Module 1: Copywriting Success Factors

Learning Objective

Recognize the elements of successful copy that converts leads to customers

The purpose of sales copy is to motivate people to buy.

In this first module, we’ll explore the psychology behind the buying process and the issues you may already be facing with copywriting.

Lesson 1: Why People Buy

Before you write a word of copy, it’s important to consider why your prospective customers would buy your products or services.

This will make it easier for you to draft copy that will resonate with your prospects and inspire them to buy.

Individual motivators vary from person to person, but there are three common factors:

1. Need. It’s a necessity. For example, you need car insurance if you drive a car, you need a new washing machine when yours breaks down, you need to buy food and clothes for you and your family.

There are less-tangible needs as well. For example, you need to learn a skill to get a promotion and advance in life, or you need the advice and support of a development coach to improve your business.

2. Want. You want something because you feel it will make your life better even though it isn’t a necessity, such as a space-saving appliance because you have a smaller kitchen or a time-saving app on your laptop.

You may be influenced by brand loyalty to buy something that isn’t necessary for life but is important to you, like the latest model of your smartphone or a bigger TV.

You may want to buy something because it will help you realize a dream. For example, you’ve always dreamed of flying first class so you can enjoy the comfort and luxury away from the sardine experience of economy class.

People’s wants generally feed into a desire to raise their self-esteem and feel better about themselves.

3. Peer Pressure. You’re influenced by others. For example, you buy a new car because your neighbor has a new car, or you buy designer shoes because your peer group has them.

There are many reasons behind this which also feed into your self-esteem, for example:

• You want to fit in and be the same as others

• You don’t want to miss out on a trend and end up feeling out of touch

• You aspire to something new to raise your social status

• You believe a purchase will make you like someone else (e.g., “I’ll be like Madonna if I buy that purse”)

Good marketing taps into all these elements. Celebrity and influencer endorsements are worth millions because of it.

Why Do You Buy?

The motivators for buying are complicated. Think about the last time you made a purchase. There’s a fine line between need and want. Depending on your lifestyle and values, you may feel that for you, some items are necessary whereas for other people these are not. You may even feel that some articles under the ‘peer pressure’ category fall under the ’need’ category for you.

Most small businesses are marketing products and services to people who don’t absolutely need them to survive. Whatever you’re offering will help those who want to improve their lives and feel better about themselves.

Lesson 2: Learn the Skill of Copywriting

Becoming proficient at copywriting isn’t a five-minute task. It’s like any skill that you can learn and perfect which needs time and attention.

Your relationship with copy will depend on your experience. You might write copy from time to time, or you might be doing so regularly but still feel you aren’t getting very far. If you’ve had any negative experience, that will influence how you approach the task.

First, you need to change your mindset about copywriting if it’s already negative. Get rid of any residual feelings from past experiences. Instead, think, “I might’ve struggled with this in the past, but I’m now going to learn and get better at it.”

Second, be prepared to devote the time it takes to write, rewrite, test, and rewrite again. Choosing the right words can take a lot more time and effort than anticipated.

When you’re planning copywriting time into your schedule, book several short sessions with yourself spread over a few days or a week. This will work better than one long session which could leave you tired and demotivated.

Copywriting is a work in progress for most people. When you leave it and come back to it the next day, you’ll have fresh insight to see what works and what needs tweaking.

One effective way to get more comfortable with copywriting is to start a swipe file on your computer or smartphone. Save copy you come across that has encouraged you to take action or made you sit up and take notice. This helps you learn, and you can flip through the file when you need inspiration.

Action Steps:

• Consider your products and services and write down the reasons you believe people buy from you.

• Describe all your attitudes to copywriting (e.g., “I’m not very good at it”, “I really enjoy it”, “It’s a waste of time”):

• Rewrite any negative statements into positive statements.

• Practice saying them to yourself to change your mindset.

• Note down how much time and effort you currently devote to copywriting.

• Create a swipe file on your computer or smartphone and start keeping examples of copy you’ve spotted.