An Overview of Copywriting
You could have already heard of this word and maybe you have already had some experiences in copywriting. But what does exactly this word mean?
Copywriting is nothing else than the art of writing in order to sell. Not only products, you may also want to sell an idea, a project or also an event.
Now you may be asking, where does this technique come from?
Well, each time people tried to promote something through written advertising they were using copywriting without realizing it, so it dates back to long ago, but it was only around the last two decades of the 19th century when it became to get more defined, thanks to John Emory Powers (1837–1919).
In fact, it all started when he began writing ads for Lord & Taylor as a part-time job.
His work caught the attention of the department store owner John Wanamaker who hired and brought him to Philadelphia in May 1880, where he wrote six ads a week for about nine months.
He used a style featuring colloquial English and short sentences which made Wanamaker's revenues double from $4 million to $8 million.
Unluckily (or maybe not?) Powers got fired in 1886 after some arguments originated from his impudent nature.
So what did he do?
He decided to become a freelance copywriter and worked for other companies. By the late 1890s, he was earning over $100 a day as a copywriter, which is the equivalent of about $750,000 per year in nowadays money.
And now you may be wondering, if I want to become a successful copywriter which tips could be useful?
Don’t worry because we got your back and prepared some useful advice!
So, without further ado…let’s dive into it!
1. Use proven methods and spice them up with your own style.
Some already functioning guides could help you understand better the structure of a copy that brings results.
Here are some examples :
Attention – Get the reader’s attention
Interest – Engage their mind with outstanding info
Desire – Intrigue their emotions so they want what you’re offering
Action – Ask them to take the next step
Qualify the reader
Understand where they’re at (showing it to them)
Educate them on a better product, idea, solution
Stimulate them so they want that better product, idea, solution
Transition them from where they are to your product, idea, solution
2. Use powerful language that triggers the emotions of your readers
Fill your copies with inspiring words which drive emotion, provoke excitement and make your readers want to take action.
3. Less is the new More
Since the attention span of your reader is really short, try to express most of the information in the shortest possible sentences.
4. Be melodic.
Make your reader feel as if it is in a tale.
5. Get inspired by other copywriters’ works
Read different copies and summarize the key takeaways of each work
6. Create your own style!
Everyone has different perspectives, someone could like a longer way of writing, other ones may prefer shorter sentences, and both can still be effective.
Learn from other copywriters works, refine your technique, create your own style…
And in the future other copywriters in the making will definitely look up to you for tips and advice!
Written by: Florin Acar
Edited by: Nicola Curci