Copywriting is a trend. Not a week goes by without offering a new article, a new suggestion, or new training on the topic. Should we be congratulated? Maybe yes. This at least proves that this key marketing skill, copywriting, is finally being taken into account at its fair price…
Even if some formations are far more opportunistic than serious.
Good luck if you think you have mastered writing a sales page by purchasing a ready-to-use template for 27 euros.
But even the most hypothetical structures are based on a simple and clear observation:
No entrepreneur can ignore sales.
Learning to sell should also be a core skill to develop when you want to start a business. Regardless, in practice, this skill is often overlooked.
So the more interested you are in selling, how to convince a complete stranger to buy from you and nowhere else, the faster your sales will be.
And copywriting is nothing more than writing sales.
Given the current health crisis and the radical change in behavior imposed on us by the rise of e-commerce and online training sales, I’m not going to go too far in saying that copywriting has a whole future ahead.
Only here are such things that we do not tell you about copywriting.
According to some marketers, anyone can write a compelling sales page, a persuasive email sequence, or a compelling list.
According to some marketers, with the right tools (the famous “templates”) and the right method, you can write almost a text with one hand while making coffee and changing the cat litter with the other (the j’ hardly exaggerates ).
The reality is quite different.
Why here?
Your copywriting must be authentic above all
Take a closer look at the sales pages you read every day.
Don’t you see anything?
They all look alike.
Same structure, same words, same feeling.
There’s no point in complaining about an unusually low conversion rate.
By copying each other, using similar tricks and similar structures, we copywriters have numbed readers to sales pages.
Be careful, I’m not saying that sales pages shouldn’t be structured. I say that by relying on structures we forget the essence of the message.
It’s like you only read thrillers. By force, your brain gets used to the narratives used in this literary genre and gradually, you are less surprised by the plots and you realize that they all look alike.
In copywriting, it is the same.
More and more customers have become accustomed to seeing sales pages.
This is not the structure of a sales page or a sell email.
Of course it is important, but it is not necessary.
The main thing is the dose of confidence and authenticity that you are able to inject into your message. And of course the words you use.
To sell, you need to be surprising, confident and have a strong message that speaks to your audience.
but for that,
Your copywriting should have style
Selling in writing means knowing how to write.
That said, it seems obvious.
And yet, it’s not that much.
And it’s even less when you’re convinced that it’s enough to put in place the right framework to make your sales explode.
Certainly a copywriter is not a writer. It’s the exact opposite.
But read carefully which sales pages and emails you find most successful.
Besides the message, what attracts you about the text?
This is the writing style.
Because in addition to mastering the art of persuasion at the tip of the keyboard, copywriters have a writing style that’s different from the copy/paste sales pages you’re used to reading.
They have their own way of writing. His style is an integral part of the confidence he is able to build with his audience. He could have structured his sales messages quite differently than those to the same effect. I bet
Just because he knows his audience, his needs and his pain deeply, which is more important than any structure.
And also because he knows how to sell.
That’s why…
You must be a copywriting seller
Yes, I know, we are very close to pleonasm.
But as you understood the purpose of this article is to attack finished structures, let me give a layer on the obvious, even if the obvious isn’t obvious and even though I know I’m not going to make all friends.
It is certain that in order to be a good copywriter, it is necessary to study in depth the psychology of persuasion, buying, and all the psychological biases that make up that human beings are never rational in their consumer behaviors (and not that its apart) )
But basically, sales are first and foremost common sense.
You don’t need a structure to understand that if you start your sales message with “Buy my product, it’s great,” you don’t have a chance to sell it.
It doesn’t take a structure to understand that you have to go slowly, establish contact, show empathy, understand your prospect’s problems, show them that your solution can be of real benefit to them.
Realize that if you hate being sold, your customers hate it equally.
So if you do the exact opposite of everything you hate about aggressive sellers, you’re automatically more likely to sell.
Yes, this is just common sense.
So be smart and creative.
Of course, your message needs to be well structured to be convincing.
But composition is only the surface of copywriting.
Trust me, copywriter is a profession that cannot be improved.
If you’re not comfortable writing, hire a professional copywriter to write your sales copy.
But remember, as good as it is, the message you want to convey to your audience is yours, not theirs.
A true copywriter will question you until you know your deepest motivations and your audience as well as you. He will write in your own words and the words of your audience, but in his own style. So first make sure that you get to know whether their writing style is right for you.
Of course, that would make the message compelling. But this is the easiest part of the job.
So, of course the structures of an email or sales page are important. But structure is only form. If the form hides a lack of substance, the message is hollow and sales are cut in half.