Dressing your products in words: Copywriting that connects with people
Let me share the ad for Rolls Royce Silver Cloud from 1950s. The headline read:
At 60 miles an hour the loudest noise in this new Rolls-Royce comes from the electric clock
This is an example of beautiful copy that communicates benefits to the users instead of focusing on the features. A classic example of how simple words find home in the hearts of audience. Instead of selling speed, clocking 60 miles an hour, the writer enlists the benefits of driving a Rolls Royce; the comfort it brings when cruising down the roads. Rolls Royce distinguishes itself from the other cars in terms of its appeal for luxury and comfort. The headline of the ad communicates exactly that to the customers who understand this. The writer put himself in the shoes of the user, understood their problems and hence came up with a solution that resonates with the audience and makes them buy the product.
Although the ad was targeted for the print media, the principles hold true for the digital era as well; at the heart of a good copy, its understanding the problems of the users and solving them. People connect emotionally with a product when it adds value to their lives and good copy helps communicate that. In order to do so, the writers have to see the world from user’s eyes. They have to put their personality aside and feel the pain users feel and understand the problems that trouble them.
I’d like to present examples of the problem/solution dynamics to enkindle ideas. These examples, ranging from centuries old companies to recent disruptive startups, cater to crafting a good headline that provides solutions to user’s problems (the same concept can be used for body copy as well).
User’s Problem: “I want to climb up the corporate ladder, but the competition is fierce. How do I get there?”
Solution by The Economist: Business Intelligence in The Economist will give you a competitive edge over your colleagues.
User’s Problem: “How do I collaborate with my team members on an important project remotely?”
Solution by Dropbox: With Dropbox, take the work wherever you go.
User’s Problem: “I want to send a birthday gift to a friend in USA. How do I make sure it reaches on time?”
Solution by FedEx: FedEx’s competitive service will deliver the parcel overnight.
User’s Problem: “Working with emails is distracting and non-productive. How do I get things done?”
Solution by Slack: Slack brings your team closer to make work productive.
User’s Problem: “How do I find answers to everyday questions that can’t be searched on Google?”
Solution by Quora: Quora helps you discover the answers to your questions.
User’s Problem: “Looking for vacation rentals, I am confused by thousands of options”.
Solution by HomeToGo: HomeToGo bundles the inventory of most vacation rental websites at one place.
The above given examples barely touch the surface of what is possible when you understand what your readers want. Asking these questions will help you get there: Who am I writing for? What do they think about the brand? What do I want the reader to do after they receive the message?
Lets go out there and create amazing products. Lets adorn them in the delicate dresses of words. Lets keep it simple and clear.
