Copywriting is the single most important aspect of advertising. We must know what our market wants before we give it to them. We must understand emotional triggers. We must understand consumer buying habits. Most importantly, we must hit hot buttons to make our markets open their wallets and right then, pull out the credit card, and make the purchase on the spot.
Before you write any copy, make sure that you have thoroughly studied the product or service's benefits and features, but more importantly the benefits. Always remember the phrase, "What's in it for me?" Consumers are only concerned with what you can do for them.
Figure out who your market is. Find out your market's buying behaviors, demographics, location, and anything else that is relevant.
Make sure the copy flows. Use short sentences, ideally seventeen words at most.
Effective copy must be tailored to your audience. If you are writing to an audience of lawyers, write on a level they will understand. Don't write on a level that you would if you were writing to children.
The headline must captivate your audience's attention.
Stay away from using the word "I." Consumers are not interested in you as much as they are as themselves.
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