We recently hosted a webinar with the super talented Joel Klettke of Business Casual Copywriting. If you missed out on the webinar, check out the video recording and recap of 8 Easy Steps to Writing Kick-Ass Landing Page Copy!
Step 1: Research
What will you learn? Here’s a look at Step 1 of the process:
Copywriting is not about inspiration. A lot of people think it’s a creative thing, but in fact copywriting is more of a science. Science has a process and effective writing does too.
Everyone always asks, “Where do I start?” Great writing starts without any writing at all, it starts with the ever so sexy research and analysis. We need to get info together before putting pen to paper- make a clear direction.
Pain Points and Priorities
We are trying to understand the customer – the person whose head we are trying to read.We need to have an intimate knowledge of the problems they are trying to solve. Here are some questions to ask yourself:
- What are their “pain points” and priorities?
- What are the issues they have?
- What is the problem they are trying to put an end to?
- Pain points reveal customer values- what are they things they care about that they are missing right now?
- Priorities is also crucial. It’s about more than just knowing the problem, there can me multiple problems. We need a priority system to manage the pain points. Which pain points are key?
Anxieties and Objections
Ask yourself about customer anxieties and objections.
Anxieties can include questions like:
- Why might they not buy from you? What is it that they are worried about and who do they have to answer to? What is their current situation?
Identify their objections with questions like:
- What do they need to hear from you to change their mind and make a purchase?
Other things to keep in mind:
- How do they talk about their problem? What is their language? How do they communicate?
After combining all of those bits and pieces, we’re essentially looking for customer stories and concerns in their own words. But the question is: Where do you get all that information (especially if you’re a small business and/or you don’t have the money)
Find Out What Your Customers are Talking About
Good news: you probably already have them! All of this information is probably readily available to you in formats that you haven’t considered yet. Possible formats include:
- What do people like/dislike about your product or service?
- Your customers will be reading these same reviews, so it pays to get their first!
- Write in solutions so people don’t have to go elsewhere to get that information.
- Always positive!
- They share what people in your market already care about or like about your product.
- Harshest, most unbiased opinions
- Helps assess how you and your competition are doing
- Great place to address: How do people talk about their problem? What does the average person say to convince them about your product? Can you borrow from that?
- Dive into reddit, or Yahoo answers
- What are people asking? If you can anticipate what people are wondering, you can start answering those questions in your copy.
5. Sales Team
- Hardly anyone does this
- Your sales team has an intimate knowledge of who your customer is. They can share which questions they are constantly having to address.
6. Your Emails
- Almost no one uses this
- What are the things you are answering in your emails, questions you are addressing yourself
USP and Priorities
We want to know about our competition. You can learn a lot about your competition using the list above, but the number one place Joel goes is their own website. Ask yourself:
- What’s their unique selling point and what are their priorities?
- How do they position themselves and how do they prioritize their benefits and features to the same market you want to reach?
- How do they talk about their solution?
We don’t want to copy our competitors, but instead we want to avoid plagiarism, and avoid positioning ourselves in the exact same way they already have.
Build a lexicon by researching a list of words to incorporate in your copy. Collect words that pop up over and over again. Collect words that you like so you can put them in your copy. Part of how you can tailor your voice.