Brands have always communicated with their target audience in writing. Before, in magazines and displays, today, on blogs , social networks and media, newsletters , etc. It is therefore a skill that must be mastered at all costs. To help you in this project, here are 4 essential copywriting techniques .
Illustration showing a screen with text written to encourage Internet users to take action... this is copywriting.
Offer a solution, not a product
When a consumer buys one of your products, it is not with the goal of owning it. He got it because it represents a solution to one of his problems . To interest your target, do not waste time describing your product on lines and lines, because in reality, nobody cares (sorry, but that is the reality).
What interests your prospect is solving his problem . To sell him your product, it is therefore more effective to tell him about this famous problem and how it will be solved, once your solution is in his hands .
This approach is widely used in sales pages or landing pages . The copywriter usually starts by describing the difficulties encountered by the audience, appealing to the emotions they cause. Then he offers a simple and quick solution thanks to the product.
Let's take the example of a seduction coach. Their product is as follows: a series of 10 coaching sessions to learn how to flirt effectively. But is that really what interests potential clients? No, what they want is to solve their problem, namely perpetual celibacy or the lack of a romantic relationship. You must therefore present the product as a solution by writing for example: "say goodbye to celibacy by learning to naturally seduce the person you love".
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First the emotions, then the arguments
Human beings make their purchasing decisions primarily through their emotions . It’s hard to accept, but it’s true. Even if you often think that it’s your reason that guides you, it’s not the case. In reality, there are 2 stages in the decision-making process and, rest assured, your rationality still has a role to play.
At first, our emotions instinctively push us towards a product that we like. We are not always able to say why: it catches our eye and we want to buy it, period. This can come from the aesthetics that moj database correspond to our criteria or from the image that the object represents to our eyes. For example, a statuette of the God Shiva can remind us of the fact that we have always dreamed of undertaking a road trip in India.
Secondly, our brain needs to justify this purchase and to do this, it will call upon our best reasoning skills : we sometimes have to go to great lengths to convince ourselves that we are making a good decision.
For example, we can tell ourselves that the Shiva statuette will fit perfectly in the alcove of the living room that we have wanted to decorate for a long time. And then it will open the minds of children who know nothing about Indian culture. In addition, it is handcrafted and it is important to support artisans, if we do not want to end up in a world where industry has taken over humanity.
If we follow this logic, it is therefore preferable to speak first to the emotions of your readers before attempting any rationalization. This strategy is systematically used in sales pages. Emotions are highlighted through storytelling techniques or empathy with the target: what do they feel about their problem? How much do they suffer on a daily basis?
Once the desire is there thanks to the emotions, it is then essential to list the different logical arguments for wanting the product in question. You have to pre-chew the reader's work by offering them on a plate all the good reasons they have to crack.
Eliminate doubts one by one
Have you managed to make your reader want it by titillating their emotions? Have you put forward implacable arguments to help them justify their purchase? And yet, they are still not convinced... They have doubts and that's normal: why your product rather than another? Why spend money on an item that may not work for them? Why today and why not another day? A thousand questions are racing through your target's head.
To move on to the "purchase" stage, you must answer them one by one. This implies that you know your audience inside out. You must be aware of all the possible and imaginable reservations in order to eliminate them one by one. A real goldsmith's work that involves research, surveys and interviews .
To understand better, here are some ideas of doubts and possible answers in the case of a brand that offers a monthly subscription of feline food.
Isn't the packaging size too big? My cat eats very little and I'm afraid there will be waste → To meet the needs of all cats, the individually wrapped portions are small and suitable for the lightest appetites;
Is the subscription right for my cat? He has specific tastes… → Cats are unique: some like to eat the same thing all the time, while others prefer to vary their menu. That’s why our boxes are customizable: you can choose a single flavor or a mixed range;
What happens if my cat doesn't like your products? Do I have to stay subscribed for a minimum period? → Our subscription can be canceled at any time! If Minou doesn't like our bags, we'll be sad, but we won't take revenge by emptying your bank account.
