What is Effective Copywriting?

Copywriting is one of the most critical elements of any and all forms of marketing and advertising. The purpose of copywriting is to compel the audience toward a call to action. More often the "CTA" is the purchase of a product or service.

Copywriters persuade their audience to feel, think, or respond to an opportunity, an ad, or website offer, or introduction. Good copywriting influences your perspective and shapes or guides your way of thinking.

Good Copy Connects the Reader to a Product or Service

Writing effective copy connects the reader to the product or service in order to make an impact and influence the potential buyer's thinking. Effective copywriting has to be powerful enough to form a bond between the reader and the story the writer has crafted. Good copywriting does three things:

• It creates lasting value in the mind of the buyer
• Builds urgency to purchase the product
• Makes it special or unique to the reader

Creating Lasting Value

The copywriter sees the product as assisting the buyer make their lives easier and describes it as such. It's worth the buyer to go through the process of ordering the product and spending the money to purchase the product because it will help them in a way no other product can or will.

Build Urgency

When I learned how to sell from Tommy Corbett, he taught us one thing: once they get off the phone or walk out the door, they're gone. The likelihood of them coming back is nil. So build urgency by encouraging them to purchase now! Building urgency is a great way to recap or reiterate the value of the thing being presented.

"Make it Special"

No matter what the product is, there's likely something similar out there already. The job of the copywriter is to point out how unique and special a particular product or service is, and highlight it. By making it special the copywriter can offer an incentive to purchase now.

The Importance of Market Research In Copywriting

Market research accounts for eighty percent of the copywriter's time, on average. The copywriter consumes themselves with uncovering information about the product, its benefits and features. The copywriter then begins to research the target market audience for that particular product or service by uncovering the target audience through research and then how to find them.

Creating a Buyer Persona

The copywriter usually creates a "buyer persona" or a profile of who would be the typical buyer of the product or service. The writer puts together a profile of their target audience, asking questions such as: What do they do for a living? Where do they vacation? What do they do for entertainment? All these clues create a profile that allows the copywriter to zone in more accurately on the likely consumer of the product.