The art of connecting
Your copywriting must be in tune with the reader in order to attain his or her business. It all starts with a good headline…
Your headline is the ad for the ad. Studies show that 80 percent of the people won’t go past the headline. So your headline must be packed with words that sell. Select words that won’t be misunderstood or confused.
You should make it immediately clear WHY what you have to offer is of utmost importance to the reader.
Remember, people like to talk about what they are interested in or what they can connect with emotionally. The best way to do that is by beginning where they are. So, do you know where your readers are at right now? Here are some questions to help you find out…
- What are the PAIN POINTS that would motivate your readers to buy more?
- What BENEFITS do they want to attain, achieve or experience?
- How would they be better of as a result of buying from you?
Once you’ve hooked them with the headline ensure that the copy is ‘in sync’ with your target’s interests. You need to address their fears and objections, and answer their questions. A good question to ask yourself before copywriting your next ad or sales letter is this…
“What would I need to know if I was buying this?”
What would make you pull out your credit card and make a purchase? Think back to the time when you bought your flat screen, laptop computer or iPad… Think of all the fact-finding, price comparisons and research you did before you were ‘ready.’
To stay in rapport you need to respect people and respect their time… Your copywriting sales letter needs to broadcast as much relevant information as possible quickly and accurately.
Why not arm your reader with all the necessary facts, data and information they need to seriously consider buying your product or service.
If you want to connect and STAY in rapport with the reader you must ensure that your copywriting is positive, relevant and concise.