As I’m taking the Accelerated Copywriting Course through AWAI, (American Writers and Artists, Inc.) I’m learning important fundamentals for writing compelling copy. Copywriting is all about the art of persuasion writing through sales letter and direct response copy like ezines which can bring copywriters big bucks if they know how to really connect to their target market. Compelling copy can be accomplished in the following FIVE ways:
1. Use stories. Good stories are entertaining and engaging. They keep us wanting more. Make sure the story really represents that target audience and his problem. Once you tell a compelling story about the target audience’s problem, it can really catch the buyer off guard. The key is to begin the story in middle where there’s lots of juicy conflict that appeals to the buyer’s emotions.
When this is done effectively, the prospect suddenly feels he is not “sold” to at that moment. You see…story breaks through our natural resistance. Plus, it is a great way to help us remember the product. We make not remember the features of the product, but when we are told a story, we have a greater chance of connecting to our target audience’s heart.
2. Be that target reader behind the sales letter. As Jeff Laurie said, “you have to convince the reader that you are one of them…you have to become your prospect and speak like you really understand him.” When you are able to do this successfully, you can use the same “language” and “thoughts” of your prospect. I’ve seen lots of copy emphasized also with italics, white spaces, or put important information in capitals. It makes the copy more inviting so you can enter your prospect that much more easily.
3. Study the product until you feel super passionate about it. I wouldn’t apply for a copywriting job about cars until I was totally convinced that Toyota’s latest car would fire me up in the same way it would fire up my prospect. For one kind of copywriting job, I listed all the good aspects of that product until I felt I could “sell” it. As Mark Morgan Ford once said, “it isn’t enough to write like you talk. If you want to ‘sell’ your prospect, you’ve got to get fired up about your product or service. Then you’ve got to put that passion down on paper.” So you’ve got to be credible and knowledgeable too.
So there you go. Three sure-fire ways to write compelling copy without trying to sell.
Now go get ’em!
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