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On How to Increase Your Sellings with Great Copy
Since copywriting is simply advertising on paper, the final goal of the craft can be no other than to increase sales.
That's the main reason a company hires a copywriter; that's the reason why people dedicate their lives to enhancing their copywriting skills.
If you are a business owner looking to make more sales or a copywriter looking to provide better services to your prospects, you should know that there are certain verified techniques of making people purchase your product or service.
John Caples, one of the titans of copywriting, laid down some of the best ways in which everyone can write copy that sells better.
What can you do about that right now? How can you make more sales immediately?
- Use the present tense and the second person in your copy.
- Make use of subheads, regardless of your copy's length.
- Put captions under illustrations.
- Write simply.
- Choose simple words.
- Offer free information.
- Write copy that sells, not copy that's stylish.
- Make them curious.
- Be specific with what you offer.
- Write long copy.
- Write more copy than you need to write.
- Make use of the methods deployed by direct correspondence copywriting.
- Don't overstate.
- Avoid slogans.
- Get help from others.
- Don't say that sales persons will call.
- Study other selling copy.
- Make every piece a complete sales talk.
According to Capels, doing most of these ensures that clients become more eager to buy from you. Have you deployed some of them in your own copy?
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Focus On What You Say, Not How You Say It
In his book Proven Advertising Methods, Fred S. Chapels argues that what you say is more important than how you say it.
And, yes, he was talking explicitly about copywriting, since the book is a well-crafted manual of this art.
What was he basing his claims on? No, it wasn't sheer speculation nor wishful thinking.
What matters in copywriting is what you say rather than how you say it. This comes from decades of experience in trying to persuade prospects to purchase certain goods or to perform certain actions.
Focusing only on how we write a marketing text often leads to a well-ornamented text but without much substance. If your message doesn't reflect the prospect's self-interest, then you have failed in writing good copy.
Why What You Say Matters More
The simple answer is that good copy sells.
You can be a fantastic writer. Your knowledge of the English language can be way above average. However, if your words fail to reach the goal, i.e., making a conversion, it doesn't matter what a fantastic writer you are. You are not a skilled copywriter.
That's why it is important to keep the benefits of your product in mind, always. Besides that, never start researching and writing copy without knowing who your exact target audience is.
If you know to whom you are writing, you will confidently know what to say to them, i.e., what to write about in your copy.
Copywriting isn't creative writing; it's salesmanship on paper. As a copywriter, you should never write to impress, but to make a sale.
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