How to write a (good) copy


Reading Time: 4 mins. 28/02/2018

Through a good content strategy we can capture more traffic to the web and improve the conversion by directly increasing the profitability of the hotel. But it is not about any content, it must be exceptional, able to attract the attention of the target audience, and keep them interested.
Creating the right content should be one of the most important assets of any online marketing strategy, it is the cornerstone that will give direct access to build a quality audience, which will become future customers.
 
Therefore, the creation of content is essential for any industry, including the hoteliers. But it is not about any content, it must be exceptional, able to attract the attention of the target audience, and keep them interested.
 
To create a good content strategy you have to have a scientific and creative vision at the same time. Scientific, because you have to analyze well what is the target audience of the brand, the buyer person, what are their interests and concerns, about what they like to read... the objective is to develop interesting contents for that type of client so that we can make us known in a specific field by providing knowledge and useful content.
 
Once we know the buyer person is when the creative part of the content strategy comes into action. It is here that we must be able to choose topics that can attract the attention of these user and write them in a way that amazes the reader through clear and concise phrases. To reach this, we must achieve empathy with the reader.
 
And if we talk about the art of copywriting, we have to talk about Gary Bencivenga, an authentic superstar at the level of David Ogilvy or Joe Sugarman, who, through hubspot, explains the 3 basic principles to write a GOOD copy:
 
1. Focus on a single desire of the Buyer Person.
 
Consumers buy things to satisfy their desires. According to Eugene Schwartz’s book, Breakthrough Advertising, each product or service attracts several consumer desires, but only one can predominate.
 
That is why it is preferable to focus on a single desire, to concentrate all the strength of the words there.
 
Once we know with absolute certainty, what our buyer persona wants, we have to make that desire clearly visible and unmistakably clear in order to ensure that this person sees it.
 
An effective element is to repeat the desire again and again, using synonymous terms. This will keep the buyer persona engaged, without hating it.
 
Bencivenga himself gives us the example of an alternative medicine book. For this product, the target audience is one who suffers from some ailment but rejects conventional medicine and therefore seeks alternatives.
 
In this book he alludes to the concept of "natural remedies" using many different terms, which include 'self-help remedies', 'non-surgical remedies' and half a dozen others. Each one is a new and attractive way to remember the main desire. Each variation whispers: 'This is what you want, dear reader. Remember, this is what you need! "
 
But all this must sound realistic, otherwise the potential customer will not take the copy seriously. If we say something that could plant doubt on the potential client's mind, even once, we might lose him/her. Fantastic claims are risky because they are hard to believe.
 
2. Prevent it from appearing like an ad
 
To capture the attention of the reader it is essential that the copy is not captured as an ad by him/her, we must avoid that the reader feels that we are selling something, the goal is to seduce him/her to buy us.
 
It is what Eugene Schwartz describes as the copy camouflage. It is about camouflaging a commercial text in some other non-advertising format in which the target audience trusts. Here the language and tones used play a fundamental role, which must be close and comprehensible to the target audience.
 
An example is online articles, or sponsored publications, which are perceived and read as typical articles, but have a hidden commercial message.
 
To camouflage these messages, we must know the medium the prospect recognizes, likes, and believes. Then we 'borrow' the format, tone and type of languages so that the copies are familiar to the reader.
 
3. The content must add value
 
One of the keys to capture the user's attention through the content is that it is interesting and adds value to him/her. When this happens, the user will end up sooner or later depositing his/her trust in it.
 
For this we must highlight it in some way so that it calls the attention of the user through clear and concise expressions while it is actionable, people will get the most value from information they can put to use.
 
In this way we can become an authentic, relevant and useful channel for our audience, becoming a source of information for them being perceived as experts in the market.
 
Through a good content strategy we can capture more traffic to the web and improve the conversion by directly increasing the profitability of the hotel.