This post will be short and to the point.
I am often asked about copywriting and how I can come up with ideas so fast that hit the mark. Well the ‘secret’ is that it’s all about your point of view – or rather your customers point of view.
I call it your point of YOU.
if you can think like your customer and write from the position of solving their problems then copywriting is actually fast, easy and enjoyable.
I always ask about the clients problems we are looking to solve, and ask myself the sort of things I would need solved to take the next step forward with this idea or product.
You see the MOST IMPORTANT thing about copywriting is that you must realise that it’s about communicating your ability to solve a problem. It’s not about the tricks, it’s not about the age old copywriting formula’s people are still touting.
Instead, it’s about your ability to communicate that you can solve a problem.
Bullets – The Essential Copywriting Skill
Probably the single most important skill as a copywriter is the ability to write a bullet. Cause when you can write bullets well, you’re 90% of the way to being a master copywriter. 9% of the rest is probably writing a really good headline, grabbing attention and the other 1% is everything else.
I’d say that writing bullets is the entire craft of copywriting – everything else comes from it.
What is a headline – it’s really just your very best bullet.
I like to start with asking myself about the problems my product solves (in my case how businesses can make more money, especially online using the things I have learned about selling online over the past 11 years), then it’s a case of jotting them down on a 6″x4″ index card.
After that I simply go through tried and tested formula’s that help me really get into the benefit of the problems I am solving and use the formula’s as an easy way to provoke thought’s about how to detail the benefits to the end user.
This is indeed formulaic but the point is I don’t end the process here, this mearly enables me to sift through all the ways to describe the benefits to the client.
The last part is that I change the bullets up to get to the heart of each benefit.
Most of my paragraphs are edited to always make sure that there are strong benefits in them as well.
Next time you need to create a ‘masterpiece in print’ I suggest start off with listing the problems your potential customer will have and then get them onto index cards with the respective benefits noted down on the reverse of each index card.
That way you’ll have loads of material to write your advert, sales letter or brochure about.
I know this might not be what you expect to here from a guy whose life is now surrounded by technology and gadgets – but it still works best as far as I can see.
I use a load of this stuff in my email writing – just because it works.
The product I sell on email writing is based around a formula/system that helps you get your point across is an informative but entertaining way.
It works in every industy I know (yet to find one it doesn’t work in), it’s easy to learn and easy to implement.
Go to the Email Services page on this site to check it out. As usual there’s a Free Report to let you see if we’re gonna be a good fit. – go grab it now.
All the best