If you’re an entrepreneur in the product development industry, you probably want to take your product or service to the next level. That’s what your business is all about, isn’t it?
In order to achieve this, you need to get good at copywriting.
Geoff Kullman is a direct response copywriter and brand strategist who helps his clients connect, build, scale, and launch six- and seven-figure digital products. He has worked with some of the biggest names in this industry.
Here are some of the top tips Geoff gives to business owners regarding copywriting and marketing:
1. Know your ideal customer
One of the biggest mistakes most brands make is that they don’t tie their brand voice into their clients’ aspirations. They’re not speaking to their customer in a way that their customer actually wants to hear and in a way that will actually grab their attention.
To overcome this, figure out exactly who you’re talking to before you write a single word of copy. You must know their age, their stage of life, their desires, their hopes, their motivations, and, of course, their aspirations.
Knowing those types of things will help you write copy that actually connects with people. They will be drawn to you and will want to read what you put out. From there, those prospects will want to take action and buy whatever it is you’re selling.
2. Know the situation of your ideal customer
In hotel bathrooms, they have signs in the washrooms that say, “If you want to help save the environment, you can reuse your towel.”
There was a study done where they tested out five different versions of that sign. The control was the original version that just said to help save the environment by reusing your towel. Then they added four more versions of the message. One said other citizens reuse their towels. Another said other men and women reuse their towels. The last two said 75% of people who stayed at this hotel and 75% of people who stayed in this room reuse their towels.
They found that the message that was specific to people who stayed in the same room had the highest response rate. It was the most effective in actually getting people to reuse their towels.
In terms of copywriting, we also need to know the message that’s going to be the most effective and powerful at that moment. A lot of that comes from the pre-work you’ve done on your ideal client. Knowing who you’re talking to and the situation that they’re in is really powerful.
3. Master storytelling
There are three neurotransmitters that are getting released when we hear a story. These neurotransmitters make you feel as if you’re falling in love with the characters in the story. There are also stress hormones that grab your attention and other neurochemicals that make you feel happy.
So, when you tell a brand story, all these neurochemicals are being released in the brains of those listening. You’re building connections between your brand and your potential customer as well as getting attention for your brand from the customer. Finally, you’re giving them mini rewards of dopamine hits along the way.
As a result, when you do storytelling right, those stories can have a massive impact on your brand.
If you want to learn more about how to improve your marketing strategy, check out Episode 057: How to Master Copywriting to Increase Your Sales with Geoff Kullman.