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Now You’re Speaking My Language: How to Be a Better Copywriter
Posted on 09/17/2012
When two people speak different languages, they rely on translators to bridge the gap. And when a child is born deaf they and their families learn sign language together. The lesson is simple for your business’s marketing materials: words matter, and people crave connection.
Good copywriting initiates conversation with your customers, and great copywriting keeps it going. Spice up your company’s copy to attract attention and scare up interest. Keep reading to get started with your copywriting overhaul.
The best copywriters begin with their audience. Consider the people who will read your copy before writing it. Which topics will interest them, which references will resonate and which won’t even register? Reflect on your targeted reader so your copy has some direction.
The more precise your language, the more interesting your copy. For example, “searing” is a better choice than “hot.” And “shivery” is more telling than “cold.” (Well-chosen) word to the wise: great copywriting revolves around specificity.
A little reconnaissance would do you good. You’ll be a better copywriter—and marketer—if you use social media as a listening tool.
B2B copywriters should check out your prospects’ Facebook pages. Use the language they use, and drop the keywords they’re dropping. This technique is one of the simplest ways to subtly insert your company into their discussions.
It doesn’t matter who your prospect is—every consumer is filled to the brim with marketing messages. Overloaded by constant pitches from you and your competitors, prospects can only give you seconds of their attention. Seconds! So be brief. You won’t have much time before they move onto someone else’s copy.
When you’re trying to sell your product or recruit new clients for your services, it’s easy to get wrapped up in yourself. But for stronger copy, redirect your focus on the reader. Write with “you” more than “I” or “we” and they’ll pay more attention.
Communication between your company and its customers is important, because customers notice when your business puts effort into reaching them. Besides prioritizing communication to keep customers happy, it also forms the cornerstone of a good lead generation strategy. Put simply: show customers you’re speaking their language and you’ll be in the money.