Copywriting—is it a skill that anyone can learn or is it an inner talent? Can I do it as well? How can I be one of the best? What makes a great copy?
These are just few of the questions which one asks himself when first hearing about copywriting. And every day more and more people seem to be interested in this field. You might be thinking “is this a new field or something?”. Let me answer that for you—not really. Copywriting is a very old, dating back to…honestly, I have no clue. But I can give you an example—Julia Child. She is considered to be one of the best copywriters. She started from writing recipes, publishing her own cooking books, in the end having her own TV show and estimating a net worth of 38 million dollars!! Insane, right???!!!
Now, with this short story I bet I caught your attention. You’re are probably wondering—”How tf can I make so much money?!” Well, let’s start with the beginning.
What TF is Copywriting?
Copywriting is basically you writing a content on a specific subject with the purpose of engaging readers, making them want more, which in turn leads to them pulling their wallet out of their pockets in order to pay you for the information you provide. Sounds simple, right? I mean, anyone can write. But, if you paid attention carefully, I stated “engaging readers”. That is the trick, friend! (there always has to be one, I know…). You see, this is the part where most copywriters FAIL. They just write without actually knowing for whom they are writing and how to do it properly. But don’t freak out! I’m here to tell you EXACTLY what you need to know. There are only 6 small steps.
The 6 Small Steps that Work Wonders in Copywriting
1. Know your audience
Either you are just starting out, you know..writing a simple article like we do, or you have a contract which states exactly the purpose of your copy, you NEED to know who you are writing the copy for. By this I mean having knowledge about demographics, about your target’s needs, dreams, hope, fears or problems. Your copy needs to address them. For example, you won’t write an article about selling Viagra to 20 year old guys, using slang and jargon. You get me here, right?
This is one of the most important things. So, grab a coffee and pay attention! This is your first contact with the reader!! It does not matter if it’s advertising, or blogging, or magazine article, it’s the same! If your readers think it’s boring, that’s it. Your copy goes to thrash can. So, your headline needs to grab the readers’ attention that sucks and leads them to want to read your opening line. A good tip for this is using the word “you”. Consider this as your first lesson—everyone is egocentric, darling.
3. Opening line
Now that you passed the first test, here comes the second. You have to keep your readers interested, to hook them. How do you do that?—offer them what they need. You already know that. Just put it into nice words. Show them what benefits they get by reading your copy and…make them want more!
4. Writing style
Writing does depend on the purpose of your copy, but there is one thing in common to each type of copy out there—be natural! You can have many styles (storytelling, conversational, technical), but in the end, to convey your message in an efficient and compelling way, you will inherently combine all of those. Think as if you are talking to a friend, both of you want to be comfortable during the interaction, right? We are all humans, we all have desires and expectations, we all want to be understood—which takes us to the next step.
5. Be understanding
This one is the key to a great copy. If you want to sell something, a product or service, you need to understand what the buyer’s problem is. Your offer has to meet his needs in order to have a successful transaction and..to make money. The same goes with sharing a perspective or an idea. If you are a visionary, a misunderstood artist who just wants to write in order to be heard, well…mate, you still need an audience. Again, you need to understand what people want to hear.
6. Read your copy out loud
The last, but not least, this a more technical detail…read your damn copy out loud! We all have good intentions here, to spread ideas, to make money, but it doesn’t mean we can actually do it! On the paper it might look okay, but once you actually read, when you give it a certain tonality, oh boy! The entire message can change in less than a second! So make sure you tackle all the small stuffs.
Now, to conclude this article, let’s go back at the beginning. We started with a couple questions. Let’s see if we managed to answer them together.
- What makes a great copy?—this is exactly the result of following these 6 small steps.
- Can I do it?—of course you can, silly! Everyone can…as long as they have the good info I just gave you.
- How can I be one of the best?—by following the steps I just told you, but as well through a lot of practice. As the saying goes…”Practice makes perfect”.
- Is it a skill that anyone can learn or is it an inner talent?—hmm, this is a tricky one. But I would say it’s more of a skill. It takes knowledge, practice and perceptiveness. You can have some talents here and there, but in the end, it’s all about communication. And no one is born with a sleek tongue.
So, without further due, I won’t ask you if you enjoyed this article because I bet you did. Instead, I would like to know if it was helpful. In the end, that’s what matters to us. So, tell us in the comments below how things work out for you and if you have anything to add. We would love to hear your story!