That’s what differentiates you from others. Project your message in a way that it immediately grabs attention.

In morning I was watching “Meet Joe Black” on HBO, (today is Sunday) and there was one scene in movie when Anthony Hopkins and Brad Pitt were walking down a busy street. There were scores of people around them; still, they both were prominently visible even from a distance. I noticed that only they were wearing dark clothes. Everybody in crowd wore light shaded clothes. I found scene very fascinating. This is how a focus should be created. Your message should be different from rest of crowd.

It should hit right nerve instantly, from first sentence itself. Your first sentence should make reader think, “Ok, this is something worth taking note of.”

Without sounding melodramatic, make your message as moving as you can afford to. Don’t be too personal if you are not a known personality and majority of your target audience is a stranger to you. Still, messages that address to individual readers are more appealing.

Try to start with a “You” or “Your” or “Yours?” Messages starting with a highlighted question also incite a response. Keep your sentences short, with lesser commas and semi-colons. If you have abundant space, use bullets to highlight major points – they are easy to read and are generally to point. There are no strict rules for sort of words you should use. Particular words should appeal to particular target-segment. Mainly, keep things simple and to point. Use dabs of humor wherever possible. Once I wrote a short story around service of my client – they are a detective agency.

Copywriting is all about sincerity. You’ll sound monotonous and clichéd if you are not sure of motive of your copy. To sound credible, you should believe in authentic intentions of your client. Never write for a product/service that is intended to cause harm to your readers.

In end, practice and study. After all, copywriting is a profession, so it has its no’s and yeses. Be observant. Study everything around you, and read copies of other writers carefully. Always keep notes of things you can use. And…write a lot.

==> BLEND IN THE LOCAL CULTURE <==

Our unique culture gives us our roots. It is sacred to us, it gives us a sense of belonging, and it always invokes strong feelings. Use it. Make your copy as familiar sounding as possible. A person reading your copy in France probably wouldn’t understand if you write, “Howdy, buddy!”

If you have to use names, use local names. If you have to talk about some city, talk about some local or national city. If you have to mention an animal, mention an indigenous animal. If you are demonstrating an emotion, demonstrate it in a local manner.

==> COLLECT INFORMATION <==

It may not sound apparent at outset, but more you know about target-audience you are preparing your copy for, more confident you feel while writing for it. You may never use most information you gather, but it helps you in long run, and you develop a good habit.

Read about them. Read about what they eat, how they greet, what they wear, what they avoid, what are their social values and their religious beliefs. Eventually you’ll discover you are talking exactly what they want to hear.