The message that tells your customer about you and your product in a voice and tone that reaches deep.

The message that lays bricks of foundation on which wall of trust is built.

At core of your business success is copy content of your message.

So what sort of copy is that?

The one that touches right nerve of your customer or client. The one that tells your customer that you and your product can be trusted. The one that makes customer eager to do business with you. The one that talks to your customers as if you are talking to them directly. The one that tells your customers exactly what they should know to arrive at an educated decision. The one that elevates your customers to level of clouds so that they see your world with colors of a rainbow.

Ok, last one sounds a bit unrealistic but you get what I mean.

Are there hard and fast rules for professional copywriting? Not at all. I often say that I can read between lines - words, commas, full-stops and phrases - and make out what sort of person writer is. We all have this quality, and we all go through such an awareness, but all happens in subconscious. Your business needs a copywriter who can tap into that subconscious.

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.