Copy Writing 101

Copy writing is an art.  As an online entrepreneur, it is an art that you should at least learn the basics of.  One technique is to study lead capture pages and sales pages of successful online marketers.  This will give you an understanding of the styles of effective copy writing …

As you begin to write your ad copy, decide on your objectives.  What do you want the ad to convey?  What is your product or service and who is your target market?  Your product and target market will determine the style or approach of your ad, so it is important to clearly define these in advance.  Of course, your product is probably straight forward, however identifying your target market may take some research.

Your next step is to brainstorm headlines and illustrative ideas.  Your headline will open the door for your text.  It entices the reader to want to read more.  Be creative.  Again, studying lead capture pages and sales pages can help to get the creative juices flowing.

The ad text or copy explains the headline.  The text communicates your selling message.  It should:

1. Arouse interest
2. Provide believable information that generates a desire for the product or service
3. Impel the reader to want to know more and want to purchase the product

There are several different styles or approaches to copy writing.  They will depend on the type of product or service and your target market.  You can combine two or more different styles if it is appropriate.

Reason-Why Copy – Reason-Why Copy features a reward in the headline and the text explains why it is true.  It gives the reader a reason-why to buy the product.  For example, a headline might read, “Use Less Fuel This Winter”.  There is a reward implied – using less fuel and therefore, saving money.  The copy would explain why this is true.  It might describe a new foam insulation product, for instance.

Humorous Copy– Humour is a potent selling technique, especially with a younger target market (under 35).  Humorous messages attract attention, tend to enhance source credibility, and they create a positive mood.  On the other hand, they could also generate negative reactions.  It is extremely important, when using humour in advertising, that it is relatable to the specific target market.

Descriptive Copy – When the description of the product becomes the focus of the copy, it is referred to as descriptive copy.  This is the style of copy that you will generally see on sales pages.  It describes in detail the benefits that the product/service will provide the purchaser.

Testimonial – Testimonials are likely as old as advertising itself, however they are still incredibly effective in generating trust and acceptance.  Testimonials can be provided by celebrities or customers that use and get positive benefits from the product.  You will see testimonials used extensively in online marketing because they are so effective in establishing credibility.

Dialogue – Dialogue is more suited to video ads, however, it can be used in print if the dialogue is well written. 

Narrative – Narrative copy tells a story.  Everyone likes to hear a story and they are easier to remember.  It is important to use the techniques of story writing if the ad is to be effective.  For example, narrative copy is more effective if it contains a conflict or climax which is resolved by the product/service, resulting in a happy ending.  The trick is to convince the reader that the product/service is solving their problem.

If you are going to be writing your own sales copy, I highly recommend taking a copy writing course.  If you google “online copy writing courses”, there is an endless list of available courses to choose from.  It’s a great investment in yourself to add to your skills.

Wishing you great success!!

Wendy Hewlett