The digital era is currently emerging a new science, namely Digital Marketing Science. In digital marketing we have heard the words Copywriting. Copywriting is writing made in any form of media that has the aim of promoting or marketing a product. Copywriting is very important in digital marketing. This copywriting article is expected to be able to hypnotize your potential customers. For those of you who are good at copywriting, don’t use it to deceive other people. Because this copywriting can invite people to buy or do something.
Meanwhile, here are 8 Copywriting Techniques in Marketing Products or Services:
1. Headlines
This headline is the most important part of the ad that you make. The existence of this headline is very important. “The First 3 Seconds of Your Ad decides everything”. This headline is your ad that is being promoted. Headline is what determines your product in the customer’s purchase. Because this headline will make your offer to the customer. If this headline is not interesting, then the customer will not read your offer.
2. Offer
Your offer is what will make people interested in the products you sell. Because this offer is related to what you are selling. An attractive offer is an offer that is given in order to be a solution to these problems. We can learn from Google, Gojek how they can be a solution to existing problems. Like Google to be offering the top solution for people who are looking for something or knowledge needed. Meanwhile, like Gojek, its offering is a solution for people who need transportation. “The promotion will fail if the offer made is not strong”.
Meanwhile, what should be included in this offer is as follows:
a. Introduction
For actual, we must present an offer in the form of a story. There is an introduction that can link the headline to the offer. In order to build closeness with the reader.
b. Product/Service Description
We have to explain what products/services we are selling. We must be able to explain that the product/service is a solution for them. Explain in detail the name of the product/service that we sell.
c. Benefit Details
We have to make sure they understand what we have to offer. We must be able to tell them the details of the benefits of the products/services we sell.
“Focus on being able to explain Benefits, not specs or features”
3. Reason
One of the reasons that most often make these ads fail: Advertisers forget to explain, why these people should buy our products / services.
What we must remember is that the difference between selling and boasting lies in our ability to explain WHY points rather than WHAT. We must be able to explain the reasons why they should buy our product or service.
4. Bonus
Many people around us including you buy these products/services not because we want the main product/service, but we are interested in getting the bonus given.
“With the bonus, it will strengthen readers to buy your product/service”
To give this bonus, there are several things that we must pay attention to, which are as follows:
a. Bonus has value
If we want to give an Ebook or Ecourse bonus, then we must provide an explanation of the value of the Ebook or Ecourse, for example a free Ebook or Ecourse Copywriting Strategy worth IDR 350,000.
b. Relevant Bonus
We should give bonuses that are relevant to the main product, for example our main product is shoes, then we can give bonus socks.
c. Quality Bonus
We must provide a quality Bonus. Don’t just give bonuses, we must be able to position ourselves as buyers. If we become buyers feel the bonus is quality or not.
5. Testimonials
The number of testimonials will make your copywriting even more trusted. The more testimonials we have, the better. People will more easily believe the existing testimonials, compared to us explaining the product itself. Because people will think that we as sellers of products/services will explain that our products/services are good. With testimonials, people will be able to draw their own conclusions about our products or services. When we visit one of the shops or shopping places on the Marketplace, we will usually see testimonials for the product before buying it.
6. Warranty
The existence of a guarantee will make people more confident in the products or services that we offer. Guarantees will make people more confident with our offerings, and also eliminate people’s doubts about the offers that we provide for these products or services.
7. Call to action
The target of the Call to Action is so that people who read our offer feel really pressed to take action now, namely by buying the product or service that we offer. This call to action is very important, because this is our target in advertising.
Examples of Call to Action as follows:
• Order now
• Buy now
• Click more
For those of you who have posted ads on Instagram or Facebook, you can choose by clicking which item is appropriate. You must choose items that can make your ad readers call to action immediately.
8. Note Bene
The existence of this NB will force people to take immediate action now. In Nota Bene we should explain why the reader should make a decision now. So that people who read our offer immediately take action right now, the things that need to be considered are as follows:
a. Social Proof
We must be able to show how many people have used our products or services. Tell people who read our offer that customers or users who have used the products or services we sell are satisfied.
b. Scarcity
We must be able to explain the limitations of our product or service from the number of people who are entitled to buy it, then the amount of stock for our product or service remaining, the number of seats remaining, the number of production of our product, the validity period for the promotion itself. With this restriction will make people who read our offer to take action immediately.
c. Pain
One of the most important things is that we must be able to scare people who read our offer. We must explain what losses they will feel if they do not take immediate action.
After we make the copywriting, then try to do your own review first from the copywriting that we have made, some things that must be considered are as follows:
• Has the Headline we created caught the reader’s attention in the first 3 seconds?
• Have we explained in detail for the benefits or benefits or products or services that we offer to the people who read it?
• Have we explained the reasons why they buy our products or services?
• Have we included customer testimonials from our copywriting?
• Have we highlighted the elements of contrast or comparison? such as strike prices, discounts, or money saved
• Is the form of the offer we make now or never?
If we have repeatedly reviewed the copywriting that we have made, such as the things exemplified above, then we can make sure to use the copywriting that we have made.
With the 8 Copywriting Techniques above, we can immediately implement them in our business, whether we use ads on Google, Instagram, Facebook, and others. Copywriting is important if we are going to scale up or develop our business.
