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5 Ways to Write Copy That Creates Customers for Your CEO

You are the CEO of a company and you have a marketing department. Everyone in your department is really excited about a new product that you’ve developed, and they want to tell everyone about it. But you need someone to write the actual marketing content for the website, e-mail blast, and social media posts; someone to write the sales letter for the product launch; and someone to draft the introductory paragraph for the press release. 

Odds are you have one person in mind who they think will be perfect for the job. Meet Dave, your Director of Marketing.

Dave has a bachelor’s degree in English and a master’s degree in Marketing. He started his marketing career 6 years ago and has since worked to grow the role of marketing at his company. He loves creating content that helps guide decisions, and he’s become quite an expert at crafting compelling narratives.

Here are five ways to write copy that creates customers for your CEO.

1. Find the emotional core of the problem

At the beginning of any marketing campaign, you need to identify the one or two problems you are trying to solve. The challenge with marketing is that there are so many different problems you could be solving. What you have to keep in mind is that your customers have different concerns. Your job is to zero in on these concerns and find the most practical and effective way of addressing them. Ask yourself:

  • What problem are my customers trying to solve?
  • What is the most urgent issue?
  • What is the most important issue to them?
  • What is their pain point?
  • What is my product or service going to do for them?

These five questions will help you pinpoint the emotional heart of your customer. Once you have that, you can craft the kind of story that will bring them to tears, excite them, or make them laugh. You want to give them a reason to believe in your product or service. So that they’ll feel confident enough to ask for it.

2. Build a case for change

Every piece of content you create should support a business case for change. This includes everything from the copy on your website to the pitch in your e-mail signature. A business case for change is simply the facts plus the reasons why your customer should choose your product or service over another. You want to craft a content plan that guides the reader (or listener) through a logical path that will lead them to the end (or purchase) of your product. Ideally, you’ll have a mix of different content types (e.g., case studies, FAQs, etc.) to support different elements of your campaign.

3. Personalize everything

Make the person reading your content feel that you’ve heard them, that you actually care about their needs. Add some of your own personality into the mix and you can make a real connection with your customers. You can do this with several techniques:

  • Leverage statistics
  • Testimonials
  • Case studies
  • Hiring
  • Video demonstrations

If you want to use statistics, make sure you’ve looked into the research behind them. People love reading about other people’s success with your product or service, so don’t hesitate to include case studies of other customers who are using your product or service. Video demonstrations can also be a powerful tool in establishing your expertise and reliability. Just remember: people also love to see themselves as the protagonist of a story, so including testimonials from real people using your product or service gives you the opportunity to tell your story and paint a picture of who is using your product and why.

4. Craft a storyline

In storytelling, we tell stories to make a point. The same is true with marketing. Your job is to make the reader (or listener) understand you and your product or service so they will feel inclined to engage with you. The easiest way to do this is to simply tell a story. You can structure your story any way you want, but there are a number of standard formulas that you can use to make your narrative more compelling. Once you have your structure, just 

add a little bit of intrigue, a twist or two, and you’ll have a compelling story that will keep people wanting more. You want to look at successful stories from the past and incorporate their techniques into your own.

5. Use metrics and analytics

If you want to know what’s working and what’s not, you have to measure it. To determine the effectiveness of your content strategy, you have to set up metrics and analytics to track the results of your campaign. You can use 

Google Analytics

to track the results of your content strategy and set up custom dashboards to keep an eye on what’s working and what isn’t. Create metrics such as the number of people who visited your website, the articles they read, the e-mails they opened, and the calls to action (i.e., the buttons you pushed on your website to get people to take the next step). Don’t forget about the ROI (return on investment) of your marketing efforts. You can use tools like Google Analytics to measure the effectiveness of your marketing campaigns and determine which one is bringing in the most revenue.

Hopefully, this article has inspired you to consider new ways to write marketing copy that will help your customers, and the article has also helped you identify the key elements of the 5 ways to write copy that creates customers for your CEO.