If you have an online business, you’re a copywriter, even if you don’t realize that you are. You write emails, Web content and other sales material every day: you write to persuade. To make your copy more compelling, use winning words.
I’ve been a copywriter for almost 30 years. I love writing copy, because I love words. While other copywriters keep swipe files, I keep collections of words. My word lists are divided into sections which are effective for certain types of copy. Just by reading those words, I can easily get into the mood to write.
I commend this practice to you. Build your own collections of words.
Here’s how to use them.
Start by thinking about your product. Then try to get into your audience’s state of mind. What challenges do they have? What do they want the product you’re promoting to do for them? What objections do they have?
For example, if you’re describing a product with which they’re unfamiliar and which they fear may be difficult to use, consider using words like: “simple, practical, step-by-step, and shortcut”.
When you hit on the right words, you’ll know it: Apple’s Steve Jobs chose the perfect winning words when he introduced the iPad as: “magical and revolutionary.”
In addition to choosing the right words, be aware of transitions. Your copy should flow from one paragraph and one idea to the next. Start a collection transitional phrases.
Here’s a sample of transitional words: “essentially, in brief, we don’t stop there, no doubt, what else, remember that, and consider”.
Become aware of the advertising that you read. Analyze the words. Watch for the transitional phrases, and persuasive words which are used. If you like a word or phrase, write it down in a notebook. Soon you’ll have a great collection.
Copywriting is all about words. Become a word collector and you’ll always have winning words which will add punch to your copy.
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