Copywriting

Articles courtesy of Steven Smith

Copywriting - All The Information You Need On Copywriting

3 Steps To Better Sales Copywriting


Copywriting

Whether you're wet-behind-the-ears or a seasoned copywriter, your craft will benefit by remembering one thing:

You're nothing more than a salesperson.

There's an old saying in the "business" that, "a copywriter is a salesperson sitting in front of a typewriter." True, few of us are using typewriters these days. The principal, however, remains unchanged.

We're in sales. I know this. You know this. We all know this. Yet why does much of the copy out there, especially ads produced by expensive agencies, seem to miss the point?

If all we're doing is sales, albeit transmitted through a written or broadcast medium, then we'd better know what we're doing.

Starting the process

While studying creative writing, I learned this storytelling maxim: every character has a motive for being in a scene. The same is true in a sales situation.

The salesperson's motive is simple. He wants to make the sale and get his commission. But what does the potential customer want?

First, what type of customer are they? Are they ready to make an immediate buy? Are they information shopping, looking for a great deal? Are they even looking for our product or service?

Ask Questions, then Shut-up and Listen

When selling to prospective customers ask questions that get them to reveal their needs. It's a mistake to sell the product on the tip of your tongue. "Model X" might work, but if you listen you might discover that the more expensive "Model Z" is what the customer really needs.

Once you know why the prospect is there--whether they have an unresolved need, an emotional reason for buying, or they're just shopping around--tailor your pitch to their specific reason.

Now when you make the pitch, tell how your product benefits the customer, rather than rattling off product features you think he cares about.

When You're Finished, Close the Door

By this point your spiel should be unforced. You know the customer's "hot-buttons" so everything should be smooth sailing.

After you've explained the last product benefit, you (as the salesperson) are obligated to close the deal. The way you do that is simply to ask, "Are you ready to make your decision?" or "Is this the product you'd like to buy?"

Hopefully the answer is yes. If not, then you ask, "When would you be ready to make your decision? Can I contact you then?"

What Does This Have to Do with Copywriting?

Remember, you're nothing more than a salesperson. So you, so while writing copy, you should go through similar steps.

1. Qualify the prospect. How you write your copy, and the ratio of hard selling to information-based soft selling, will change with the medium you're working in. But the first thing your copy should do is state outright what business you're in and what you're selling.

If your pitch is too vague, if it's implied, or it depends on prior knowledge for comprehension, then your prospect might never realize he needs what you're selling.

2. Sell Benefits, not Features. I've heard many sales trainers say, "It's not about you, it's about them." That's golden advice. The best way to apply this idea to your copy is by focusing on your product's benefits.

A sports car's features might be power steering, fast acceleration, and fuel efficiency. The benefits of that same car to a man a mid-life crisis, however, are the social status and appearance of youth it gives him. Which reason, the benefits or the features, would cause him to buy?

In a face-to-face sales environment it's easy to ask for a specific customer's needs. When writing sales copy you can create the same rapport by being customer-centered. To do this, write in the second person, or "You" voice. If your copy repeatedly says your company does this, or your product does that, you're being self-centered. Your prospect won't see himself benefiting from your product.

3. Close the Deal. I can't count how often I've read a brochure, watched a commercial, or visited a website and had no clue about what I was supposed to do.

Always end your copy with a Call-to-Action.

Tell the customer exactly what you want him to do. This isn't the time to be cute, so be exact. Do you want him to call you? Click a "Buy This" button? Make a donation? Tell your customer, or else he won't do anything.

When asked what I do I usually say I'm a freelance marketing and publicity copywriter. I'm might revise the statement to, "I'm a freelance sales copywriter," because that's what it all comes down to: sales. Whether your copy creates a direct response or creates publicity and general awareness of your company, if you don't sell you might as well not be in business.

About The Author

J.L. Reid is a freelance marketing-er-freelance sales copywriter based in Raleigh NC. Visit his website, www.reidwrite.com, to learn more about his services.







Car Insurance Rates   |   Dental Insurance   |   Health Insurance   |   Home Owner Insurance   |   Life Insurance Quote



| 1 | 2 | 3 | 4 | 5 | 6 | 7 |











Can Anyone Succeed As A Freelance Copywriter?
This is a question that can be answered in a lot of different ways.But let's start with a perfectly simple and honest answer.No.No, in spite of what you might hear or read elsewhere, not everyone can succeed as a copywriter, freelance or otherwise.If someone tells you different, they a...(related: Copywriting)


Quotations As Expressions In Life
Quotations are expressions, usually in the spoken form or in literature, which are referenced to by others. Usually, quotations are written within quotation marks, as a verbum dicendi, to indicate that it was an ex...(related: Copywriting)


Web Writing - Dont Lose Your Visitors Attention!
Did you know that your writing can have a huge impact on how successful your site will be?  If you're trying to sell a product or a service, what you say and how you say it is extremely important because you don't want to lose your visitor's interest before they get to your order form.Here are some tips to help you improve your writing skills in order to keep your visitor's attention.Stress The Benefits EarlyIf the goal of your site is to sell a product or service, don't focus on what you want, focus on what your visitor wants.  Whether you realize it or not, when a person lands on your homepage, there's a little voice inside their head that constantly asks, "What's in it for me?"  They came to your site because they are searching for ...(related: Copywriting)


12 Copywriting Tips To Make Your Advertising More Profitable
Year after year people make the same mistakes in direct-response copy and advertising. You can avoidthe most common and costly blunders by following these profit-enhancing tips...1. WRITE IN DIRECT RESPONSE LANGUAGE:* Use short paragraphs and short words. This articlehas 68% short words-five letters or less. Strive forat least 65%-75%. Never go under 50% unless you arewriting to Ph.D's.* Make your sentences and paragraphs flow like a breeze.* Ignore good grammar when you have a good reason.* Keep the bucket brigade going: Start paragraphs withAnd, But..., ...(related: Copywriting)


Killer Business Headline Templates - So How Do You Write Killer Headlines In Minutes? You Cheat!
According to Branding and Advertising legend, David Ogilvy: 5 times as many people read the headline than they do the body copy in a sales message. This means that unless your headline actually helps sell what you've got to offer, you'll have wasted 90% of your time, money and energy.Now, you don't need me to tell you 90% waste isn't lean! So here are some quick and dirty headline templates that will turbocharge the power of your busi...(related: Copywriting)


Top 3 Rules For Writing Effective Copy
One thing all successful Internet marketers have in common is that they're good copywriters. If you want to have a profitable online business, you need to know how to write a copy that motivates people to buy your produc...(related: Copywriting)


How To Be Creative
Network marketing is an art as much as it is an applied science. To take a blank sheet of paper or canvas and draw or paint an interesting picture, you've got to have an imagination and creativity.The other day, I was watching some video tapes I had made of my son when he was between 2 and 6 years old. One thing that impressed me was the total freedom he had to express his imagination and creativity.He was always coming off with some unique or interesting new way of lookin...(related: Copywriting)


How You Can Proofread Your Own Work
Putting out a high quality product is a given these days. With all the competition out there, you have to look great in every aspect. So proofreading all copy is extremely important and here are some tips to help you to proofread your own work after you've finished editing it:Read through your copy the next day -- many times your eye tends to 'deceive' you by reading what's supposed to be there rather than what may actually be there! Reading it a day or two later helps you to look at your copy with a fresh perspective!Use 'spell check' which is av...(related: Copywriting)


Five Tips For Writing Eyeball-grabbing Headlines
If you made it this far, the headline for this story has caught your attention. Hot headlines are a hit with readers because they stick out, grab attention and urge them to read the rest of the story.We're all exp...(related: Copywriting)


Professional Copywriting Services - How To Provide Your Own
Just because you're running a small business doesn't mean you have to run an amateur business. People judge the professionalism of a small business by many things including:
  • the quality of the product or service offered;
  • the dress code of the sales people;
  • the location and decor of the business premises and;
  • the quality of their written material.




  • Google




    Health And Fitness: A Huge Industry In Need Of Writers
    Think about how much you read about and spend on health and fitness.Do you ever exercise? Take supplements? Go on a diet? Visit the doctor sometimes? Most of us do all four. And how many books, magazines, tapes of videos ...(related: Copywriting)

    Is Your Content Provider Selling You Ripped Content?
    Ripped content: well the term itself is self explanatory. Content that has been copied from some other site, without any official authority to do so. Although sound...(related: Copywriting)

    Why You Should Write To Inform And Not To Sell
    Advertising is key! Unfortunately most people waste their money on advertising unless they can play by the numbers. Playing by the numbers is simply spending enough money on advertising and saturating the market so much, that percentage wise, enough people will want to see what you have to offer. In the long run your ad will pay for itself. Although costly, it may just be the best investment you make.It is true what they say about advertising. The average person needs to see the ad at least three to four times before the average...(related: Copywriting)

    site-map - Copyright © 2006 | Contact Webmaster | All Rights Reserved. | Copywriting