If you re not used to writing, doing your own copywriting may seem a little like doing your own dentistry. However, there s nothing mystical about writing copy all good copy is based on sound psychology and common sense. Anyone can write copy. Yes, even you.
Writing your own copy at least some of the time has many benefits. You re not dependent on someone else s schedule for example, and if you want to change a Web sales page, you know exactly how to do it. Best of all, once you ve got basic copywriting skills, you ll know instinctively whether copy someone else has written will work for your business.
Just follow the four steps in this article to become your own copywriter, and get great results.
1. What response do I want/ what do I want people to do?
The first step is to look at the product, and write down what you want people to do as a result of reading your copy or seeing, or listening to, if you re writing audio visual copy.
Perhaps you want people to:
* Call your business (if the copy is a lead generation tool);
* Purchase a product (if the copy is direct sales copy, for direct mail, or for the Web);
* Join your mailing list (tip: offer an incentive, if you want people to join your list.)
Write down what you want people to do in a single sentence, and paste it on your computer monitor. It s vital that you have this in front of you. You ll be amazed at how often you read your copy after a day or two, and discover that you ve omitted your copy s primary goal.
2. Who s my ideal customer?
Ask yourself who your ideal customer is please don t say everyone.
Generally, the more narrowly you can target your copy, the more successful it will be. So if you re writing a Web sales page, you might write several versions of the page to act as landing pages for your Pay Per Click advertising, all targeted to different customers.
3. What rings his bell? Choose an emotion to evoke with your offer
The aim of all copy is to evoke an emotion, and the more successful you are at doing that, the more successful your copy will be.
With your ideal customer in mind, think about how he spends his day. Does he work? Is he retired? Married? What does he love to do? What annoys him?
Once you ve targeted an emotion pride, anger, desire, jealousy purchasing your offer will relieve that emotion.
You can learn how to evoke emotion with your copy; emotions are the subtext of all advertising.
Watch a few minutes of TV advertising to see how it s done, or read ads in a magazine, and ask yourself what emotion you feel. You may be surprised. Advertising is sneaky, and the best advertising compels the target audience to act, completely unconsciously.
4. Engender trust and credibility offer testimonials and references
The final step in copywriting is to engender trust and credibility with your copy.
Usually this is done by offering a guarantee, testimonials, and references. Much of the branding advertising of large companies is done solely to engender trust and credibility: this is the underlying purpose of branding.
So there you have it: four steps to follow to write your own copy, and get great results. If you follow these steps, you ll write copy which is the equal of copy written by top copywriters.
Author Resource:-
Want copywriting instruction? Angela's “Copywriting Master Class - Ten Weeks to Copywriting Genius” at http://angelaswritingclasses.com/Class/copywriting.html helps you to start and run your own copywriting services business under the guidance of a top copywriter.
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