Write like a professional copywriter and you can move people.
One of the questions I get most from family, friends, and people still on the fence about the necessity of copywriters is: I don’t get the point (of copywriters), can’t most people write?
Of course, most people can write.
But, what is a copywriter?
What most people cannot do is write with the point of selling their awesome wares and services. Here’s the textbook definition of a copywriter:
Copywriter: a person employed to write advertising copy
And here’s my extended version to break down exactly what a copywriter does for a business:
Copywriter: a person employed to write content for websites, brochures, etc. with the purpose of informing, engaging, and emotionally connecting with the employer’s ideal clients to elicit a specific response and/or action.
How can I write like a professional copywriter?
Here’s exactly how a good copywriter does it:
- Think of your target market as a person, not an idea—it’s hard to wrap your head around the idea or concept of a target market. It can be intimidating which makes writing to appeal to that market totally daunting. Copywriters break that market down into one persona. Imagine yourself having coffee with one person who represents your market. Are they male or female? How old are they? What do they do for a living? How are they dressed? What are their hobbies? Humanizing your target market helps you understand them and makes writing for them easier because you’re talking to one person, not an inanimate idea.
- Understand what your target market wants most (aka: Get in their heads!)—I’m not talking about choosing between the one-time package and the 3 month package for services, I’m talking about understanding why they want organizing to begin with. Tapping into emotions and the reasons behind them in your copywriting makes potential clients and customers feel like you totally get them.
Here’s an example of two options for copy on a sales page for a professional organizing company:
“We’ll help you get organized!”
“Say goodbye to junk piles and kids toys!”
The second option is more compelling and specifically addresses why your clients want your help.
If you want to write like a professional copywriter, start by thinking outside of your products and services and jump into why they exist to begin with. Consider how their function and purpose makes people feel.