When you embark on copywriting, it usually involves a product, person, service or concept that you want to deliver content about in a persuasive manner the reader feels compelled to read. If you are selling anything, or if you want your users to sign up for an opt-in email list, you’ll need to master some basic copywriting principles to achieve your goals.
1. Persuasive is the name of the game when it comes to headlines. You want to grab your reader and hook them in that first three seconds they’re reading. By the time they get to the end of that headline, they need to want to read more. If you can’t do that, your headline has failed. It’s got to be catchy, challenge, entice or exploit some current event. The headline must lead the reader directly into the rest of the text on the page. The hook must make them feel compelled to read the rest of the text on the page.
2. The tone has to be casual, informal and conversational. Just like how you talk to a friend. Be good with grammar, but don’t be conventional about it - for example, you can have some one-sentence paragraphs too.
3. There should be one section that clearly outlines in bullet-point format the major advantages of the service or product being offered. Each point should be kept brief giving the impression of speed and confidence.
4. Now this is important: The writing has to be simple - no humungous words, no long sentences, no confusion - everything should be written lucidly in a simple style and the copy must flow logically from one paragraph to the next. The reader should be able to understand everything in one go.
5. The copy should always emphasize on the reader’s wants and desires. So, before writing the copy, put yourself in reader’s shoes and ask what is it you’d like to see written.
6. Have a commitment or promise made by the end of the second paragraph. It needs to be made early on to have the copy start building and leading the reader where you want them to go.
7. The way the paragraphs flow together should be seamless and most of all logical. If there is any fluff, wandering or digression, clean it up and toss it out. Web visitors have short attention spans and even shorter tolerance for extremely long-winded copy that appears to be imploding.
8. Avoid making claims and promises that have no basis in fact, just because they sound good. Your reputation is built upon honest delivery of fact. This is not creative writing. It’s copywriting and if you have a “magic ingredient” that makes your chocolate taste incredible, you’d better be able and prepared to back that up with facts and testimonials.
9. Many sales letters will have an extremely persuasive opening, bulleted benefits to the reader, and a number of decent testimonials and when it comes time to make an offer of the service or product, there’s nothing there. Please realize that by the time a reader has gone through all of points above and has reached the bottom of the page, they are expecting something. On the Internet, they are usually looking for a deal, bonuses, freebies and inducements for buying right then. Essentially, they want an offer they can’t refuse. Well, give it to them. You will strike gold as a result. Miss this, and people will leave your page scratching their heads. Which would you prefer?
10. Make the end so irresistible that it compels the reader to take action. Maybe you can offer some freebies with your product, maybe you can offer a free newsletter or a software download, whatever. Just remember spice up the end.
These were some principles of good copywriting. If you are starting off, look up the Internet for sales letters that have worked in the past and try to model your pitch based on them. Slowly, you will get a hang of copywriting, and from then on you can only get better.
Learn tips for marketing an online business, or how to start a home based internet business. Visit the website marketing tips blog at http://www.nitromarketing.com/blog
- Kale McClelland
Highlights 
May 18th, 2008 