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Here’s a run-down of the most important things a copywriter will want to know about your business before they write a single word.
The better you can answer the following questions, the more effective your written content is in attracting new leads and “sealing the deal” with your target audience. But first things first:
# 1 Who Is Your Target Audience?
In other words:
What does your typical customer look like?
What does your most valuable customer look like?
Where do they live, who else are they looking at/ buying from besides you, what’s their age demographic etc.
The clearer your answers to these questions, the more effectively a copywriter can strategise where your content should appear and what needs to be written.
# 2 Your Product/ Service Features?
If you’re a product-based business- what are your products made from, where are they sourced from, what’s the process that goes into their manufacture etc?
If you’re a service-based business- what are the steps involved and the equipment used in carrying out your services? Do your customers deal with you directly or a member of your team?
Knowing these answers enables a copywriter to go into more detail when they describe what you do or what you sell. This has the follow-on of optimising your SEO results because the explanation of your product or service has more clarity.
# 3 Benefits- What’s In It For Them?
Getting this one right is crucial. This is the question that underlies virtually every other question put forward to you by a potential customer or client. Regardless of the specifics of what they’re asking, what they really want to know is how what you do or what you sell is going to benefit them-
Do they make money from it?
Do they save money from it?
Will they feel better?
Gain more time?
Lose more weight?
You get the idea… no point in selling the ‘How’ if you can’t sell them on the ‘Why’!
# 4 What Makes You Different?
Unless you’re one of those rare businesses lucky enough to have a niche all to yourself, chances are you’ve got competitors. Competitors with websites, blogs and social media pages, all quickly found online by potential customers…
So you’ve got to have distinct reasons why people should come to YOU over the rest.
What is it that makes your business unique?
Is it your accreditation, the years of industry expertise you offer, some kind of guarantee, that complimentary item or little bit extra you provide that nobody else does?
This is how a copywriter makes your marketing voice different from your competitors. This is what makes you a more appealing proposition to your target audience, and you’d be surprised how often this makes the difference between you landing the sale or the other guy getting it instead.
# 5 What Results Do You Seek?
After all is written, compiled and posted- what results do you want to see?
Without a clear understanding of what the desired end-game is, your online content will lack direction and a real purpose. Putting it together turns into a waste of a copywriters’ time- and your money.
You need that definite key objective, that clearly understood outcome to aim all your content towards- because this is how a copywriter knows what you need and what you can do without when it comes down to their professional recommendations.
But…this question is one that’s much more specific to your business.
Maybe you know the answer but aren’t sure on the course of action you need to take?
Or maybe you know there’s stuff you need and don’t have- but you can’t get clear on it?
Here’s your chance to see if we can’t implement a strategy to draw in those leads, sign-ups, enquiries and sales you’ve been waiting for…
You’re now just one step away-
Get in touch and let’s make it happen:
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