As a business owner, you need to learn the fundamentals of how to write your copies to attract more leads, increase sales, and boost your customer base, so that you can turn written words into virtual salespeople helping you sell your services and products 24/7, 365 days a year.
‘Nah, you might be thinking – I’m just going to get someone to write it for me.” Well, yes. But I am saying that you should learn the elements of good copywriting;
I’m not asking you to write your copies if you don’t have the time or the expertise.
But first, let me explain what is copywriting?
Copywriting is the act of writing persuasive or informative text to sell your Offer, services, and products to your target market. Think of it as a sales pitch transcribed into words and do your selling on your behalf 24/7.
Now, why should you learn the copywriting fundamentals?
- By engaging a copywriter to do it for you, and depending on your luck, they might only capture 60-70% of what YOU wish to communicate. Furthermore, they would require you to complete an instruction form to describe your avatar, your selling points, unique proposition, specific keywords, your preferred tone and style, and your customer journey so that they could produce the copies for you. That means you still need time to think and complete the order form. And by the time you have finished every question asked of you, you’ve already done the heavy work.
- Moreover, you might end up with a substandard copywriter who uses a template and delivers you a “cut and paste” version as a final copy, in which case, it fails to resonate with your message nor your voice. You end up fine-tuning the document yourself.
- As a business owner, you are the best salesperson and the best closer for your company. Ideally, the best person to write the copy is you. You know your customer well: you understand their pain, their frustrations, and their wants. You know which button to push and close a deal. But you cannot do everything; therefore, to extend yourself, you need to convert your sales pitch into writing. And although you are not a Wordsmith, you can still carve a copy yourself as a draft version using the framework that I’m about to show you and handball it to a proofreader or editor to tune it up.
Regardless, discovering the copywriting framework that I’m about to show you can help you audit and crosscheck the work quality whether you use a professional copywriter or a wannabe writer. Wouldn’t it be nice to understand the structure so you could dot the t’s and cross the i’s, or follow a framework to tweak your masterpiece?
And today, I’m going to show you the six introductory sections of a copywriting framework that I use most of the time, especially on my sales page and presentation. And here it is.
1.Attention-Grabbing Headline that focuses on an outcome/ result.
It is by far the most critical section, and I recommend having a headline that focuses on attaining an outcome, result, or deliver a promise for your customer. And if you do this successfully, it will interrupt their pattern of whatever they’re working on at that moment and channel their focus on your copy.
And to do this well, you need to understand your target audiences’ pain, frustrations, or needs/aspirations. It would help if you had the answer to this one. And what I recommend is to use the 3W approach. First, ask yourself.
- What is one thing they yearn to fix/ to resolve/ to remedy/ to attain asap!
- Answer: They want to experience/ get outcome #1.
- Why do they want to get outcome #1?
- Answer: because they wanted to attain result #2,
- Why do they want to attain result #2?
- Because at a deeper level, they want to experience result #3.
And now you have the final answer, and you should focus your headline on result #3.
2.Using Story to Position Your Points
Your story is your unique positioning. Not only it attracts your ideal customer base, but it also repels the nasty ones.
The story gives context to your branding persona or your personality. And in most instances, your customers are buying your persona.
Want to test this out?
Think of the last time you purchased something or signed up to service because you like their persona: attitude, temperament, aura, style, or mindset. Subconsciously, you bought from them because you like them.
When it comes to selling services, you need to incorporate a story behind your Offer to your target customer so that they can relate and resonate with you, making the decision buying process easier to act.
And I’m sure you can come up with plenty of stories, but the art here is to find a story that positions your strength, your unique selling points, and separate you from other competitors.
And you can only do this well if you understand your target customer with 80% confidence, and when you share your story, they can feel it.
3.Pitch your Offer: focus 70% on emotions, 30% on logic.
This section is the main component of your copy; you explain your Offer in detail to motivate your prospects to take the following action: call, book, order, register, or buy.
And we recommend 70/30 principal.
The copy should focus 70% on benefits (what’s in it for them) and 30% on features (what they get).
As business owners, you have already understood that customers do not care about you, they only care about what you can do for them and the emotion they get from doing business with you.
Experts said it well: our left brain is associated with analytical and methodical thinking, and our right brain gravitates towards emotional reasoning.
That means your customer’s left brain will analyse your features (logic) and deliverables, but their right brain will try to work out the benefits (emotional) – “what’s in it for me” and “do I feel good when I make this purchase”. And if it ticks all the boxes, you got a sale.
Therefore, to make the buying decision easy for your customer, you need to have your copy speak to the two sides of the brain.
And here’s how.
- Describe your Offer in detail as well as its benefits.
- When you describe the features, make sure you explain the “So What” after each part; this helps your prospects to contextualise your Offer and bridge the gap between your Offer(feature) with “what’s in it for them” benefits (emotion).
- You can use the following linking phrases: (insert your feature) “…so that”, or “by engaging us you get…”, or “it’s important because….”
4.Give the Price
This section can be tricky because there are two trains of thought:
- Old school approach, which is: Do not state your price. Let your prospect read your copy and get them to fill in a form and wait for your call.
- State your price.
I would recommend the latter, state your price. In this digital era, information is everywhere, and competition is high; your prospects only have limited time to shop around.
If your service revolves around a typical “how long is a piece of string” type of industry, I recommend stating an indicative price range in your copy and followed with a pricing structure from lowest to dearest, leading to “get a quote” call to action for customised needs.
If you state a price or an indicative price range of your Offer on your copy, you will filter out non-qualified customers saving your company’s time and energy on having to answer lengthy phone calls with tyre kickers, as well, those who cannot afford your service. It’s a win-win situation.
But stating a price has its disadvantage. It will make your Offer seem like a commodity like the rest of your competitors. And to avoid this, you need to use the next element.
There is a saying that customers are willing to pay top price for a service or product if they understand the VALUE that they are getting. And it’s your job or your copywriter’s duty to explain the value so well that it is no brainer for your customer to make it a purchase for your service.
And to do this well, here are few tips.
- Study your top 3 direct competitors’ faults, strength, pricing, and their offers.
- Compare it with your Offer and pricing.
- Adjust it, refine, or make it at least 10% better.
- Identify opportunities and loopholes that you could gain a competitive edge over them.
- Do a price & value juxtaposition.
What’s a value juxtaposition, let alone price juxtaposition?
The word Juxtaposition in marketing means demonstrating a stark contrast between you and two/three other competitors offers when placed side by side.
The mission of Juxtaposition is to shine the light on your Offer and makes your competitors appear like a runner-up, making the buying decision a no-brainer for your customers.
Think bridesmaids. Their role was not to outshine the bride but rather to accentuate the bride through their choices of styling, dresses, and attractiveness.
If you do your value/ price Juxtaposition well, your company is the bride, and your competitors are the bridesmaids in the eyes of your prospects.
Therefore, your copy must embrace the value Juxtaposition mindset. It is something that we as business owners must learn to cultivate.
And when you explain the value/ price juxtaposition and encapsulate it with your stories, you will differentiate yourself from your competitors.
6.Money-back Guarantee, Risk removal or Risk minimiser
Customers love risk free or money-back guarantee offers. So, if you are selling products or tangible goods, it makes sense to offer a money-back guarantee or risk-free suggestions.
But what if you are selling services? It is often not practical to refund the money to customers if you’ve already done the work unless you failed to deliver what’s promised or your service breaches industry best practices.
Although this element is copywriting #101, I will recommend that you use it with discretion.
It’s all depending on your type of industry. If most of your competitors are offering some form of money back, satisfaction guarantee, or risk-free offers, and you don’t, then you lose one competitive edge. But if they don’t and you do, then you have one competitive advantage. It’s a subjective preference.
All in all, I would recommend three things that you could do instead of offering money-back guarantees: –
- If your service has longer-term interim management, then:
- Have higher pricing for a month-to-month contract but ask for payment upfront, or
- Have slightly cheaper pricing for shorter to mid-term agreements and ask for payment upfront per month, or
- Payment upfront based on milestone base.
- If your service is once-off: –
- Offer the chance to fix and resolve every problem that your customer identifies before offering money back.
And regardless of your decision to offer a money-back or risk-free Offer, your copy must end with the last element.
7.Call to Action
Every copy should end with a call-to-action message or paragraph. The call to action is to instruct your prospects to take the next move.
Don’t leave them hanging. Your copy has done all the heavy lifting: the attention-grabbing headline; your story to connect and relate; your sales pitch that focuses 70% on emotion and 30% logic; proper pricing structure; your value juxtaposition, and followed with some form of low risk offers to make it easy to buy, all you need now is to direct them to take the next move: to buy, to book, to register, to get, to download, to subscribe.
You may want to introduce some quick freebies to increase the conversion and get them across to the finish line. For example, “buy now and get” or “call/email/book an appointment/ schedule a call for a free meeting”.
And there you have it – the seven elements of copywriting #101.
Use this copywriting framework to bring success to your copies.
To recap the above points, the seven sections are: –
- Attention-grabbing Headline that focuses on an outcome/ result.
- Using story to position your points.
- Pitch Your Offer: 70% emotional; 30% logical
- State your price.
- Value Juxtaposition
- Money-back guarantee, risk removal or risk minimiser
- Call to action
Remember to use this framework for auditing your copywriters work, and if they are competent, they will most probably satisfy most of the sections described here and much more.
And if your copy is well done, you can expect it to be your virtual salesperson 24/7, 365 days a year. And understanding this framework is truly an investment.
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