Great copywriting really ticks me off. No, I mean it. In fact I think I already wrote an article about it. It was called "Why I Hate Compelling Ad Copy" if I remember right.What makes me mad about great copywriting is simple. It leads me. It brings out my impulses and guides me to where
writer wishes to take me.
In fiction, that's a wonderful thing. It makes story more enjoyable. However, when copywriters do it, conclusion of work inevitably involves me spending my money and I hate that! Either that or, if I refuse to spend my money, I never get to read conclusion.
In other words, great copywriting can make me feel out of control. I'm educated in art enough to see what they are doing, yet masters can still guide me where they will --- and I hate it!
Now, having said that, what is it about great copywriting that draws us in? Yes, I'm done whining and can get to point now.
I've narrowed power of great copywriting down to two things.
CURIOSITY
The desire to know is a powerful force. It's led to word 'secrets' being WAY over used, but that is why it is used.
People want to know. If you've got something, and you know how to taunt with it, you can make sale.
That may be a somewhat crude way of looking at it, but it's truth. Great copywriting is more or less taunting. However, and this is important, it's taunting that offers a solution.
It's offering solution, a way to fulfill that driving need to know, that urges people to buy. The solution can only be accessed, however, when reader takes action. The action is either a purchase, a click to another web site, filling in a form, or whatever copywriter is looking for.
When writing, it's important to first define action you want people to take at conclusion of your words. Defining action you want them to take guides you in your writing.
When using curiosity as a motivator, hint at information your solution will provide reader once they take action you desire. Give bits of information that will allow them to begin to see what you are driving at, but save majority of information, or what will tie all your bits of info together, for after you get reader to take action.
Tell them what they will know after they access your solution and create enough desire to know that they themselves will overcome any objections they may have.
BENEFITS
Expressing benefits reader gets with your solution is another method leading people to action. Not only can you create curiosity, but you can show how your solution will benefit them.
Specific benefits are better than generalities as well. The better you explain what it is your reader will know, have, or be able to do after they take action required to get your solution, more likely they are to take that action.
