Content marketing is one-word digital marketers are conversant with, but only a few deploy this trick to grow their business.
It is only when you solve people’s problems you get a value in return.
So forget about making more bucks when writing your next sales copy and ask yourself what are the issues people are trying to solve as it relates to your area of business.
Once you identify the problem, it means you have taken the first step to getting the attention of your target audience.
Most times, marketers concentrate on their message, instead of focusing on what the reader is searching for. This is a grievous mistake that leaves their sales copy redundant.
When marketers do this, they hardly get a response to their marketing emails. It becomes just another mail.
For instance, Michael and I spent considerable time developing an article for solving the needs of people looking to hire a virtual assistant, it became one of our most-read articles. The reason is simple, it’s because we took our time to solve a problem.
We’ve put this article together to help upcoming content marketers identify the major ingredient that makes a sales copy an effective marketing instrument that drives sales:
1. Identify a Specific Problem you want to Solve
Think about it from the perspective of a customer, the only reason people patronize a business is because they have needs. And not just generic needs, they have specific needs.
Look at it this way, you’ve identified that a prospective client wants to buy a shoe.
Ask yourself, what type of shoe does she want to buy?
Is it a wedge or a flat sole?
If you cannot answer these questions, you’ll address a generic need.
This would make your sales copy less effective.
Being specific makes you hit the nail on the head as your prospective client read your sales copy. It is the point of acknowledgement where you make people who have needs but are not aware of it realize they do and are compelled to decide.
2. Choose the Approach to Solve the Problem.
It is now obvious that there is a need the client wants to solve. Now that you know, the method you use in making sure the prospective client buys from you really matters.
The best approach would be to seek a means to get their attention towards your content. This is the aspect where you need to think deeply to recognize what you need to get the attention of your audience.
Approaches differ based on the needs and demographics of your audience.
There is no better way to do this than writing an emotive sales copy.
3. Develop Emotive Content
Emotive contents are best for sales copy.
No matter how much you like to think of yourself as a rational or logical person, human beings are slaves to emotion.
Studies have revealed that people decide to buy based on the four primary emotions.
For example, you can deliver an inspirational, motivational, or uplifting example of how you’ve transformed your life with a product.
Someone in search of such a product would build the same bond that you get by triggering his or her emotions. This will enable such an individual to take action.
4. Apply the KISS Principles and Highlight Testimonials.
KISS is an abbreviation for the expression, keep it short and simple. The best sales copy are short and simple.
Also, make sure you highlight testimonials; it is used to drive conviction in your prospective client.
After you’ve followed the above principles, be sure that your next sales copy is a bait for new clients. But always remember the quote of David Ogilvy that says, Customers do not buy products, they buy product benefits.