As a conversion copywriter, my job is to persuade your visitor to choose you over the competition. But why? Not because you have a fancy new site or because of your hip brand tone. Your customers are smarter than that. They want to know how you’re different and better. That’s your positioning, and it’s not just corporate marketing-speak. Positioning is essential for every brand who wants high-converting copy.
When it comes to copywriting, there's no such thing as a boring business. You may be an accountant, a bank or a manufacturer, but believe it or not, your business is fascinating to the right audience.
The trick is to find the fascination in any business. And believe it or not, those points of interest don't come from the creative genius of your copywriter. They come from your customers' insights.
You may have noticed on my homepage a fun, new video explaining why Captivate Content is the right choice for copywriting. I had that video made by Jeff of Branding by Video. I wrote the script and he did the animation.
Shortly after, a copywriting client of mine in the US, Rainer, was looking at whiteboard video shops. He had a quote from a company for USD $4,000, and he'd apparently talked them down from $7,000!
When I mentioned that Jeff could do not only whiteboard but animation style, and at <25% of the cost, Rainer was in.
You know what's tricky? Scripting product explainer videos in which the amateur performers seem neither robotic, nor like grinning infomercial maniacs.
In 2014, when I first scripted the videos for TOP Nutritionals' line of green superfood powders, I definitely erred on the side of robotic...if the robot were also a scientist and newscaster
I was at Whole Life Expo in Toronto last weekend, giving a talk for a client, and I realized these shows are a marketer's fantasy.
In the outside world, if you want to talk about your product to a total stranger for 45 minutes you’d better be Vince Shlomi. At an expo, people will not only volunteer to hear your product talk, they’ll pay admission and then rush the stage to ask questions.
When you approach product packaging, where do you start?
If you have a brand concept statement or a value proposition, you can begin there. These statements define, among other things, what's unique about your product, including benefits and features. Knowing and articulating this is the foundation for all copy - packaging no less.
If you're not there yet, and if you're pressed to come up with packaging fast, you can do what I did for Heavenly Sleep Liquid Melatonin.