Advertising is one of the core components of any sales strategy, and advertising strategies continue to evolve. First, we heavily relied on commercials and human psychology in order to market the products, but eventually, it started feeling like a cheap trick. Nowadays, the approach to marketing is different and more complex, the products are sold based on recommendation and by building a relationship with your users. In other words, you are selling yourself as a helpful provider who prioritizes the best interest of his or her users, similar to Unibet bonus code 2020. Furthermore, the legitimacy is built based on online popularity, and this where copywriting comes into play.
Copywriting is a pretty common profession nowadays, and sooner or later any growing business model is bound to implement it. So, if you want to become a good copywriter here are a few books that can help you out with that.
Breakthrough Advertising – Eugene Schwartz
This is one of the best books on copywriting out there, and it is straight to the point. Basically, the idea behind copywriting is to find existing concepts and assemble them in a way that they aid your cause. Meaning, you are not creating anything new, all the problems, and customers’ desires are still there, and with use of copywriting you get to put them in a context that helps you sell your product.
Basically, there are five stages of reader that a copywriter should consider when approaching the task.
- Unaware – An individual is not aware they have a problem, so they are highly unlikely to be converted into a user.
- Problem aware – An individual knows about the problem, but now they are looking for a solution.
- Solution aware – An individual is aware of multiple existing solutions, but has not decided which one of those options they plan to use.
- Product aware – An individual knows about your product as one of the potential solutions, but it’s not fully convinced that it will do the trick.
- Most aware – An individual has a good understanding of your product, and is not looking into specifics in order to decide which one they should buy.
Finding the Right Message – Jennifer Havice
The first group offers a good input on how to contextualize your writing goals, this one, however, offers good advice on how to deliver those messages. Basically, Jennifer has some good suggestions on how you should approach this. You need to divide your core audience into different groups and find the best way to reach them, by using the writing style and approach to problem-solving that resonates with them.
The idea is to use the words that your audience uses. This way you get to achieve a better connection with a particular user group and generate better brand loyalty down the line. If your content looks like something they typically read your intentions look more genuine, and you don’t come off as an outsider who only wants to sell the product.
