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What Does This Have to Do with Copywriting?
Remember, you’re 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 you’re working in. But first thing your copy should do is state outright what business you’re in and what you’re selling.
If your pitch is too vague, if it’s implied, or it depends on prior knowledge for comprehension, then your prospect might never realize he needs what you’re selling.
2. Sell Benefits, not Features. I’ve heard many sales trainers say, “It’s not about you, it’s about them.” That’s golden advice. The best way to apply this idea to your copy is by focusing on your product’s benefits.
A sports car’s 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 it’s easy to ask for a specific customer’s needs. When writing sales copy you can create same rapport by being customer-centered. To do this, write in second person, or “You” voice. If your copy repeatedly says your company does this, or your product does that, you’re being self-centered. Your prospect won’t see himself benefiting from your product.
3. Close Deal. I can’t count how often I’ve 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 isn’t time to be cute, so be exact. Do you want him to call you? Click a “Buy This” button? Make a donation? Tell your customer, or else he won’t do anything.
When asked what I do I usually say I’m a freelance marketing and publicity copywriter. I’m might revise statement to, “I’m a freelance sales copywriter,” because that’s 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 don’t sell you might as well not be in business.
J.L. Reid is a freelance marketing—er—freelance sales copywriter based in Raleigh NC. Visit his website, www.reidwrite.com, to learn more about his services.