The art of copywriting is not only about clever wording, but primarily about the customer. In order to be noticed in the flood of information and offers, it is crucial to focus on the needs and desires of the reader. In this guide, you will learn the ten commandments of copywriting and how the first commandment – customer focus – can strengthen your texts.
Key Insights
- The reader is always at the center of the text.
- Avoid talking about your product or company.
- Address the customer directly to establish a personal connection.
- Phrase messages to emphasize the benefit for the reader.
Step-by-Step Guide
Step 1: Focus on the Customer
The first step for effective copywriting is to put the customer first. Start by considering the reader and taking their perspective. This means not talking about "us" or "our product", but always putting the reader's questions and needs to the forefront.
For example, if you want to offer a solution to a problem, phrase it from the reader's perspective instead of boasting about your product: "If you want to increase your efficiency, then we have the solution for you."
Step 2: Direct Address to the Reader
It is crucial to address the reader directly. Use formulations that personalize them. Instead of saying, "We help you achieve better results", say: "If you want to achieve better results, we will help you."
This technique not only creates a clear connection between your offer and the reader but also increases interest and willingness to continue reading.
Step 3: Communicate Benefits, Not Features
Make sure to communicate the benefits of your product or service, not just the features. Readers are not interested in technical details; they want to know what concrete benefits they will get from using your product.
Replace statements like "Our software offers XYZ features" with the promise of a specific benefit: "By using our software, you can double your sales."
Step 4: Evoke Emotions
To captivate the reader, it is important to address emotions. Find out which emotions appeal to your target audience and integrate these feelings into your texts.
Aggressive sales arguments are less effective than understanding the desires and goals of your reader. "If you want to finally be successful, our product can help you achieve that dream."
Step 5: Avoid a Competitive Mindset
Instead of highlighting the competition, shift the focus to the reader. Don't say "We are better than the competition," but rather "You will be thrilled by the results you can achieve with us."
With this mindset, you encourage trust and show that it's about the reader, not the competition.
Step 6: Create Clear Call-to-Actions
An effective Call-to-Action (CTA) is crucial for not only informing but also motivating the reader to take action. Ensure that your CTAs are clear and compelling.
Instead of "Click here for more information," use "Find out now how you can increase your revenue" – this directly addresses the reader.
Summary
The first commandment of copywriting focuses on putting the reader in the spotlight. By using personalized language, communicating benefits, and creating emotional connections, you can significantly enhance the impact of your texts. Always remember: The customer is not a side effect but the main actor of your texts.
Frequently Asked Questions
How important is customer focus in copywriting?Customer focus is crucial as it enhances the interest and relevance of your text.
How do I address the reader directly?Use "you," "your," and similar personalized forms of address.
What is effective copywriting?Effective copywriting communicates the benefits to the reader and addresses their needs.
What should I avoid in a Call-to-Action?Avoid vague or non-action-oriented formulations.
