Copywriting – Get Excited and Sell

by Angela on September 22, 2008

Want to become an effective copywriter? Develop excitement about your product and you’ll be able to sell it – enthusiasm is catching.

There’s an adage in copywriting that you should focus on the benefits, and so you should. However, just describing a product’s benefits isn’t enough. Your aim should always be to get to the heart of what makes your product great.

When you get to the heart of your product, you’ll get excited. For example, when Steve Jobs described the new iPod Touch as the “funnest iPod ever”, his grammar was incorrect but his excitement shone through.

If you take nothing else from this article, I hope that it convinces you that the best copywriting isn’t formulaic, it’s inspired. That inspiration develops from your own enthusiasm.

I’m sure you’re thinking, “Great – but how do I get enthusiastic?”

Here’s how.

1. Develop a Persona – a Character Who’s the Product’s Audience

The more you know about a product, the better. If the product is your own, enthusiasm will come naturally. When the product is new to you, spend time researching it, its uses, and if possible, use it yourself.

You can even develop a persona for the product. Professional copywriters often develop a persona for a product to help them to write.

They research the product, and its intended audience, until they can develop a complete characterization; a “real” person who uses the product. They know the person’s age, his job, his lifestyle, the clothes he wears, the music he listens to and the places he goes to. They even give the person a name. Then they write to that one person.

2. Listen to What People Say About the Product

If you can, visit forums, malls, and conferences to find out what the product’s users say about it.

What do the developers say? The more information you have, and the more your familiarity with the product grows, the more likely it is that your excitement about the product will build.

3. Excitement Is Transferable – What Do You Feel Excited About?

Let’s say that you’ve developed a persona for the product and you know all about it, but your excitement level is zero.

When this happens, you can trick yourself.

Think about what you are excited about. Is it golf, horse racing, music? Think about your favorite activity, and let your enthusiasm for it build. Now think about your product. Transfer the excitement.

You’ll be surprised that this actually works. However, go through the first two research steps first; you need lots of input to develop ideas.

Nothing sells like enthusiasm, so get excited about your copywriting project; you’ll be pleased at the results.

Become a Copywriting Master Fast

Copywriting is writing for business: promotional writing. Copywriters write material like advertisements and compared to most writers, they’re VERY highly paid.

The explosion of the influence of the Web means that copywriters are flooded with offers of work. Even new copywriters find it easy to get copywriting gigs and to build their copywriting services business.

If copywriting intrigues you, join me in my Copywriting Master Class. I’ll take you from copywriting novice to pro.

“Copywriting Master Class – Ten Weeks to Copywriting Genius” gives you a comprehensive copywriting course, as it helps you to set up your copywriting services business.

[tags]copywriting,copywriting tips,learn copywriting[/tags]

Previous post:

Next post: