This is an article written by Marti Woodward. Why reinvent the wheel. Marti said it better than I could say it.
The 4 W’s to Writing Great Copy
What is marketing copy?
It is how you communicate your message. It can be written or verbal. It can be communicated in person or online. It can be what helps a potential client decide or it can turn them off forever.
Why do I need to focus on writing copy?
No one can benefit from working with you or buying from you if they don’t know what you are offering and how it can solve their problem. It is up to you to share clearly just how you can help and what they will get from working with you.
Writing copy or even speaking it can be overwhelming. There is so much to remember and get “right”. You don’t want to sound pushy or lacking in credibility but you also don’t want to be passive. Believe me, if you build it, they do not come… You must promote it, market it, and sell it for them to come.
And copy is how you do that.
Today I want to share the 4 W’s of writing great copy. This is the place to start. there is much more to learn and practice but here is a great template to get you thinking and writing now.
Why – Know your purpose for every marketing move you make – always! Is it to list build, add credibility, fill a class, sell a product, or entice a JV partner? If you write copy without a goal I guarantee you will get little to no response for your efforts.
Who – write to one person, your ideal client. Write to them as if they are the only one reading your copy and you are addressing their specific problem. When your audience feels you “get” them and their problems you are 75% of the way there.
Where – there are so many places you will use copy. Here are just a few… Your website, blog, articles, newsletter, sales letter, opt in page, social media, and give away reports or e books. Where you are going to use your copy determines how much you write and where your emphasis lies.
What – these are the things that need to be in ALL of your copy. No matter if it is bullet points in an opt in page or a lengthy sales letter, an article, or your home page on your website.
A Great Title – You have a limited amount of time to capture someone’s interest and keep it. Your title often determines if your potential client keeps reading or simply hits delete and moves on. Your title has to tell the benefit for your customer – what’s in it for them!
The Problem You Solve – your copy must address the problem you help solve, not all the features of your program or product. People buy solutions not programs. It’s also helpful to tell your customer why they need to solve it now rather than wait.
The Solution – reassure your audience that you not only have a solution but it is proven and in an uncomplicated step by step format. People want to know that you can help and that you have helped others. This is a great place for success stories and testimonials.
A Call to Action – this is the most important part of your marketing copy! What do you want your audience to now DO as a result of reading what you have shared? Sign up? Click Here? Download the report? Schedule an appointment? Purchase the product? What? If you don’t tell them exactly what you want them to do next, you are leaving them hanging – not fair! Make it easy for them to do what you are asking and remember that when they do what you ask they will benefit by addressing a big problem.