COPYWRITING, PART 2



MAKING PEOPLE FEEL RICH



AN INTRODUCTION TO COPYWRITING IN THREE PARTS.

BY SAM SLEGER, 2021





Copywriting is the art of writing in a way that resonates with readers and gets them to take a certain action. The text could be two words, five hundred, or zero.

The art of copywriting is knowing when to write a lot, a little, or let a design serve as the copywriting itself.

You’ve got limited space and time to make the greatest impact possible. Copywriting is about more than just describing a product or service. Copywriting converts emotion and connects emotion to a product or service. If you can strike a nerve with the consumer, then your copywriting is effective.

Think back to the last time you took action because of an advertisement.

Can you remember?

Chances are you were indoctrinated to think a certain way about a product or service over many years. The largest companies in the world train us daily to believe their products can make us sexier, richer, loved, and more. Have you ever wondered how they do that?


What is Good Copywriting?


Good copywriting requires knowing the needs of a specific target market audience and addresses how those needs are fulfilled through your product or service. This means you must know exactly who you are writing for.


Step 1:

What does your audience need?

How old is your demographic?

Gender dominant?

Where are they located?

What are their technology use habits?

What core values drive them?

And, most importantly, what do they need?

Copywriting requires you put yourself in the shoes of your customer. You must become that person. Step outside of who you are, your likes and dislikes, your interests, financial situation, and ambitions. You must become your customer to understand how the copy you write will resonate with that person. One need of customers is the need for increased wealth.


Copywriting Technique: Conveying Money


Money makes the world go round, and money is a prime motivator in copywriting. If you can show someone how a product or service will make them more money, you’re on your way to selling them what you have. Wealth means many different things to many different people. Wealth could be getting a great deal on something they were going to purchase anyway, and keeping more money in their pocket. Wealth can be an impression, in the instance of a tailored suit or VIP tickets. Wealth can be about making more money, in the instance of courses, seminars, coaching, and more. Wealth can be an object, like a sports car, mansion, or expensive vacation.


Step 2:

How does X product make people more money or let them live like the rich? Copywriting when money is a motivator means showing your prospective customer how they will either get rich, show how rich they are, or increase their riches.


Write and Rewrite:


Don’t be content with a first draft. A first draft is never a last draft. Good copywriting means writing and rewriting.


Step 3:

Edit, edit, edit.

I usually write something and let it sit for a bit. If I come back to it in a few hours when I’ve cooled off and reread what I’ve written and think, “that’s alright” I know I’m on to something. I usually go back and try honing in the messaging further. You must be a tactician when it comes to writing. Strive for being precise in every word you use. If the messaging doesn’t strike a nerve with me, then I know I’ve missed my mark entirely. Either way, it’s back to the writing board to continue honing in the messaging. Often times I’ll write ten variations of a message and play with words from each to create one final message. Writing copy that resonates and sells products well takes time.