The most valuable tool of the entrepreneur is the ability to appeal to the consumer through the power of copy to relate product and brand messages.
Austin, TX (PRWEB) November 12, 2014
The most valuable tool of the entrepreneur is the ability to appeal to the consumer through the power of copy to relate product and brand messages. Here, Shweiki Media Printing Company teams up with author and seasoned copywriter, Debra Jason of The Write Direction, to present the third of four installments on successful copywriting. The webinar focuses on steps three and four of the five-step formula.
(Steps one and two can be found on Shweiki's YouTube channel.)
Step 3: Create That “AHA!" Moment
Jason explains that in order to elicit effective copy, a company must learn to create the “Aha” Moment by appealing to the consumer by using empathetic language to promote thoughts like:
-“Yes, this company gets me.”
-“Yes, they understand my fears, anxieties, and feelings.”
-“I want what they have.”
Example: “Do you feel like you’re wasting hours trying to create content to promote your service and coming up blank? Are you burned out by trying to write everything on your own?”
Once a company identifies its “Aha” Moment, it can then move on to Step 4.
Step 4: Offer The Solution To Their Problem
People make purchases either to gain something they don't currently possess, or to avoid losing something they currently have. Their decision is ultimately motivated by their money, health, or relationships. A company should assess in what ways they are able to assist consumers in order to align themselves with their needs. This could include things such as:
-Can the company help the consumer make money, save money or avoid losing it?
-Can it save time?
-Can it help the consumer enjoy great health or avoid being sick?
Stating the problem: "Do you fell like you’re wasting hours trying to create content to promote your service and coming up blank?"
Presenting a solution: "Save yourself hours of frustration trying to struggle through writing it yourself. A fresh perspective—written by an experienced professional—can be the breakthrough that delivers the results you’ve been waiting for—prospects who click on that 'Sign up' or 'Buy now' button and turn into loyal, raving fans."
The Pencil Test
Prospects will always want to know the answer to one pivotal question: “What's in it for me?" A company must make sure to advertise the benefits of purchasing their product or service. An easy way to assess the benefits of a product is to perform The Pencil Test:
1. One should look at a pencil.
2. The next step is examining all of its features.
3. Then it's as simple as converting those features into benefits (i.e. Feature=eraser; Benefit=can get rid of mistakes and allow one to start over.)
4. It's important to be imaginative--there are more benefits to a pencil than meets the eye!
Shweiki Media's mission has always been to help publishers improve by providing the most profitable, hassle-free printing experience possible. This includes guaranteeing the highest quality product, exceptional customer service, world-class communication, an on-time guarantee, and no surprises--whether printing magazines, postcards, flyers or anything else.
As a printer and publisher, Shweiki Media also believes that this hassle-free experience includes making their clients better. Utilizing relationships with industry experts, Shweiki Media strives to educate clients and help them thrive in the exciting world of publishing--while having lots of fun along the way!
For more great info from and about Shweiki Media, please check out our blog at shweiki.com/blog (and sign up for our FREE weekly expert webinars!), and subscribe to our Youtube Channel at youtube.com/shweikimedia. You can also follow us @ShweikiMedia and "like" us at Facebook.com/shweikimedia.