Why compelling copywriting is a little like love…
is because often its beauty is in the eye of the beholder.
But the beauty must speak. Conversion is key, or open rates, or response rates, or whatever measure you are using to gauge the copy as useful, successful or relevant.
Before putting pen to paper to let the telling of compelling begin, you first need to know some extremely important things.
Like, what is the purpose of the copy?
And, who is the target market? What’s the bulls-eye point that is the specific demographic you are talking to? Do you know the person you are talking to, intimately, and again, why you’re talking at all?
Are you offering information, like, I love you? Or are you asking for a call to action, like, will you marry me? Big difference.
So it’s easy to see why identifying the purpose will matter, oh-so-much!
Identifying and understanding your target audience will also matter that much, and more.
Asking the father-of-the-bride for your beloved’s hand is expressed using much different wording than when talking to the would-be-bride, herself.
I think you can agree, the language and wording you use to deliver the same compelling message will be enormously different in style and tone, depending on which of these two persons you are addressing in your words, for sure!
The important theme that rings loud and clear (just like those church bells) is that copywriting isn’t just a matter of words. Instead, it begins with essential information and research that zeros in on intent and audience.
Yep, just like with that groom—intent means everything.
So just like our groom, it’s a really good idea to think things through.
You better do your homework. You better sow your wild oats before you get down to the business of putting pen to paper. Or, popping the big question, as the case may be.
You better get to know your audience. You and the groom will both do much better that way.
Questions. Before popping the big question.
Questions are a good way to get to know someone. Just like in a personal relationship. So, go ahead and ask away.
Get all the demographic and psychographic information available from a client or about a company. Read customer blogs and pay attention to the lingo used, and the feelings of their buyer. And, try to hone in on what is important to them. Find the heart.
The more you find out about the soon-to-be betrothed, the better; and the smoother the whole process will go.
You simply can’t match those all important features and benefits if you have unanswered questions as to exactly who your target audience is.
Only when the answers are clear can you make any real connection and see all the possibilities for a blissful future.
A Fairy Tale envisioning bride is NOT going to slide comfortably into that black goth-look gown you have so diligently matched to her. Even for its great features and bag full of benefits!
Clearly, something is missing in this scenario from the getting-to-know-you phase.
Many great copywriters are quoted saying the best way to get to know your prospect is to talk to them directly.
Go Straight to the Source
Hint to grooms…talk right to the girl you want and don’t get the information via her best friend.
While not a good policy, in general, it ’s also not the way to get the most accurate and truthful information.
Find that guy or girl you need to get to know and try finding your relationship the old-fashioned way. You know, by talking to them, asking questions, and discussing their thoughts and feelings.
Grooms…are you paying attention?
And while you’re thinking it all through, researching, taking notes, and getting to know your target, intimately, do give careful thought as to the purpose (your intent) in the communication.
Exactly what do you want to achieve? A long engagement or straight to the chapel?
Consider the outcome.
In Direct Marketing, a call-to-action or CTA is most always the point, essentially the sale. But for the groom, the outcome may be to hold off a wedding for the period of a long engagement or maybe, to snatch the girl and run to Vegas.
In B2B, of course, there can be many elements at play and various types of intent from informational, even introductory, to lead generating, to assisting in the sales process, to assisting the salesman, to taking the sales order, to branding and so on.
Just like the bride and groom make the perfect match on that magical day, so should your copy find the perfect match of a target audience to the purpose in writing the piece.
Your goal, like the happy couple, is to make an emotional connection.
Then it will be happy honeymooning for everyone.