How to Put the “Magic” in Your Copy

You see it on websites and billboards. You see it in books, magazines, newsletters, and on social media profiles. Words, copy, content… it’s everywhere and reasonably so.

Content gives us information. It entertains us and provides us with a broader knowledge base. The power of words can range from urging us to buy things, to making us want to be better people and make the world a better place for us all.

Copy at it’s finest is enchanting in the best way possible.
It’s rather simple; in order for copy to be enchanting it has to be great. It has to come from someone who respects words and their power to elicit emotions, growth, and goodness in the world. Great Copywriting draws you into its content before you even realize what is happening.

In an age of massive amounts of content, much of which is free, it is even more important to capture your prospects quickly and genuinely. People do not have time for insincerity or false hope.
People are more tuned into deceptive promises than they used to be and far more jaded.

Before you write copy for your business pages and blogs, figure out what it is that you uniquely offer. Know your value and work to increase it. Put yourself in your prospective client’s place.
Ask: How can you truly help and serve him?

Yes, You Will Need To:

  • Capture Attention
  • Appeal to Needs and Emotions
  • Know Your Ideal Customer and Talk to Her Directly
  • Understand Your Unique Offer and Position it
  • Elicit Action (Do you want purchases, emails sign ups, a new friend? Ask)

But to do that, you must know what your audience wants and how to give it to them. Do you know your product advantage?

If not, no amount of content or copy is going to get you and your audience together in that beautiful union.

Advertising doesn’t create a product advantage. It can only convey it…. No matter how skillful you are, you can’t invent a product advantage that doesn’t exist.
~Bill Bernbach

“Magical” copywriting starts with getting to the heart of your products and services, what you are all about. A great copywriter can cut through the excess and see how you can best serve your clients and their world. Who doesn’t love a win-win!

“Know Who You Are, What Your Company is About, and Market With Integrity.” (Click to Tweet @lorihil)

When you create value and choose the right audience for it, they will be hungry for what you have to offer. Copy aims to persuade and sell, content captures and engages. You need both, but under it all you need clarity in your purpose and message.

What Advice do you have for putting “magic” in your copy? Let’s hear it in the responses!

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