Welcome to Copywriting Tips

You can do it

Copywriting is an art, a craft and almost a science. The skills and principles involved can be learnt by ANYONE who takes the time. You don´t need a degree or years of training to become a good copywriter. Follow principles and practice, practice, practice. Even the greatest copywriters will tell you that no matter how well you write, you won´t move everyone. But good copywriting techniques applied to your work will rapidly increase the response rates to whatever it is you are communicating.

Advertising Copywriting

The first type of copywriting is called Advertising Copywriting. An advertising copywriter initiates ideas based on advertising principles, then plans and prepares the contents of an ad that´s based on those ideas.

This can include Yellow Pages ads, newspaper ads, flyers, brochures, website content and direct mail promotions- which are long ads.

Benefits & Features

An offer in an ad that´s interesting to your prospects will lead to desire if it´s carefully written. A product that´s of no interest or value to your prospect won´t create any desire and few if any sales.

People generally purchase what they DESIRE, not necessarily what they need. So creating INTEREST and DESIRE are inseparable.

In the categories "Benefits & Features" and "Your Offer," we´ll look at ways to create cause prospects to have an DESIRE in your offer.

Rules to Influence Customers

According to Write on Target, the direct marketer´s copywriting handbook written by Jean B. Hall, there are important rules that need to be followed when trying to influence consumers. You need an initial hook that could include a promise like, "You could look like this in 10 days" or an interesting fact or statistic like, "Half of all American homes will suffer break-ins this year." Hall also believes it is extremely important to take advantage of the medium. For example there are things you can do on radio that you can´t do and can´t afford to do anywhere else.

Advertising is...

Advertising is the method of promoting your business through various media to your target market. It's derived from the information that´s called your marketing strategy and must always flow out of your marketing strategy. The two cannot be separated. Advertising is a reflection of well laid business plans.

Target markets and UCA´s are the foundation of strategic marketing.

It's important for all business people to have a reasonable knowledge about how to write effective advertisements if they want maximum return for there advertising dollars. You can hire a professional advertising copywriter to help you (at great expense), but it's a skill that you should learn, even if it's just the basics.

Simplicity Check

Is your copywriting easy for the average person to understand? Remove all complicated words unless you can add a "clear" explanation of its meaning. Simplicity is always best!

Action Check

Does your ad copy give the prospect a powerful reason to Act Now? Don´t lose them at the last hurdle. Check this vital part of your copy and include very compelling reasons why they should respond to your offer immediately, or when appropriate.

Padding Check

Read through your ad or newsletter and remove any unnecessary words. Is the sentence too long? Can I say the same thing with fewer words? Check everything. If any word or sentence is not "working" for you- Remove It!

Highlighting Check

Is your copy "highlighted" in appropriate places? Check that your headline is enclosed with "inverted commas" for emphasis. Are major points in bold?

Add highlighting and emphasis where appropriate, but remember that "TOO MUCH" emphasis will de-emphasize.

Verb Check

Does your copy contain Action words instead of adjectives, where applicable? Doing is better than describing.

Editing

The second type of copywriting is called Editing. Someone who edits, "prepares for publication." A copywriter examines a particular body of text for grammar, spelling mistakes (preferably use spelling check software), literary content, unnecessary words, style etc, then publishes it once satisfied.

Good copywriters don´t have to be English or other language teachers, anyone can learn to be a copywriter. A journalist is an example of an editing copywriter. Just look at any article in a newspaper and you´ll see the work of a copywriter.

If you write sales letters, website content, books, or any type of written material, you´ll need to apply editing skills to see the best results.

Writing Action

Urgency is created by writing copy that invites a reader to act now. Tell the prospect what you want them to do. Why spend many hours and, sometimes, many dollars to place ads and post letters and not invite your reader to respond to your offer?

Call Now in bold and italics, is a great way to prompt prospects to do something. You are inviting them. Order today.

Aim Before You Fire!

Before ever starting or expanding your business, target markets need to be identified. If your business is in full swing, you can re-adjust your direction and become even more successful by discovering new target markets in your area of business influence.

Read the whole article: "Aim Before You Fire"

Desire Check

Does your copy create sufficient desire to help close the deal? Desire in copy outlines significant benefits of your product or service and moves the reader closer to the final stage- "Where do I sign?" Desire creates reasons why the prospect needs your offer.

Patience Check

Have you allowed the time to let your copy "sit?" Copy can always be improved by coming back to it a day or two later. Guaranteed you´ll find something that can be improved.

Length Check

Are your sentences too long and, in some cases, too short? Find a balance. It´s easier to read, and there are times when only three words can make an impacting sentence.

Good News

While the general business community is aware of the fact that they need to implement good marketing strategies to ensure longevity and profits in business, too many still don't operate from the blueprint of a strategic plan. As a result, many businesses close down or go bankrupt due to lack of profits. But the good news for business owners is that you can achieve great success by applying cost effective marketing strategies.

Are you a Sniper or Sprayer?

A sniper has a very clear target to aim at, a sprayer fires at random and hopes to connect. Make sure that you are a "sniper" when it comes to business. If you aim at nothing, that´s exactly what you´ll hit.

Many businesses would consider the "general population" to be their target market. But most businesses (should) have particular characteristics that clearly appeal to specific groups of people in the community. These specific groups that your business appeals to become your target markets. Target markets and "Unique Competitive Advantages" work together.

Your target markets can also be divided up into "Target market segments."