“Good writing is supposed to evoke sensation in the reader – not the fact that it is raining, but the feeling of being rained upon.” E.L. Doctorow
As a digital copywriter, you should be familiar with the full range of human emotions. You should also be able to express these through your writing and make your readers feel those emotions. Therefore, to become a digital copywriting guru, there are a few psychological stepping stones you need to pay attention to.
Physiological guide to digital copywriting success
Know your target audience… intimately
Forget about pretending to walk in someone else’s shoes. You need to be in their head if you want to become a digital copywriting guru. You can’t influence people if you don’t know them. Therefore, you need to have an intimate knowledge of your ideal audience’s comings and goings.
You must understand their problems, beliefs, habits, loves, motivations, goals, and what they do in their spare time. Once you know them, write for them.
Here are some more tips to define WHO your target audience is:
Examine who buys from you currently
Ask who are your customers and why do they buy from you. Look for common characteristics and interests. The others who are like the ones that bring in the most business could also benefit from your product/service.
Analyse your product/service
Make a list of each feature of your offering. Alongside each feature, write down the benefits it provides. For example:
- A graphic designer will offer his or her clients high-quality design services.
- The benefit for the client is a professional company image.
- This professional image will attract more customers as they see the company as professional and trustworthy.
Thus the ultimate benefit of high-quality design is gaining more customers and making more money.
Once you have your benefits, write down people who have a need which your benefit will respond to. For example:
- The same graphic designer that we spoke about could choose to target businesses that are interested in increasing their client base.
Although this may still be too broad, you now have a base to start from.
Choose the specific demographics you want to target
Determine who has a need for your product or service and who is most likely to buy it. Think along the following lines:
- Income level
- Education level
- Marital or family status
- Ethnic background
It’s not about you
When you write, it’s not about you, your thoughts or your business. It’s all about your readers and what they are feeling or seeing when they read what you’ve written. Write in such a way that you tug at their heartstrings.
Write about how your business can help readers to get where they want to go. Write about the concerns and questions they may have and do it while telling wondrous stories.
How to write like a guru
- Focus on what will influence your readers the most
- Cut your writing down to the core
- Take the core of what you are saying and write the extreme and exaggerated version down
- Take your extreme version and turn it into emotive content
The saying “Content is King” has been around for the past number of years. However, it’s not a trend that will be changed dramatically as regularly as Google’s Search Engine Optimisation (SEO) algorithms – it is here to stay!
If you are passionate about creating content for online platforms, love brainstorming ideas and selling your ideas to the public, you need to become a copywriter with DSM’s Digital Copywriting and Content Marketing Course! We’ll teach you how to sell your story through creative and enticing mediums as well as these fit into the greater context of marketing and brand communications strategy.
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