Become a better Copywriter 3

To be successful online, it is absolutely essential that you learn the art of Copywriting.  With blogsphere exploding and the Internet being so important, Copywriting is no longer confined to the world of Advertising.

Effective copywriting makes all the difference in the mass information, low attention span world of the internet.  I think it’s important to learn how to be a better copywriter so I went through Copywriting 101 from the always excellent Copyblogger.

Here are some notes that will give you something to think about.  Remember – every word you write has a desired action for the reader.  Tempt them in with a killer headline, fulfill the promise and lead them to where you want them to go.

Killer Headlines

  • Headlines are there to get the first sentence read. The first sentance is there to get the second one read.  Each sentance leads the reader to a desired goal – buying, subscribing or something else.  Regardless of the action, copywriting exists in order for the reader to take this action.
  • Always have a purpose.  Always decide what action you want the reader to take and move towards it.  Aim for something.
  • Keep it simple.  Good copy is clear and concise.  It’s conversational.  Break grammatical rules if it helps make your point clearer.
  • Headlines are your first impression.  A great headline grabs attention and communicates the full message.  Use the headline to trade a reader’s time and attention for some reward or benefit.
  • There are 8 Headline categories that have been time-tested:
    • Direct
    • Indirect
    • News
    • How-To
    • Question
    • Command
    • Reason Why
    • Testimonial
  • Headlines are a big deal.  The best copywriters of all time say you should spend half of the entire time it takes to write a piece of persuasive content on the headline.
  • Your body should satisfy the promises made in the headline.
  • Write the shortest headline possible that moves the reader to your first sentance.
  • Use the FourU’s to ensure that headlines are effective.
    • Be Useful to the reader
    • Provide a sense of Urgnecy
    • Convey Uniqueness
    • Be Ultra Specific
  • Also ask yourself six questions
    1. Does the headline offer a reward for reading?
    2. What specifics can you add to make it more intriguing and believele?
    3. Does it trigger a strong, actionable emotion about the subject?
    4. Does the headline present a head nodding proposition?
    5. Could the headline benedie from the inclusion of a proposed transactin?
    6. Can you add intrigue?

Persuasive Copy

  • Focus on the reader.  Never allow them to question why they are paying attention.  Tell them what’s in it for them
  • Every part must have an idea and a purpose that supports the bigger point and promise.  Stay focused.
  • Structure of effective copy.
    1. Killer Headline with a promise
    2. Explain why promise is relevant and useful
    3. Demonstrate credibility for why you can eliver the promise
    4. Restate the reasons why
    5. Make an offer
    6. Sum everything up and restate how you’ve fullfilled the prmise originally stated
  • Always extrapolate how the features benefit the user. Extract the True Benefit and connect on an emotional level.
  • Benefits depend on your audience.  Determine what is important and frame your features in a way that matches.
  • Create irresistible offers and fullfill them.  Don’t forget to make an offer.  Show people why they should spend their attention with you.  Provide a call to action.
  • Use a guarantee to make a risk free buying environment.  Guarantee stisifaction but make sure your offereing is of worth.  Take the risk away from the consumer and watch your volume increase.
  • Make your copy as long as necessary but no longer.
  • As a rule of thumb, how much a product is NEEDED dictates the copy length.  Essential items need little copy whereas those that require a customer to be educated about why they’d need it requrire longer copy.
  • Test your length to see what is best at providing the desired action.
  • Use words that work with the people you are trying to persuade.
  • Advertising is not entertainment.  It is there to motivate the customer to take action.
  • You have two ears and one mouth.  Listen as much as you talk.  Listen to how your customer talks and what their problems and objections are.

Share your best copywriting tips below!copywriter


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