As a Website Copywriter…Think the Consumer has Become the Producer
You can welcome this new age of social media with a new thought if you are looking to use the web as a medium for reaching out to your consumer.
We have entered an age where puppeteers of products and services have lost their upper hand. Who are the ones that are today sitting atop the product creation market? They have become without a doubt the consumers themselves.
The website copywriter who brings money to the table is the one who understands the consumer as well as he understands himself.
What is the first thing you must internalize as a website copywriter? You must internalize the fact that the language you are to speak is the same language of your reader. What he desires, what he envisions, what he wants in his hands or as an idea from your mouth was already in his thoughts before he ever met you. If he’s found you, and you’re speaking his language, he will stay. If not, he’ll move on to someone who understands him better than you ever will.
As a website copywriter, to be truly affective, you have to become a master of telepathy. Tricking out your weaker opponent is no longer a tactic because, in fact, your opponent is no longer weaker than you. If you’re not speaking his language, he knows.
Think of it like this. The consumer wants to join forces with you. He wants you to speak his language, because he simply doesn’t want to hear 100 other voices who don’t understand him either. No tricks, no gimmicks, that stuff is ancient. Deliver what the consumer wants, and use words as that link.
The consumer has become the producer because I know just as well as you know that the power is no longer at the hands of the newspapers, TV, or radio. Who controls the product? Social media. The consumer himself, and the best website copywriter is the one that listens.
Let’s do some research on who listened in the past. Let’s take the automotive market. Who moved on with the times and started listening to what the audience was thinking. Volkswagen.Think small. And it was indeed what the audience was doing. Who failed? Chrysler. GM. The older timers not rolling with the times.
If your website copy does not speak the same language as the person who is reading it, if it does not send off light bulbs at every turn, you can be sure that your copy will never sell.
To write copy you have to internalize a serious and bona fide paradigm shift. You must start to think with the mind of the person to whom you are trying to reach. How do you do this? Understand one simple equation: your consumer has become the producer. You will never out-smart or out-think him. You have to know him as well as he knows himself. Shakespeare was Shakespeare because he understood the human mind and psyche better than anyone else.
Online marketing has become the new, and increasingly the most important tool to reach a broader audience. A global audience. All the mediums that came before, all those who dictated what clothes to wear, what drinks to drink, what to buy and what to desire are over. No one can out-smart the consumer.
We need to role with the times. As a website copywriter selling the product you are selling, your most important tool is to listen and internalize the thoughts of those searching for your product. Experience a paradigm shift. Accept the fact that the consumer dictates what is true.
Take yourself out of the equation, and speak the words of your audience.
Anna @ Toronto
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