An Introduction to Copywriting
Copywriting’s MOST important component is SALES.
Ads that are entertaining, funny, provocative or aesthetically pleasing are sometimes liked by people but these people do not necessarily buy the product.
In order to convince consumers, the product should:
1. Get Attention
2. Communicate
3. Persuade
Internet Copywriting
Largely the same as print
1. Remember to omit needless words
2. Make copy relevant to the reader
3. Respect intelligence, don’t talk down, and convey valuable infomation
4. Convenience and speed of delivery
5. Option of online, print or combination of the two.
Writing to Get Attention-The Headline
Headline- First Impressions- Most Important Element
5x as many people read the headline as the body text.
Put sales appeal in Headline
1. Self Interest
2. Appeal to Needs
3. Question
Offer benefits to the consumers. Give specific, helpful information.
Headline Can Perform 4 Different Tasks
1. Get Attention
2. Select the Audience
3. Deliver a Complete Message
4. Draw the reader into the Body Copy
GOOD HEADLINE WORDS
NEW, DISCOVER, INTRODUCING, ANNOUNCING, NOW, IT’S HERE, AT LAST, JUST ARRIVED, FREE
Other Powerful Headline Words
WHY, QUICK, EASY, BARGAIN, LAST CHANCE, RESULTS, GUARANTEE
Attention getting for the skate of attention getting rarely results in SALES. It may attract people but few are serious customers.
Clear, Bold, Dramatic style for Headlines that show important customer benefits
Select the Right Audience. Deliver a Complete Message- Use a complete statement in the headline sinc emost people don’t read beyond it. Include selling promise and brand name in the headline. Draw the reader into the body copy. Arouse reader’s curiosity.
Four U’s Formula for Writing Effective Headlines
1. Urgent- give the readers a reason to act NOW
2. Unique- Say something new or say it in a new and fresh way.
3. Ultra-Specific
4. Useful- Self-Interest- offer benefit
Remember: Who is the customer? What are the most important product features? Why will the customer want to buy the product?
Swipe File- A collection of promotions that you turn to for reference when creating your own marketing materials.
