Effective Copywriting

©2011 by EliNext Group

Effective Copywriting: How to Write a Copy that Sells

How to create a valuable copy that sells? The basic objective of any selling copy is to make a reader take action, typically, buy your product or service or rouse reader’s curiosity to learn more about it and contact you.

There are plenty of articles on the web that make sense, but

not value. Focused on the benefits of the seller they forget

about the benefits of the buyer. It means they do not

contain that valuable information that urges the reader to

take action.

A quality selling copy makes a difference. Each word and

sentence of it – from the headline to the end point –

convinces readers to take action. Let us examine the key

steps and tips that will help get a deeper insight in how to

write a valuable copy – the one that sells.


Research your audience

First of all, before getting down to the writing, take time to

assess your target audience and identify their needs. This

step is a crucial one, because the results you will get greatly

depend on how well you can satisfy these needs.

In today’s business environment of high competition, to get

a glance at the offerings of your competitors and at how

they position their product or service is a highly effective

practice. The idea, of course, is not to copy / paste the

content and style, but to develop your own, individual vision

of your selling copy based on the efficient utilization of the

acquired information as regards the strong and the weak

points of your competitors’ product positioning.

Identifying and assembling the list of the most valuable

benefits of your product and service helps attract and

convince the reader to buy it.

Grasp attention

Writing an enticing headline is of utmost importance. It is

the headline that catches reader’s attention and makes him

or her dig deeper for further information. Should the


headline fail to catch reader’s attention, writing the rest of

the article is senseless.

That is why the headline should contain a promise to solve a

problem that is important to the reader or, otherwise,

provide access to the information he or she is looking for.

Make sure you do not break the promise contained in the

headline, and link your reader to the valuable information

that really helps. If not, your reader will leave your web site

disappointed and might never come back.

Place a short introduction of two or three sentences or a

small paragraph below the headline with a short description

of the article contents. This helps the reader make sure he

found exactly what he was looking for and proceed with

reading.

Make it readable

Readability forms a part of the article’s value, and it should

not be underestimated. Our objective here is to make a

reader want to read our copy from the beginning to the end,

convince him or her, and urge to take action.

So, make your copy reader-friendly: make sure your

sentences are simple and not too long, break your text into


readable paragraphs. This will allow the reader to quickly

scan them and easily find the information of the utmost

importance.

The product and service benefits look better when they are

presented in a form of a bulleted list. Make sure that you

don’t bury them inside or in the end of the text, let them lie

on the surface because they can be exactly what readers are

searching for.

Don’t overload your copy with technical data. If the technical

information is valuable and can’t be omitted – put it in the

form of a table. You can add value to the technical

information by describing how the technical characteristics

can help to solve specific problems and how readers can

benefit from it.

The power of visibility is immense. If there is a picture that

can support your words, or show your product or service to

best advantage – put it. Plain text is boring.

Sell it right

What is the winning position to take when writing a selling

copy? There are a few rules to keep in mind to sell your

product or service right:

Do not try to diminish the qualities and benefits of the


competing products or companies. In the end, it is up to the

reader to decide which product or service is better.

If you still decide that comparing your product with the

competitor’s will add value to your selling copy, discuss the

product characteristics, not the product itself. The impartial

statements always look and feel better rousing credibility to

your selling copy.

Each claim that you make about your product and service

should be supported by sufficient proof and facts. Statistics

or positive customer references will add value trust to your

selling copy.

And, finally, make sure your article is up to date – obsolete

data reduces both quality and value of the article, since it

makes reader seek further in pursuit of more current data. If

there is something new and valuable you can tell about your

product or service, do not hesitate to expose this benefit – it

might be the one that will tip the scale and make reader

choose your offering.


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Effective Copywriting

Business

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