Copywriting is often an overlooked and under-appreciated task for Marketing departments. It seems like such a simple task, but if the copywriting quality is poor, your potential customers will assume the associated product is poor as well.
There are three keys to effective copywriting. They are understanding your target audience, the message you are trying to convey and media to include.
Understanding Your Audience
Understanding your audience helps you determine the right kind of copy. For an engineering audience it will probably make sense to stick with brief documents that summarize the specifications. Whereas, if your audience is teenagers, you will want copy that is eye catching and provocative.
Conveying the Right Message
It’s vital to understand how to communicate with your audience and what drives them to make a purchase. For example, if your target audience is engineers, you will want a message that is technical yet concise. This audience has limited time and tends to make their decisions based on the technical specifications of a product.
However, if your target audience is teenage consumers, you will want a message that is eye catching and see as “cool”. This audience has a limited attention span and tends to make decisions based on impulse and emotion.
Picking the Right Media
A technical audience always prefers more substance than fluff. One product image is most likely enough, which will leave room for you to load up on data and technical information.
A consumer audience doesn’t take the time to read endless lines of text. For this audience, use images and videos to tell your story instead. It will make your documents more interesting and eye catching.
Properly executing these three keys will result in effective copy, which will go a long way to effectively positioning and selling your products or services. For those who lack the resources and/or experience, please Contact Us to schedule a call to analyze your copywriting needs.