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Last updated: Thursday, May 17, 2007

Copywriting

Copywriting is a vital part of any advertisement, sales letter, yellow pages ad, business plan.

There are few business documents that are not trying to persuade someone, to do something.

What makes good copywriting - what makes people buy

To produce good copy relies upon understanding the psychological triggers that make people do what you ask them to do.

A common error is to use facts in copy - a description of the product.

But that is to misunderstand why people buy.

People buy on emotion. Emotion comes first.  Then logic is used to justify a decision that has already been made.

Facts tell. Emotions sell.

And the essence of that is is to explain to the user “what is in it for me?”, and not just in the product.  That is the copy too - every single line should be written with a view to making the reader read the next line.

One of the classic headlines was: “Do you make these mistakes in English?” And the key word is “these” . The readers own curiosity will make him read the next line, to see what mistakes are referred to.

Copywriting - what is the essence of good copy

 First you need to grab attention. 

This is generally done with a headline, but there are other ways. One of the most famous sales letters had a nickel coin attached. A more recent copy of this had a dollar bill. Both were done to grab attention.

And a small fossil contained in a fedex parcel got 30 chief executives interested in a cold mailing.

In fact a rule normally used of copy is AIDA

Attention - Interest - Desire - Action.

Contrary to common belief these are not parts of the copy. These are the emotional states copy tries to induce in those who read it.

Attention, is stimulated to produce interest, bringing about desire, stimulated to the point of action.

Every line of copy needs to pass two tests:

“Whats in it for me?” , “So what?” and “Why should I bother reading this?”

A line that says ” there are hundreds of successful internet marketing businesses in the UK, most of which were built in less than a year using a similar process, and for many of the owners this led to financial independence” fails to pass any of the tests.

On the other hand, saying:

” You too can build a successful UK internet business in less than a year if you follow this simple formula which has been proven by hundreds of people just like you.  THIS is YOUR route to financial independence”

In this case:

 ”You can build” describes “what is in it for me”

“Less than a year” is no longer “so what”, it generates even more interest

“If you follow this simple formula” makes the reader read on, to see what the formula is.

“Hundreds of people like you” adds massive credibility, the fact that the system is proven, particularly when backed by testimonials

 ”YOUR route to financial independence” Stimulates desire.

And so a dull sentence is transformed into a sentence that lures the reader to read more.

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