Copywriting – Eliminate Customer Doubt and Make Sales with Powerfully Real Copy

Ever had an uncomfortable feeling when you’re reading someone else’s copy? The copy wasn’t sincere, and you picked up on that immediately. Although copywriting is simple – it’s sales – you can’t fake your copy. Emotions shine through your words. Discover how you can eliminate customer doubt and make sales in this article.

I teach copywriting, and new writers sometimes say: “I don’t want to write cheesy copy – you know, like those long sales letters you read online.”

This is a great time for the newbie copywriter to learn about SINCERITY in writing copy. My response is always: “No one wants to write copy that sounds hyped and fake, let’s look at how to avoid that.”

So here’s how:

How to Handle and Overcome Doubts With Sincerity, You Can’t Fake It, That’s Why Some Online Copy Sounds “Cheesy”

It seems like magic, but intent shines through words. I’m sure you’ve read email messages where you just knew the writer was seething with rage, even though the words were very polite.

Equally when you’re writing copy, if you fake it, people will know. Your copy will sound cheesy, because you’re not being sincere. Sometimes untruthful copy is written deliberately, to mislead.

Often however, the copywriter doesn’t believe in the product, and he thinks that the way around that is to hype.

Please avoid hype. Tell the truth in your copy. Use the product or service before you write about it; or talk to people who do use it, and find out what their experiences are.

You can write about products you don’t understand – I’ve written about concrete rebar, pathology tests, and hematology, for example, so when you write copy you must research enough so that you feel comfortable that you’re telling the truth, and that the benefits you’re writing about are real.

When you tell the truth as you understand it, develop some enthusiasm for the product, and believe in the product, your copy will sell, because your own feelings will shine though the words.

There’s More to Benefits – Use Them to Get Into the Heart and Mind of Your Customer

Your copy also risks sounding cheesy if you write for “everyman.” There is no product which is for everyone. Each and every product has an audience. Yes, a product may have several audiences, and if it does, you need to write different copy for each audience.

When you understand the challenges of the people for whom you’re writing, your copy will sell, because it resonates.

Tell Stories

Copy sounds cheesy if you tell fake stories. You know, the “Cinderella” rags to riches tale you read in 80 per cent of Web sales pages:

“I was homeless, disowned by my family… and then, I discovered X. Now here’s a picture of my speedboat, my Mercedes and my architect-designed house.”

Yeah, right.

Certainly you can tell stories in your copy, and the best source for stories is customer testimonials.

Ask Your Customers for Testimonials

Testimonials are vital, because when you use real customers’ stories in your copy, they sound real because they are – they have verisimilitude.

Occasionally customers don’t want their names used, because of privacy concerns, and that’s fine, you just want to know what their experiences with the product are, so you can help others with the same challenges.

So let me leave you with this thought: if your copy is created to help people, and you believe in the product, your copy will shine with sincerity. Copywriting will be fun for you, and your copy will sell.

If you find writing easy, you become a copywriter and write for money…

Did you know that most business people struggle with their writing? It’s true. If you enjoy writing and find it easy, you can write for money, for business. In short, you can become a copywriter.

Copywriting is writing for business: promotional writing. Copywriters write material like advertisements and compared to most writers, they’re VERY highly paid.

The explosion of the influence of the Web means that copywriters are flooded with offers of work. Even new copywriters find it easy to get copywriting gigs and to build their copywriting services business.

If copywriting intrigues you, join me in my Copywriting Master Class. I’ll take you from copywriting novice to pro.

Copywriting Master Class – Ten Weeks to Copywriting Genius gives you a comprehensive copywriting course, as it helps you to set up your copywriting services business.

 

Copywriting – The Fast Way to Develop Copywriting Skills for your Business

copywritingshopping.pngCopywriting is selling. It’s a very practical, useful skill for any business person to have, and you can acquire copywriting skills, faster than you imagine. Reading this article will help.

There’s a lot of nonsense talked about copywriting, chiefly by copywriters who want to boost their fees. Here’s a secret: copywriting isn’t about the words – it’s about the actions of your perfect buyer.

As you may know, I’ve been a successful copywriter for almost 30 years. There’s nothing mysterious about copywriting. It’s a practical skill.

You can teach yourself copywriting if you stop thinking about words, and start thinking about actions.

Here’s how, in five simple steps.

1. Who’s your target audience?

Let’s imagine you want to write the advertising copy for your latest product – Widget X.

Your first step is to think about your buyers. Write a brief description of the people who buy your product. (Yes – write it down, please.) For example: “the buyers are teenagers, who want to look good in front of their friends.”

Notice that in the description we haven’t focused on the specifications of Widget X, we’ve focused on a WANT. Write down as many buyers’ wants as you can think of.

2. What does your perfect, ideal buyer want?

Now you’ve got a description of what your buyers want from your product, think about your perfect, ideal buyer. Yes, just one person. In copywriting, you’re writing for an individual, not for a crowd. You’ll sell Widget X one widget at a time.

3. Why does he want it?

Why does your perfect buyer want Widget X? What will it do for him?

Imagine what problems your perfect buyer has, and write them down. Write down all the problems you can think of.

4. Why is your product, Widget X, the perfect answer to what your perfect buyer wants?

You’ll notice that up to now, we’ve focused completely on your buyers. This is because every buyer is concentrating on What’s In It For Me, and the more you focus on that too, the more sales you’ll make.

As we said, copywriting is NOT about the words, it’s about the ACTIONS.

So now write a few sentences about why Widget X is the perfect answer/ solution to your buyer’s wants.

5. Use plain language in your advertising

Now you’re ready to write your advertising copy. Focus on what your buyer wants.

Here’s how to write the copy:

* Start with the problem your perfect buyer has

Start your copy by reminding your buyer of a problem he has. Make this problem very clear, using specifics.

* Explain (show) how your product helps him to solve that problem

Next, explain precisely how Widget X helps your perfect buyer to solve his problems. Again, don’t focus on the features of Widget X. Focus on Widget X as the solution, and show how Widget X will solve your buyer’s problem.

* What his life will be like when the problem is solved

Paint a picture in your perfect buyer’s mind of what his life will be like when Widget X has solved his problem.

* A call to action

Finally, remember your call to action: include your Web address, your phone number and address if your ad is a lead-generation tool. If you’re using your ad as direct response, include the price, payment method, and delivery information.

So there you have a fast way to develop copywriting skills in five simple steps. Try them. The more you use the above steps, the more effective your copywriting will become.

Angela Booth’s Copywriting Master Class – learn a valuable business skill and profit every day

Copywriting is writing for business: promotional writing. Copywriters write material like advertisements and they’re VERY highly paid.

Would you like to write your own copy, so you’re never at the whim of a copywriter?

Learn copywriting skills with top copywrter Angela Booth. Learning copywriting is easy, and you can use your skills in every phase of your business.

Copywriting Master Class – Ten Weeks to Copywriting Genius gives you a comprehensive copywriting course – learn powerful copywriting skills and use them for your business, and write copy for others too.

Copywriting Master – Write your Own Copy, get Results

If you’re not used to writing, doing your own copywriting may seem a little like doing your own dentistry. However, there’s nothing mystical about writing copy – all good copy is based on sound psychology and common sense. Anyone can write copy. Yes, even you.

Writing your own copy at least some of the time has many benefits. You’re not dependent on someone else’s schedule for example, and if you want to change a Web sales page, you know exactly how to do it. Best of all, once you’ve got basic copywriting skills, you’ll know instinctively whether copy someone else has written will work for your business.

Just follow the four steps in this article to become your own copywriter, and get great results.

1. “What response do I want/ what do I want people to do?”

The first step is to look at the product, and write down what you want people to do as a result of reading your copy – or seeing, or listening to, if you’re writing audio-visual copy.

Perhaps you want people to:

* Call your business (if the copy is a lead-generation tool);

* Purchase a product (if the copy is direct sales copy, for direct mail, or for the Web);

* Join your mailing list (tip: offer an incentive, if you want people to join your list.)

Write down what you want people to do in a single sentence, and paste it on your computer monitor. It’s vital that you have this in front of you. You’ll be amazed at how often you read your copy after a day or two, and discover that you’ve omitted your copy’s primary goal.

2. “Who’s my ideal customer?”

Ask yourself who your ideal customer is – please don’t say “everyone.”

Generally, the more narrowly you can target your copy, the more successful it will be. So if you’re writing a Web sales page, you might write several versions of the page to act as landing pages for your Pay Per Click advertising, all targeted to different customers.

3. “What rings his bell?” Choose an emotion to evoke with your offer

The aim of all copy is to evoke an emotion, and the more successful you are at doing that, the more successful your copy will be.

With your ideal customer in mind, think about how he spends his day. Does he work? Is he retired? Married? What does he love to do? What annoys him?

Once you’ve targeted an emotion – pride, anger, desire, jealousy – purchasing your offer will relieve that emotion.

You can learn how to evoke emotion with your copy; emotions are the subtext of all advertising.

Watch a few minutes of TV advertising to see how it’s done, or read ads in a magazine, and ask yourself what emotion you feel. You may be surprised. Advertising is sneaky, and the best advertising compels the target audience to act, completely unconsciously.

4. Engender trust and credibility – offer testimonials and references

The final step in copywriting is to engender trust and credibility with your copy.

Usually this is done by offering a guarantee, testimonials, and references. Much of the “branding” advertising of large companies is done solely to engender trust and credibility: this is the underlying purpose of branding.

So there you have it: four steps to follow to write your own copy, and get great results. If you follow these steps, you’ll write copy which is the equal of copy written by top copywriters.

If you find writing easy, you can become a copywriter and write for money…

Did you know that most business people struggle with their writing? It’s true. If you enjoy writing and find it easy, you can write for money, for business. In short, you can become a copywriter.

Copywriting is writing for business: promotional writing. Copywriters write material like advertisements and compared to most writers, they’re VERY highly paid.

The explosion of the influence of the Web means that copywriters are flooded with offers of work. Even new copywriters find it easy to get copywriting gigs and to build their copywriting services business.

If copywriting intrigues you, join me in my Copywriting Master Class. I’ll take you from copywriting novice to pro.

“Copywriting Master Class – Ten Weeks to Copywriting Genius” gives you a comprehensive copywriting course, as it helps you to set up your copywriting services business.