People who teach copywriting make copywriting seem complex and mysterious. That’s nonsense.
At its heart, copywriting is SIMPLE. Copywriters write to persuade people to buy, and we’re all experts at that. Here’s my favorite “what advertising does” quote. It’s from Leo Burnett:
“Advertising says to people, ’Here’s what we’ve got. Here’s what it will do for you. Here’s how to get it.’”
That’s all you need to do to write copy:
Tell people what you’re selling (describe the product);
Tell people who want or need it what it does for them;
Tell people how to get it.
Can you write copy?
Can you write to persuade? Of course you can. You’re an expert on persuasion. The fact that you want to write, tells me you like to persuade. I don’t care how new you are as a writer, either. Over the years, my mantra for my students has been: “If you can write an email message which gets a response, you can write copy.”
Can you do that? Of course you can.
Everyone learns to persuade from an early age. YOU learned when you learned to talk, and you’ve been doing it ever since. Doubtless you persuaded someone to do something today – a child, your partner, your boss…
Think about the last time you pestered someone for something. Maybe you pestered your partner to take a vacation at ________ (fill in the blank yourself. :-)) Or maybe you persuaded someone that they needed to ____ (whatever.)
One of my greatest feats of persuasion was persuading my parents to buy me a pony. From memory, it took me a couple of years, from when I was eight, to age ten.
It was worth it: I learned lessons that benefit me today whenever I write copy. The benefits of repetition – nagging and pestering. People need to see an ad over and over again until they respond. How to overcome objections – “you’ll fall off!” “No I won’t – you’ll teach me how to ride.” Of course I got bucked off regularly, Dinky was a little devil with a sense of humor, and THAT taught me persistence.
Remember yourself as a child. What did you persuade your parents to do? How did you do it? What did you learn from it that taught you important life skills?
You’ve got your own methods of persuasion. You learned them early. Just translate them into copy.
Big tip: there’s no right or wrong way to write copy. Copywriting is a creative art.
Once you get over your fear of writing copy, you’ll be very good at it, because it’s SIMPLE, as we’ve said: describe it, tell them what it does for them, and tell them how to get it.
This week’s offering: the Copywriting Masterclass
“Copywriting Master Class – Ten Weeks to Copywriting Genius” – takes you from beginner to copywriting pro in a complete copywriting class.
If you’ve ever wanted to how to develop your own copywriting business, this week’s offering is for you. It’s an online writing class, and you write at your own pace, with expert guidance every step of the way.
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