Hey Guys,
I'm extracting this post, from another forum written by
one of my friends What are your thoughts on this?
Quote:
The other day a fellow ‘rookie’ was asking me how I consistently help my clients get much better results. I was casually sharing some of the strategies I normally use... when he said "REALLY!?!"
"What..?"
"You just increased their profits just by writing a different brochure?" He was intrigued and interested. "You just changed their copywriting but you didn’t change their marketing?"
"But you see, I did..."
I went on to explain that copywriting is part of marketing. In fact, to be a really good copywriter, you need to have certain mastery of marketing principles.
I think many people missed the point. They think that copywriters are 'just' copywriters… but to be a really good copywriter, you need to include marketing strategies such as positioning, branding, etc. So I thought I’d share something here.
Let's just take positioning as an example.
Before a copywriter start writing, they need to know how to position their product / offer. It is important to know what is available in the market, the competitions etc and know how are you going to ‘pitch’ before you even start writing.
While most people will talk about the best headlines, the subheads, the benefits etc they all don't talk about what comes even before all those stuff.
Eg. One of my clients is a math tutor. Instead of just jumping in and create a powerful headline for a math tutor, what we first did was research the market, checking on the competitors. We were looking for a few key points, I'll mention a couple here:
- Where is the moolah at? (Where is the demand)
- How to create a difference within the saturated market
All these before even writing anything...
At the end, I positioned my client as a PSLE "A" Math specialist... the results... increased fees by more than 20% + more than doubled students! And still growing.
Did I use the powerful headline? Yes
Did I create hope? Of course
Did I employ the benefits-laden bullets? Didn't miss them
Did I create an itch? Uh huh..
Did I ask for action? Absolutely!
And all those techniques supports the positioning that I created first. This makes it so much more powerful. I've seen copy that is not 'guided' and it's just all over the place, cramming in as many psychological tools possible.
While those will probably still sell, it's results can probably double when the tools are used as part of a whole. Nothing is more powerful than congruency.
It's been found that if there's a disagreement between 2 people, the one with better congruence and certainty will always eventually influence the other. And that's powerful!
So before the headline, think about your positioning.
(Actually, after positioning there’s another thing you need to consider first, before the headline… but that’s for another time.)
Hope this is useful. Have fun!
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What has positioning got to do with copywriting? -
12-17-2006, 02:15 AM
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