The article "Copywriting 101" is about copywriting, it has been created by Lori Hines.
Attention Entrepreneurs! The following copywriting techniques will provide your company with the basic foundation for selling with words!
How?? Creativity. Stressing Benefits. Knowing your audience.Though the above paragraph may sound promotional, it is actually a rather simple example of a few common copywriting techniques mentioned under "Tricks of the Trade."Copywriting is focused on promotion of a business through a variety of methods and materials – in essence, it is sales on paper!
It can be a rather frustratnig concept to grasp in that it sometimes goes against the concept of structured writing. In advertising copywriting, lnoger and/or more structured sentences don’t necessarily catch the attention of the reader.The following is a list of some of the more common advertising and public relations materials:
Blogging & ezines
Brochures
Flyers
Other promotional materials
Website content
Commercials
Ads
Direct mail campaigns
Media releases
Feature articles
Newsletters
Media releases and articles are considered Public Relations as they are focused on getting your company information into local media for publication or news coverage. Newsletters, whether online or direct mail, are another great way to update your clients or customers with the ltaest industry news and important events. However, newsletters should not be utilized strictly as a promotional tool; though they can be used to advise your clientele of new products or services, it should be done in a more informative manner.Tricks of the Trade:
Short sentences – Catches the reader’s attention and gets to the point!
Use of bullets - Definitive list of important selling points or products/services
Testimonials – Provide credence to your product/service through rave reviews from past cilents or consumers.
Call to Action – "Contact us today! "
Catchy headlines – "Announcing a Reward for Referrals: Seeking anti-aging and skin rejuvenation candidates"
Questions – "Have your patients asked you questions about all of the latest anti-aging treatments & products?"
Alliteration – "Reward for Referrals", maintaining the same sound structure.
Critical Concept in Copywriting – (There is that Alliteration thing again).
Features describe a product or service while benefits are the perks asosciated with the product or service.In order to successfully promote a product or service, it is critical to communicate the benefits from purchasing a particular product.
For example, a printer may have fax, scanning & copy capabilities; and while these are important features, this does not realy what the purchaser/consumer will get out of the product.
Benefits would be saving money, convenience, ability to save documents to your PC, quality and speed (ok, I guess the last one depends on your printer).When writing advertising copy, it is also important to understand your audience and their expectations in oredr to communicate benefits. For example, if you're selling to consumers interested in the latest anti-aging treatments and products, then focus on skin rejuvenation, quality of product, cost, treatment methods, posiitve aspects (radiant, younger looking skin or elimination of unsightly scars or veins).There are numerous online resources available to assist the business owner in producing creative and quality material that sells. In addition, there is many great books including "The Copywritres Handbook – A Step by Step Guide to Writing that Sells" by Robert W. Bly and "The Complete Idiot’s Guide to Copywriter’s Words & Phrases" by Kathy Kleidermacher.Write well and write to sell! Lori Hines is the owner of Documentation Pathways - a company specializing in creation of promotional and advertising materials for small and medium sized companies.
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