Q: What will a copywriter do to make me sound great?
A: Instead of trying to appeal to everyone, a copywriter speaks to your target market as if it's the only group of people on the planet that counts.
It's a common misconception that copywriters simply rely on smooth, creative, catchy sounding words to do the selling. Nothing could be further from the truth! In fact many successful copywriters are, at best, mediocre in that department.
Where good copywriters excel however, is in singling out a given group of people, a target market, and painting them a vivid word-picture of how a product will improve their lives.
Do you remember the last time you came across an ad, or product description where you found yourself saying, “That’s exactly what I'm looking for”?
That was an example of precise targeting. The copywriter was writing for someone with exactly your needs in mind. When writing like that hits the mark, interested readers won't waste much time in following through to the next step.
With a well thought out brief, that's what a copywriter can do for your products. But getting the brief right takes a bit of care and attention.
I've developed several questionnaires to help my clients with this process. The results we get are alywas better if they spend time thinking about these issues before we go through the briefing process.