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What Does This Have to Do with Copywriting?
Remember, youíre nothing more than a salesperson. So you, so while writing copy, you should go through similar steps.
1. Qualify prospect. How you write your copy, and ratio of hard selling to information-based soft selling, will change with medium youíre working in. But first thing your copy should do is state outright what business youíre in and what youíre selling.
If your pitch is too vague, if itís implied, or it depends on prior knowledge for comprehension, then your prospect might never realize he needs what youíre selling.
2. Sell Benefits, not Features. Iíve heard many sales trainers say, ďItís not about you, itís about them.Ē Thatís golden advice. The best way to apply this idea to your copy is by focusing on your productís benefits.
A sports carís features might be power steering, fast acceleration, and fuel efficiency. The benefits of that same car to a man a mid-life crisis, however, are social status and appearance of youth it gives him. Which reason, benefits or features, would cause him to buy?
In a face-to-face sales environment itís easy to ask for a specific customerís needs. When writing sales copy you can create same rapport by being customer-centered. To do this, write in second person, or ďYouĒ voice. If your copy repeatedly says your company does this, or your product does that, youíre being self-centered. Your prospect wonít see himself benefiting from your product.
3. Close Deal. I canít count how often Iíve read a brochure, watched a commercial, or visited a website and had no clue about what I was supposed to do.
Always end your copy with a Call-to-Action.
Tell customer exactly what you want him to do. This isnít time to be cute, so be exact. Do you want him to call you? Click a ďBuy ThisĒ button? Make a donation? Tell your customer, or else he wonít do anything.
When asked what I do I usually say Iím a freelance marketing and publicity copywriter. Iím might revise statement to, ďIím a freelance sales copywriter,Ē because thatís what it all comes down to: sales. Whether your copy creates a direct response or creates publicity and general awareness of your company, if you donít sell you might as well not be in business.
J.L. Reid is a freelance marketingóerófreelance sales copywriter based in Raleigh NC. Visit his website, www.reidwrite.com, to learn more about his services.