DEFINE YOUR UNIQUE SELLING POINT
When creating marketing content, your goal will be to sell, or promote a product or a service.
So, you need to define your USP, or unique selling point, something you offer that is different or
better than your competitors. You don't want to let people know you are just another garden
supplies store, you want to tell them that you offer same day delivery, or free seeds with every
order.
Or, you want to highlight that your products are sourced organically, or that you're a local based
business, or have supplied products for a celebrity gardener etc...
SPEAK YOUR CUSTOMERS LANGUAGE
Speak to your customers in a language they can understand. An excellent resource for helping
you to do this as you start out on your copywriting journey is Reddit, where you can find millions
of threads written by people from all walks of life. It's a great place to find out what makes
different types of customers tick, and why, from working professionals, to stay at home parents,
to students, and retirees.
You can go really niche, finding special interest forums on everything from rock music to pets,
so you can see how people with an interest in these subjects really think, talk, and speak.
Amazon Reviews can also help you understand your target market's needs. By observing how
customers describe products they love and noting what they don't like, you can angle your copy
to hit their pain points and outline the solutions they require.
The best thing of all about Amazon reviews is that they show you how customers actually talk
about products. It's smart to implement this approach in your copy so you can then connect with
people in a language they will understand.
So, go on Amazon, look up the products in your niche and see what others are saying. See
what brands that perform well are doing right and see what brands that receive bad reviews
aren't doing. This is truly invaluable market research that you can conduct right now, from your
computer or smart phone and it will help you greatly as you'll then know how to write for your
market
THE IMPORTANCE OF SOCIAL PROOF
Social proof helps you sell like no other and it is crucial element you can use to enhance all your
copy.
It's a really useful persuader when customers, who typically are overwhelmed with choice, have
to make a decision. People flock to the safe, they don't like to take risks, especially with their
money. If you have been proven to be trusted by someone they have heard of, like a wellknown brand, institution, or celebrity, you should always mention this in your promotional
content, as it will help you sell more.
Social proof doesn't always have to involve mentioning a big name. It can be pointing out how
many satisfied customers you have, or even spotlighting individual customers who have had
amazing results from your product or service.
If you're struggling for sign ups, consider featuring positive customer testimonials in your content
instead, but never be tempted to fake these, as people can always tell.
