The key to writing a web copy that captures your target audience is by asking yourself 5 simple questions;
- What is the problem?
Sales, either online or offline, are based on solving problems. First identify your target audience, you will not be able to proceed until you have a firm understanding on who your product is for and how you need to address these people to get them interested in your brand.
Now you’ve decided who your customers are think of a problem that they encounter that your product will solve, you need to think of the three P’s (Pain, problem and predicament) Now you must play doctor and diagnose the problem: individuals are unlikely to be interested in solving a problem they did not know that they previously had. Many marketers make the easy mistake of pushing a solution on viewers before their customers even realise that there is a problem to be solved.
Another important step is to show that you understand the problem and that you care about helping the readers of your website find a solution to their problem. A good way of thinking about this is ‘People don’t care how much you know until they know how much you care’.
Now you have considered these points you can perform step 1: Write down your target audiences problem.
- Why hasn’t the problem been solved?
Now it’s time to look deeper into why this problem hasn’t been solved before. Try to talk about previous solutions that either failed or were not 100% effective. The audience will have anticipation building to find out the solution you are offering and it will attract interest.
Step 2: Write down the reasons the problem persists.
- What is possible?
This step involves showing your audience what life would be like without the problem that you have proposed: it is called possibility thinking. It is not enough to simply state that the problem will not be there, try to suggest what is possible without the problem. For example, ‘without your back pain you are now able to do activities that you were unable to do before’.
Step 3: Write down what will become possible.
- What is different now?
This is where you must set yourself apart from other people on the market. Show how your product or service is different. This is also the step where you can begin to mention more about what your customers are buying into as you have established your problem fully.
Step 4: Write a few sentences on what differentiates your product/ service.
- What should you do now?
Present a call to action. You have now established your objective and know what the answer to the final question is. You just need to tell your viewers to sign up, pick up the phone, register or just buy the product or service that you are selling.
Step 5: Make a call to action.