Using the Internet as One of Many Marketing Channels-Part Three
In our last post we talked about the first of the basic copywriting elements that you’ll need in order to help a visitor decide to give you their contact information. The headline is designed to speak specifically to those that will benefit from your product or service. It’s designed to eliminate those that will not be interested. The headline grabs the attention of the visitor, and says “keep reading, this will help you.”
The next step in the process of copywriting, is to start a story of human interest. This step is basically designed to help you make a connection to the person visiting your site. You want them to know that either your company or product have an interest in helping people.
In some cases, your story of human interest will introduce you and/or your company. That doesn’t mean that you’ll want to provide the visitor every single element of your biography; nor does it mean that you’ll want to talk about things that you’ve have accomplished in your field.
Copywriting is always a way to tell a prospective buyer, why they’re making the right decision to purchase from you or your business. Therefore, as you tell your story, you’ll want to tell them about the elements of your life and or business that will benefit them in the future.
A story of human interest, doesn’t have to be very long. In some cases it can be as short as a two line paragraph. If you have accomplished the task of grabbing the attention of your site visitor or reader with your headline, they will have become interested enough to read further.
What you’re doing is connecting with your reader or visitor to let them know that you understand the benefit that they’re seeking. Interestingly, this same element can be present in the scripting/messaging you do for your video marketing, media advertising and social media. Savvy marketers and business owners are constantly using their personal stories to connect their products benefit to their buyers.
If you should decide to use images or pictures in your marketing, they should fall in this category of human interest. However, you shouldn’t coordinate images on the basis of any other principle other than the benefit to the buyer.
While it may be aesthetically consistent to use the right colors, it’s better to first visualize the site visitor in ‘the goal position’. In other words, you’re showing real people that have already received, the benefit that your product provides. You’ll want your visitor to connect on a human level with the use of such images.
The human interest story, is a great way to start the process of getting your site visitor involved with your product or service. If you’ve been in business any length of time, you have probably already recognized the fact that people buy what they want and not what they need.
Therefore, you’ll want to make sure that at least part of your sales message appeals to the emotion of desire. This will set the stage for the next copywriting element which is to discuss the problem that your product solves. We will discuss this in the next post.
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