Copywriting is a challenging, but rewarding, way of making a living. Thanks to the internet, good copywriters have never been in such demand. If you want to get started, here are the 7 copywriting rules you must live by to launch your career.
A good headline is essential to a good piece of copywriting.
You can't go into writing a campaign just thinking it will work. That's not enough. How do you know your audience will love it? Where's your evidence?
You must do your research before you start doing anything. Really dig into what your audience wants, and what they're looking for in their lives. You need to know everything about them before you can start writing. Your research means that your writing will be laser targeted at your audience, resulting in many more sales.
2. Your headline is vital
A good headline is essential to a good piece of copywriting. Take the title of this piece, for example. Think about what made you click on it. It promised you information on how to become a better copywriter. What's more, it gave you specific information on what the article would include.
The same goes for everything you write. When you write a headline, you want to draw readers in and make them click through. As well as this, you need to ensure that your headline is actually relevant to the main body of the piece. Give the reader exactly what they need.
3. Measure your performance
Once you've written a campaign and put it out there, it doesn't disappear into the ether. You can measure how well it does, and use that information to improve as a writer.
Look at Google analytics, as well as any data you can gather through your own web host. Look into whether your piece has made it onto the front page of a Google search, or has been linked elsewhere. How many readers have you had? Gather this data, and you can use it as evidence of your skills later on.
4. Don't forget the technical side
To write good copy, you need to be a good writer. That means that your writing is clear, concise, and free of any spelling or grammatical errors. You would think that this is a given, but it's amazing how many writers forget about it once they start writing.
If you think you need some help with your skills, there is help out there. Try using tools such as Best Australian Writers to help you find tutors online. They'll help you see where your weaknesses are, and help you improve them.
5. Appeal to the reader's emotions
It's not enough to just tell the reader why they should buy a product. They need to be convinced. That's why you need to be able to tell a story with your writing, creating a narrative that shows the reader why they need the product you're selling.
It's the old rule 'show, don't tell'. Appeal to the reader's emotions. What will make them happy? How will your product help them achieve happiness? Look at the Febreeze adverts from recent years. Blindfolded people are taken into a shabby looking room, and asked what it smells like. Because Febreeze has been used, they say that it smells like a tropical paradise, or a meadow.
Instantly, you see that Febreeze has the power to appeal to your senses, and make a room feel like a relaxing getaway from everyday life. Look to achieve this level of storytelling in your copy.
6. Be transparent in what you're saying
If you were buying a car, and you had the choice between a car that looked suspiciously great, or a car that needed a few repairs which had been laid out for you, which would you choose? Many people would go with the car that needs the repairs.
Why? Because if you're upfront with the customer, they're much more likely to trust you. That doesn't mean that there's anything wrong with the product you're selling. It just means that you're not overhyping it and saying it's something it's not. Be clear about what it is, and your readers will trust you.
7. Keep it simple
Finally, the most important rule is that you need to keep your writing simple. Your readers want to get the information they need, and make a decision about whether to buy or not. Getting bogged down in petty details can frustrate them and send them looking elsewhere.
Instead, keep it simple. Give the reader the information they need. Keep your language and sentence structure simple, too. You'll be as clear and easily understood as possible this way.
Use these rules and you'll soon grow as a copywriter. It takes practice and perseverance, but you'll soon see success.