The passion for writing might be a good idea in copywriting, but plenty of experts tend to forget the reasons wherefore they have actually started to write. There are a lot of things that you should never do while professing. For instance, never try to be funny, express your linguistic knowledge, write literature or poems. On the other hand, focus on your main reason – sell!
Keep in mind that you write advertising texts because visiting each customer personally is way beyond your limits and resources. If this would be possible, no one would bother to write. Instead, they would knock at one door after another in order to engage into useful conversations. Continue reading →
I can easily remember the classic scene with Robert De Niro asking himself in the mirror who he is talking to while waving a gun in the air. “Taxi Driver” has become one of his masterpieces and still has plenty of fans, although it has been released in 1976. When it comes to copywriting, the problem is that plenty of texts are not necessarily talking to you. In the best case, they might be talking in your direction. The difference is huge because the writer tends to represent the focal point of the respective piece of text. So who cares about the copywriter? From a reader’s point of view, the copywriter is the last individual to think about.
There is one simple way to ensure that the reader feels like you are actually talking to them. You just have to thee and thou them. Use “you” as often as possible. Therefore, if you are not sure who this industry is about, you should know that it is about you as a reader and not as a copywriter. Magnet – a popular kitchen furniture manufacturer – has used a simple idea that took the reader closer. Continue reading →
The overall ideas represent the foundation of a good article or piece of text. From this point of view, there are a myriad of themes or ideas to take in consideration in order to create the ideal piece of information for your audience. Some ideas target online copywriting, while others can apply to any communicational channel. People will not necessarily react differently when they read a text only because they see it on a screen and not on a piece of paper. In fact, there are actually more chances for them to stop reading right away. I personally read around 10% of all the article links I check out. This fact asks for a continuous attention, as well as the necessity to respect a few basic rules. Continue reading →