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You Don't Have to be a Copywriting Genius to Write Great Copy
Its a myth, probably spread by the copy writing industry, that there is a touch of genius to great copy writing. You simply have to follow a few simple rules and you can be as good as anyone.
Posted: Wednesday 29th June 2011
That's right and for thise that don't beleive it I will go on to show you in just a second. But first just what is great copy? Well great copy not only engages the reader and takes them on a journey making them want to continue reading all the way through, there's more to it than that.
Great copy actually selects the reader
Great copy singles out the very person you have identified as your perfect target customer. Great copy actually selects the reader. First with the headline then with the fear and pain elements that mean so much to them personally.So how is all this acheived?
Well there are a few rules you must follow, which will be found in great detail in The Business Builder Clubs teachings, but above all else you simply need to imagine yourself sitting face to face with your perfect prospect and having a conversation with them about how your product or service will benefit them.
Imagine what sort of replies they would give to your statements and claims and always follow up a claim with some sort of proof element. Don't make claims that you cannot in some way back up as you just know that if you said that in conversation your companion would be thinking or even asking,
Can you demonstrate that?
You don't need to use fancy language or complex jargon just talk about what they will get from you and why that will benefit them. If you are selling carpet cleaning services think about what your customers would want.The best, deepest clean they have ever had
Fresh smelling environmentally safe cleaning agents
Kills dust mites and other bacteria which cause health problems especially in children
Unobtrusive service
Rooms ready to use in under an hour
Isn't this the sort of thing they want to hear? Not carpet cleaning service, £20 per room
Do you see the difference. Paint a picture of what it will be like or what it would be like if they didn't use your service. Expose your own human frailties a little. It makes you seem real and approachable.
The Headline
There is a great deal of talk about the headline and rightly so. The headline is the most important part fo your copy writing. Get this wrong and no one will read what comes after. It is the headline that, more than anything, selects the reader.Think of your own experiences when responding to marketing messages. Think about how you can select your reader.To use a simplistic example, Imagine you had identified your perfect customer as
anyone called Peter. Your perfect headline would be
"If your name is Peter, it's imperative you learn the following information"
This works on two levels. Firstly its very personal and secondly it introduces intrigue. I would defy anyone reading this who is called Peter to not read on.
A great real life example of this that I can recall was from one of the laser eye surgery providers. They had been really clever and leveraged one of the popular social networks where they can gather information such as age range and sex etc.
As soon as someone logs on to their account the system serves up an ad from this company with the headline " Are you a man in your 40's and wear glasses? Then you must read this" now they know the age range and sex of the person and adapt the add accordingly but what a powerful headline for anyone in their 40's who wear glasses and is male.
You see you don't have to be a genius to write great copy, just follow a few rules and keep it conversational. To learn more in depth tactics regarding copywriting join The Business Builder Club and prepare for your response rates to double! along with your profits.
Author: Steve Wardle, CEO - TheBusinessBuilderClub.com
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