Emotion is a crucial part of our decision-making process. But mentioning the benefits or transformations and making us imagine is not always enough. Especially if you have a product or service that many other businesses offer as well. We already know the benefits.
So what do you do then? How do you stand out? What's one copywriting tip I could give you in 2024? Read on.
Copywriting tip for 2024: copy that sells focuses on connection.
Have you seen any of the Old Spice commercials? They sell stuff like deodorant for men. We already know the benefits of deodorant.
The company was losing market share to their competitors who were more popular with the younger crowd. Old Spice was almost seen as the brand for grandpas. Oof. They needed some good marketing to get back in the game. And they sure achieved that.
They focused on connection through bold ads. Instead of targeting young men, they targeted young women who buy their boyfriends and husbands these kind of products.
The ad went something like:
"Hello, ladies. Look at your man, now back to me, now back at your man, now back to me.
Sadly, he isn’t me, but if he stopped using ladies scented body wash and switched to Old Spice, he could smell like he’s me."
I mean, the ad is pretty hilarious. It's ridiculous. Give it a watch if you haven't already.
They researched their target audience and their competitors and identified not only what their audience would enjoy, but also what would make them stand out.
Their audience buys it cause they connect with the brand and want to support something they enjoyed. Their sales went up like crazy.
Sometimes, copywriting shouldn't focus on the benefits.
Yup, sometimes it's not about mentioning the benefits or transformation your offer can give us. Sometimes it's about using the right language to simply connect with your target audience.
And to identify the right language for your target audience, you need to do research. Here's how.
Start with these questions.
Identify what type of copy to write with these simple questions:
Who's your target audience? To answer this, include questions like: - gender & age? - where do they live? - single or no? - kids or no kids? - any time-consuming activities?
What type of language appeals to them? - monitor how they talk on forums, social media platforms, etc.
What grabs their attention? - e.g. which type of visuals/colors/words.
This list is not complete. But it is a good start if you can answer all of these questions. You'd be a lot closer to understanding your target audience and creating copy that sells.
Need help with that? Send me a message and let’s get started.
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