How do you improve your understanding of copywriting? One way is to read and absorb the knowledge shared by those who work in the industry long enough to know what works and what doesn’t.
I’ve not heard of Joseph Sugarman before but seeing the positive Amazon and Goodreads reviews I decided to give his book a read.
The Adweek Copywriting Handbook is a collection of lessons Mr. Sugarman has learned along his journey as a copywriter. From giving seminars for a hefty price of up to 3000$ in the ’80s to condensing it all in a book.
It’s well structured, insightful, and goes into dissecting some ads he wrote and explains the writing process.
Although Mr.Sugarman wrote for print advertisements the lessons can be transferred to digital copywriting as well.
Sure the medium we reach people might differ, but the psychology of how we act hasn’t changed much. Here’s how you can level up your copywriting by applying these lessons to your writing.
Emotion in Advertising
Emotion Principle 1: Every word has an emotion associated with it and tells a story.
Emotion Principle 2: Every good ad is an emotional outpouring of words, feelings, and impressions.
Emotion Principle 3: You sell on emotion, but you justify a purchase with logic.
Humans are driven by emotion. Every emotion is a step towards doing something.
As someone used to say — “emotion gets you into motion.”
Ok, that was bad.
Here’s the thing.
Most of my purchases were done because I felt a certain way. I felt compelled to add the product to my cart and buy it. Sure, I would look for logical reasons to buy, but what made me commit is how I felt about the product. Afterward, I justified the purchase with facts and reasons.
We have our reasoning for buying. When someone asks us what compelled us to buy a pair of headphones or that brand of phone we talk about the features of the product.
Whereas more often than not we buy certain products because of the brand name, the feeling of belonging to a select group, or we just liked how it looked.
It’s not always logical.
Always Sell A Concept
Giving a spin to a plain product and turning it into something more than what it shows appeals to audiences more. It’s engaging that way.
You know every product has a USP (unique selling proposition), something that differentiates it from the rest. Find what it is for the product you’re trying to sell.
Leading the Reader
The ideas presented in your copy should flow in a logical fashion, anticipating your prospect’s questions and answering them as if the questions were asked face-to-face.
When you’re writing copy it’s different than when you are face to face with your customer. The person reading your copy might be at home laying on the couch on the laptop or at the office procrastinating work. They’ve given a chunk of their valuable time to read what you have to say and they want answers, they want to know why your product will be the right choice.
They also have questions and you want to answer all the concerns and address them in the copy you’re writing.
If you read copy before you noticed how it takes you on a journey. It leads you from point A to point B.
You should aim to make readers seamlessly go from one passage to the next, getting them in a state of flow.
You know the product so well to the point you consider yourself an expert. You understand the concerns and issues of the reader. And you have the solution.
Every customer wants to justify the purchase. Give them those reasons.
From the captivating introduction to the body of the copy. Offer the reader all the details and assurances they need so that by the time they reach the end there are no more questions to ask except the desire to commit to the purchase.
Feeling of Involvement or Ownership
In all my ads I try to make the prospects imagine they are holding or using my product.
Form a mental picture with your descriptions in the readers’ minds. Imprint the image of them holding or using the product and you’ve already gotten them one step closer to committing.
Imagination is powerful. If it’s not possible to physically hold or test the product paint the image of how it could be.
Through your copy create an experience that takes them closer to getting what they want.
Consumers Appreciate The Truth
I soon realized that truthfulness was one of the best advertising lessons I had ever learned.
I believe this comes down to building a trusting bond with the consumer. It’s better to build a long-lasting relationship to the point where the product you offer and the guarantees are so reassuring that the customer desires to do business and return to you.
Rather than burning your bridges and make it a one-time transaction sort of deal.
People are smart and it would be a mistake to undermine that. Prospects know beneath it all you want to sell something and you need their business.
Don’t take them for fools and be truthful in your message and copy.
Establish Authority
There’s always something that you can say about your company to establish your authority, size, position or intention. The consumer loves to do business with experts in a particular area.
When you buy something you want reassurance from an expert that you were offered a good deal. Basically, you want to feel confident the product you pay for can be trusted and you will receive in return what you paid for.
You as a customer don’t want to feel scammed or used. Nobody wants that.
I am more likely to buy from someone with positive reviews and an established authority in the industry. I want to know the person selling me a product is an expert and has the knowledge to back up the claims he makes.
This sums up the psychology behind a purchase. You should showcase authority in the copy you write.
Realizing The Nature Of Every Product
By realizing the nature of every product and playing to its strengths, you will end up with a very powerful and emotionally dramatic presentation.
Before you start selling you need to understand the motivations of your prospects. Gather as much information and understand their emotional needs.
Once you understand what their needs are you connect the product as a solution.
Here are some core emotional needs:
- Affection.
- Acceptance.
- Validation.
- Security.
- Trust.
Now consider how your product or service can solve those needs.
The Desire To Belong
The desire to belong to and identify with a group of people who own a specific product is one of the most powerful psychological motivators to be aware of in marketing and copywriting.
Some if not most of our decisions to buy or do a certain thing ties closely to our innate desire to belong to a group.
Be it gadgets, clothes, or beauty products.
Whatever it is you buy the motivation to do so is in the innate desire to feel like you belong to the circle of people who also buy the product.
Apple, Nike, BMW, Zara, L'Oréal, Sony — people align with what different brands stand for.
You buy Nike because you align with their message — “Just do it.” You want to be part of the club.
You found your tribe in the product you use. The sense of community that brands advertise is what makes it so much more appealing to the consumers.
Final Thoughts
I covered just a few of the lessons Mr. Sugarman goes over in his book. It’s a great start if you are a beginner copywriter and would like to get a general understanding of psychology, sales, and writing copy that converts.
To summarize, I’ve explained how emotions appeal more to people than facts and logic alone. Also, you’ve seen that you should find a USP (unique selling point) and showcase that in your copy. We also have gone over how the copy should be effortless to go through and answer the questions the reader could have.
Be truthful with your reader. Use authority, the desire to belong, and feelings of ownership when you craft your copy.
If you can write without sounding too salesy and pushy at the same time you are on the right track.
