Writing a riveting copy is crucial if you want to make any sales. Let’s face it, we are all busy enough in our daily life, why stop to read something that doesn’t interest you?
If no one stops to read your pitch, then it doesn’t really matter what you’re selling.
Over 8 years ago, as brand spanking new internet marketer, writing a riveting copy is one of the biggest challenges I faced.
I bought a dozen copywriting seminars and watched them. They all taught me something new. I bought a whole shelf of marketing books (not exaggerating). Some were good and some not-so-good.
Those education all brought me a step closer to where I was today. This post is about imparting some of the most critical steps you must take if you want to be a successful writer.
- Notice that my writing isn’t always grammatically correct? And that I don’t use big words? In writing a riveting sales copy, the most important objective is to be understood. Use the thesaurus to keep your writing simple. “I don’t know the rules of grammar. If you’re trying to persuade people to do something, or buy something, it seems to me you should use their language.”, David Ogilvy.
- Keep it short and to the point. The shorter the better - so as long as you can effectively convey your message. Nothing kills a sales copy better than long winded rant. You can read more about this concept over at Men with Pens.
- Take your time to write. Go back, revise and polish. A.J.Liebling once said, “I can write better than anyone who can write faster, and I can write faster than anyone who can write better.”
- If you have something important to say, repeat it. Repetition drives an idea deep into the mind. If you want to write well, write over and over again. If you want your readers to remember your product, make them read about it over and over again. Of course, there’s a turning point - if you’re repeating yourself for the sake of repeating, people will get annoyed. Sonia Simone wrote a great post on repetition over at copyblogger.com - check it out.
- Always test your sales copy - even if it is converting at a decent rate. You never know when you’ll discover a copy that beats your control. For more on testing, check out this post from Marketing Experiments and my recommended testing script: Conversion Prophet.
- Do your research before you write a word or you’re driving blindfolded. “Advertising people who ignore research are as dangerous as generals who ignore decodes of enemy signals”, David Ogilvy.