A lot of online business owners doubt their writing abilities. They think that writing webcopy is a strenuous task that eats up a lot of their time and requires tons of experience. Is this you?
While it is true that a professional copywriter will do the job faster, it does not mean YOU can’t do it too. In this article you will discover how to create a battle plan for your webcopy: identify your goal, your prospects, knowing your products and crafting a strategy.
Pay attention! DO NOT start writing your webcopy if you haven’t brainstormed it. This is crucial if you want your website’s text to be convincing.
1. BEFORE YOU START WRITING It’s very, very important that you know your target audience, your product and your goals.
Who are you writing to? Here are some questions to help you identify your target audience. At this point you want to create a persona – the “portrait” of your ideal customer.
Ask yourself the following questions:
How old is the perfect customer? Does he/she have kids? Is he/she married?
Is my perfect customer a man or a woman?
Where does my perfect customer live? What is their geographical location?
What are the likes and dislikes of my ideal customer?
What is my ideal customer’s fears and hopes for the future?
Think about other relevant information about your ideal clients and write it down. When you are done creating the customer persona, it is time to move on.
Do you know your product? A lot of online business owners claim that they know their products so well, but in truth they only know its features. When you are trying to SELL your product, it is not its features you should focus on, but its benefits.
So what you are selling is not a product, but a solution to your prospect’s problems.
Ask yourself the following questions about your product:
What is your product or service? What is it made of?
Who was your product or service created for?
What are the main features of your product?
How are these features HELPING or SOLVING A PROBLEM your prospect has?
What does your product look like? Is the product’s design a strong point in selling it?
Do you have any special offers for your product?
How is the product used? How does it work? Who is entitled / who can use the product?
When can someone use this product and why?
Having all these questions answered on a separate sheet of paper will give you a clear outline of the strongest features of your product and/or service. Once again, focus on the benefits of the product: using its features, try to come up with the benefits.
Let’s take a water boiler as the product. One of its features is that it has a red light when in use and a blue light when not in use. How can this be a product benefit? The customer knows if the boiler is in use or not; the customer can immediately identify if the boiler is supposed to be in use or not, avoiding product damage due to inappropriate usage.
What are you aiming with your webcopy? Once again, do not ever forget that you are not selling a product or a service. You are offering your clients and prospects a SOLUTION to a problem they have.
What could this problem be? Read on to find out…
2. IDENTIFY THE PROBLEM You already have a list of the main features of your product, a detailed description of your product. Use this list to see how the product solves a problem people might have.
When you have pinpointed the problem, start writing down its features. What are the pains that this problem is causing? How is the prospect suffering because of this problem?
The more details you know about the problem, the better you will know how your product can solve the problem.
Here are the top 3 most important questions you should ask yourself in regards to the problem:
What is wrong? – IDENTIFY THE PROBLEM
Why should I care? – IDENTIFY A PAIN POINT
What can change? – IMAGINE YOUR LIFE WITHOUT THE PROBLEM
3. PROVIDE A SOLUTION THAT IS UNIQUE This is also known as a USP or Unique Selling Point. Basically, you have to know what makes your SOLUTION different, unique from other solutions that are already on the market:
What can you or your product/service offer a client that NO ONE ELSE can?
How is your solution unique?
Answer these questions and complete them by writing down your strong points, such as: your experience in the field, your qualifications, your diplomas, prizes, your past and present collaborations, strategic alliances, etc.
4. CREATE A WRITING STRATEGY By now you should have several pieces of paper full of information about your product, client and your business.
NOW it is the right time to start thinking about your writing strategy.
I suggest inquiring about the Sugarman writing strategy, which is heavily based on the way you write the first sentence. Basically, what this strategy says is that the first sentence should hook the reader and make them want to read the second sentence; in its turn, the second sentence should make the reader want to read the third sentence, and so on.
Even though this strategy was initially used with print marketing, it works great with online webcopy too.
The strategy is heavily focused around the use of words which express emotion. If you want to find out what these words are and how they can influence your website visitors, click here.
Now you know how to brainstorm your strategy so that you’ll have a great webcopy that SPEAKS to your prospects. If you know how to word your copy the right way, you’ll have prospects hooked at your door, wanting to opt in to your email newsletter.
And you know from the previous article that an email subscriber is your first step towards building a relationship with that prospect and turning them into a regular customer.
In the next article you will discover how to actually START writing. Often times putting pen to paper is the most difficult thing; but once you’ve started writing your webcopy you’ll be like a kid in a toystore.
And if you're thinking about the best time to start crafting your webcopy...
(This article’s illustration was created by Gyongyi Balogh Illustrations and used with her permission; if you like her work visit her at this link)