Whether you want to write an ad that sells, build strong relationships with your customers or encourage your employees to perform at their best in order to grow your business; copy-writing is at the core of any effective communication that prompts people to take action and is a skill that MUST be acquired if you want to be successful in any business. Affilorama Premium provides an excellent training program that includes copywriting skills and is particularly targeted to online marketing.

Copywriting involves writing a message that is persuasive, conversational and believable. In essence, you will have to tell a compelling story that grabs the reader’s attention and engages them emotionally so that they respond the way you want them to.  Because of this, many view copywriting as manipulative; but it doesn’t have to be.  It is a very powerful way of communication, but it doesn’t have to be the blatant, disrespectful and manipulative ugly messages that we unfortunately come across all too often.

For your copywriting to be successful you must consider the following key elements:

Add Value To Your Message – the information you provide should be perceived as valuable. I am not talking about monetary value, but the kind that can turn a person who knows nothing about you, into someone who would want to buy from you.  Creating value in your communications doesn’t apply just to a sales letter, but to all kinds of writing, from a blog post to a customer service email, or your response to a complaint.

Here are just some ideas that will help you add value:

  • Tell a story that your reader will relate to. To do this successfully place yourself in their shoes; where are they coming from?, what are they likely to be thinking about or Feeling?
  • Explain things simply. Even when writing about something technical, avoid jargon and use simple words to explain things more easily.
  • Convey emotions, if you present your message well, with emotions that connect to your reader or viewer they should see that what you are offering will add value to their lives (ie solve a problem, make life easier, increase their profits…) you get the picture.
  • Tell your readers/viewers the actions you want them to take step-by-step. Make it fun, fast, simple and you will benefit from higher conversion rates – whether it is for an opt-in list or a purchase

Focus on Benefits – facts come across as cold and impersonal (and sometimes even boring!), so it is best to focus on benefits because people prefer more warm and personal communication; but don’t overdo it. This again applies to any communication and not just a sales letter or an advertisement.

If you are having trouble differentiating benefits from features, let me give you an example:

Think of a diamond as being the product. The number of carats, for example, is a feature. The benefits, however, can be how the product will make you feel, how it will change your view of the person who gave it to you or even how others regard you because you now wear the diamond ring!

In business, a benefit will generally describe something that moves your prospect away from pain, or from frustration to pleasure, or how your service will help them achieve…  you fill in the blank.  It is important that you master this distinction, because people rarely buy based on features, most buying decisions are highly emotional and people buy on benefits.

Copywriting on Websites – in online marketing, content writing for websites is also referred to as Copywriting. In this case the main objective is to optimize the content for higher ranking with search engines by strategically placing selected keywords throughout the content, but the key here is to make sure that it comes across as natural.

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