Great copyrighting is an art form. It takes a lot of practice, knowing an almost hidden language, and certainly a set skill to be able to write copy that is entertaining, engaging and effective. Part of being a good copywriter is being able to understand and speak the language fundamentals that go into copywriting.
Since copyrighting is very closely linked to advertising or marketing a product, then a good copyrighter must be able to have a firm grasp on business basics. Besides that, copywriting fundamentals just really involves a lot of common sense.
There shouldn’t be any overselling or over promising either. That just easily turns off the customer. To drive our point home, here is some sound copywriting advice.
1. Enumerate the benefits of the product you are trying to sell
- Good copyrighting is able to tell a potential customer from the get go, what he is able to gain from choosing to purchase a product. This is where language savvy comes in. A good copywriter must be able to tell the customer, in a matter of fact way, how his life becomes improved through the product.
The reasons why the product is the best among the rest need to be expressed. An extra oomph is to emphasize what this particular product has that its competition does not.
2. Emphasize What The Competition Does Not Have
- We briefly touched on the competition in the first tip, and we will expound on it now. It is rare that any product on the market is without competition. Now, savvy consumers always want to make sure they are getting the best value for their money.
This is really the main reason why it is important to mention the weaknesses of the competition. This is the copywriter’s opportunity to really tell a potential customer that their money is much better off being spent on something that is more worth the cost.
3. Focus your copy on your target audience
- There is a saying that goes, “please too many masters and you end up pleasing none”. This is exactly the case in good copywriting. It is so rare that one copy will be able to satisfy every single person. The goal of a good copywriter is not that, because that would be a pointless goal.
Instead, the goal of the copywriter is to satisfy the products demographic target. Before writing copy, a competent copywriter must do his fair share of research. He must find out who his product was made for. Then he can write copy that speaks to that audience.
That kind of copy has a better chance of success, than just making a lame attempt to please everyone.
4. Understand your goals for the specific piece you’re writing
- There must be a specific reason why you’ve even begun writing this particular copy. Is it to increase the mailing list sign-ups? Is it to promote a promo the company is having? It is to promote the latest product?
Recognize what that goal is and write with it in mind!
5. Make sure your copy isn’t all about you
- While it’s good to emphasize a few aspects of the company or business you are writing for, do recognize that customers aren’t really interested in that.
Instead, what they’re more interested is themselves. Make the focus of the copy your customers. Avoid using “we” and integrate the word “you” more. That way, there is no doubt and question who this copy is for.
6. Know when to stop
- Good copy keeps the audiences interest but does not bore them to tears. If you talk to much, make your copy too long, or provide too much information, you may risk doing that. So, know when to hold back, and know when to go all out.
7. Know where your copy is going
- After you’ve written and passed your copy, do you have any idea where it is going? Will you be seeing it in a company website? A newspaper? Or a newsletter?
Knowing where the copy is going should actually affect how you write it. Based on its destination, modify the style of writing and the language into something that is fitting.
There is really so much to learn about good copyrighting that it can be hard to limit it to just seven tips. However, these tips are a good place to start as any.
Image Credit: doug8888