In the world of advertising, there's a well-known saying: "Sell the hole, not the drill". This saying underscores the importance of marketing the benefits and the end results of a product, as opposed to the product itself. However, this approach only scratches the surface. The real power lies in connecting these benefits to the realities and experiences of your target audience.
The Golden Rule of Copywriting: Focus on Articulating Value
Peep Laja, founder of CXL, emphasizes this point, suggesting that copy should "Focus on articulating the value people will get. Make sure the copy makes it clear who it’s for, and what pain it helps to avoid, or gain it helps to achieve.” It's not merely about highlighting the drill or the hole, but rather connecting these aspects to a tangible result that resonates with your audience. This could range from kickstarting a father-son DIY project, to hanging a new family portrait in your living room.
Effective ad copy is about connecting all the logical and emotional dots to sell a successful experience to your prospects. This is where the "so what?" hack comes into play.
The "So What?" Hack: A Key to Effective Copywriting
The "so what?" hack is a simple, yet powerful technique. As you write about the features and benefits of your product or service, pause and ask yourself, "so what?". This question forces you to articulate the desirable experience that your product delivers.
A classic example of this technique is Apple’s iPod ad. The feature they marketed was “1GB of storage for MP3s.” But when asked “so what?”, this translates to “1000 songs in your pocket.”
Conversational Landing Pages: Bypassing Barriers and Fostering Connection
When we ask "so what?" in relation to the features and benefits, we create what can be termed as "conversational landing pages". These speak directly to customers, bypassing usual barriers and fostering a deeper connection. This translates to going “straight to the conversation now.”
Using Metaphors, Similes & Analogies
To further enhance the power of your ad copy, consider incorporating metaphors, similes, and analogies. These techniques tap into the power of storytelling and imagery, allowing you to create a vivid and memorable experience for your prospects. By painting a picture in their minds, you can make your offering more relatable and compelling.
Even if you're a beginner or don’t consider yourself a writer, using the above sales copywriting tips can help you craft compelling copy that prompts your prospects to act. Still finding it difficult? Turn to kua.ai for assistance. Remember, effective copywriting isn't about selling products, it's about selling experiences.