Write Compelling Copy by answering 3 simple questions.
It’s true, answering 3 questions means you can easily write compelling copy for your business.
Now, many of my clients come to me, saying, “urgh Gemma. It’s so hard to write copy.”
And I tell them it’s not.
It’s because no one’s shown you how.
So today my blog reading friend, I’m giving you three questions to ask yourself (with any piece of copy you write) which will instantly transform it.
So you can write more compelling copy easier.
Are you ready?
How to write compelling copy for your business
Firstly, let’s start back at why you created your business.
What is to help people? Or did you discover you had a problem and learnt how to solve it?
Whatever your reason for starting your business, make sure you remember it always.
Because the reason for copywriting is for solving people’s problems.
You heard it here first. (Maybe not) But you heard it here.
As a copywriter or business owner, you’re always telling your reader you’ve got the solution to their problem.
But why you ask? Well, solutions sell.
Curious to know why type of solutions sell?
Of course, you are.
So I’ll ask you to think about the things you DON’T want to do.
No one wants anything to be challenging.
I mean, do you?
Yeah, no thanks.
So if you can make your reader’s life easier somehow you’re already solving a problem.
It’s not always about making people’s lives more comfortable. There is also the issue of time.
But time is a challenging one.
Because people think they’ve got too much. Or they’ve got too little which means they’re always busy.
Did you know they’re even too “busy” to read your copy?
So they say anyway.
Which brings me to say if you’ve got a solution involving time, you’re on a winner.
Here’s how to write truly compelling copy
Let’s begin with the first question,
How’s your target audience hurting?
Now remember how you’re a copywriting problem solver, right?
Yeah, you are.
So this is the first question you ask yourself to give a solution to how your target audience is hurting.
What problem is your target audience having, and how is this problem hurting them?
As humans, we all (yes, you and me too) have desires.
Now, let me get one thing straight, your copywriting won’t create desires. Because you (and I) already have them.
So when writing copy, focus on human desires.
Then recognise how your target audience is hurting and hit them back by tapping into their desires.
Let’s have a look at some of the typical desires,
Your need to feel safe and secure. Every human craves it, and our brains spend their time making sure we remain this way.
Yeah, I said it. You totally want to feel important.
If you want social status, to be significant and respected, it’s not only you. It’s everyone. So if you’ve got a solution to help someone feel important, then use it.
- Relationships with others
Humans are pack animals, and we have been for thousands of years. It’s how we survived back when we had to outrun sabre tooth tigers.
There are some (myself) who love and crave alone time, but usually, humans desire relationships and human contact most of the time.
I’ve spoken about this before. If you’re not bold with your language, it’s because you fear criticism.
And what does criticism mean?
You think people are rejecting you and not accepting you.
So if you’ve got a product or a service where you can tap into the acceptance desire use it.
Acceptance can include things like FOMO (fear of missing out) as well. Remember you’re a pack animal, right?
And let me tell you, you’ll be surprised how many people buy something to not miss out on what others are doing or what they have.
Here’s a shocking revelation for you.
It’s not only cats who are curious. Humans are as well.
And such a brilliant way to write copy is to spark curiosity.
Because it may have killed the cat, but humans are daring and want to investigate things further.
Well, my friend, we’re at the end of understanding how your target audience is hurting so you can smack them in the face with a desire.
Which means we’re at question number 2 to ask yourself,
What’s this pain costing your target audience?
Above we looked at desires.
Now I want to discuss something humans don’t want to go without.
And it’s got to do with (you guessed it) the above desires.
If you can connect your copywriting to these desires, then you’re winning.
The most common desire buckets (I came up with that name, not bad) are,
So if your target audience is hurting and it costs their health, money, time or relationships, then you’ll hook them right in.
If you don’t quite follow then let me ask you these questions,
- Do you want to sacrifice your health?
- Want to make more money?
- Pay off your debt?
- Spend more time with your great uncle Bob?
- Work less?
- Love your mum more?
If you answered yes to any of these questions, then other people will as well.
Remember, think about the solution you have. And how you’ll save your reader from their loss.
Here’s an example.
You’re a website developer who helps small businesses with their sites.
What’s the one thing business owners lose when trying to look after their website themselves?
Overall updates, plug-in updates and PCP something or other, what even is that?
So apart from their sanity, they’re losing time, right?
A website developer could tap into the loss of time in their copy when speaking to their target audience.
Because time is something, you want more of right?
How will their life change?
You’ve tapped into a desire and figured out what your target audience’s problem is costing them.
So now you want to tell your audience where you want to take them.
What I’m talking about here, my friend is the result.
How will they feel once they’ve bought your product or service?
And what’s their desired result?
For example, they’re losing time, so they buy you product or service, and then what?
How does it change their life?
Do they get time back?
Do they create more of it so they can spend more time doing what they love?
Make sure always to give your target audience a future scenario.
Paint the picture (with words) and spark the curiosity of their future because your product or service changes their life.
How will they feel after purchasing because of where they’ll be after working with you?
So then my friend,
Have I convinced you that asking yourself these three words will transform your copy?
Do you use desires in your copy to tap into your target audience’s brains?
Id’ love to know.
Tell me (here)