What To Do Before Writing A Copy As Copywriters

Yeah, Here are the things to do before writing a copy that sells as copywriters:

1. Gain firsthand knowledge of your product or service. Do a little research to get your facts straight. Live with it for a while and get the feel of it. Then look at your product or service as if you were the consumer. What benefit does the feature of products provide to the customer? How does the feature make the product more attractive, useful, enjoyable, or affordable?

For example, I’m writing this book on a PC. A feature of the machine is that it allows me to edit and revise what I’m typing electronically, so I can move a sentence or add a word without retyping the whole page. The benefit of this feature is that I save a lot of time and can increase my productivity (and make more money) as a result. 

Another example: The second feature of my PC is that it has a detachable keyboard connected to the main unit with a coiled cable. The benefit is that I can position the keyboard for maximum typing comfort.

Note: Customers don’t buy products or services. They buy what these products and services are going to do for them.

A copywriter needs to know how to translate features into benefits: reasons why the reader should buy the product, and then present them in a customer-centered language.

2. “Position” your product or service. How is it different from or superior to the competition? Who would use it? How would you define it in a single phrase? Positioning is critical if you want to develop a competitive (and ultimately successful) marketing strategy.

 3. Know your audience. Always gear your copy to the needs and tastes of your customers. Are they mass-market consumers or upscale young professionals or hard-boiled professional buyers with a bottom-line mentality or executives in your field? Find out by checking the demographics of the media in which you’ll be advertising, or (in the case of direct mail) by obtaining a breakdown of your mailing lists. 

4. Plan your copy strategy. Decide how much copy you’ll need to convey the message. If your product is simple and its virtues self-evident, you don’t have much explaining to do. Other points worth considering: Do you want to develop a running theme that serves as a conceptual focal point for your copy? Do you want to advertise a line of related products? And be sure to coordinate your plans with the designer so that you’re both working with the same concept in mind. 

Author: Michael Agwulonu, Digital Marketing Strategist