Strategic Content

Convert your Potential Customers into Buyers

Copywriting

Great writers are the modern-day stonemasons of any online presence. Our words form the very foundation of all online content, whether those words become a blog post, a podcast, or a video.

Copywriting is one of the most essential elements of effective online marketing. The art and science of direct-response copywriting involves strategically delivering words (whether written or spoken) that get people to take some form of action. Testing is a huge part of copywriting.

This section is continually updated and contains an excerpt for all articles on Copywriting that can be found on this site.

The 7 Most SUPER Persuasive Power Words of all Time

Power words invoke a strong emotional response. That’s their job.

They pack a hard punch that goes right to the heart of what matters to your reader.

That’s the aim of the game. To grab your reader’s attention and nudge them into taking some sort of action you want.

There are 7 super persuasive power words that out-rank any others, and they’re always at the top of any copywriter’s toolbox. The 7 most persuasive power words are:
1. Free
2. New
3. Because
4. Imagine
5. How to
6. Instant
7. You

How to Create a Tagline with Benefits Your Customers Want

With a tagline, you can explain in the simplest way possible what you do and how your customers can benefit – that’s it.

Although only one sentence or phrase, a tagline provides a very powerful statement of how you, your product or service, can benefit a potential customer. It should be simple and to the point so anyone can clearly understand it.

Finally, your tagline should reflect how your business differentiates itself from your competitors and what makes you unique. And it’s all packed into one sentence.

In this article, I’ll show you how to create a tagline for the benefit your customer wants.

Dispense with a Horse and Reduce your Anxiety

The very first advertisement for an automobile had a jaw-dropping headline. But the brilliance of the ad is how the benefits are described and are then supported by the features.

The headline says nothing about the vehicle and its fantastic features. That comes later.

Instead the headline drills into the immediate benefit of saving on the expense and care of owning a horse. Then there’s the transition into the ultimate benefit which is reducing the anxiety of keeping a horse.

The features of the vehicle only then follow on from the headline and first paragraph.

As is the case 118 years later, focusing on the benefits your product can offer potential customers isn’t a new way of marketing, it’s the correct way.

Know the Difference Between Features and Benefits

Your potential customer is wanting to buy benefits. She’ll hand over her credit card once she understands what’s in it for her. What is the benefit to her when she buys your product?

To sell your product or services you need to stress the benefits, not the features.

Why? Because customers really don’t care about you or the products and services you’re selling. They just want to know what’s in it for them and how your product can benefit them.

When buying a product, your customer is thinking of the benefit she can obtain and sub-consciously the ultimate benefit. She’ll then justify her decision to purchase based on the great features your product has over the competition. It’s as simple as that.

Create a Persona to Visualize and Understand Your Audience

A persona is a fictitious person that’s made up from a composite of who you believe your prospective customer is likely to be.

I like to think of a persona as being one person that represents the behavioral patterns, attitudes, lifestyle choices, and motivations of your prospect. Importantly, a persona is an individual, not a demographic.

Creating a persona gives you the opportunity to visualize and empathize with your prospect or audience. It’s your audience of one person who you know so well. You’ve literally been in their shoes and seen how they view the world. What you write or talk about will resonate.

And the persona you’ve created represents your prospective customer.

Your Customers Worldview and Why It Matters

We all have a worldview. Simply, it’s how we see the world and it’s responsible for our behavior and actions.

Knowing your prospective customer is understanding their behavior and actions. It’s being able to empathize with them and see their worldview. That’s the starting point to creating products or services they’ll want to buy from you.

Being able to empathize with your prospective customers is literally putting yourself in their shoes to understand their behavior.

But this behavioral information lacks context because we need to know the WHY behind the behavioral patterns. The WHY is their worldview and that’s why it matters. How does your prospect see the world?