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Chances are your clients are people like you. And if they are not, if they live entirely different lives according to completely different values, I hope you know it. One of the most difficult copywriting skills is to speak directly to the ideal customer. Do your homework and learn about your customers before you write the first letter.
Still, chances are your clients are people. And people tend to get influenced by similar things. You can read all the psychological tricks of persuasion. They work. But maybe you can start with yourself.
Let me show you a practical exercise. I invite you to write down your answers. Seriously, writing down stuff works like magic. If you are serious about marketing, you can dedicate a notebook to your notes. I promise, more exercises will follow.
Remember the last time you bought an item? Ask yourself these questions and write down your answers.
You can repeat this exercise anytime you feel like it. It aims at realizing your motivation behind buying stuff.
Because when you market your product, you must have the answers to these questions in your head. And find a way to place them in your text. Ideally, put them somewhere where your customer’s subconscious sees them before the conscious mind even starts to notice.
I believe you receive tons of emails every day. Some come from your clients and employers, some from your mother and father. I guess you open those even if the subject line is not the greatest of them all. But then, some emails don’t have to be opened. Those struggle to get your attention. Hypnotize you to open and read them. So, turn your regular inbox inspection routine into a marketing exercise. Ask yourself:
If you use email marketing, this exercise is a must-do for you. But having answers to these questions helps you to improve both your copywriting and your marketing skills.
When it comes to social media, our decisions differ from those we do in offline life. Your brand, product, or person is probably active on at least one of the networks. Don’t just watch how others react. Watch how you react. Answer these questions:
Social media are a world for themselves. But for now, let us stick with them as a means of inspiration.
Even our free time activities can be a means of inspiration. The books you read don’t have to be precisely Shakespeare. I guess your blog does not require a Shakespearean writer, either. You can get inspired by words, thoughts, sentences, and dialogues in books you read and movies you watch. But you can also train your copywriting skills.
As you probably noticed, we are not practicing polished metaphors but the psychology of persuasion. You are learning how to:
This principle is called AIDA – attention – interest – desire – action.
I always look for inspiration in unexpected sources.
See for yourselves…
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