Cristian
Level X3
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Today I read a great book about becoming a great copywriter, the book is not available in English but its one of the best most clearly structured piece of content I ever read on this subject.
How do you become a great copywriter? A good point was made about studying people and how the interact with products.
As a copywriter the product "brief" giving to you by the client is everything, but a lot of the time the client has no idea how do write and answer proper product brief related questions and it's up to you to ask the client all the details he is not sharing out of various reasons. Along asking a lot of questions the copywriter must have a keen sense of studying people and products.
The writer of the book gave a great example in this direction: at one point he needed to sell a new brand of milk but failed to properly understand what "benefits" this new product can have over more popular competitors.
The client left out one important piece of information: the fact that his milk wasn't created using UHT (Ultra-high temperature processing) technology, the client saw this as a disadvantage because his milk spoiled faster than UHT milk so he didn't mention this to the copywriter at first.
You might be tempted to categorize this milk as a "bio" or "natural" product but "bio" products are often more expensive and this milk was cheaper than UHT milk. Also "bio" products are a niche thing, the number of clients seeking these type of products is limited and even more limited in the market the copywriter needed to sell in.
So he went to the supermarket analyzing what and how people interacted with similar products. He noticed how somebody dropped a bottle of soda for a fresh juice even though the juice had an expiration date of just a few days.
And just like that, he understood the category and the power word of the new milk: "Freshness".
This may be a small example but I think it teaches us a powerful lesson. If you want to be a successful copywriter sometimes you need to go out there are study people, understand their needs and what makes them take certain decisions!
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hitmeasap
The milk story is a very interesting one and it's actually a super-cool idea!
The thing is, that you don't have to be a good salesperson to be a good copywriter, even though it can benefit you. - For instance, when I worked as a salesperson I went door to door and sold lottery tickets kind of. However, even before I walked up to the door, I knew exactly what I would say. Sure, we all had done sales training, so I could obviously just talk like everyone else, but I didn't. I did something different.
I spent a minute on the driveway, before I was walking up to the door and I looked at all the things these people had in their garden. I analyzed and did research, even though it was just a matter of a minute or two. - The point is, that I noticed their kids bikes or whatever and I used that as "leverage" when I talked with the owners of the house.
From "nowhere" I suddenly said something like: "Just imagine giving your kid a new bike. A bike he could ride to school, so you won't have to drive him yourself. Wouldn't that be awesome?" etc.
These little things made me more sales than others, because I "went that extra mile". And it was easy! - And that's the point of the story. You can do whatever you want, but you'll have to think outside the box. - The milk story you brought up is one of those outside the box things!
What language is the book in? - I'd love to read it! Good share Cristian, I appreciate it! The milk story is a very interesting one and it's actually a super-cool idea! The thing is, that you don't have to be a good salesperson to be a good copywriter, even though it can benefit you. - For instance, when I worked as a salesperson I went door to door and sold lottery tickets kind of. However, even before I walked up to the door, I knew exactly what I would say. Sure, we all had done sales training, so I could obviously just talk like everyone else, but I didn't. I did something different. I spent a minute on the driveway, before I was walking up to the door and I looked at all the things these people had in their garden. I analyzed and did research, even though it was just a matter of a minute or two. - The point is, that I noticed their kids bikes or whatever and I used that as "leverage" when I talked with the owners of the house. From "nowhere" I suddenly said something like: [i]"Just imagine giving your kid a new bike. A bike he could ride to school, so you won't have to drive him yourself. Wouldn't that be awesome?"[/i] etc. These little things made me more sales than others, because I "went that extra mile". And it was easy! - And that's the point of the story. You can do whatever you want, but you'll have to think outside the box. - The milk story you brought up is one of those outside the box things! What ?language is the book in? - I'd love to read it!
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