Copywriting | Approximate reading time: 4 mins
Last updated: 2 February, 2020
If you’ve seen the award-winning US sitcom Seinfeld, you’ll know that before each episode begins, Jerry Seinfeld delivers a 30-second skit.
And in one routine, Jerry talks about medication, observing that over-the-counter remedies can brand themselves very differently.
For instance, if you’ve got a cough, you can choose to buy medicine that’s either fast-acting or long-lasting. And this prompts an amusing question - when do you want to feel better, now or later?
Both options promise a cure. And as absurd as it sounds, on a serious note, brand positioning is vital. The way a business communicates its USPs will play a huge role in whether it’s successful or not. Do you know yours?
No matter what you sell, you have a target audience that has specific wants and needs that make sense to them, but perhaps not to anyone else. Furthermore, your ideal customer also speaks in a certain way.
Hard research and analysis will reveal what makes your audience tick and build up an accurate customer persona. Following that, you can create engaging, compelling copy by effectively spitting their language back at them.
Consumers will refer to their desires and pain points by using particular words. Simply use those phrases in your marketing collateral to cut through the noise with super-incisive messaging.
Rather than making assumptions about your USPs are and using any old words to communicate them, a copywriting approach that's based on fact will make conversions much easier.
Moreover, it’ll help you create a powerful brand.
Sticking with medicine, let’s look at painkillers.
A packet of headache capsules from a company like Nurofen can cost almost 10 times as much as unbranded tablets, yet they basically contain the same active ingredients and will achieve the same result.
You’d think the price difference would put consumers off but, in fact, it has the opposite effect - people often pay more for brands they trust.
And this kind of thing doesn't happen by chance. Along with the science of making the tablets, pharmaceutical companies consider and address plenty of other details too, such as:
Basically, companies like Nurofen will do loads of research and testing, leaving nothing to chance. And it’s precisely this level of detail that allows them to position their brand with confidence.
Plus, you know what?
The results of their efforts are even more impressive. With painkillers, extensive research studies have shown that people report less pain with the branded medicine because of the placebo effect.
If you stop and think about it, that’s pretty incredible, isn’t it? That a brand can even have a physical effect on customers.
That’s real power.
The next time you wonder why your messaging isn't hitting home, think about your USPs.
How much homework have you done? You'd be surprised at how some detective work will make communicating a lot easier.