When you are hired to write copy for a client, there are many things your clients will ask you to do. You'll find that often times they have multiple objectives for one piece. It could be to sell their product or service, in addition to positioning their company or product in a certain way. Other times you'll be asked to announce new information to the public or to their employees. The list goes on.
Whatever the reason your client hires you to write copy, it is important when writing the copy that you show an advantage or advantages to the reader.
What do I mean by advantage? For example, think about:
Why is it better? Why is this product better? Why is this doctor better? Why is this company better? Why is this new announcement better? What’s in it for them (the reader)? I'm sure you've heard of WIIFM (what's in it for me) phrase before - focus your copy on that idea!
What you need to do in your copy is tie the specific advantages of the product/service with the needs or desires of the audience reading your copy (Or at least most of the readers).
You want to show the reader, with your words as well as with pictures, what they gain, as well as what they could lose if they don't take advantage of the product/service. What the reader gains or loses can be tangible things like money or sometimes even better, use non tangible things like emotions, security, spiritual growth, embarrassment, keeping face with their friends, etc.
So, how do you do this?
As a copywriter, you first need to know the advantages of what you were hired to write about. Ask the person that hired you what they are. Ask in any interviews you do, what they see the advantages are.
A tip...one question I always ask when I interview someone, "What is the number one advantage of this product as your clients see it?"
About the author
Founder of A Marketing Connection and The Copywriting Institute, Kelly Robbins, MA, is an award winning copywriter and healthcare marketing coach/consultant. She also publishes The Healthcare Marketing Connection, a free e-zine on healthcare marketing tips. Contact Kelly to receive her free report, "5 Critical Mistakes Healthcare Marketers Make that Lose Sales and Plummet Profits" at www.AMarketingConnection.com or 303-460-0285.
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