Copywriters are sales executives behind the laptop. Whether they are agency-based or freelance, their job is effectively to write persuasive copy to promote an idea, brand or product. As long as they type on their keyboard, they must keep one goal in mind: will my reader read this?
Let me take this a bit further for you. Say you’re planning to write a brochure or flyer. What will you need? In a nutshell, a decent command of your chosen language. How do you string the words so your readers will read this to the end and then hire you or buy your product?
Here' are three things you can do to convert that creative expression of yours to a money making copy:-
- Insert subtle commands. Tell your readers what you want them to do – in a subtle manner. You may insert these commands in any section of your copy. When you decide to use negatives, like ‘don’t’, make sure the phrase following it is something you want your reader to do. Confused? When someone told you ‘Don’t look down?’ Or ‘Don’t turn around?’, what are you inclined to do?
- Tie in to emotions. At the end of the day, you and I spend our time, money and energy to acquire something that will make us feel good. What made you buy you last purchase? How do you feel about it? ;-)
- Highlight benefits. Unless you are trained in IT lingo, you couldn’t care less what RAMs, CPUs, USBs, bus, GH, Pentium IV etc are. When a lawyer speaking legalese to you, might as well you hear someone speaking in alien language! A car with titanium cover means nothing to you unless you are told that you enjoy solid protection in the event of a crash.
To demonstrate, as you are reading this, don’t think of the taste and crunchiness of a green apple. Don’t think of how good the coffee brewing in the kitchen that will freshen you up!
Now tell me, what did you just think about? ;-)
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