As you know, human beings are emotional creatures but what you may not know is humans make their buying decision based on emotions. This is the first lesson in Copywriting for beginners.
People do not like to be sold. This is the reason we tend to avoid people who just directly ask for the sale.
People buy a particular product or service because they want to go from their “before state” to an “ideal after state” after using that product. For example, we buy smartphones so that we can be connected with other people in our life.
As a copywriter, you have to make people believe that your product can help them reach their ideal “after state” so that they eventually buy it. But how?
You must understand the following four parameters of why people buy something. This will help you to write a better copy of a product.
Write like you are talking to friend and trying to solve his/her problem
Let me take the example of a washing machine to explain you copywriting for beginners. Let us consider your prospect to be a Mom if she is going to be handling the washing machine.
Copywriting for newbie’s and even professionals should revolve around these four parameters.
First Parameter of a Sales Copy: Have
Before buying something your prospect did not have something and now they have it. Well, so what? Copywriters who write just to show the benefits of a product are making a big mistake.
This is not an effective way to write a copy because it does not trigger emotions.
For example: Check out this amazing washing machine that has these features. Then they will talk about the specifications and that’s it.
This copy is not convincing because it has not made an impact on your prospect’s life.
So, they don’t care much about it.
Second Parameter of a Sales Copy: Feel
People remember how your product made them feel. This is more important than simply having something.
For example: Before buying this washing machine your prospect felt stressed that their clothes are not being washed properly. Now, after they buy it, they will feel amazingly fresh and relaxed that they have proper clean clothes to wear every day.
Third Parameter of a Sales Copy: Average Day
How did your product change their average day? This is more effective than how they feel.
Before your prospects used to feel tired because they used to wash their clothes with their hands or they had to pay someone to wash it for them. Now, after they buy it, they will not feel tired, they have more free time and they can enjoy their day by doing things they love.
Third Parameter of a Sales Copy: Status
Status is the most important parameter while writing a copy.
This is powerful because for humans their status in society is most valuable to them. How can your product change your prospect’s status? Mention that in your copy.
Before buying your washing machine, your prospects did not get time to spend with her family and friends. Hence, she was not getting the appreciation that she deserved. Now, after she bought your washing machine, she has more time and hence she spends time with her family and she is respected because she handles many tasks with ease.
Thus for copywriting or beginners, you have to think about how your product can change the status of your prospect or how they feel and how their average day can change. This is how you write a copy that sells.
If you consider status, average day, feel and have in the order mentioned and show how your product can help in your copy, then it has high chances of converting the prospect to a customer.
These are my learnings from the copywriting mastery course from digitalmarketer.com
Summary table for washing machine.
|Parameter||Before State||After state|
|HAVE||Didn’t have||Now she has one|
|FEEL||Tired, Stressed||Relaxed, Happy|
|AVG DAY||Lack of time for family||More free time for family|
|STATUS||Not appreciated||Respected and looked up to|
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