Hey, my name’s Marcus Verdicchio and I’m a freelance copywriter with pension for fast, friendly and reliable copy. I’m going to talk about how copywriters need to connect with potential customers on a personal basis for increased callback.
Why you may ask? The simple reason being that I know that what gets click-backs in this day and age is Identity Rapport, which is when you fit a potential customers subculture and niche so much that they seek you rather you seek them. this is for three reasons:
- Customers hate ads that are too bland and generic, ones that seem like they barely talk about what the product is and seem to be all filler. This is a sure fire way to kill any trust the customer might have with you and have them dismiss you as another scammer.
- Customers hate ads that are all about the what the seller THINKS the customer wants, but this never works since an ad can be seen by anyone. Its better that sellers only make ads for people they know will buy their products. A niche is better than a wide net.
- Sellers should always remember that they’re immediately at an disadvantage since ads are considered a nuisance and a inconvience by most people. With that in mind, ads should focus on immediately grabbing customers attention by differentiating themselves with self aware commentary on the reality of different ads, humanising the seller. The seller should then go on to explain how they’re different to the competition and show that materially with price differences/size quantity/special offers etc.
In conclusion, the most important part of copy writing for ads is ensuring that the copy has a personalised, individual character to it that sets it apart from other advertisements within a marketplace and strikes directly at sellers identifies with more accuracy than broad, more general advertisements.
Marcus Verdicchio Copywriter 