A copywriter does not just write the words, he or she renders soul to the idea that sells. The copywriter collects all possible information before sitting down to write a copy. The copywriter thoroughly studies the market segment and tries to understand the psychology of the audience at whom the campaign is going to be targeted.
Besides this, a trained copywriter keeps the following things in mind while working on the copy:
DISCOVER THE UNIQUE SELLING POINT (USP)
One has to put forward a compelling reason for the consumer to go for a message. What’s that? Consider yourself to be the probable consumer of the product you plan to promote through your copy. The selling point where you see no option but to go for the product is the USP of that product (or service). For example, the USP of an accounting-software would be the reduced cost of accounting. Write your copy around this USP.
CREATE AWARENESS
If you are writing copy for a well-established product, there’s no need to make the reader specifically aware of the product. But if it is a new product or service, the reader needs to be told what it is, and that too, in a manner that the reader understands and finds interesting enough to go on reading. For this you need to know what sort of reader is going to read your copy. Obviously you use different language and tone for urban and rural users, for example.
CONVINCE THE READER
This can be the most crucial part of your copy. If you cannot convince the reader of your copy to perform a certain action (for example, purchase), then it defeats the purpose. The best way to convince someone is, to write through personal experience. I’m not saying that you write something like, “I have used this product and it is good, so you buy it too.” No, this does not work unless you are a celebrity endorsing something. What I mean is, believe in the product, and the feeling will come through your words. Talk to people who have been usi ng the product or service. Note down their experiences.
WRITE TO PERSUADE
It is somewhat similar to “convincing”, but there is a slight difference. You can persuade Harry to buy Windows XP even if he is not sure of his decision, but if you convince him, he’ll be a more confident and content buyer.
TALK IN SIMPLE LANGUAGE
Not everybody is doing a Masters’ in Literature. Keep your message short and simple. Try to say more with fewer words. Say the exact thing and be done with that. In your copy, every sentence matters. So be always sure of everything you write. Don’t use complex language.
CROSS BORDERS APPROACH
Especially when you’re working on the Net and expect to get clients from all over the world. Don’t sound like an American or a British or an Indian. Sound like an informer, a narrator, a spokes-person. Don’t implement the vernacular phrases a lot and avoid local anecdotes that have no bearing towards the international audience.
LOCALIZE YOUR TONE
This is totally the opposite of the previous point. When you’re writing for a regional audience, try to sound like the regional people. No, I’m not saying join a course in Mandarin. Even while writing in English (or the language you generally write in), but use the indigenous expressions and tones.
Amrit Hallan is a freelance copywriter,
and a website content writer. He also dabbles
with PHP and HTML. For more tips and tricks in
PHP, JavaScripting, XML, CSS designing and
HTML, visit his blog at
http://www.aboutwebdesigning.com
