Copywriting Explained … Finally!
Yes, it’s true.
After all these years, I’m going to answer …
“what is copywriting, anyway?”
Of course, this is old news for most copywriters, but for others it may be revelatory!
Copywriting is actually salesmanship in print (or online or broadcast).
There you have it. Simple and profound, isn’t it?
So, continuing with the above definition, let’s look at the easy parts first, OK?
If you hire a copywriter to SELL a product (information or otherwise), judging the outcome is pretty
straight-forward, isn’t it?
She/he writes a direct response sales letter online or offline, and the sales start coming in by the droves … you know the copy worked.
Conversely, if the sales never get beyond a trickle … you know the copy didn’t work.
Easy to get your head around this, isn’t it?
So, in this scenario, sales copy is easy to measure, when it’s for a product (or even a service) sold on/offline.
But what about copy that’s used for web content, image ads for print or brochures and ezines or print
newsletters?
And what about articles? Or radio spots?
How does one measure the copy’s success in these mediums, when we’re not actually expecting the
reader/visitor to shell out her money and buy — right now?
This is when copywriting becomes a bit more interesting.
Hang on. Now we’re rollin’!
How DO you know whether your copy on your web site is doing a good job in selling you and your company’s image?
If you’re selling something, the conversions will tell the tale, of course. But if you’re not an ecommerce site, then feeling confident that your image is being properly portrayed is vital.
And what about brand-building ads? Same thing — the copy must connect with your audience in a way that makes them feel that you understand and respect them.
Bottom line … how can you ensure the success of any kind of copy that is NOT asking for the sale right now?
You must genuinely connect with your reader in a meaningful way.
To me, this is the foundation of ALL relationships; not just business.
If the copy doesn’t “connect” with the reader and let them know you understand them …
nothing that’s written will matter!
If the reader doesn’t FEEL you FEELING them — it’s all over before it starts.
Do you understand HOW to genuinely connect with your readers, customers or prospective customers?
I’ll tell you how. Drum-roll, please!
You have to learn what they want, desire, fear, want to overcome or to attain.
Then, you have to demonstrate how your product or service will really give them something they want, need, desire or want to overcome or attain.
Pretty simple, really. (Better read that again, then come back.)Are you back, yet? Ok, let’s go. So it is simple. And it’s common sense, isn’t it?
It’s all about WIIFM. (What’s in it for me?)
It’s simple in “concept.” But not so simple to write.
The most profound things are really quite simple, aren’t they?
So, I firmly believe business owners should hire a pro to focus on copywriting that genuinely connects with your audience.
I think it’s an investment in the most important aspect of your business. That which communicates who you are.
And, while you have a professional to hone your marketing messages, this frees you up to concentrate on running your business!
May your copy always connect with your audience in a way that is meaningful to them!
It’s all about them; not you or me.
Until next time … be sure to treat your customers like the treasure they are.
http://www.kickasscopywriter.com
October 29th, 2007 at 1:33 am
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