Writing copy is the easiest thing in the world. Before you spit out your coffee, hear us out first. Yes, writing any old copy is something anyone can do. After all, you just need a keyboard or a pen. But what web video scripts are all about is the power of persuasion through incredible copy that converts. The kind of copy that reels in the customers by the dozens; the kind that will have your bank account bursting at the seams. You get the idea. Well, that kind of copy is a little bit trickier to produce.
How to get started
The first step is all about preparation – don’t underestimate just how much time and research it takes to get to that winning formula. Whether you’re putting together text for a website, your company brochure, or anything else that involves putting pen to paper (or finger to keyboard, whatever the case may be), you’re going to have to put in the effort.
What do you sell?
This may seem like an obvious question, but there’s more than meets the eye with this one. When you market your services or product, you want to ensure you sell what your potential customers are actually looking to buy.
Imagine that you’re an events manager, for example. What do you sell? Before you answer ‘events’, we’re going to tell you it’s something entirely different. What you’re really selling are the results of what you offer. And that’s increased sales, brand recognition, new leads, and credibility. That’s why customers buy your product, nothing else.
This example reflects a common problem that many business owners experience. They think they’re selling one thing, but the customers are buying another. Don’t make that mistake with your marketing campaigns.
What’s your product?
The next step is to really drill down and find your product(s). This is where you dissect the answer to our previous question and break it down into individual items or services.
Let’s take a look at the events manager example once again. If you really delve deeper and deconstruct the service, you start to realise that the solutions can be broken down into different compartmentalised products:
· Informal Events For CEOs to Network such as breakfasts, river cruises, rugby tickets
· Reward Your Staff with events such as wine and food tasting
· Show Off Your Product through trade exhibitions
Who are your competitors?
When it comes to business, it really pays to look into what your competition is doing. If you don’t even know who your competitors are, it’s time to get to work! Type in an industry-related keyword into Google and start doing some research.
Find out what they sell, how much they charge and how they market their business. The aim is to make your offer more attractive, affordable and effective. Convince your potential customer that you stand out from the crowd.
Look at collaboration options
If you follow the advice in our last step, you’ll probably find other companies that offer similar or related products. Instead of seeing these suppliers as your direct competitors, think of them as collaboration options instead. Consider where other companies can fill in the gaps in your business and set up strategic alliances.
These collaborations allow you to take your service or product offer to the next level, providing unrivalled value and quality in the industry. This will not only improve what you offer to customers, but can also deliver new leads from the businesses you partner with.
What comes next
So far, we’ve shown you how you can get a true idea of what your business sells and where you stand amongst your competitors. In Part 2 of our series, we’ll show you some specific writing techniques coupled with exercises you can do to get your copy to the level you’re looking for.
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