Copywriting is an essential element of an effective Internet marketing strategy. Effective copywriting uses written language to promote a business, product, service, or idea. Copy should be concise and persuasive – after all, your goal is to get the reader to act in a desired way. The following tips will help you inject new life into your copy.

1.  W.B.R (Write to be read) – You want readers to read your copy, so put it together in such a way that they will. You achieve this with a compelling headline, a strong lead sentence, and typographical techniques that organize your copy in such a way that it is easy to read and invites the reader to explore its contents. Subheadings and lists – bullet lists or numbered lists – help copy to flow, making it easier to read and digest.

2.  E.C.H (Eye-Catching headlines) – You never get a second chance to make a first impression. A great headline is your chance to make a first impression on your reader. A good headline grabs the reader’s attention. A great headline does more than that. It conveys a message to the reader and invites him or her into the body of your copy. Given the importance of headlines, it is a wonder how little time is sometimes spent writing them. Some copywriters say that half the total time spent on a piece of persuasive copy should be spent crafting your headline.

3.  K.I.S (Keep it simple) – Good copywriting involves using clear and simple language. Keep it conversational. This is not an English composition; you’re trying to persuade the reader to do something. In all cases, prefer the more easily understood word. Nobody has ever complained that a marketing or sales pitch was too easy to understand. If necessary, you can break grammar rules about sentence fragments, starting sentences with conjunctions or ending with prepositions if it gets your point across. Remember – grammar rules are our servants, not our masters.

4.  S.F (Stay focused) – Keep your writing focused on the audience. Don’t make your readers wonder why they’re even bothering to read your copy. Let them know right away what’s in it for them. Make specific points and give reasons why the reader should take whatever action you want. Back up your points and reasons with facts, figures, and testimonials that build credibility. Each paragraph should have a main point, followed by supporting points. At the conclusion, restate your main point and remind the reader what’s in it for him or her.

5.  S.D.M (Size does matters) – There is no hard and fast rule about whether copywriting should be short or long. The answer depends on the product or service, the purpose of the copy, and the target audience. Make your copy as long as it needs to be, but no longer than that. Products with an extensive range of features and components will require more lengthy copy. Ask yourself about the goal of your copy and who you’re trying to reach. Remember that some people want detailed information before making a purchase.

Filed under: Copywriting

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