Finding an ‘Argument’ Before You Begin Copywriting: Why Should Customers Choose Your Product?

In a recent interview on the Andrew Marr Show, Lord Maurice Saatchi discussed the techniques he used to campaign for Lady Margaret Thatcher, when the Conservative Party was one of his clients. Lord Saatchi’s message was that political campaigning is ‘a question of who has the better argument’, and he went on to explain that Thatcher’s own ‘argument’ was ‘freedom’ from a failed Labour Party.

The majority of copywriting tasks are much less political than Saatchi’s ‘Labour Isn’t Working’ advert. But a solid argument remains at the heart of any successful copywriting campaign, and it’s important to consider this before you begin writing.

Ideally your client will provide you with a comprehensive brief, helping you to understand the product, target audience and desired tone of voice. If they don’t, or you’re given more freedom to develop your own ideas, it’s important to consider the following points:

  • What is the product? Begin in the obvious place – with the product or service.  You’ll have to find out everything about it, from how it works to its function. Having done so, you’ll be able to identify the advantages that it offers to customers, and that your copy is likely to refer to.
  • Identify the main competitors. It’s also vital to research your competitors. You can observe the selling points that are focused on in the marketing of rival products, and can learn, by comparison, what makes your own product distinct from them. This will help you to identify the unique selling points (USPs) to focus on when writing your copy.
  • Target an audience. Whether your client is offering a cleaning service or a toy for children, they’ll want to secure the custom of a specific type of person. As important as an understanding of the product is knowledge of this audience – who they are and what makes them tick. If you’re writing about a car that’s aimed at first-time drivers, you might want to focus on its low running costs and safety features.

Having built an understanding of the product or service that you are writing for, you’ll then be better placed to identify the ‘argument’ – why consumers should choose it. If you need help communicating the value of your product, whether it’s to businesses or consumers, get in touch with the Stratton Craig team today.

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