- The Growth Recipe
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- The DNA of B2B Copywriting
Copywriting, at its core, lies 5 fundamentals.
Whether it's with outbound, ads, landing pages, email or whatever marketing medium. This is the DNA, the Core that should be in your copy to produce ‘market-message-resonance’...
This quick guide will show you how to craft a message that aligns with the market’s needs and desires with 5 Copywriting elements:
Step 1. Niche
To create resonance, you identify a specific person with a specific desire - a niche. Don't be all things to all people.
Those who try to target everyone with a general offer dilute their copy so much that it doesn't appeal to anyone.
Slice through the noise by speaking to the market on a deep level. Ensure it's focused on a specific person.
ICP ( Ideal customer profile):
Industry
Location
Number of employees
Business model
Revenue
Customer persona /avatar
Name
Age
Gender
Job title
Background (authority level, day to day duties etc)
2. Pain Point
Stress the challenge. Everything is not perfect in business.
There are always problems. People are experiencing pain right now hence need your product or service to fix their pain points.
When you create your copy, you need to highlight some kind of challenge.
All too often people spout technical jargon with features and vague benefits
Instead of the underlying transformation and desired outcomes that are of interest to ideal customers.
They fail to highlight the pain they're solving. They do not resonate with their audience.
The market only cares about themselves, not about you or your business
More specifically, they care about the immediate challenges they're experiencing and solving them.
Stress the pain in your message.
Talk about "X challenge" that your specific niche of clients face.
Clearly articulate what the challenge is and why it's a problem for them.
3. Unique Value Proposition
What are you delivering to your customer? What's the outcome?
Let them know what your value to them is and what outcome it will help them achieve. They need to understand why it makes sense to engage you.
The UVP needs to be compelling for people to be intrigued. Get their curiosity and get their attention.
This goes beyond an explanation. Show the real benefit of what you're offering.
What are the unique outcomes that you can provide to your clients? Think about the real benefit that you're delivering.
Instead of saving: "We help x to grow their business by X"
Say this:
This is a clear and specific result that combines logic and emotion.
4. Credibility
A strong form of social proof builds trust.
Reviews
Testimonials
Case Studies
Is used to prove that your claims are true. It proves the cause-effect relationship between your solution and the customer's positive outcome.
Without evidence, the market is less likely to believe your claims and the lower the lead to opportunity will be.
How to include it in your copy:
Name-drop the companies you've worked with
Add success metrics/stats on what customers achieved.
Invite them to see the social proof on your website.
People want to work with credible companies that have a track record.
5. Compelling Call To Action
The CTA should be:
Clear
Easy to understand
Not overcomplicated
It should provide a "what's in it for me" that entices them to act. Have a CTA that erodes that scepticism such as:
Easy walkthrough on how they can do X by doing X
An action plan to show how X will get the results
Review market opportunity & how it can help them
Quick 30-minute call to show the right strategies to take advantage of X
Brief product tour to show how it can solve X problem
Change the whole positioning to be valuable for the prospect by making it about them.
Where are the value drivers?
Why should they show up for the call?
Are you going to teach them something?
Are you gonna give them access to exclusive insights?
Make it value-driven and make it come from a place of service
The key is adding value, insight and information to prospects free of charge, with no pressure or risk.
Putting it together
Niche
Pain point
UVP
Credibility
СТА
Putting together a few proven copywriting pieces simplifies the process But it still requires work. Not much worth having is easy!
If you’ve made it this far, thank you.
Speak to you next week,
Rachid