Copywriters often face the nightmare scenario of creating a captivating copy only to have clients express their disdain, saying it’s too sales-oriented, simplistic, or different. However, it’s crucial to remember that as copywriters, our clients may not represent the target market they seek to reach. In this article, we will explore three reasons why the copy you hate might actually bring the profits you love.
Customers Live on a Different Planet
The internet has shaped a unique lifestyle for many individuals, including developing online friendships and exchanging emails with people they’ve never met in person. As a result, certain phrases and promises become repetitive, such as “bring traffic to your website” or “attract all the clients you can handle.” However, when targeting ordinary people who have formed genuine friendships offline, these seemingly ordinary phrases can actually appear fresh and exciting. What may seem mundane to you might be captivating to your target market, whether it’s in fitness, coaching, cooking, finance, or any other field.
Customers Want to Be Sold
When customers seek a service or product, they are actively looking for reasons to say “yes.” Advertising campaigns often employ themes like “You deserve it” or “You’re worth it” to provide consumers with permission to spend their money. As long as your approach is tasteful and effectively meets their needs, customers appreciate learning about what you offer. For instance, when pitching my services to a prospective fitness client named Frank, I shared a website I had written for a financial professional named Tom. Despite initial concerns about being too pushy, Frank was impressed by the warm and friendly tone of the copy, finding Tom to be a relatable and nice person. This experience emphasizes the importance of meeting customers’ real needs while maintaining an engaging and informative approach.
Customers Don’t Want to Stop and Think
In the realm of copywriting, some words and phrases can slow down readers’ engagement. Think of college textbooks and academic journals filled with terms like “moreover,” “counterintuitive,” and “although.” While these might be appropriate for academic reading, website visitors require a different approach. To capture their attention, it’s crucial to create copy that enables them to quickly grasp the key points and highlights. For example, consider the following two sentences:
(a) “Although you can work very hard, you may not see results for a long time.”
(b) “You can work really hard and wait forever for results.”
The second sentence, which eliminates unnecessary words, grabs attention and delivers the message swiftly. Website visitors don’t engage with copy in the same way as academic texts; therefore, we must help them navigate quickly and effectively.
When unveiling your copy to clients, particularly if you are new to marketing yourself and your products, expect surprises. Your own personal dislike for the copy doesn’t necessarily align with the preferences of your target market. It’s crucial to understand that customers living on a different planet, seeking permission to buy, and preferring concise and engaging copy will appreciate what you offer. Embrace the potential of your seemingly disliked copy, as it may hold the key to unlocking profitable results and capturing the hearts of your intended audience. Your copy has the power to bring you the success you desire.
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