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Copywriting 3 Tips To Better Copy
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So you want to be a better online copywriter? You may think you are a great writer because you got good grades in school, but online copywriting is different sort of animal.
When you write copy for the internet, you are basically doing two things. First off, you are marketing. What is the point of writing copy if there is no call to action? Your whole purpose as a copywriter is to persuade the reader to buy a product or viewpoint the copy is written for.
Secondly, you are writing a compelling story. You are selling a product or idea in your copy, if someone can't get through to the end, they will never understand what they need. If you are writing a bunch of facts like a term paper, no one will want to read it. You need to write a story that you want to read and tell to your friends.
I have three tips to help you make your next copy a success. Creativity, attention, and benefits.
1. Get Creative
He who remains dormant in today's fast-paced information world, loses out. To keep up with the times, you need to be willing to use new and enticing ways to get your customers' attention. The internet is ever growing and expanding. We are only beginning to scrape the tip of the iceberg with the possibilities the internet brings to the online marketer, and the online copywriter. Be willing to jump ship for a different approach on your customer base. Don't get stuck in the rut of tradition.
You want to get creative with what you're writing. Remember that creative is never misleading, or annoying. The last thing you want is for a reader to get so mad at what you're writing that they, in a sense, put it down.
For example, some copywriters would write an ad with an irresistible offer.
"Sleep on our new Pleasure-King recycled packing peanut mattress for 140 days, free."
The reader, interested by the ad would read on further, only to find out that the first offer was just a ruse to get attention. (The packing peanuts were never used previously, and you have to pay for the product to use it for free.) This seriously annoys me. If it annoys me, think of how your reader will feel.
2. Grab their attention
I feel like this is basic to any sort of writing. You, the writer wants to get some "thing" read. The reader has the choice at any time to put down your writing for something more compelling, like watching a squirrel. If you feel that you can mash a keyboard and get paid you are seriously delusional. You have a message, the only way that message is received is if its read. Grab your reader's attention by the horns and don't let it go until the words end. The best way to know if you are doing your job is to have your neighbors friend read it. That guy is a jerk and he will tell you if it's boring, probably in the first two sentences.
3. Focus on the benefits, not the features
People don't care about the 27 different types of packing peanut used in their new mattress. The only thing they care about is what they are going to get out of using your product. A good nights sleep, the feeling of superiority over their neighbor because they are saving the environment, the symphony of sound from the peanuts as you lay down at night. Leave the features for the owners manual. Give the reader what they want, The thing that benefits them.
These are three sound tips that I use when creating good copy. Get creative, steal their attention, and bury them in benefits. Use these tips, and have fun. If you are having fun writing, the reader will have fun reading.
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