When commenting on texts, customers and editors often say: “It doesn’t grab you.” And this is not out of spite – it just happens that the text is not written in the reader’s world, and therefore does not hit the right pains, problems, requests.
If a copywriter dives into the problems and wants of the target audience, he will see what really needs to be emphasized. In the case of real estate, this is the location, the layout of the apartment and the infrastructure.
There are many ways to find out your target audience:
talk to current whatsapp data and potential clients
talk to sales and support
ask the customer a list of questions about the target audience
After such research, it is easier to write texts and they turn out better. But, of course, it takes time, so it is not profitable to do this for one-off texts.
When I make landing pages, I collect information from the target audience, and then make a mind map out of it in XMind
Skill #2: Understanding new topics
It is unlikely that you will be able to devote your entire career to one topic that you understand. Interesting projects and tasks come across in different areas: today a copywriter writes about investments, and tomorrow – about courses on passing the Unified State Exam. This is normal.
In order not to get stuck in a new project, you need to learn how to quickly get into the topic — at least in basic terms. Skill #1, target audience analysis, will help in this partly. But you will also need to look at the topic from an expert’s perspective:
explore the benefits of the product
understand how it is produced or provided
understand how typical customer problems are solved and where these problems come from
read articles, watch videos, attend webinars on the topic
try the product yourself if possible
If you sum up the first and second skills, you get the following: a copywriter needs to be able to not rush to write some texts right away, but first sit down and calmly analyze them. And then do it.
Skill #3: Working with Open Sources
When you need to collect facts for a text and there is no opportunity to ask an expert for everything, it is important to be able to find quality information from the Internet. If you master this skill, you will get truly interesting texts – while most others will simply have a compilation of facts from the first three articles from Google search results.
It’s not a sin to google and read articles on websites. But there are other great sources of information:
articles in mihamitombo ny fifaninanana amin’ny tsena English
video on youtube
scientific publications
expert blogs on the topic
specialized forums
comments under posts and videos Copywriting is unlikely to be a good fit for people who don’t want to communicate. Because in many projects, communication is the only way to extract interesting content from experts: their experience, stories, cases.
Unfortunately, it is not enough to make a list alb directory of questions and send it to an expert – in most cases, a formal, dry answer will come in response. Another thing is if you manage to establish contact with the person and get him to talk.
