FOUR EASY TIPS TO DISCOURAGE THE IDEA THAT COPYWRITING IS DIFFICULT

 

Anything you start doing seem difficult from the beginning; but as you do it over and over, it gets easy to the point where it turns into your habit. Imagine when you started learning how to drive!  It was as if you will never able to drive; think of it now. The same thing applies to learning to become a copywriter. Don't be afraid. Believe me, you will do it big; I was once where you are .       

   Here are four things you will have to always remember about copy writing:

1) Copywriting is about selling products/services.

There are lots of people out there who need to write sales copy but who aren't equipped or trained to do it well. They are doing it badly because they have never been shown how to do it properly.

Yes, people are taught to write at school (sometimes even quite well). But there is a deep chasm between academic writing and effective copywriting.

 Why? Because copywriting is primarily about selling and only secondarily about writing. And that distinction calls for an understanding of people and what makes them tick. Yes, of course you need to be able to write well and correctly, but that alone will not take you all the way.

  I'm often asked whether my degree is in English. It's not: I read mathematics,  and psychology. If you are going to influence people using the written word, it helps if you understand a little about how their minds work.

2) We must focus on the reader's needs.

Most copywriters underperforms because it is all about the writer and not about the reader.

Business owners are in love with the company. Managers are in love with the product. Agency copywriters, frequently, are in love with themselves (bound by their artistic aspirations and their desire to win creative awards doled out by their peers).

 But who's in love with the reader? Who's trying to figure out what they want to hear? What their needs and wants are? What will motivate them to pay attention to a sales  message, believe it and act upon it?

3)  Nice things come in small packages.

Most business copywriters, especially in-house copywriters, assume that bigger is better. Long words are better than short words. Long sentences are better than short sentences.

But readers—even CEOs—do not engage with this style of writing. It's all head, no heart. To engage our reader, we must use wheelbarrow language: the earthy, flinty words we can almost pick up in our hands and smell.

4  Lack of the necessary skills and experience to do it well.

Most copywriters have never done any selling. If they have, they've often missed the connection between the two activities. That means they don't see how their writing works as a sales process. They lack the relevant experience.

 Most sales people have never done any serious writing, so they lack the relevant skills.

  In the next articles, you will learn following:

i) how to capture your reader's attention, respect and trust.

ii)  develop the confidence to try new approaches to copywriting.

iii) understand the relationship between selling skills and copywriting skills.

iv)  how to save your time, effort and heartache when you next want to write sales copy.

v) Avoid waisting money on doomed sales and marketing communications.

vi)  Practical, easy-to-use tools to craft better copy.

vii) How to free yourself from anxiety about so-called “correct” English.

viii) Specific techniques for improving the readability of your copy.

ix) To refresh your knowledge of some basic rules of good written English.

x) Helps you to get sales, marketing and commercial results.

Your Copywriter forever