There is an art to copy writing.
During more than 30 years of writing copy for companies to advertise their business, I found most business owners are clueless about knowing how to reach consumers. They know their business better than anyone, without question, but they don’t know what they don’t know. That’s one of my business mantras.
They often fail to use professional copy writers who can effectively get their message across to customers and potential purchasers.
Copy Writing Steps
- The skill in copy writing is to grab attention. Failing that, all else fails. The audience is gone. You also need to know your audience.
- Defining your audience means knowing if it’s primarily women or men and what age group, personality style, and other demographics apply to them, including whether they’re existing clients or new prospects for your products and services.
- Pique their interest and drive them to the reason they should use your products or services.
- Appeal to a pleasure center or rationalize pain avoidance to maintain interest and lead them to act.
- Make a call to action. Tell your audience what you want them to do.
The whole process ties back to why you advertise in the first place. If you can’t answer that question, there’s little impact in writing effective, results-oriented copy.
And copy writing is more than a television or radio commercial or a print ad. Copy writing involves letters, annual reports, web content and every avenue that’s available to reach your public, including speeches.
Remember: Copy sells, art enhances.
If you want me to review your written copy or write copy that gets results, shoot an E-mail to firstname.lastname@example.org with Copy Writing in your Subject line. I do work from a home office and can respond quickly.
No spam, please; I never developed a taste for it!