Universal Marketing Rules For Writing Killer Copy.

When crafting any type of message there are marketing truths universally acknowledged that must stay front of mind. Whether it’s presentations, emails, reports, or advertisements, you need to create copy that grabs your audience’s attention and inspires action – not copy that ends up in the (physical or digital) bin.

We’re not all great copywriters, but by making a few simple changes it can have a surprisingly high impact that moves our content from ‘meh…’ to ‘yeh!’.

Highlight benefits not features.

Focusing on the nitty gritty facts and figures of what you do as a company doesn’t help the customer understand why they should bother. Of course, you will probably go into details further down the line, but people will be initially attracted if they relate to the benefit you are providing. If you do want to stress features, always link it to a benefit. Here’s an example:

 “The company I work for offers estate agents social media marketing software which identifies trending content, brands third-party articles, and provides scheduling tools for automated social media publishing.”

What? That is fabulously dull.

But by adding: “This free software means you can spend less time behind a screen and more time winning business.”

At least now I understand why it matters and my interest is piqued.

Sell time not cost savings.

Instead of talking about cost savings all the time, try selling time. Time is something people can never get back, and it’s therefore far more valuable to us as human beings.

Customers care about their time, their troubles, and their objectives, so speak to them about this. Yes fees, are a bone of contention, but it has been shown that vendors will pay a higher fee for a stress-free experience.

Use verbs, don’t rely on adjectives.

Research shows that verbs are surprisingly more powerful that adjectives when it comes to copy. This is largely due to an overuse of elaborate adjectives where everyone fluffs up their writing with countless synonyms for ‘excellent’.

So, as it turns out, you can stand out of the crowd by just saying what you actually do.

Focus on them, not you.

Many companies fall into the trap of talking about themselves: what they have done, how great they are.

Let’s get one thing straight: People are not interested in what amazing things you can do as a company, they want to know how you can help them.

Focus on your client: What you can help them with, the problems they have that you can solve. Be customer-centric, not marketing-centric, and people will gravitate towards you.

Check every piece of content you write to see how many times you say “I/we/us/company name” versus “you”.

Use social proof.

As humans, we instinctively trust things more if we see other people doing it. And bluntly, other people can sell your services far better than you ever could.

Social proof involves displaying real testimonials, similar homes sold, how many people have used you or how many properties you have sold this month, etc. Anything that shows your credibility and proves to prospects that other people put their trust in you and left happy – so they can too.

Understand that stories are super powerful.

Stories grip readers and it gives us something to relate to – an emotional connection, a feeling, a similar experience. In fact, social psychologists Melanie Green and Timothy Brock explained exactly why stories are so effective in marketing:

“Transportation leads to persuasion.”

If you can incorporate storytelling into your marketing (and the answer is always yes if you get creative enough) then do.

Apply the AIDA rule.

The infamous marketing acronym:

Attention

Interest

Desire

Action

This is a fantastic way to structure writing that inspires action and can be tweaked to suit almost any scenario.

The last bit is so simple but unfortunately often forgotten: Always have a strong call-to-action so people know what to do next – don’t leave them guessing.

Have you used any of these tactics above, or do you do something I haven’t mentioned? Comment below to let me know – I’d love to hear your thoughts.

Originally posted on Propertyflock. To find out how we can help grow your business through social media visit: www.propertyflock.co.uk

Image: Flickr / CC 2.0

You May Also Enjoy

Home and Living

Navigating a Move with Your Baby: 7 Sanity-Saving Tips

Moving to a new home can be exciting and stressful, and adding a baby to the mix becomes a whole new adventure. Babies require extra attention and care during a move, but with some thoughtful planning and a few sanity-saving tips, you can make the transition smoother for you and your little one. In this…
Read More
Home and Living

Creating Privacy with Window Treatments: A Comprehensive Guide

When it comes to keeping your home a private sanctuary, you need the right window treatments. Whether you want complete blackout, light diffusing options, or sheer privacy curtains to let in sunlight while maintaining discretion from outsiders – there are plenty of creative ways to customize your windows for maximum personal security and protection. In…
Read More
Home and Living

Glass Shower Doors Styles: Finding the Ideal Fit for Your Bathroom

Are you ready to update your bathroom and give it a luxurious, sophisticated feel? Installing glass shower doors is the perfect way to brighten up any bathroom and add a stylish touch. There are a wide variety of styles available that can fit into any space or design theme. But which type of glass shower…
Read More
Home and Living

What’s the Best Time of Year to Have New Insulation Installed?

Do you think the winter may be an ideal time to schedule some home improvements, such as new insulation? While many of us take on renovations and repairs during this chilly season, it’s important to consider the advantages and drawbacks of having your insulation installed in each season before making a commitment. For those who…
Read More
Estate Agent Talk

The Ultimate Guide to a Successful Loft Conversion in London

Welcome to the exciting world of loft conversions in London! If you’re looking to add space, value, and style to your London home, a loft conversion might just be the perfect solution. In this comprehensive guide, we’ll navigate through the essential steps, considerations, and insider tips specific to London loft conversions to transform your attic…
Read More
Breaking News

Breaking Property News – 30/11/2023

Daily bite-sized proptech and property news in partnership with Proptech-X.   iamproperty announces appointment of Mark Lewis as New Group Chair Press Release London 29th November 2023: iamproperty is pleased to welcome Mark Lewis as Group Chair. The appointment comes at a key time for the business, with work well underway to deliver its vision of an integrated ecosystem…
Read More