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Good copywriting tells the truth, but it makes the truth fascinating. People won't be interested in your offer if the copy isn't interesting enough for them to keep reading. I love this quote that says it all:
Tell the truth, but make the truth fascinating. You know you can't bore people into buying your product, you can only interest them into buying it. - David Ogilvy
Ain't that the truth? So how do you make your copy fascinating? Let's look at a couple ways.
Leverage trends or news when creating copy.
This is also known as "newsjacking", which is basically taking advantage of current events to promote your offer.
If you want an example, check out AeroMexico's ad in 2019 called "DNA Discount". It's truly something else. Turned out to be effective, too.
If you do decide to leverage trends or news to promote your offer, keep in mind that it will backfire if it doesn't fit your brand. Don't start talking about women's rights when you've never done that before. People will know that you're only doing it cause that topic is trending and you're trying to get attention rather than actually helping.
Write a powerful tagline using your USP.
A USP is a Unique Selling Proposition. It's what makes you stand out from the competition. And it's not something generic, like you have more options or you're cheaper compared to the competition. It's something specific.
An example is Domino's USP and tagline: "You get fresh, hot pizza delivered to your door in 30 minutes or less or it's free."
There are plenty of pizza places that offer to deliver pizza to your door. But how many are there that promise to do it in 30 minutes or less AND promise to give you your money back if they fail to do so? I sure can't think of any else. That's good marketing.
Create entertaining content.
Copywriting is about selling, yes. But it's also about getting people engaged. You can't sell to someone who isn't even interested in your content.
The easiest way to get people engaged online is through entertaining content. Most people are on social media or blogs to get entertained. If they learn something, that's a bonus.
If you can make your content informative while entertaining, that's the perfect mix.
Be controversial with your headline and copy.
Controversy grabs attention. But be careful, you don't want to alienate or offend your potential customers. So don't do it for the attention.
Do it to start a discussion about a topic that you care about. A topic that aligns with your brand values. A well written piece should spark discussion. And people sure do love to share their opinions on everything online nowadays.
Make your copy relatable.
If you're an entrepreneur, your superpower is your personality. Use your personality to connect with your customers. We love it when we relate to people. It's the best way to create genuine connections that may lead to sales.
Do you need help with creating engaging copy? Send me a message and let’s get started.
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