The development of effective marketing strategies can mean the difference between a business that flourishes with the influx of new leads and one that struggles to nail down a handful of interested prospects. The right content, audience, and avenue all coincide with relatable messaging that encourages consumers to click the “Buy Now” button.
As marketers continue to explore new approaches and avenues to get their messages to consumers, there are still are a few fundamental elements of good web copy that will continue to rightfully hold their place as the golden pillars of solid consumer engagement, both online and offline. Let’s take a look at these elements.
1. The Hook
This is your attention grabber. It can come in the form of a one-liner that immediately triggers an emotional response such as amazement, shock, or fear, or an eye-catching image that elicits the same sentiments. No fisherman ever caught a fish by dropping just a bait-less string in the water. Make sure that the first thing that your consumers see will demand their attention. Check out the examples below.
Example 1: “Trim your waistline by 6 inches in one day with this pill!”
Example 2: “6 Things That Your Doctor Isn’t Telling You About Your Heart Health”
2. Build Trust and Rapport
Building Trust with your readers can be done in a few ways, including big name cosigns, industry expert validation, and research studies. When creating online content, the tone of the content is extremely important, as it establishes your rapport with the reader. A conversational tone is usually best because it contains a natural, easy to follow, rhythmic flow that we’re accustomed to hearing during in-person conversations. Try to avoid industry jargon and acronyms, which can leave the reader confused and on endless google searches-keep it simple.
3. Create Disparity
Sales professionals are often thought of as problem solvers. The customer has an issue, and they’re looking to make a purchase in order to get rid of it. Know your customer. The most successful salespeople aren’t the ones who ram products down a prospect’s throat. They’re the ones who take on a more consultative approach, which includes qualifying the buyer and creating a sense of disparity so that they’ll come to their own reinforced conclusion of why they need your product or service. Be the problem solver. Ask the right questions and subsequently provide the best solution: your offerings.
4. Competitive Differentiation
How does your product/service measure up against your competitors? Building a strong competitive advantage is key in developing your customer base. Find ways to illustrate unique value-adds of your offerings and stand-alone advantages that make your services one of a kind. Check out the examples below.
Example 1: “We offer free, overnight shipping with exclusive white glove delivery service.”
Example 2: “Our XYZ is the only plastic molding product on the market that’s backed by NASA.”
5. Remove Fear/Build Credibility
Public opinion polls, testimonials, and money back guarantees are some of the best ways to remove fear and build credibility with your prospects. Consumers fear the slow nudging of buyer dissonance that can develop after they’ve purchased a product. Make them feel like they have nothing to lose and they’ll toss those inhibitions to the wind.
Example 1: “An online poll of 1,000 users gave our product a 5 out of 5-star rating for efficiency!”
Example 2: “Try it free for the first 30 days with a hassle-free return!”
6. Create an Effective Call to action (CTA)
A good call-to-action is your doorway to more engagement with your audience. Whether the CTA is a web download, phone call, online registration, its message should be clear and its positioning should stand out in the copy so that users can easily scan for it. Take a look at the examples below.
Example 1: “Click here and enter your email to get your free ebook on DIY home projects.”
Example 2: “Give us a call today 310-555-5555 to set up your free car inspection.”
Getting into the minds of your customers is a huge part of crafting good copy, no matter which medium its created for. Remember, words tell, but emotions sell.