Module 1 (2) Simplified Flashcards
How should benefits be communicated in marketing?
Focus on consumer impact, present the product as a solution, and keep the content customer-centered.
Why keep marketing content focused on the consumer?
It engages better, makes customers feel valued, and increases sales chances.
What does the imaginary line between business, product, and customer represent?
It shows content focus; closer to the customer means more relevant and engaging content.
What happens during a “one-sided discussion” in marketing content?
The customer listens, decides based on their needs, and effective content keeps them engaged.
How can a copywriter make content more customer-focused?
Ask customer-centric questions, rephrase or remove product-centric phrases, and ensure the content meets customer priorities. (consider the customers perspective and mention the customers)
What is the copywriter’s role in customer-focused content?
Act as an outsider, shift focus to the customer, ask critical questions, and highlight customer priorities.
Why mention the customer (“you”) more than the company (“we”) in content?
It keeps content customer-focused, engaging, and makes the customer feel valued.
Why read marketing material from a different angle?
To see it from the customer’s perspective, revise product-specific language, and make it more engaging.
What is the tone of voice in writing?
It’s the brand’s “personality” in writing, ensuring a consistent and trustworthy style.
Why maintain a consistent tone of voice?
It builds trust, shows stability, and creates a unified brand identity.
How does tone of voice relate to different media?
It should be consistent across all communication forms, reinforcing brand identity.
How to determine a brand’s tone of voice?
Imagine the brand as a person and align the tone with its values and message.
Why write about customer benefits?
It makes the message relevant and impactful, avoiding meaningless content.
How to make copy believable?
Be truthful, avoid vague statements, and reflect genuine beliefs without arrogance.
How to address your audience respectfully?
Focus on the customer, avoid condescension, back arguments with evidence, and connect meaningfully.
What are three key attitudes in effective copywriting?
Be relevant, believable, and respectful to build trust and connection.
Why write like you talk?
It makes you sound trustworthy and relatable; read aloud to ensure it sounds natural.
How does a conversational tone affect perception?
It makes customers trust you more; ensure it sounds like a real person.
What is the main goal of copywriting?
To get people to buy the product or brand.
What is often the most essential part of copywriting?
The headline or tagline.
What are the three functions of a headline?
Grab attention, set the atmosphere, and set the tone.
Why is it important for a headline to grab attention?
To hook the reader emotionally and encourage further reading.
How does a headline create an atmosphere?
It sets up what the reader can expect from the content.
