Copywriting Tips – Know the Product, Make Sales

by Angela on June 10, 2008

You’ve read dozens of copywriting tips. Your brain’s crammed with the importance of the headline, the sub-head, the call to action… but hear this. Unless you know the product, none of the nuts and bolts of writing copy matter.

Copywriting is sales, so copywriting is selling. You must know what you’re selling, intimately.

Because of this, you may occasionally find yourself refusing perfectly good copywriting jobs, when research – discovering the product – will either take too long, or will bore you senseless.

For example, I’m quite at home writing copy about construction equipment and concrete rebar, but I’ve refused jobs writing about electrical conduit. Horses for courses. Only you know what you can write about with authority and confidence.

Although confidence comes with practice, you do need some enthusiasm for your product. Enthusiasm comes as you familiarize yourself with the product (or services or business) that you’re writing about.

1. Get to know the product. Day dream about how you would use the product

Good research is the foundation of good copywriting. If you don’t know anything about the product, you can’t write about it. So get to know the product. Imagine who would use it. Imagine yourself in the shoes of the users.

2. Get as much information as you can

Often your client will be terse in your brief (the description of the copywriting job.) I once write a four-page full-color brochure about dog treats after receiving a faxed brief with exactly four lines.

In the dog treats brief, I couldn’t even talk to the client, since I was sub-contracting for an agency. However, I did manage to talk to pet shop owners, and some friends who own kennels, and this got me the information I needed.

If you’re working for the client directly, getting information becomes easier, although you’ll be amazed at how many of your clients can sell a product for years, and yet not be able to communicate the benefits; this is why they hire you.

3. Got questions? Get answers

So even after talking to the client, you’ll have lots of questions about the product. Sometimes you can find answers to the questions online, in forums. You may read newspaper articles about the product, and if so, journalists will often be able to help you with more information.

If you’re working for a large company with a PR agency, then turn your questions over to the flack. She’ll be able to set up interviews with people in the company who can help you.

4. The magical “click”

There’s no particular rule which tells you you have enough information to start writing the copy. I wait for what I call the “click” – where suddenly I’m bubbling with ideas for the copy and can’t wait to write about it. Sometimes the click happens within hours, occasionally the click can take a week to arrive.

So remember – get to know your product. Once you do, writing the copy is a breeze.

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Angela Booth’s ebook “Seven Days To Easy Money: Copywriting Success” takes you from novice to pro copywriter in just seven days. You could be signing up your first clients within two days.

Become a copywriter and get paid to write

Did you know that most business people struggle with their writing? It’s true. If you enjoy writing and find it easy, you can write for money, for business. In short, you can become a copywriter.

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,copywriting services[/tags]

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