Sometimes the best copy is no copy.
Sometimes the best art is no art.
Different marketing situations call for different tactics, here are 9 (with examples) to consider when determining the most effective way to reach targeted prospects for your clients.
1. Emphasize Unique Positioning:
One of the most potent copywriting tactics is highlighting what sets your product or service apart from the competition. Take Tesla, for example. Their tagline, "Not just electric, but the best electric cars in the world," succinctly emphasizes their unique positioning, showcasing superiority in the electric vehicle market.
2. Address Pain Points:
Identify your audience's pain points and speak directly to them. Grammarly does this exceptionally well, acknowledging the frustration of embarrassing typos with their tagline, "Write with confidence, no matter your mistakes." By addressing the pain of writing errors, Grammarly positions itself as the solution users need.
3. Appeal to Self-Image:
Make your audience feel like your product or service aligns perfectly with who they are. Apple masters this tactic by portraying their customers as innovators and free thinkers. Their "Think Different" campaign not only sells a product but an identity, appealing to those who see themselves as non-conformists.
4. Emphasize Trust Signals:
Incorporate elements that build trust, such as testimonials, statistics, or endorsements. Amazon does this seamlessly by featuring customer reviews prominently. These real-life experiences serve as powerful trust signals, assuring potential buyers of the product's quality and reliability.
5. Leverage Relational Messaging:
Show your audience you genuinely care about their well-being. Dove's "Real Beauty" campaign takes a relational approach by challenging traditional beauty standards. This not only promotes their products but also builds an emotional connection with consumers who appreciate a brand that values authenticity.
6. Showcase through Demonstration:
Sometimes, actions speak louder than words. Blendtec's "Will It Blend?" series on YouTube is a brilliant example. By demonstrating the strength of their blenders through entertaining videos blending everything from iPhones to golf balls, they not only showcase the product but also create a memorable and shareable experience.
7. Use Humor:
Laughter is a universal language, and using humor can make your brand memorable. Old Spice nailed this with their "The Man Your Man Could Smell Like" campaign. By injecting humor into their ads, they not only entertained but created a memorable brand image, making people associate Old Spice with fun and confidence.
8. Highlight Competitive Advantage:
Clearly communicate why your product is superior. Coca-Cola does this by emphasizing the "secret formula" that makes their drink unique. This mystique creates a perception of exclusivity, making consumers believe they're choosing a beverage with a competitive advantage over others.
9. Create a Sense of Urgency:
Encourage immediate action with time-sensitive offers. Domino's Pizza excels at this by frequently running limited-time promotions like "50% off for the next 24 hours." This not only entices customers but creates a sense of urgency that drives them to place an order sooner rather than later.
Remember, the key to effective copywriting is a deep
understanding of your audience and a genuine desire to meet their needs.
Editors can be brutal as they point out areas that need to be improved. Or changed. Or deleted.
And catching errors, that you know you should've caught.
The process can be annoying. Even upsetting.
But I try to accept it in the spirit of Daniel Kahneman.
Kahneman is the Nobel Prize winning author of Thinking Fast and Slow.
He said, “No one enjoys being wrong, but I do enjoy having been wrong because it means I am now less wrong than I was before.”
Sure, a tough session with a good editor can make you feel defensive, but think of it as is a good opportunity to learn.
