Platinum Author
The fundamental basis of advertising is to solve a problem for the consumer. If they don't have a problem, they don't need it fixed.
So why do people buy?
People purchase products or services to solve an issue. The issue can be anything from hunger to a dirty bathroom to a computer that won't work. The motivations for people to buy something range from laziness to cost effectiveness, time poor to health.
Your problem occurs when the consumer doesn't know which product/service to invest in. Say they have a dirty bathroom. There are literally hundreds of products with all sorts of claims but with one end result: they will have a clean bathroom. Of course, this may solve other problems as well; they will have a clean bathroom but in half the time.
Copywriting is the art of selling these products or services. Presenting the facts (but only the good ones!) in a way which makes this solution irresistible to the consumer. Maybe the consumer wasn't aware they had a problem until they see an ad.
Copywriters write from a point of view that says, "What's in it for me?" Whenever you watch or see an ad, your interest is non-existent until you find out why you need it, or, What's in it for you. You wouldn't buy dishwasher powder if you didn't have a dishwasher. But what of the fast food ads? They are shown around dinner time, when you've just gotten home from work and can't really be bothered to cook. The food may pique your interest but it's the words that grab you. "Have dinner and still have time to help the kids with homework!" This is why copywriting works- it appeals to your 'problems' and solves them in a way that appeals to you.
They say a picture tells a thousand words, but consider this: seeing the pictures of a clean bathroom with a photo of the product doesn't work as well as a voiceover telling you about how easy it is to use, just how clean your bathroom will be, and how little each use costs. Words are important in your advertising, so make each one count.
About this Author
Renee is a freelance copywriter based in Brisbane, Australia. She has written pieces for health publications and newsletters, pet lovers newsletters, various entertainment guides with reviews for movies and music.
Renee has spent much of her working life in the retail sector, learning about people and why they choose one brand over another. This retail experience allows Renee to create winning words for your business- on or offline.
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