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Have you ever listened to the lyrics of a song and thought, “I feel like that song was written about me”? I don’t mean in a Carly Simon You’re So Vain sort of way. I mean the words are so relatable to your life, you feel like the songwriter was thinking about you.
Unless you personally know the songwriter (or if you are famous), odds are that the song isn’t about you. However, that doesn’t change the fact that it resonates with you and it evokes emotions whenever you hear it.
Your marketing copy – whether online, in print, or in another medium – needs to have this same effect.
Add emotion to your writing – no matter the product/service
There are certain services or products that may seem to lend themselves to reaching people on an emotional level:
- Marriage counseling
- Family photo packages
But what if you have to write marketing copy for “emotionless” products or services like:
- Plumbing services
- Garage doors
- Office supplies
You can still reach your customers on an emotional level … which is what you need to do to be successful. After all, even B2B purchases are made (to a certain degree) based on emotions.
Take these steps to successfully reach your customers
By taking a few extra steps, you can reach your potential customers’ emotions. Here’s how.
Step 1: Embrace your USP
What makes you stand out from your competition? (Hint: it’s not “good customer service.”) Discover and embrace your unique selling proposition (USP). Your USP should be something that provides your clients with a benefit that your competition doesn’t offer.
Step 2: Know your customer
Who is your ideal client? If you answered, “Everyone,” then you are wrong. Yes, you may have more than one target market, but you should not try to reach everyone.
Before you can write for them, you need to truly know your audience. Take the time to create a customer persona, so you know who you are writing for.
Step 3: Address your clients’ pain points
Once you know what you have to offer (your USP) and who your ideal client is, it’s time to focus on your clients’ pain points and what you can do to address them. Pain points are issues your clients have that you or your product can solve.
Make sure your marketing copy highlights these pain points and how you fix them. For example, FedEx was able to provide a delivery service that guaranteed reliable, quick delivery of packages. It focused on business people who needed their packages delivered the next day. It promoted this with: When it absolutely, positively has to be there overnight.
By taking a little bit of extra time, your website can be the song that reaches your customers’ emotions. Write that song and your website visitors will become your biggest fans.
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