“The art of making people want to read
and act on your message”
Copywriting is the art of making people want to read and act on your message. It’s not only writing a persuasive sales letter, and it’s using the principles of psychology to make sure your message gets across. A copywriter understands marketing psychology and can work with the customer’s needs, wants, fears, and motivations. The result is an effective sales letter that moves him from buyer to buyer faster. Therefore, it is important to understand the psychology of the buyer. There are three psychological stages of the buying process: applying the right copy to each stage and using a customer profile to personalize your copy.
The first stage in the buying process is the perception phase. In this stage, there’s the “wow” factor present. This is what gets your potential customer’s attention and makes him say, “Hmn? That’s interesting.
The second stage in the buying process is the rationalization phase. This is where a person will assess the quality of an offer. The first thing they will do is evaluate the offer’s credibility. A seller’s credibility is based on their identity, experience, expertise, and reputation.
The third stage in the buying process is the evaluation phase. The buyer has already decided that the product or service offered is worthy of purchase in this stage. This is the final stage before deciding to buy. In this stage, the buyer is ready to close the sale and commit to purchase. The third stage is where the prospect will assess the need and necessity. He will way to pros and cons to the need for a solution and the pros of having his problem solved.
Three Essentials of Effective Copywriting
- Choose the best keyword phrases for your business and target audience. When selecting keywords, think about what words your prospective clients use when searching for solutions. In addition, think about which words people are searching for as they find you. If you sell financial planning services, you might use words like “retirement,” “fiduciary,” “taxes,” “pension,” and “investment.”
- Write an outline of the copy you need to produce to convey your message. A good outline should include a title and subheadline, followed by three or four paragraphs that answer the prospect’s questions and provide specific answers. You can also add more paragraphs as needed.
- Write the copy. The best copy is one that is conversational, clear, and concise. It should be written in the first person rather than the third person. Avoid using jargon and technical terms. This type of writing is called persuasive, or sales copy because it’s designed to persuade your prospect to take action. Use this outline as a guide for creating your sales letter. Writing effective sales letters is like cooking a delicious meal; it should be clear what is on the menu but keep an element of surprise in how the food is cooked and served.