Intro To Copy Writing (Plus Some Advanced Information)
If you want to do copywriting, don't feel intimidated! Even the great ones have problems now and again. Not too long ago, one of the best copywriters wrote a sales letter over 20 times. Basically, the client didn't like what he wrote, so we kept rewriting it. But don't let that scare you or make you think you can't do well, on the contrary. It's always about testing, trying something totally new, and getting better and how you write your copy.
In copywriting people talk a lot about AIDA: Attention Interest Desire Action and right now we'll talk about the second letter: Interest. You aren't going to be able to make your copy go right from grabbing a person's attention to them having major desire, that's not how the process works. People are reading your copy, or article or whatever, for the very first time. You need to win them over and this is done by generating interest. Hopefully they will be targeted traffic so you'll have some interest already. But you can't leave it with light interest, you have to really make them interested by talking about the problem and your solution. You've got a few ways to go about doing this, but at the bottom of that is their search for figuring out what it is that they truly need.
Graphics and other types of images more info pay a major role in creating good copy and web content. Using graphics that aren't good or that aren't appropriate attracts attention and makes your readers slow down (but not in a good way). But you don't want to achieve the desired effect with poor image selection. This is where the desire to use them comes from, the slowing down of your readers (just enough) and the attention they get. The use of appropriate graphics and data can also be used to support your copy. You can use data tables and actual graphics with lines or bars. If at all possible, you need to put your images right before you talk about them and right after them if it isn't.
When you write a sales letter, the last thing that you put is the postscript or PS. This is very important. People that use these effectively can do well with your sales letter, even if it doesn't look like much. In most sales letters, people will scroll down to read the PS at the end. Perhaps people think they will miss something if they don't. This could be the reason. Leverage the PS smartly and it's not a good idea to put just anything in them. Anyone reading the PS may be motivated to purchase what you are selling if written in this way. Most people read by scanning a sales letter. They never actually read the whole thing. When you reference something that you wrote in the sales copy in the PS, this has a certain effect. People read the copy trying to find what it is you are referencing.
Copywriting is both a science and an art because the way you use the different parts of it is what is going to decide how much success you have. Just make sure to go in the direction of your market as you communicate to them through your copy. This is what will help you figure out everything else so that you can truly connect.