Copywriting is the art of storytelling. This isn't just "chat” and techniques that are used effectively can work wonders. Today I invite you to take a journey where you will learn the recipe for successful copywriting.
Every brand, regardless of what industry it operates in, has its own target audience, or at least should have. You must remember that there is no "all" goal. It was once said that if something is for everything, then it's for nobody. It's the same with companies –those that are created for everyone, in fact, for no one. So, how do you create copywriting that appeals to your audience?
When writing texts for a website, social networks, creating a menu, or even simple invitations to a tasting evening, you should keep one thing in mind-who is the person you are writing to. This is very important, because every reader has their own habits. Before you start creating a copy, check what keywords your audience uses. What language do they speak: is it formal? Maybe freely and spontaneously? Perhaps they use some slang? This knowledge is your basis for making a very tasty dish.
Synchronization... brains and tastes!
Have you ever cried while watching a video? Or get upset when you hear the story of your angry girlfriend? Maybe you jumped of joy when your child talked about winning competitions? All this didn't happen by accident.
Professor Uri Hasson is a neuroscientist and communications researcher at Princeton University. He showed that the brain of a person listening to a story syncs with the brain of the person telling the story. They activate the same centers. This effect is called neural synchronization. This happens only when we're dealing with a coherent, moving and understandable story. So the key point is the content, not the words themselves.
Let's say someone tells a story about eating a very sour lemon. Immediately, our salivary glands jump into second gear, and the face contorts. We will also respond differently to the message” I ate a sandwich in the morning ", and in another way-to the story"for the morning fragrant black coffee I ate a thick slice of rustic bread with fresh butter and a pinch of salt". See the difference? Your guests can see it too.
Don't plot! Too much spice brings chaos.
When you add too many spices to a dish, it becomes difficult to digest and inedible. It's the same with stories. To avoid digestive problems, use a simple rule that is hidden in the English abbreviation SUCCES. This is a simple path to success!
Simple – the story should be simple!
There's nothing worse than a storyteller who jumps from thread to thread. I think each of us knows such a person, and meeting with him is not easy. It is not known what the meaning of his words is. Remember-a simple story is not equal to a simple story! To follow this rule, avoid multi-level digressions and too many details in one story. Try to use specific terms: what, who, where, when, and how. The most famous stories kidnapped people because they were easy to remember and pass on.
Unexpected – surprise me!
Serve your audience like a plate with riddles and things they don't expect. Why? If the brain only hears what it expects, it eventually stops listening. Biased stories and stories where we know what's going to happen just tire us out and we don't pay attention to them. See how the guests ' attention was attracted by the Wroclaw Wolf syty.
Source: Facebook
Credible – tell plausible stories.
Consistency is the key to reliability. But that's not all. The accuracy of a story also depends on who is passing it on to us. We trust more people who are close to us, who profess similar values to us, and people we just like. The way the story is transmitted is very important. Simple language, chronology, event logic, and cognitive ease are important. Remember that our brain recognizes real content that is easy to process.
Concrete – please specify!
When telling a story, create specific images that the recipient's brain can imagine. For example: when your story is set in Egypt, use the word "pyramids" instead of"very old buildings". "A slice of bread with butter" also sounds better than " baked goods with dairy products."
Emotional – arouse some emotions in me!
No emotions-no attention. They are the ones that make us not miss history. Different emotions will model the recipient's behavior in different ways. For example, sadness usually makes listeners more generous. The feeling of joy awakens the desire to share your reason. Anger is highly radicalized, and emotions arouse feelings and make recipients think better of themselves. So when you create a story, think about how you want your audience to react.
Sequential – remember sequences.
The final touch (to) success-remember that the events in your story add up to a logical whole. This is necessary in order for the recipient's brain to believe you. If we know and understand what follows, it is easier to believe it. Of course, it's not that you don't make digressions in your stories, but don't let them disrupt the entire course of the action.
As you can see, the recipe for a successful text is very simple! In copywriting, it's like in the kitchen-remember who your guest is, add a decent pinch of emotions and enjoy the taste! If you want to try more, I invite you to read the article The text has a value. How to tell fascinating stories?
Junior specialist in Marketing Communications and PR.
He is a graduate of the University of Warsaw and the Main School of Agriculture. We have been in the HoReCa industry for more than 10 years. For many years, he has been associated with the Trip group, Sobienie Royal Golf and Country Club, and the Florentin Restaurant in Warsaw.
She graduated from the Faculty of Architecture of the Warsaw Technical University with a degree in Architecture for the Knowledge Society and Visual Communications at the Polytechnic University of Milan. A specialist in creating a mood. She has gained experience at home and abroad at numerous international seminars (Seville, Lisbon, Florence), fellowships at La Sapienza (Rome), etc. m.in. in Carmi e Ubertis and ADM Milano.
A manager with many years of experience in the cosmetics, food, and children's industries. During his career, he was associated with such companies as: L'Oreal, Samsung, Danone-Nutricia, Unilever. During his professional life, he was responsible, among other things, for the development of e-commerce sales and content in Poland and the countries of Central and Eastern Europe. 
