If you are a good writer, you should be able to pick up copywriting fairly easily. If you’re not a good writer, don’t despair. You certainly have the ability to learn if you’re willing to put forth a little effort.
The key to good copywriting is that you must understand that you’re writing in a different style and to a different audience. As stated in The Copywriter’s Handbook, A Step-By-Step Guide to Writing Copy that Sells, “A copywriter is a sales person behind a typewriter.”
Understanding that you are a sales person is imperative when you are learning copywriting. You must learn to communicate with the your audience in a way that persuades them to buy the product or service that you are writing about. It’s that simple. There must be an initial, positive connection that is made or you’ll find that you’ve lost their attention.
In this day and age, people are inundated with the number of advertisements that they see every day and quickly discard any advertisement that does not fit within their perspective immediately. You must realize that your writing cannot be for entertainment only. Your focus is to sell your product or service.
The headline is probably the most important part of the copy. It is read more often than copy at an exponential rate. If you cannot catch someone’s attention with the headline, you have wasted the rest of your sales copy. A sales letter essentially has about five seconds in which to grab a person’s attention. The headline is that way.
Dan Kennedy is one of the foremost experts on copywriting. He said the way to become better is through continual learning and practicing the skill. His book, The Ultimate Sales Letter is a good place to start your learning. You can pick it up just about anywhere and it’s well worth the few dollars you’ll spend for it.
Copywriting is simple but not easy but the only way to get better is to do it. Constantly read, learn, and develop your skills. You may not become a multi-million dollar copywriter but you can certainly become quite good. The fact that you’re reading this post and looking for more information has already put you ahead of the pack. Now…go forth and write and write some more.
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