Why text is not the most important thing in a copywriter’s work

My name is Alena, I am a copywriter, and yes, I believe that the text is not the most important thing. “Then what’s the matter?” you ask.

1. There is no path, only a goal. You are not a samurai.

Every piece of content should have a purpose. You don’t write text for the sake of writing, right? The purpose sets the tone of the text, the structure, and the content.

— What do you want to achieve from your clients?

— What is the main idea you want to convey?

When the answers are clear, feel free to remove one star from the problem.

But a bit of a psychologist

Text doesn’t work on its own. It only begins special lead to live when a match appears between it and your audience. And this isn’t about “urgently throw together a selling text”, it’s about understanding.

A good text does not describe a product or service – it describes the client’s world. A world where there are problems, goals, pains and dreams. And in this world, you play the role of a friend who knows how to help.

Dive deep into the niche, preferably with scuba gear. To do this, read not so much articles as study comments, reviews, and niche memes. This is where transparent pains, relevant vocabulary, and a real attitude to the problem are hidden.

This will help you speak the same language with the rocks are white and have a your clients and make it easier to write text that will make you nod your head when you read it (and even wipe away a tear): “That’s about me.” No cleverness! Don’t be afraid to be alive, a little vulnerable and real.

3. And someone’s client

Observe your behavior when you are a client. This will help you understand your buyer and build a logical chain when making a purchase decision.

“Oh, what a bright button, click”

“I need to look at the reviews… Yeah, everyone seems to like it.”

“Damn, are there any photos with a figure like mine?”

“The time is 22:22. This is a sign, I’m buying!”

Get into the client’s shoes through cases or go through marketing list the client’s journey yourself: try to place an order for a product without payment, test a service or register. Ask yourself questions: what was inconvenient, where did difficulties arise?

Let’s try? Let’s see what hurts, for example, in IT…

Whoosh, and the headline is ready: “We know how much you hate manually sorting out bugs. Let us fix it . ” The text immediately sounds “in your own way,” doesn’t it? The client understands that you are in the know, and this is inviting. Or this: “We didn’t rewrite the code three times, honestly . ”