Creating good copy, while only one element of a business' content marketing strategy, can generate millions of dollars when done properly. Copywriting is critical to the success of a business because it allows you to encourage your customers to take a specific action while paying you in the process. It doesn't matter if you have the best product or services, if your copy is bad, all the work you've done will be for nothing.
Define Your Audience
Before you even begin to create content, you have to do your research and get to know and understand who you are targeting. You need to know what's relevant to your target audience. Spend time researching your target demographic and get to know them intimately before you write any copy. Your copy needs to speak to a defined market segment and no one else.
Address Their Problem
Every single prospect you encounter is looking for help to solve an issue they are having. When writing your copy, you want to address this one specific issue and demonstrate that you have a deep understanding of their struggle. Your goal is to describe their needs better than anyone else and to show understanding, empathy, and authority.
Explain Why Their Current Approach Isn’t Solving the Problem
As a business owner, it’s your job to get inside your prospects head and anticipate their questions and objections. You need to be able to consider every reason why someone might avoid converting on your offer and address it head-on. This is also where you want to discuss the solutions offered by your competitor and show how they won't work and why your solution is better.
Demonstrate How You Can Solve the Problem
This is where you will want to paint a picture of how their future will be different as a result of accepting your offer. It also gives you the opportunity to showcase your credibility. Outline the specific benefits they will receive and define their problem around your solution so that it seems like a natural fit.
Make the Offer
The final step in creating copy that will generate revenue for your business is making the offer. This is the point in your content where you invite them to purchase your product or service. Make sure you explain why you're charging what you are and what kind of risk mitigation you're offering. Make sure you add a bit of urgency, explaining what will happen if they don't act.
Understanding these key components that are needed to create great copy will help you get started on the path to copywriting success. Using this knowledge to encourage your customers to take action will help you generate more revenue for your business.