Who says that writers don’t know science? Writing is a science! If it weren’t, then anything that was ever written for marketing or advertising purposes would do its job and make you fast cash.
Know your audience.
The more you know, the better targeted and relevant your copy will be. Ask yourself:
- What does their everyday life look like? Who do they work with? What websites do they read?
- What are they passionate about? Hobbies?
- What past products/services have they purchased and how does your offering compare? Once this is identified, however, it’s ineffective to use comparison words in the copy itself. For instance, instead of saying “Our vacuum cleaner is better than the common household brand.” You identify how it is better, ie., “Our vacuum cleaner has five times the suction as other brands.” Now you’re showing them, not just telling them.
Identify key motivators.
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