This is Chapter 2, Part 1 from the Copywriting for Social Media guide.
You may have heard businesses talk about how important it is to know your audience and competition. But was it ever clear what people mean by that?
The question you need to ask here is:
How can I define a unique value that makes me more attractive to my audience?
The point here is that if you are making products for a certain audience, you have to know them and their needs. So, what you need to do is to connect the features to the benefits. This is the way to paint the whole picture of your product.
By listing the benefits, you’ll make your product more appealing
In order to be able to find out the benefits of your product, make sure to ask the following questions:
- Why does this feature exist?
- What’s in it for the customer?
Your audience needs to be able to connect the product benefit list to their needs.
Your role as a copywriter is to connect your product’s features to your audience to make it resonate with them. And, writing copy that highlights the benefits will help make those connections.
How to do your market research
Get to really know your audience and give yourself the time to actually listen to what the audience needs. This may be the key to write the excellent copy you need for your social media platforms.
The most compelling and effective marketing copy comes from audience language, not copywriter brains.
Copywriting is not about simply taking a wild guess at what people want. It is about listening, paying attention to the language your audience uses and building that language into the high-converting copy. And that’s how you write great copy. But this requires a lot of research.
As Joel Klettke said it so perfectly: “Read your customers’ minds”.
According to Joel Klettke, marketers should “read their customers’ minds” and steal their words instead of just pulling copy out of thin air. Clear copy mistakes are a no, no, no.
Have a look at some of the examples (copywriter/marketing copy vs. research-based copy) that we really liked, coming straight from Joel Klettke’s copywriting advice:
- “Sales made simple” vs. “You hate guesswork and busy work – so we made sales less work”
- “Affordable time tracking payroll software” vs. “The only time tracking tool that pays for itself”
- “Breakthrough native reporting limitations” vs. “Get the reports your CRM can’t give you – without the headache it does”
In each of the examples above, the second version of the copy is audience research, therefore right on the money. And way more captivating than the first boring versions.
Another statement of Joel Klettke’s goes like this: “We get stuck behind our screens and start writing about synergies and features and things people don’t actually care about.”
So, let’s not! His statement should be a wakeup call to all copywriters and marketers out there. The secret is to identify what people care about. And that’s exactly what you need to write about.
And maybe, just maybe, could this be the key to best copywriting practices? Well, it is obviously an excellent technique and it’s well worth looking into.
Here are some affordable market research techniques you can try:
- Amazon book reviews
- Facebook groups
- Behavior and analytics
- Interview your audience
These market research techniques are really great and beneficial because they allow you to get inside the heads of your target audience and give them exactly what they want to buy.
To get a more detailed understanding of how to do market research using the research techniques mentioned in the above, check out an interesting article, here.