An Introduction To Copywriting

Introduction

Hiring a copywriter can be a daunting prospect. Will they understand what I want? Will they understand what this business needs? Will it be worth the money? If you’re asking yourself any or all these questions, you are not alone.

Many business owners write their own copy. It makes sense, they have a better knowledge of what they do than any new hire could have. However, it is a risky decision. A professional copywriter has the experience and the talent to create quality work. They also know about SEO and marketing, so will promote you and your business well. Their lack of attachment to the client’s business can be a bonus too, they see the bigger picture and won’t shy away from trying something bold.

So, what’s the best option? Don’t worry, I’m here to help. With this post I will break down the art of business copywriting and produce a list of steps so you too can write quality copy that will rival the professionals.

Step 1 – Know Your Audience

You might be considering creating copy to attract a new customer base. Before you start writing, you need to know what your customers want and why they should choose you. If you have what they want, make sure it’s obvious from the first line.

Step 2 – Draw Them In

On average, 80% of people who see your copy won’t get past the title. In advertising this is just the way it is. But most of those won’t be the customers you want to attract. A good title will ensure the customers you do want will read on. It needs to be catchy and invoke a response from the reader. Here’s a classic example:

‘Are you paying too much for your car insurance?’

A question is one of the best ways to draw in customers, and a ‘yes’ or ‘no’ one is ideal. A reader will see this, and either say ‘no’ and move on, or say ‘yes’ and keep reading.

Step 3 – What’s In It For Them?

You’ve got their attention, now reel them in. Why should they choose your company over your competitors? In short, simple sentences, outline why you’re right for them. The tone you choose here is important. If you’re selling makeup, a less formal tone will work best. If you are a bank, a professional and to-the-point style will be more effective. This is why it is crucial to know your target audience.

Step 4 – Appeal to Their Emotions

Next you need to get an emotional response from your potential customer. If they’re using the wrong insurance provider, make them angry. ‘How dare they charge me so much when this is an option?’ If you’re selling the latest fashion trend, make them want it. ‘That looks amazing! I need it!’

Charities are the best at this part. We’ve all seen the heart-wrenching videos of hungry children and animals without homes. It’s painful to watch, and that’s why it works. We bite back tears and support the cause. On the other end of the spectrum, political parties use copy to rile up voters and make them hate the opposition. They make you want to get up and do something, which leads us on to the final step in the process.

Step 5 – Make Them Take Action

You’ve gotten their attention; they know what they want, and they want to do something about it. Now give them the way to buy into your business. Give them a link to your site, a phone number or email address (make sure to add a ‘call now’ or ‘get in touch’ to seal the deal!) and send them on their way with some final words of encouragement and a discount code.

I saw an ad for a new pair of headphones not too long ago. I was drawn in and could feel the money loosening in my wallet. Then when I reached the end of the ad there was nowhere to go! They expected me to open a new tab, remember the model I was interested in and go find it on their site. By then I was having second thoughts, make sure this doesn’t happen to your customers. The discount code they offered also didn’t work for that product. Never lie to your customers, they will remember if you do, and tell everyone they know.

Conclusion

Ready to start writing? Excellent.

Before you go; I’ll simplify the above steps into an acronym.