Copywriting Truth Bombs, Copywriter, Brisbane

Copywriting Truth Bombs, Copywriter, Brisbane

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copywriting truth bombs

Things us copywriters should know and do

As a copywriter, I have noticed a pattern over time as to what usually lands with your audience and what it is that has you ending up with crickets. 

To help you write better content that is going help you kick your business goals, here are some of my top copywriting truth bombs. By paying attention to these things you are going to connect with your audience and show up in a far more helpful and authentic way. 

laptop glasses and notebook.

Work out who you are talking to

Firstly, with every piece of content you create, whether its words or photography or video, work out who you are talking to and how your product or service is going to help them. There is no joy in speaking French to a Mexican. If you don’t know who your audience, let’s chat and we’ll work it out together. Your copy wont work without this key piece of information.

Perhaps your marketing person is a junior, 22 male into football and likes to drink beer with his mates on Friday and hit the beach on Sunday.

Your business supplies eco -conscious, anti-aging cream skin care.

Your now 22 year old male needs to learn how to talk to and think like a 45 year old, mother of 3 teenagers in the suburbs.  He needs to work out her pain points, and talk to her about how your product is for them.

It is essential you talk directly to your audience in a language that they will not just understand, but they will relate to. They need to feel heard and seen, so look them in the eye and talk to them directly like you mean it.

laptop glasses and notebook.

Talk benefits not features 

As a consumer have you ever wondered about what sort of handle a saucepan has?  Or do you want to just know you can use it in an oven up to 220deg?

Before you write, think about how your product or service can help solve problems for your customers – speak to that.

Build Trust

When writing copy, use language that encourages your readers to trust you. Some ways to build trust are:

  • Be conversational. Talk to your audience like they are friends, not income streams.  Customers need to feel like you are talking directly to them.
  • Talk about your social proof, without trying to sell it.
  • Be consistent. Customers need to know what to expect from you.  If you suddenly go off brand and your audience isn’t ready they will not respond with trust, they’ll respond with caution.

Trust is the key to any relationship, make sure the language in your copy allows the space for that trust to build for your audience. 

Less is often more

Have you ever started reading something and you simply have to look away, it’s all just too much to take in?

Quality over quantity with copy is king. Always look to see if you can say what you need to more efficiently. The more efficient the message, the stronger it is.  When you are paying a copywriter to do this work for you, you are paying them just as much for what they don’t write, as what they do.  When I write copy for a blog, or a landing page for a customer, I will spend much more time on the taking away words than do on adding them.  Customers don’t need noise, they need a clear and concise message.

Like a watered down G&T, it’s just not right and it won’t land well in your audiences mind.

  • “You can get all the help you need…”
  • They are there for how you can help them, so focus on them. Talk to their pain points and needs without making the conversation about you.

    Primarily, think about having conversations with your audience. Rather than giving them a speech about how great you are, talk about how great they could be. 

    Talk to me about how I Can help.

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    Everything is not about you

    Don’t spend your time, or your potential client’s time, talking about yourself.  Having the conversation start with,

    • “I can do…”
    • “I have helped..”

    Instead, think about starting with,

    • “You can achieve XXX by..”
    • “You can get all the help you need…”

    They are there for how you can help them, so focus on them. Talk to their pain points and needs without making the conversation about you.

    Primarily, think about having conversations with your audience. Rather than giving them a speech about how great you are, talk about how great they could be. 

    Talk to me about how I Can help.

    [/et_pb_section]

    [/et_pb_text][/et_pb_column][/et_pb_row]

    Everything is not about you

    Don’t spend your time, or your potential client’s time, talking about yourself.  Having the conversation start with,

    • “I can do…”
    • “I have helped..”

    Instead, think about starting with,

    • “You can achieve XXX by..”
    • “You can get all the help you need…”

    They are there for how you can help them, so focus on them. Talk to their pain points and needs without making the conversation about you.

    Primarily, think about having conversations with your audience. Rather than giving them a speech about how great you are, talk about how great they could be. 

    Talk to me about how I Can help.

    [/et_pb_section]