![]() Present what is most important to your buyer. Write your copy as though you are speaking to one person.Įven if your customer is making decisions for a group, your message is received and interpreted by an individual. Then, ask yourself how you can bring that idea to life. Pinpoint that distinguishing quality that strikes a chord with your customer and makes your product unique.įind fresh, new ways to express that characteristic creatively. Martha Stewart sells elevated everyday living, not cookbooks. While it may be as simple as a pair of running shoes, consider what your ideal customer values and identifies with most when making their purchase.įor instance, Nike sells better versions of ourselves, not shoes. Look for Its Inherent ValueĪdvertising trailblazer Leo Burnett, responsible for some of the most well-known characters and campaigns of the 20th century including Tony the Tiger, the Marlboro Man, United’s “Fly the Friendly Skies,” and Allstate’s “Good Hands,” said: “Don’t tell me how good you make it tell me how good it makes me when I use it.” Understand their needs and desires-how your product will make a difference in their lives.ĭive more deeply into the problem you solve or the benefit you offer that lies at the root of their decision to choose your product. Industry legend Mary Lawrence Wells, the acclaimed advertising pro behind “I Love New York” and “Trust the Midas Touch,” advised: “When copywriting, be a detective and a psychiatrist before allowing yourself to be an artist.” Look to your customer research to frame your advertising message. Consider what they think when they first come across it. See your product through your customers’ eyes. “Get thoroughly familiar with the product and the market,” Bernbach said.Ĭonduct online and in-store research to better understand how your business is perceived in the marketplace. ![]() Judge Your ProductĮven if you’re sure you know your product inside out, bring a fresh perspective. Use these insights later when brainstorming to inspire your copy. Check that their actions line up with the data. ![]() Pay attention not only to what they say but also to what they do.Ĭonsumers might say what they think they should rather than how they truly feel when prompted. Read consumer comments and customer reviews for both your business and your competitors. Put your ear to the ground and listen to what they say and how they say it.ĭavid Ogilvy, the Madison Avenue honcho and advertising genius, famously said, “If you’re trying to persuade people to do something or buy something, it seems to me you should use their language.” ![]() To write compelling ads that convert your audience into buyers … First, Know Your People ![]()
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