Want to know the secret behind writing engaging copy?

The secret behind writing engaging copy is simple: find out what your customer needs and write engaging copy that shows you can fulfil that need. It sounds pretty obvious doesn't it?

But you would be surprised how many business owners still think that engaging copy is all about telling and selling. Sure, you have to make it clear what product or service you have on offer. But there are a LOT of products and services of similar quality to yours.

The thing that will get you over the line, every time, is the customer feeling a unique to connection to you, that:

• You understand them
• Their needs will be met
• This product can really help them solve a problem
• This service will actually take them one step closer to their personal dreams

But I just sell widgets - do I really need to bother?

Yes - because your customers are human. Given the choice between a business that just sells widgets and a business that sells widgets, gives great advice, understands their needs and goes the extra mile to solve their problems - who do you think they are going to choose?

What kind of copy works on you?

Most of us like to think we are impervious to sales and marketing copy. We make our own choices, thank you! But we make those choices based on two things: the information presented and our reaction to that information. The clue to recognising engaging copy is to test your feelings when you read or hear it. If copy 'works' you will most likely feel:

• Relief (phew, it looks like these guys CAN fix the fridge at the price I can afford)
• Security (that's the best information I've read about insulation - they must really know their stuff)
• Recognition (that's exactly the packaging solution we've been looking for)
• Anticipation (that resort looks amazing, I can't wait to get there!)
• Identification (what a perfect design - that kitchen is so 'me')

How many points on the sales spectrum does your copy hit?

The five reactions above relate to the five broad areas of human need:

• Base needs (food, shelter, clothing)
• Security and safety
• Socialisation and belonging
• Self-esteem
• Self-actualisation

If your copy can hit each of these points then it will be very powerful. At the very least you should consider HOW your product or service fulfils each of those needs for your customers and build that awareness into engaging copy that taps those emotions.

Engaging copy is specific copy

Sure, most of us want an accountant who can get us as much money back on our tax as possible. That's broad factual copy. But we probably also would like a friendly person with flexible hours, family values and great advice about finance. That's engaging copy.

Who are YOUR customers? What do they want? What do they often ask you about? The more specifically your copy addresses their primary needs and wants, the better your results will be.

Pontificate less and listen more

Guarantees are very powerful. If you are in a position to guarantee a price, time limit or result - then by all means do it.

But online consumers are the most marketing savvy bunch around. So if something even has a hint of a false promise they won't come near it. This includes crass comparisons about your competitors. Engaging copy is positive and benefit focused.

And because the two biggest online fears are about security (of financial transactions and personal details) your absolute number one priority must be to build relationship and trust.