So you want to be a better online copywriter, huh? You may be
good at writing ñgetting straight Aís for research reports and
that sort of thing. But online copywriting is different sort of
animal. And as good as you may be at your game. This one has a
few rules of its own.
When you copywrite for the internet. You are basically doing two
things. You are doing marketing and writing good articles.
If you neglect either, you will put across the impression that
you are on a marketing campaign that has a few screws loose. The
marketing aspect will gauge whether you can attract attention.
It will ascertain if you can connect with the reader and get his
or her attention.
The writing aspect will prove if you can get the message across
clearly and creatively. If your writing is not polished, the
reader will get the impression that you are not a professional
at what you are doing. And this is a bad thing to start with.
To avoid this you must keep in mind a few keys to online
copywriting success. These keys will help you get a firmer grasp
on the interplay between writing and marketing so you can better
you copywriting powers.
1. Be Creative Donít look for rules when doing your copywriting.
Rules are good because they help set a standard for which all of
your work will adhere to. Unfortunately, rules can sometimes
dampen oneís creative spirit.
In todayís fast-paced information world, he who remains dormant
loses out. To keep up with the times you must be constantly on
the look out for fresh and exciting ways to get your customerís
attention. This could be a new concept of writing or a creative
way to push an advertisement.
The internet makes a lot of new things possible. We are only
beginning to scrape the tip of the iceberg with the
possibilities the internet brings to the online marketer, and
the online copywriter.
For example, some would use startling trivia to get the readers
attention. Or blurt out something so preposterous, it would
shock the life out of readers ñ which of course will lead to a
logical conclusion that drives interest to the product or
service the copywriter is pitching.
However, you must be careful that your creativity will not come
across as annoying or misleading. This will drive people away
instead of attracting them.
For example, some copywriters would create ads that present a
seemingly irresistible offer. The reader, interested by the ad
would read on further, only to find out that the first offer was
just a ruse to get attention. This would seriously annoy the
reader and dash any hope that he or she would develop any
further interest in your product.
2. Attention, Attention, Attention
If you ad cannot attract attention, it is a failure. Your ad
should be one that when placed among other ads, it would stand
out.
Remember that you are not the only one who tries to get ads
across to internet users. There will always be competition
waiting in the wings. Never be complacent and settle for so-so
advertisements. They will only get lost in the rubble of ads
that litter the internet.
How do you make the ad stand-out? First of all, you cannot make
the ads stand-out for all people. You must remember that you are
targeting a specific portion of the population. If your products
are pipes, you are trying to speak directly to those who are in
need of pipes.
You will have to make an ad that stands out to them. Get their
attention! Say something loud, but honest! Make them an offer
they cannot refuse. But always make an offer you can come
through with.
3. Focus on Benefits, Not the Features People are not concerned
with the features, believe it or not. They want a general
statement of how your product or service will benefit them.
Donít go around saying, ìLook at my deluxe, 200-horsepower,
chrome-plated, vacuum cleaner. It can suck up marbles, dust, and
other stuff.î This does not attract people.
Say instead, ìClean any carpet, no matter how dirty it may be!î
This leaves out the details but goes ahead to address the direct
need of the user. If your product features details that you are
sure will sweep the reader off his feet. You may present if
after addressing his primary need.
Donít Forget These Keys These are merely guidelines that outline
the basic tenets of online copywriting. With your talent, you
can be sure that you can aid the evolution of the online
copywriter. Keep these keys in mind and you can be sure your
online copywriting skills will dramatically improve.
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