.
Need help crafting digital stories that connect with your target market? Drop me a line! I’d love to chat.