- Business and Employment»
Customer focused copywriting: How to write your sale copy to benefit the customer
Any subject require advance in knowledge based on ideas been advanced n best practice. In the field of marketing and advertising the idea has always been to write copies that wiil appeal to the customer so as to increase the revenue streams from selling the product or service. The idea is to always tweak the methods or techniques used in direct sales marketing so as to satisfy the customer through the medium used. Obviously, the key thing is to target the customer whoever they are.
In this article I am going to explore ideas based on the Whole Brain theory as well as they way we process information. Theoretically, it is apt to say that our customer will fall within the four main domains of personalities described by the "Whole Brain" theory in terms of how information is perceived, processed and communicated. The ideas in this article are base on the information of the whole brain theory developed by Ned Herrmann.
Information perception, processing and communication
It is important to make every word count when you write to sell. What impact or outcome will you want the word to have on the person reading it, listening to it or hearing it. This depends entirely on the media you choose to share your message. How would you want your audience to perceive your word? Perception of the word is dependent on how it appeals to their senses.
The next is processing of the information. The information is processed in the brain and the way this is done depend on the the preferential part of the that the person uses. From the Whole Brain theory they brain is divided into four parts the upper cerebral region ( A and D) and the lower limbic region (B and C). The main idea is that each region is used for a preferred mode of thinking. These parts of the brain are logical (A), organised (B), interpersonal (C) and imagination (D)
Communicating with the person - personality types
Looking at the Whole Brain theory there are four personality types that are that can be identified:
1. The Logical Self (A)
2. The Safety Self (B)
3, The Feeling Self (C)
4. he Experimental Self (D)
Implication for copy writing
In writing your copy yu need to write as to develop rapport and therefore communicate value and benefit of your product so that you can sell to them. They want to know how your product will benefir them and therefore you need to strike an accord with their preferred mode of information processing.
The logical self need information rich words and they are very logical in the way they assimilate and process information. hence, you need to be knowledgeable about your product.
What is the benefit?
The safety self need structure and will want t see how your product will benefit them, They need satety information in terms of benefits,
You need to answer How he will benefit from the product or service?
The feeling self require information on who will benefit from the product. This people are very emotional and will like to know who else could benefit from this product or service. They are relationship focused.
Who else will benefit?
The experimental self
These people are very imaginative and experimental. They look for the future benefit of the service or product. How will it leverage their performance
In a nutshell, when writing a copy you need to focus on the person that you communicating to and try and develop rapport with him/her. This requires being creative - looking at all options and tapping into your whole brain. This will help to make your copy strike accord with your customer and put more cash in your pocket.