Relate products directly to your audience. Example: Audible promises “A friendly email reminder before your trial ends” - offering peace of mind to people wary of unexpected subscription charges. Here are a few ways to add more specificity to your copy: Address the objection most relevant to your target personaĪnticipate and then respond to how prospects might push back against your offer. Provide a recommendation in this quick survey and we’ll share the results with everybody. Help TechCrunch find the best growth marketers for startups. Avoid using generic wording, like hyperbolic claims, and instead speak to your readers’ exact needs. Lucas famously suggested “writing to serve people rather than impress them.” Yet many copywriters use generic phrases like “#1 software,” “the best platform,” and so on to impress readers without actually providing helpful information.Īs Lucas says, your copy should serve readers. (Not “Late fees will end.”)įor more impact, use vivid and descriptive verbs. (Not “Your next favorite book is waiting to be discovered.”) Goodreads: Meet your next favorite book.Your subscription can be canceled anytime.”)
Framing them in this way, rather than as things or experiences they receive, makes your product benefits easier to visualize. Write them as action statements with your customer as the main character. In marketing copy, active voice is especially important for describing your product benefits. All of your urgent issues can be resolved with our product.Resolve all of your urgent issues with our product.It emphasizes the subject of a sentence and generally makes your copy shorter and easier to follow.Ĭonsider the difference between these two sentences: Whenever possible, write in the active voice.
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