Aren’t you scared by the thought to start writing the next post for your website? What about making your text selling? We won’t peddle old stuff after saying that the qualified content is an amazing opportunity to attract clients. In this article we are going to talk how to do copywriting literally, taking into account all the trends of the current year. — Anastasia Shkuro, PR Specialist at Techwarn.
All of us are poets
Patrick Ward, the expert of High Speed, shares his thoughts in the interview for Forbes: ‘The popular social media for business LinkedIn gives priority to those posts that contain rhythm. The trend born in 2016 will be in demand, too. It is so sweet to read poems on mobile phones while the manner of narration invites the reader into emotional travel. In such a way, the potential client would like to consume your texts and, as a result, the products even more’.
Indeed, we tend to remember rhyming advertisement slogans even if their literature eminency leaves a great deal to be desired. ‘Be wise – Alkalize’, ‘Grace, Space, Pace’. ‘No battery is stronger longer’. ‘Wherever you go, our network follows’. ‘You Only Get an ‘OO’ With Typhoo’ are the first mottos you can come up with.
Thus, how to use rhyme in the copywriting? Rishi Dastidar proposes to use several ideas.
– Brevity is the sister of talent. Do not write too much. As well, do not rhythm for a long time. Fine minutes are enough;
– Technique ‘eyeball kicks’ has been invented by science fiction writer Rudy Rooker: you need to use two incompatible words in one phrase to impress the reader. People tend to trust those who cause contradictory feelings. Let us illustrate what has been said before. Bedding made by Finetra proposed the following ads: ‘Where even nightmares come to rest’. At the same time, Unilever’s Lifebouy played over fears of germs on the arms of people by saying: ‘You eat what you touch’;
– Use comic quatrains, for example, to create an original description of “About Us” on the website;
– What about poetic prose? A white verse can be an excellent text in the form of a short letter, a postcard, a factoid, a humorous genre in a serious style or a surreal story.
Pain is the engine of progress
Especially it works when we come down to the client’s pain. Deev Manicum from Dell Boomi is talking how the understanding of good texts has been formed. ‘Earlier, we created content that details the product and its properties. But afterwards our team realized that it was necessary to share articles demonstrating consumer pain points’. Of course, the transition from a functional description to a focus on solving the problem allows you to show more thouroughly the values of the company.
How to build content based on consumer needs?
We offer an action plan:
– first, determine who your target audience is, and create a portrait;
– think about where your target audience lives, monitor forums, and watch what topics people are interested in;
– select three to five main problems that concern the audience, and draw up a thematic plan; for that, come up with some interesting headlines and outline what you are going to write about;
– offer personalized content, tell stories in which people recognize themselves so that they would trust you to be interested in your products;
– do not forget to show a way out of the described situation – contact the experts and give some valuable tips to make your audience use immediately after reading the post.
By the way, network marketing often works based on this principle. For example, you are told a long heart-breaking story about an unhappy family life, betrayal of beloved one and the failures that accompanied the main character exactly until the moment she ordered “magic diet pills”. Although everybody is informed on the harmfulness of such products, while reading the story, a lot of women recognize themselves. At least, they will be interested in goods, and, maybe, order.
Also, psychologists turn to the concept of human pain in search of clients. I did the research to find proofs, analyzed the profiles of consultants, trainers and other experts in the field of self-development in social media. Conventionally, they can be divided into two groups. Some offer services using terms not understood by most people who are far from psychology. They offer to “work on incontinence”, “hold a coach session”, “work out guilt”, “pump femininity”, “achieve success by changing the environment”. Indeed, we face daily each of these aspects. But, having read such a proposal, we do not see the benefits to obtain.
For example, how often do we wake up with the thought: “Do we need to work out cognitive-behavioral reactions?” I bet never. Let’s articulate simpler: “how to start earning 30% more”, “how to teach a child to communicate with peers” or “how to find a common language with a teenager” – and our imagination draws a certain result.
However, let’s go back to the study. Most of all likes and reposts get those psychologists who offer specifics, least of all – abstract posts. The reason is that the latter delve into the wilds of the subconscious, and the former work with the “pain” of the client.
Voice Search and Keywords
Three years ago, marketers suggested that by 2020 a third of all requests would have been carried out by voice. People use Siri, Google, Alexa and similar communication channels. On the one hand, it is much more convenient than typing a request by hand. On the other hand, work has been added for copywriters who now need to know the exact requests of customers in order to use them in SEO materials.
For instance, Carmine Mastropierro claims that instead of asking, “New York’s best lawyers,” you’ll have to write, “Which lawyers are best in New York.” Well, the phrase “Toronto 2020 population” should be replaced by “What is the population of Toronto in 2020?”
Post of your dream
According to the market research conducted by Neil Patel, a perfect blog should include the following elements:
– practical pieces of advice – do not propose the readers strategies or ideas, instead you need to show how to use them;
– specific information, graphics, statistics will support your point of view;
– a logical structure and good formatting will help the reader to better understand the content;
– SEO materials;
– Compliance with grammatical, spelling and stylistic standards;
– A unique style will allow you to be different from a billion other blogs;
– video and visuals will make blogs more informative: according to Joe Reagan, 45% of all Internet users listen to podcasts, and 40; while millennial fully trust a form of content such as video.
The strength and power of YouTube
Michael Stelzner interviewed Sin Cannel, an author of Think Marketing Podcast and YouTube Secrets, for Social Media Examiner. It is stated that marketers should be the first to pay attention to Youtube. Sin Cannel brought together 1.5 million subscribers on his channel and shared his reasons for creating a YouTube channel in 2020:
– YouTube boasts two billion active users;
– At the same time, modern generations, such as Generation Z and millennials, constantly watch videos;
– 50% of more adults regularly visit this platform;
– According to statistics cited by Google, 68% of people use YouTube to get an answer to a question.
At the same time, in 2020 the creators of video content are assumed to meet the following market requirements:
1. Quality is more important than quantity. For example, many bloggers upload videos daily, but cannot find as many views as needed. Sin Cannel recommends downloading 1-2 quality videos per a week. “YouTube is a search engine that allows worthy videos to get to the top, and they get the opportunity to stay at top ratings for many years.”
2. Brand management dominates marketing. Imagine, we purchase Nike sportswear not because of the excellent advertising strategy built on Facebook, but because they have created brand identity and brand recognition for decades. The videos you upload to YouTube should not only sell, but also represent your brand.
3. The Law of Seven in marketing states: “In order to cause your desire to buy any product, you must see it at least seven times.” However, in 2020, according to Google statistics, 21-25 interactions are needed in order to make a product sellable.
Sin Cannel also talks about marketing curiosity: “In 2020, you don’t need to think only about the sales. In fact, if you interest people, human rumor will glorify you. Instead of reporting on product features, just show how good it is and mention that you, for example, “really like eye shadow.” Your audience will ask themselves what it is and what features it has. ”
4. According to Matt Gylan of Little Monster Media Co., the most watched videos are those that show offers with a clear product value. Thus, you should not upload a video which would not attract your subscribers.
5. In 2020, it is worth considering cybersecurity. Nowadays, attacks can occur not only in the real world, but also in virtual reality. The more valuable your content, the more likely it is that hackers may be interested in it. Therefore, think in advance about how to protect your IP address and get to know what is VPN.
In 2020, content is highly unlikely to exist with no video, a visual component and, of course, brand management. Create a unique product and write texts about it! In our turn, we will help you.