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Copywriting probably appears to be ‘not so difficult’ when you look at a sales page. If you’re in IM, you’ve read your fair share of sales copy. How hard can it be to write a few pages of text that gets people to buy what you are selling? But any amount of time in IM will reveal the importance of good copy, plus the realization that it’s not all that easy to write.
So what many IM marketers do is outsource their copywriting if they can afford it. So you may want to consider that option if you don’t have the time to learn copywriting, or you’re not a good writer. But it is a great idea to learn something about copywriting so you’ll understand marketing better. Check out the blueprint for good copywriting by viewing The Empire Formula Bonus package for more details.
The best copywriting tells a story. Most marketers make the mistake of only talking about their products in their copywriting. To truly draw a site reader in (and get them to buy your product) you need to tell them a story. The story needs to be something that the reader can identify with and that they feel entertained by. Whether you’re selling a product, service, or trying to get an optin, that is your most desired response; and that is the goal of your writing. There are many reasons why copy will not convert, but just remember your story needs to do its job.
Emphasize the good things in your product but don’t ignore the bad. Make sure you make it clear that your product will be very useful to anyone who buys it. You know that there are definite benefits to using your product or services, spell these out. You want to make your product sound as good as possible. It’s also best, however, to admit that your product may be imperfect in some way. It’s good to admit, if only in passing, that your product has at least one weak point. People are more likely to trust a sales pitch that admits an imperfection or two. An honest appraisal of a product will be trusted more than an attempt to cover up any flaws. Just remember: emphasize the good more than you acknowledge the bad!
So many amateur copywriters try to use formality to convey a sense of professionalism. Your readers will make a stronger bond if you write like you’re their best friend talking to them. You want them to relax and feel comfortable, that’s when sales happen. They like to feel like they are part of a conversation. So take a huge hint, friendly joke, and don’t write your copy in a formal tone. On the other hand, you need to write to your audience; so if they expect formal – give them formal.
Copywriting often looks easy because the person who writes the copy is very good at what they do. But if you attempt it, you’ll see very fast that it’s not easy. The good news is that the more you work at it, the better at it you will be.
The best place to begin is by learning the basics of it.