Ever wonder why your ads’ conversion rate is not encouraging? The odds are great that your copy is not written persuasively enough. If you often overlook the importance of producing a good copy, the video below is powerful enough to give you a timely wake up call. http://www.youtube.com/watch?v=HX5aRzXUzJo
A great copy produces monstrous incremental conversion rate, raking in windfall profits. But the truth is not many marketing executives know the nuts and bolts of copywriting. They often commit two deadly mistakes in copywriting, turning their seemingly well-written copies into disasters.
1. Do not know the objective
The objective of copywriting is never to inform, but to SELL. Mediocre copywriters tend to forget that. A poor copy is often a long copy packed with technical information that serves to inform, possibly leaving the reader to interpret the information themselves. It often lacks a strong call to action and navigates the reader to nowhere. On the contrary, a great copy is crafted to sell. In fact, it should be crafted in subtlety, so subtle that the reader will not realize the words are crafted at all. A great copy elicits the benefits in a way that can click with the readers and entice them to take the action immediately. Remember, a copywriter is neither a journalist who reports, nor a novelist or a poet who writes to please himself. A copywriter is a salesman who sells by writing.
2. Do not understand the reader
After learning the objective is to sell, the next thing before you write is to know whom you are selling to. A poor copy often fails to resonate with the readers because the writer does not understand the reader. He does not understand the demographics and the psychographics of the audience, so the message fails to click. Thus, before you put your fingers on the keyboard, you should do a detailed study on your target audience.
The style of writing must suit your potential reader. A different tone of voice is needed if you are addressing to the CEO of a multinational company than selling to the youth. Plus, every typeface has its own personality too. Use the right one to communicate with your reader. Also, use the language that can reverberate with them.
Even if you have high language proficiency, without knowing the language your reader use, you may fall short of converting your readers to be your clients. Remember, do not show off with flowery, bombastic words. Your words should be simple like everyday words because the idea is to communicate, not to impress.
To sum up, it is not necessary to have an excellent literary sense to write, nor do you need to have poetry in your veins. All you need is to understand your reader. Then every word will flow into their mind. All in all, if you don’t care about your reader, your reader will not care about you.
These two fundamentals are of paramount importance. Once you practice these, you will soon realize that your words will start to turn into gold. After learning the fundamentals, I will talk about how to write a catchy headline in the next article.
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