Copywriting Basics

By definition, copywriting is the writing of advertisements and press releases. Copywriting can be difficult. Many people hire professionals to do the work for them. However, it is a skill that can be learned. Here are the basics of good copy.

When you sit down to write copy, think like your reader. This is your target market. Try to put yourself in their mindset. What kind of questions will they have about your product or service? What do they need to know in order to make a decision of whether they need the things you are offering?

Keep your writing clear and concise. Many people are stressed for time and they are not going to sit down and re-read something that doesn’t make sense right away. Use words that are naturally found in every day vocabulary.

When people sit down to read something, they want to know the following: who, what, why, where, when and how. Who is the offer for? This should be your target market – the reader should understand that the offer is for them. What is the offer? Are you offering a product, a service, or an event? Make sure the reader knows what you are writing about.

Why are you making the offer? Is this a new product? Are you celebrating your first year in business? When will the offer be available? Is there an expiration date? Where can your reader find this offer? Do they need to go to a physical location or do they need to type a URL into their web browser? How do your readers take advantage of the offer? Do they need to purchase something or do they need to register for an event? Is there a fee involved? If so, how much?

Give your readers a reason to buy your product or service. Many people simply list the features and benefits of their offer. They fail to tell the reader why the reader will want to buy the offer. If you are selling ice cubes, tell your readers how much better their life is going to be by having cold drinks to cool them down on hot days.

Keep things exciting. Grab your readers’ attention with a catchy headline and keep their attention throughout the body of your copy.

It is important to include a call to action in your copywriting. Give your customers an offer they cannot refuse. Use phrases like “limited supply” or “limited time offer” to give them a sense of urgency. If you don’t ask your readers to become your customer, they won’t.