According to Wikipedia.org, Copywriting is the process of writing the words that promote a person, business, opinion or idea.
Writing great copy is fairly simple if you know the key points to consider. One of the main points being adding that personal touch by making your reader feel like they are the only person you are writing to. Write as you speak. Make sure your writing sounds like it is speaking directly to the reader by using natural speech.
However, before you begin writing your copy for your particular product of service you must consider several things first before even putting pen to paper. Firstly, make sure you understand and have studied your product or service in its entirety. This is the most important step to consider even before you put pen to paper. Pull out all of the benefits of the product from every angle - while also looking at how those benefits will help your target market. But don't try to do it alone. Although you are taking notes and jotting down as many benefits you think of, it's essential that you talk to others. Talk to the sales or product manager. They can provide you with a thorough understanding of the product or service you are about to write about.
Interview anyone who you know has either purchased the product or anyone who is interested in this product. Look at current as well as past ads and direct mail pieces for this particular product or service - as well as other looking at ads done for similar competitive products.
Secondly, know your target audience: Know exactly who it is you are writing to. Determine their needs and wants. But most importantly find out where your target audience is in the buying process.
Once you have thoroughly examined the product and tried it out yourself, (a vital factor in writing good copy) it will be much easier for you to create a clear and concise outline that details the benefits and Unique Selling Proposition (USP). This is vital because it forms the base for a profitable letter.
Write a compelling headline. Once you understand your product, its benefits and USP it will be easier for you to write a headline that grabs your audience. Make sure your headline is speaking to your reader by clearly stating how it is that you will solve their problem. The goal of every headline is to grab your reader and draw them into the copy.
When nearing the end of your copy make sure that you induce action into your reader by offering limited qualifiers, early bird specials, premiums for responding by a certain date and/or discounts. Special offers such as these are excellent vehicles for making your reader take action. Also don't forget to have a strong P.S. A P.S. may be used to restate the benefits, add urgency, promote testimonials, emphasize the USP and restate the guarantee. Studies have shown that when most people receive a letter they go straight to the end of the letter to see exactly what it is they are being offered before they go back and read the letter in its entirety. That's why a strong P.S. is a must!
If you follow these tips, you will surely see the results through sales!
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