by Alaina M. Coyle

Created on: May 07, 2010

The goal of the copywriter is to deliver a clear, easily understood message that targets a specific audience. Judith Charles, president of an advertising agency, stated that “a copywriter is a salesperson behind a typewriter.” Essentially, copywriting is a call to action. If you want to become a successful copywriter, you need to learn certain key tips to ensure you write copy that sells.

Know Your Audience

Targeting a specific audience is more than simply being aware of a general demographic. To write effective copy, you need to understand who you are writing for. What are their likes? Dislikes? Where do they shop? Finding the answers to these questions creates a profile for your targeted audience.

Profiling involves researching the type of person you are being asked to write for. Whatever business or company that hired you will provide you with a brief that outlines your assignment. This brief will tell you the audience the company hopes to reach with their advertising. Geographical location, economic situation, gender, and age are all important pieces of information. Take these details and build on them. Knowing as much as you can about your audience is vital to writing effective copy.

Emphasize the Benefits

Everyone is busy; they don’t have time to read lengthy ads. Successful copywriters sell the benefits, not the features, of the product they are advertising.

A feature is a descriptive fact about a product or service. A benefit is what the customer gains as a result of the product or service. Every feature has a benefit – and that is what you need to highlight. The Copywriter’s Handbook gives the example of selling a #2 pencil. You could write that “this pencil is a wooden cylinder ¼” in diameter, surrounding a graphite core capped by a rubber eraser.”  Or you could say “this slender pencil is easy to hold, and can be resharpened as often as you like to ensure crisp writing. The convenient eraser lets you correct writing errors quickly and cleanly.” The point Robert Bly was making is that no matter what you are selling, you need to tell your customer how buying it will improve their life.

Consider the features of the product or service you are advertising, and then ask yourself what benefit those features provide to your targeted audience. The answers to those questions give you the sales points to emphasize in your copy.

Simplicity Sells

Your copy needs to be clear, concise, and

• 1
• 2
• Next Page >>