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Creating an advert or writing a copy is basically a selling method. It is a way to attract clients and potential clients to try the product. Being a copywriter requires 2 important traits, creativity and understanding the nature of the human being; When you’re dealing with humans, you need to understand what can trigger them to make them buy your product. So, it’s not just about the creativity of the copy, but also how you can make your audience buy your product without ordering them directly.
Previously we have listed a number of creative non-Egyptian adverts that will blow your mind as a viewer and will make you buy the product as a consumer. So, what you need to include in every copy you write besides creativity is a way to sell your product to your consumers.
Today we will tell you how to write a copy that sells.
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Educate Yourself On The Brand With All Its Little Details
If you just won a pitch and you’re about to write a copy for your advert, take some time and learn more about the brand.
You need to study everything about the brand from its tone of voice to its audience and their preferences. This will guide you when you’re brainstorming for a campaign, you will be thinking of the audience and what they like, what language and slang to use, how to make them relate to the message of the brand, and what the best idea to use is.
Knowing all the details of the brand will enable you to know the exact keys to making this campaign succeed.
Which Advertising Appeal will you use?
Depending on the brand and its product, decide which advertising appeal you will use.
There are around 23 advertising appeals, and each one of them can help you generate the perfect idea for your brand. There are many copywriters that depend on a couple of appeals and never change them, when in fact, using different advertising appeals is definitely an edge, it shows how creative you are as you are able to subject any of them to serve the brand.
To be able to use different advertising appeals, you need to constantly watch adverts, especially international ones as they tend to be more creative.
Keywords Are Not Just For SEO
Keywords here mean what the brand’s audience uses in their everyday language.
Studying your target audience will provide you with the needed information to trigger their emotions and make them take action to buy your product. What most of the audience needs is for their favorite brand to understand them and always make sure it provides the solutions they need. For every successful brand, there is a product that covers its customers’ needs.
This is why, you need to speak their language. For example, if your product is for elders, then you need your language to be more old school and if you want to use slang, don’t use modern ones, search for old ones so the audience can relate.
If you’re targeting Gen Z, then definitely use everything that is modern, from social media platforms to everyday common language.
This will make you bond with the audience, they will feel that you understand them and understand what they go through.
Address Your Audience’s Pain And Why They Need Your Brand
Focus on the solution your copy will present to the audience.
In order to make your customers buy the product, you have to focus on the benefits and the solutions this product provides.
For example, if you’re promoting skincare products, then what you need to do is tackle the issues that the skin faces, which your product can solve. Mention a common problem, display the benefits and solutions given by the product, and how your audience reacts.
This is what most cosmetic brands depend on, like body deodorant brands, makeup, skincare, and hair products.
They trigger your pain or anxiety and then give you the solutions.
Make It Easy To Understand
Your audience is not the only ones who will be watching your copy, everyone else would.
Complicated copies don’t sell anything! You need to have a clear message and a clear idea. If it’s too complicated and hard to understand then your advert will fail miserably.
You’re not writing a novel or an academic paper, you’re writing a copy to the everyday people we meet, so, when choosing the language, you need to focus on the words, so you don’t pick the wrong ones.
Make it simple, people like simplicity, and what they’re watching is easy to understand.
Pay Attention To The Language And Use Storytelling
Your audience won’t listen to you when you boss them, you need to know their keys.
It is recommended that you end your copy with a call to action but in a fun friendly way. Use engaging language instead of using language to order them. Make them feel that you understand what they’re going through and this is why you’re offering help. Also, use the method of storytelling as it is one of the best ways to attract the audience because you’re triggering their imagination and you might be showing them a story they already have been through before.
Sometimes Adding A Proof Is A Plus
Do you know how brands use their accomplishments as proof of how great they are? Do this.
In social media, using UGC is definitely a plus because it is based on true reviews, you can do the same in advertising. There are so many adverts that talk about the achievements of the brands and the certificates they won, this is proof of how the brand is succeeding and is trusted.
Adding proof will make you earn more customers and turn the potential ones into loyal customers.
A creative copy that doesn’t sell the product won’t matter that much to the brand as it didn’t increase its revenue. Your goal is to increase sales and gain more customers, if your copy didn’t achieve any of the goals, then you need to study your brand all over again.