Have you ever heard the saying “Curiosity killed the cat”? Well, forget about that for a moment because when it comes to writing copy, curiosity can engage and captivate your readers (just like how you can lure a cat with treats).
As a copywriter, it’s your job to write copy that gets people interested in taking action, but how do you write one that stands out? A healthy dose of curiosity can help! Writing good copy is about unleashing your inner sense of wonder and asking the right questions to understand your audience’s wants and needs. This insight will enable you to write copy that speaks directly to your target audience and inspires them to take action.
So – without putting any cats in danger – let’s explore how to write copy with curiosity!
1. Start with a question
You only have six seconds to grab your readers’ attention before they leave!
Writing engaging copy for your readers is like initiating a conversation with a new friend: you usually start with getting to know who they are, what their interests are, and how you can engage with them. As copywriters, you have to approach your work with a curious mindset. Don’t be afraid to go down the metaphorical rabbit hole to understand your customers on a deeper level so you can write copy that speaks to them.
You can start your copy with a pressing question or bold statement that will pique their curiosity, such as “Are you tired of being stuck in traffic?” or “Do you want to make your chores simpler?”
Grab their attention with a question that addresses the problems that your readers face, so that they are curious to read on. It gets them thinking about their own needs and wants, making it more engaging and relevant. This way, they’ll feel like the ad is talking to them and will want to know how your product or service can help. Asking questions also makes them feel like they’re a part of the conversation, which fosters a better brand connection.
2. Use sensory language
Have you ever read a lengthy copy full of big words that failed to convey a clear message? Sometimes, copywriters make the mistake of crafting copy to impress instead of inform.
As copywriters, we don’t have to include flamboyant words in our copy; we have to craft sentences that readers can imagine and envision! We need to write with curiosity — the desire to discover new things with our senses that allow us to see, hear, touch, taste, and smell.
Use sensory language in your copy to help readers get a clear idea of your product or service; this means using words that evoke images, tastes, and feelings. For example, instead of describing your meal kits merely as “convenient and tasty meals”, you can describe them as “tasting like a warm hug on a cold day” to make the product more engaging and memorable.
You can also make your copy stand out by using strong and vivid language: skip generic words and opt for specific terms that readers can easily imagine, or use metaphors and analogies to make your copy more engaging.
3. Focus on benefits, not features
What motivates a customer to purchase a product or a service? While product features and a brand’s reputation are important, they are not necessarily primary purchasing factors. They are more commonly motivated by how a product or service will solve their problem, which drives them to make a purchase.
As copywriters, our goal is to sell the benefits of the product or service in a way that resonates with the consumers’ needs. Let’s say you own a kitchen equipment store that sells ovens with features like a dual compartment or an electronic temperature probe. You can list all of these in your marketing copy, but they’re not engaging enough to entice a purchase.
To highlight its benefits, talk about how an oven with a dual compartment can cook two different dishes at the same time for “simpler and quicker meal preparation”! Putting the benefits of your product or service front and center will make your copy more persuasive. Remember to specify its benefits to evoke your customers’ curiosity to give your products a try.
4. Tell a story
Have you ever found yourself reading a boring ad and immediately losing interest? These marketing ads usually contain a long list of product features or benefits, which makes them sound bland and un-engaging.
A better way to engage your customers is by bringing your brand identity to life and making your product descriptions more appealing through storytelling!
Set the scene by introducing your customers’ problems to create curiosity. After getting their attention, bring the hero — your product — on stage! Share reviews and testimonials from happy customers to talk about the features and benefits of your product. Let them do the talking!
Customers love hearing success stories and personal experiences from different users; it portrays a genuine brand image that shows you care about their experiences. Lastly, don’t forget to include a call to action to try your products.
5. Use data and statistics
You might have the best detergent brand in the country, but making huge claims and listing out the awards it has won is not enough to get your customers to make a purchase.
Numbers and statistics can be copywriting weapons to boost clarity and persuasiveness. Being clear and specific about the benefits of your product will make your customers curious. Include data points and metrics to back up your claims with real evidence; without numbers, it will sound like an exaggeration!
- “Get rid of stains in an instant” → “Remove stains with a single wash”
- “Won Quality Brand Award in 2022” → “Trusted by 30,000 customers and counting”
Your readers don’t like vague, unclear sentences; they like concise, specific ideas that they can easily understand. If you want to properly convey your brand message, consider adding some numbers to the mix to make it more credible and convincing.
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Curiosity is the key to unlocking the door to your customer’s mind.
If you want to make content that makes people curious and sticks with them, remember to ask questions, highlight the benefits of your product, and use sensory language, stories, and numbers. By doing so, you’ll be able to write copy that stands out and increase your chances of success!
Looking for copywriters that can craft marketing copy to make your customers curious about your products? Get in touch with us at https://www.theblankpad.com/start-a-project/.
