Actors Prepare For A Role
Cloistered in a room surrounded by books and papers and books, Helen Mirren spent months studying for her role as a retired Israeli Mossad agent in the film The Debt she immersed herself in studying the Hebrew language, Jewish history, and Holocaust writing, including the life of Simon Wiesenthal.
Viggo Mortensen, for his role in Eastern Promises, traveled alone to Moscow, St. Petersburg and the Ural Mountain region of Siberia, where he spent five days driving around without a translator. He read books on the gangs of the vory v zakone (thieves in law), Russian prison culture and the importance of prison tattoos as criminal résumés, and perfected his character's Siberian accent and learned lines in Russian, Ukrainian and English.
The Copywriter’s Two Roles
In the same way, a copywriter prepares to create your content by intense study and preparation before he writes one word.
Your copywriter does just as much preparation to begin work for your business. When you begin your working relationship, the writer will ask for many files. He will ask many questions. The more your copywriter knows about your business, the better able he is to pull out details in content.
He starts a folder filled with as many files and notes as possible. The more you give your copywriter the better he can portray your business.
At the least, your copywriter will have:
- Your mission statement.
- Every brochure and website page your company created.
- All articles and sales materials.
- Corporate biographies
- Notes on what worked and didn’t work in the past
- Market segmentation data
- Miscellaneous notes from email, phone, and online conversations
Those files contain as much as he can gather about your business because the copywriter has two roles to play: your business and your ideal buyer.
From the market data, the copywriter constructs a picture of the company’s ideal customer.
- Coffee on the terrace overlooking a grand ocean view or a quick grab from the local fast food drive by window in his pickup truck
- Married with two and a half children and a dog or single, working Mom
- Theatre, ballet and art galleries or kung-fu movie marathons on the big screen at home
- Fly to London to shop at Harrod’s or catch all the local thrift stores
- Daily briefing from staff or a quick grab of another patron’s local newspaper at the truck stop with the best biscuits in town
Your copywriter will give your market persona a name and find a picture to post by the computer while working on your content. The more details he knows about your buyer, the better he can address the buyer’s concerns and fears.
Business Language and Buyer Language
The copywriter studies all this information before writing one word of copy. Next, he establishes a vocabulary and idiom for the buyer persona. Because, now he talks to that person in their language addressing concerns and answering questions. He describes the details of your product or service and the benefits and rewards in terms the buyer already knows.
However you refer to your service with industry terminology, it may sound like Vlax Romani to your customer. Whether it’s rhinoplasty or electrical winding, the buyer needs to know and understand in their everyday speech.
Your Copywriter Is Your Business Voice Actor
The content your writer creates will speak to the concerns of your target market in a familiar language pattern filled with idiomatic speech that grabs attention and generates an emotional response. Each article talks to your buyer in terms he recognizes and understands to generate interest and encourage your customer to take action. Essentially, your copywriter is the voice of your brand.
For more information about copy that get results get in touch. Or, if you are ready to get going, start your enquiry.
503 468 7008