You may be familiar with the term ‘conversation marketing’ which refers to marketing messages that are delivered during a chat or conversation with a potential customer. Companies like Hootsuite and SurveyMonkey have developed software that can track and measure the results of these ‘conversational’ marketing campaigns.
But did you know that there is a whole other side to the conversation copywriting coin?
This is the part where you listen to someone’s story, understand their pain point, and then use your own language to propose a solution. You’ll need to develop the following three elements to pull off this strategy:
1. The problem (uniqueness)
You’ll start by defining the problem or opportunity that your product or service can solve. For example, the problem for ‘dog walking’ services is that many people don’t like to walk their dogs alone at night; thus they seek out dog walking services to help them out.
You don’t need to cover all the problems that your product can solve in a single pitch, but you should include the main one or two. If you have multiple problems or opportunities to solve, you can create a matrix where each row represents a solution and each column a problem. Doing this can help you synthesize key problems and find the most suitable solutions – without getting too long winded!
2. The solution (features)
Then, you’ll introduce the solution to the problem. To do this, you’ll need to brainstorm a list of the features that your product offers. These are the benefits that your product or service provides to your customers. If you’re struggling for ideas, you can use this resource:
- Creating and curating content
- Building and engaging communities
- Gathering and analyzing customer data
Make sure that you include the advantages as well as the disadvantages of your product. Remember: your customers are already thinking about their problem, so you should help them picture solutions by explaining the benefits of your product or service.
The more you can do to show how your product or service can improve their lives, the more you’ll get a chance at convincing them to try it out. While you’re at it, you can also create a short video that will give a quick snapshot of your product and the type of person it’s aimed at.
3. Matching audience to solution
Last but not least, you need to match the product to the audience. Your product’s features may be great for your target audience, but they may not be for everyone else. For example, if your product is designed for small business owners, you don’t want to pitch it to someone who is already doing well as a freelancer or a consultant.
In the same way, not all of your customers will understand the benefits of your product or service. You should try and identify the people who will find the most value in it and target your messaging toward them. If you have the marketing budget, you can outsource to an online marketing firm to get the job done. Don’t worry – you can still produce and own the copy yourself. You just have to match the right audience to the right product.
You can also use tools like Personas, Target Profiles, and Buyer Personas to help you find the right audience for your product. Don’t worry – this is not as difficult as it may seem. With a little bit of effort you can find the right match and begin to see the rewards of your labor.
So there you have it. Now that you’re equipped with the basics of conversation copywriting, you can begin pitching your products and services to online audiences. Remember: the better your copy, the better your chance of convincing someone to try out your product or service. To get inspired, you can also check out some of the best quotes about marketing and copywriting below.