People who are new to IM seem to take copywriting for granted a lot of times. It doesn’t come across as something that hard. On the other hand, if you try to write copy for yourself you’ll fast learn that it’s not as easy as it looked. Sales copy is like no other kind of writing, and you need to know how to write it if you want to make money from your sales material. This is why so many internet marketers outsource their copywriting to professionals. While that’s fine to do, you would benefit from learning the basics about it so you can judge the copy for yourself a little better and understand it. It’s worth reading, all these as the benefits from good copy can be quite amazing, whatever your market is in. I’ve seen all sorts of businesses transformed from diversity training companies to technical companies promoting solutions such as a UK proxy service.
Headlines are scary for a reason. Your headlines are what will turn your site viewer into a reader or turn them away completely. Amateur copywriters usually write loud, “in your face” kind of headlines. Instead of writing something creative, they rely on large, bold print and the overuse of exclamation points to get attention for their headlines. A good headline will grab the reader’s attention, entertain him for a minute and describe what you are about to tell him. It’s a challenge to be able to do this using only a few words. You should start by finding your competitors’ headlines. Which headlines are most effective for you? Which ones leave you feeling indifferent? When you write your own headlines, you should keep this in mind.
It’s ok to use humor, just depends on what you’re selling, but never overdo it. There have been some successful sales letters that used humor. One thing you can use humor for is to break the ice a little and that will help people to let down their guard. It’s hard sometimes to predict what people will do, but if you can make them laugh a little it could make them feel a bit more comfortable and stay on your site. But you know… there’s always a fine line between just right and overdoing it. Naturally, avoid trying too hard to be funny.
Don’t be afraid to break a few rules. You don’t break the rules for spelling, but copywriting inherently breaks the grammar rules. The fundamentals of copywriting are not hard to learn, and you’ll have a better understanding about this whole ‘rule breaking’ issue. If you’re going to take the time to attempt copywriting, then you don’t want it to look like you’re an amateur.
The only thing that will ever sell is words written by a copywriter. It’s your sales copy that really is the sun around which your business revolves. It’s not terribly difficult to learn, but it does take time. Even if you never write a word of copy, it will be in your best interest to not be totally clueless about it. Then you’ll at least be able to write your own copy if you don’t have the money to outsource it.