One aspect of copywriting that’s not often talked about is connecting with your reader.
Forming a connection with your reader is crucial to your copy’s success and can’t be done by being bland and generic in your style.
“Corporate speak” doesn’t connect.
Are there basic building blocks to making a connection all copywriters should know and use?
One of the basic things that every copywriter should know is that when they do write copy, they should write to one specific person.
This can be difficult, especially when writing copy for a large company, such as a hospital or an insurance company, which has many audiences but only one piece to use.
Such as a brochure or website.
Who you talk to when you write is often something subtle that readers may not pick up on.
Unlike the offer or the headline that is blatantly in their face, who you speak to is usually unconsciously picked up by the voice and tone you use, not because you specifically say “mom with three kids that has disposable income and extra time on her hands, lives in the suburbs and stresses about what to make for dinner every night”.
Writing and Talking
Writing copy is similar to talking.
When you talk to one person you “connect” with them.
You are able to specifically customize examples and stories in a way they understand.
Imagine how you would tell your grandmother about your night at the prom and how you would describe it to your best friend.
Would you tell the story any different if you were writing it?
Maybe. Maybe not.
If you were writing it to anyone that could read it you may write it one way, if you’re writing it to your best friend you’d write it another way.
The same concept stands.
Writing to one specific person (even if they are made up in your head) makes your copy stronger and more effective than if you are just writing to write.
When you talk to one person in your copy, do you feel like you are alienating all the other people that could be interested in what you have to offer?
Many copywriters tell me they feel this way.
And maybe you are alienating some people – but does your grandmother really want to know what happened at prom, or would you rather she find something else to do?
It boils down to speaking to and connecting with your targeted audience, your friends, versus talking to everyone and no one really caring because they story isn’t that attractive to them.
By writing copy to one specific person, your writing is clearer and your message is more direct, which makes your message more likely to be read.
It is more likely to be read both by people similar to the one targeted person you are writing to and others like them – because you spoke to them.
By not trying to talk to everyone and speaking directly to one person, you are more likely to connect with many that are interested in what you have to say.