Copywriting is a Must-Have Skill in Any Form of Marketing
Big Disclaimer: I’m NOT a copywriter and will NEVER EVER claim to be one… (Biggest Headache!). What I’ll cover in this post is what I’ve learnt as a marketer from my personal experience. Hope you enjoy it 🙂
So, finally, I have gotten around to writing this “boring” post. It’s true, I hate Copywriting! 🙁 Having that said I have gone through a number of copywriting courses and picked up a golden nugget here and there.
What You Will Discover
- What are the basics of Copywriting
- How to stand out from your competition
- How copywriting will dramatically increase your results
- What is the acronym AIDA and why it’s important
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[su_heading size=”28″ margin=”40″]What are the basics of Copywriting?[/su_heading]
If you don’t know the basics of copywriting, you WILL fail! It’s the cold hard truth.
That’s because the only way to make money online is to sell something in one form or another. This includes selling products, services, software and anything else you can fancy. But the good news is that you don’t have to possess a high level of fancy English to make this work for you.
As marketers, we always have to keep something very important in mind: Our target audience!
You should always be asking yourself, ‘Who am I selling these products to?’ Sometimes it is easy to forget that, because we conduct our business behind the computer screen.
But remember, that our target audience are real people, guys! They have real pains and real desires. You have to be able to address both effectively in your copywriting.
Now, imagine if you don’t know how to speak your prospect’s language or you cannot get them to realize that they NEED your product in order to achieve their goals and get rid of their pain.
Other than complete failure because you won’t be able to tickle their curiosity or interest in your product, I can’t imagine much else. So, that is why copywriting and being able to target your prospect’s emotions is so important for marketers.
So, let’s kickstart this with some basics of copywriting.[su_heading size=”28″ margin=”40″] AIDA[/su_heading]
Some of you may be already familiar with the acronym ‘AIDA’. To be honest, I first came across it in Grade 10 when we had to analyse advertisements and commercials during English class. Funny to think I actually have to implement the concepts now, when I didn’t think much of them at that time. I told you… English wasn’t my best subject!
So, what does AIDA stand for? How is it relevant to us marketers?
Well, AIDA stands for Attention, Interest, Desire and finally Action.[su_heading size=”21″ margin=”40″] A is for Attention[/su_heading]
This is straightforward. Whichever form of advertising you are doing (whether this it is PPC ads, Facebook ads or email marketing and so on), the first and most important thing is to capture your audience’s attention.
Generally, this will be through your ad’s headline or the subject line of your Email, for example. Before you can get them to read your sales copy, you need to capture their attention.
How can you do that?
Well, simply by making it relevant to your audience. You can do this if you understand your prospect well and know exactly what will turn their heads… and this will lead back to market research. Using rhetorical questions in the headline has worked great for me. Not only do rhetorical questions capture attention instantly, they will also make your prospects form an answer to your question unconsciously.
You can also use statistics to capture attention. However, you need to be specific. For example, don’t say ‘Single mum made $1,000 in a week working from home’. This is not specific enough and doesn’t sound believable. Rather, say something like ‘Single mum made $997.65 in just 6 days working from home’.[su_heading size=”21″ margin=”40″]I is for Interest [/su_heading]
Once you have successfully captured their attention, you now want to gain their interest by telling them exactly why they need your product or service. Tell them how your product can change their life and what they will be missing out on if they don’t buy.
It is a good idea to use bullet points to break down the information to make it easier for your prospects to digest.[su_heading size=”21″ margin=”40″]D is for Desire[/su_heading]
Next, you have to attack their desire. Tell them how they will benefit from your product. What you are doing is literally painting a picture in the reader’s mind. Of course, this will depend heavily on your specific audience.
For example, if you were promoting a dating offer to an audience of single males, you could attack their desire by something like this: “Enjoy the compliments from the women in the club, who are now all too eager to get to know you.” Now I realise that the example was not the best, but I hope you get the point.[su_heading size=”21″ margin=”40″]A is for Action[/su_heading]
Finally, you want to tell the reader exactly what you want them to do next.
Never assume that they will automatically follow through and purchase from your link without you telling them to do so.
If you are doing a sales letter or writing an Email, the P.S. section is one part that you can use to emphasize your call to action. Remember, the P.S. part of an Email or sales letter is read the most!
A good way of compelling your audience is to use ‘active language‘ as opposed to ‘passive language‘.
Now, I am not a grammar Nazi but basically avoid saying something like ‘$567 was generated in 5 days’. That’s because there is no emphasis in who is taking the action.
When you use passive language, you are emphasising the action that has been done – not the person who performed the action.
To convey the same sentence in active language would be ‘Michelle generated $567 in 5 days’. In the last sentence, the emphasis is on the subject (Michelle), who performed the action. Hence, whether you use active or passive language depends on what you want to emphasize.
I am sure you can look up the grammar side of things on the internet, so I won’t (and frankly I refuse to) dive in it further. 🙂
The best way to learn copywriting is through reverse engineering and analysing other marketers’ work.
If you have been in the industry for some time, I am sure you have opted in to a number of lists yourself. If you are not, simply join one in your niche and analyze their Emails.
Alternatively, you can go on ClickBank, ClickSure or JVZoo or any other market place and simply watch or read the sales copy for the different products.
Another place to study good copywriting is the Warrior Forum WSO section. Beware, however, that not all copywriting you come across is well done… please be critical and only learn the good things.
Also, don’t get carried away watching/reading the different sales pages… your only purpose is to study them!
Here’s another handy guide by
Let me know if you have other tips on copywriting in the comments below.