[Psst–this post is by Terra, the sharp-as-a-tack English Maven intern! Don’t you wish your intern was smart like mine? OK, enough bragging. Read on. — Lianna]
When it comes to writing for any genre, there’s a clear list of minimum required skills. You need to know how to read and write, how sentences and paragraphs work, and how to build on them to create meaning. And while anyone can apply that baseline, lowest-common-denominator skillset to just about anything written, not all wordsmiths can write copy.
Let me break that down just in case you, like me, are math-challenged: you need to know how to do much more than write to be a good copywriter. It’s not enough to be able to write a nice metaphor—great copywriters turn phrases that turn into dollars. And you can, too.
In order to harness this power, you must first understand it. The art of copywriting distinctly differs from other forms of writing. Once you learn the rules of copywriting, you can follow them, apply them, customize them, and use them to transform into the copywriter you were meant to be.
Are you ready? Let’s begin.
1. Copy sells something.
Copy is writing that businesses use to advertise a product’s market value. To effectively sell a product, copy must inform, entice, and inspire the audience to become customers. Good copy appeals to its audience, and allows readers to realize the product’s value, connect its benefits to their specific needs, and compel them to buy it by outlining how said product could improve or enhance their lives. If your writing doesn’t sell, the product won’t either. That’s it.
2. Copy targets a specific audience.
Everyone is different, but not that different. Understanding what unifies your target audience is crucial to determining its wants and needs: information you can use to better appeal to them.
Knowing your audience will also shed light on other make-or-break factors, like which publishing platform will drive the most traffic, which advertising channel will return the best results, and which tone and style resonates the most with your audience. Focusing on the customer is a huge part of that equation—by tailoring your copy to a key customer demographic or demand, you can capture their attention more fully and direct business where it matters most.
3. Copy compels its audience to take action.
If your copy doesn’t impact your bottom line, it’s your bottom on the line. Copy’s ultimate goal is to turn readers into customers; if your copy isn’t compelling, the audience won’t respond to it, period. Inciting copy allows readers to visualize the product’s benefits to their lives, which makes becoming a customer more attractive to them.
In order to spur its audience to action, your copy needs to explain why the reader should care, what to do about it, and then exactly how to do that thing. To that end, clients often work with copywriters to determine how the copy should come across to maximize results– inclusive of tone, language style, customer preferences, length, structure, content, and technicalities. Such client specifications are important for producing effective copy, but the process is by no means a one-way street: copywriting is very much a collaborative activity, one in which the customer’s needs and writer’s voice must be heard (and read) to achieve the best possible end result.
There you have it: the three tenets of copywriting that will help you drive profitable business, better communicate with potential customers, and transform your love of language into a tool more powerful than you could ever imagine. By crafting masterful copy, a writer can convey meaning and create opportunity.
But do be wary of your new powers…with great copy comes great response-ability.