Isn’t it straight-up boring to read the same copy from manufacturers every single time?
90% of the words that brands use look and feel the same exact way.
Check out what this company has to say about themselves:
Now check out what another company has to say:
Firstly, too much talk talk talk…
It’s simply average if not poor and very forgettable.
Let me show you how to change that around into something like this:
The difference is that rather than being a generic brand, on the above, the company is reaching out to a specific audience.
The eco-conscious consumer.
That’s exactly what you need to be thinking about when writing copy.
How to dive into the emotion of one consumer set and build up from there.
If you have a successful product you can then build up on that by:
- Word of mouth
- Recommendations
- Referrencing
Only needs 2 steps to write differently to stand out:
- Find out who is your target audience
- Use one of these 8 formulas to achieve success
Find your target audience
First off, what is a target audience?
Your target audience is the ideal customer you want to attract to your product or service through your marketing efforts.
You cant reach everyone.
You need to find the audience persona.
The persona answers:
- Who
- What
- When
- Where
- Why
In order to answer these questions you will need to know:
- Demographics (such as gender)
- Job title
- Job function
- Business size
- Needs
- Pain points
- Challenges
Then when you want to write your copy you will need to think about the following before writing any words:
- Personality
- Lifestyle
- Values
- Behavior
If you want me to expand on each of the above leave me a comment below!
Now, a lot of people will tell you to look at your customer base and check out the competition but that depends on if its a new product or not.
There is a really good book by Joseph Mccormack called Brief which I like to follow.
Everyone’s busy and today less is more.
With that said, let’s jump into the formula’s!
The 8 Writing Formula’s to make your brand stand out
AIDI
Attention: Get their attention with something catchy and relevant.
Interest: Tell them interesting facts or uses.
Desire: Make them desire the product/service.
Action: Get them to take an action.
Start out with something like “Do you need to serve french fries, faster than any other restaurant?”
Lead them to be interested with a fact or number: 85% of QSR restaurants use X brand to make 20kg of fries in under 3 minutes”
Make them want it: ” The model Y fryer can be yours today for less than 10% down payment and payment facilities up to 24 months”
Then lead them to make an action: “Signup to our program where you can be 1 out of 100 lucky restaurant owners chosen to own the brand new model Y”
The AIDA Formula is designed to lead people through a logical process that hooks them, gets them interested logically, gets them interested emotionally, then close the deal.
This company nailed it, leading you all the way to visit their website.
DIY
Instead of hard-selling, teach them how to do something using your product.
Not much needed to say, fairly simple how they show the product and what you get and can do with 2 levels.
Sarcasm
Not the usual way to reach out to your B2b audience
But grab the attention with something absurd and be down to earth about how way off you are showing that your actually honest.
This company nailed it as well.
Great copy!
Easy
Focus your entire ad on how little effort your product requires.
Show how it’s foolproof.
Everyone knows what a combi oven is, (here is more on combi ovens if you don’t) but this company got straight to the point and made it easy for everyone to read and understand in the quickest possible manner.
Valuable Information
What is the rock bottom line and valuable information that you can give away from your research for free that will make people talk.
This advertisement tells you if your looking for “thermal cooking” machinery, these are the guys to go to, simple and clean.
The X Factor
How can you position your product so that it’s the X-factor in achieving your market’s desire?
This company used visuals alongside words to display what the end-user wins by purchasing their product.
Exotic
Does your product involve an a story from another country?
Make that story the highlight of your copy.
The feeling of having learned a new and “exotic” culture makes people curious.
This company shows you that their product derives from East Asia getting the wheels turning.
Next time you want to introduce that new “exotic” fruit drink, you most likely will remember this company.
Testimonial
Even if your product doesn’t solve an enormous problem, your advertisement should show you how others benefit from using your product.
This is a great angle to build client rapport as well.
Be sure to highlight their success.
Although I would have used more information about the clients success story, this advertisement follows the guideline.
This post is meant to help instigate thoughts on how to write online and offline for foodservice equipment manufacturers.
There are a ton of more examples.
Hope it got you thinking.
Leave me a comment if you want more!
