Good copywriting is a combination of talent and technique. Traditionally copywriting was a mysterious craft locked deep within ad agencies. The web, as it has a way of doing, has changed that. Now everyone who sends an email, posts a blog, creates their own website, or promotes their business through social media is a copywriter. Some of us are good copywriters but most of us are not.

Blasting out “buy me” messages is not good copywriting or good marketing, it's spamming. It’s an immature approach and reminds me of a teenager’s approach to music – the louder the better. Turning up the volume doesn’t make bad music better; it makes it worse. People buy things to improve their life, not because you’ve beaten them into submission.

In our hurry-up, get-it-done yesterday, world only the best copy gets attention and results. Explaining what is involved in the best copywriting would require a book but here are three things to keep in mind the next time you have to do some copywriting:

1. You need to clearly understand your product and your goal. How does what you are selling improve your target audience’s life? And, what is it, specifically, that you want your audience to do? Think about this as though you are a business: (A) What is it that you are offering that is superior and distinctive from the competition? (B) What are your audiences “hot-buttons?” Connect A and B. You will receive “A” (the benefit) if you do “B” (the action).
2. You need to have some writing skills. This probably seems like a no-brainer but it’s amazing how many people send out emails, for example, that are poorly written. Pedestrian emails that are not only stale and unoriginal but are also unclear and irrelevant won’t get the job done. Copy that doesn’t relate and doesn’t make sense to the target audience falls flat and can even irritate those you are trying to win to your cause. The examples are endless but (here’s one) how many websites have you visited and read where there is no clear idea of what’s in it for you?
3. You need to be creative. I know your boss just wants the facts. He wants you to get to the point. That’s a good approach when you need to plow through a ton of work but if you need to change behavior, then sprinkle some creativity dust on your copy. Just don’t go wild. There’s a big difference between copy that titillates, but is basically pointless, and copy that motivates and produces action.

If all that sounds too hard, then maybe you need to hire a professional?

Steve

800-707-9150

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