Basically, copywriting is the use of words to promote a person, business, opinion or idea. Although the word copy may be applied to any content intended for printing the term copywriter is generally limited to such promotional situations, regardless of media as advertisements for print, television, radio or other media. Here are some tips in copywriting:
- Be Emotionally Compelling – your words must have power so people take action and buy. Don’t be dry, stuffy or boring. Rock their world. What you think is a little “over the top” is probably just right. Show them empathy, caring and concerns that make them feel connected and help them quickly suspend their rational disbelief.
- Learn to Write Great Headlines – this valuable skill is not to be taken lightly. You need to use numerous headlines in a sales letter. They need to grab your customer’s attention. Look at advertising headline in major magazines. Experts say a good headline can result in 8-10 times more sales than a so-so headline.
- Use Magic Words not Tragic Words – use words like “amazing, discover, breakthrough, free, happy, money, you, yes, incredible and others. Magic words positively pre-dispose people to your message. Don’t overuse but don’t underestimate how far a little hype can go. Also, use vocabulary at an eighth grade level or less.
- Ask Questions – questions draw readers in and make them get involved. The smart money is on asking only questions you know will get a “yes” answer. Get potential customers in the habit of saying “yes” so when you ask them to buy they are positively prone to say “yes” again.
- Write to One Individual Reader – address your copy to one person. “You” not “the public” or the mythical “they.” You’ll create a more personal relationship. People buy more from people they feel they have a relationship with.
- Share Your Triumph over Tragedy Story – people are drawn in by stories of others who have triumphed over adversity. We tend to root for the underdog. Most entrepreneurs have a story of how their product or service helped them. Don’t hide that story from view. Take it out, dust it off and watch the magic that happens.
- Use Strong Testimonials – you can say great things about you, but a satisfied customer can really brag. To get testimonials just ask. Testimonial should be 4-6 sentences in length and tell a quick story. Each testimonial should answer a different objection.
- Offer a Powerful Guarantee that Reverses Risk - many new entrepreneurs worry if they offer a guarantee people will rip them off. In fact you’ll gain far more business with a strong guarantee than you’ll lose from returns. Make your guarantee simple. Amazingly, the longer the guarantee time, the less likely a person will ask for money back.
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