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The ABC of Copywriting |
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I know, there are many discussions about the manipulative nature of marketing and copywriting, in particular, but copywriting for marketing purposes and good writing. |
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| Author: Ingrid Sure |
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I think any writer wants his or her work to be read. We want to share with others whatever we’re writing, otherwise we would write it in our diary and hide it under the mattress. If we want people to read our words and spread them around, we have to sell our work. Copywriting connects us with our clients. Professional copywriters use triggers or ”hooks” to motivate people to buy the product. You need to have the right story, in the right place.
Keep your message short and simple, but most of all believable. If you are aiming the best results, addressing directly to the emotional nature of the customer. Always remember that all your potential clients are real ones, not abstract ones - just because you can`t see them. During the process of writing, think about how people make up their mind.
Most of times we have our autopilot enabled, but that doesn`t make us sleepwalkers. We just take snapshot decisions. If we want to buy something, we answer the two simple questions: can I? and why?. And...that’s it! We take it or leave it. So, make it easy for your clients to understand and convince them of what’s important. Go and start with your headline. David Ogilvy said that ”if the headline doesn’t sell your product, you’ve waisted 90% of your money.”
A good headline will boost your sells 3 times more. It’s a promise everybody trust in or an offer nobody can drop. You don’t need more than 15 words, but you absolutely need two strong words: YOU and FREE. Secrets and solutions can also hook sometimes.Time is money and contrast is being noticed.
Try to make your message stand out from the background. Edges and boundaries are good eye-motivators. The first paragraph must be the pill that your reader swallows. Don’t hurry and get it right. And don’t forget to link keywords from the websites. The rest of the bodytext is just the effect of that strong pill. Don`t try to be clever, just be cleverish for your customer.
For instance, I’m selling denture. If I can write it so that grandma will get it, it will work.To add some weight to your message, it`s fundamental to do 3 things: exchange (free gifts or downloads for permission to contact), demonstrate (that people like them are buying the same thing) and call for action. Reciprocation means that if I do this for you, you will do that for me.
It`s an important principle in all human relationships, in fact it’s the base of any kind of contract and it’s legal. Consistency gives credibility. Testimonials are the social proof of your message.In its essence, every human interaction is a sales pitch, if you think about it. Everyday we’re representing ourselves and our own needs in some way, coming into contact with other persons. It may be very subtle, but each one of us has an underlying purpose for everything we do. We do everything for a reason. That reason is what we’re selling.
About Author
Copywriting with Precision, means : advertising copywriter, seo copywriting, website copywriting, online copywriting, seo copywriter for your professional business: http://www.TheSeoWriter.com
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