Why You Should Learn Copywriting


Copywriting is not about writing, it is about selling. Copywriting is salesmanship in print form.

Why you should learn Copywriting

Why you should learn Copywriting

The cost of hiring a copywriter is a very good reason for taking the trouble to learn to do it yourself. Because copywriting is such an important and specialised skill, hiring a really good copywriter can be very expensive.

It is not unusual for copywriters to charge several thousand dollars or more to write one sales letter. I have even heard of a single sales letter costing more than $25,000. Because good copywriting is so expensive this is one area of Internet marketing that you should probably learn to do yourself rather than pay someone else to do it for you.

Another reason to learn to write your own sales copy is that nobody else knows your market like you do. Nor can somebody else write with your distinctive voice. Your own personality, who you are and what you stand for is very important in establishing rapport and trust with your customers.

I would strongly advise you to spend time learning how to write your own sales messages. This includes your sales letters, e-mails to your list and also the content of your website. Even if you end up outsourcing copywriting and content creation you still need to be able to evaluate that copy to ensure that the work you’re having done for you is effective. Also, no matter how good a copywriter you hire you’ll probably still want to edit and test new versions of that copy yourself.

How to write great sales copy

Learning how to write great sales copy can’t be taught in one article, but the following tips from my experience should set you in the right direction. If you want to learn more about how to write great copy I will be reviewing some great copywriting courses. In order to write great sales copy you need to understand the key features of a sales letter and their roles. The objective of each part of the sales letter is to keep your prospective customer reading.

Your headline must grab attention and get your reader to carry on and read the subheading. The subheading must build on that interest and gets your prospect to read the first paragraph of your sales copy. That first paragraph must persuade the reader to continue on to read the next paragraph and so on throughout your sales letter.

Your sales letter will only work if people actually read it. It is no good keeping your best points and key features until the end of the sales letter. This is not like story writing where you build suspense and save the best bit for the ending. You need to put the best things and key benefits of your product at the start of your sales letter. Unless you do that people may never get to the end of your letter and discover that actually you have just the product that they need.

The basic structure of the sales letter is as follows:

  • Here’s what I’ve got
  • This is what it will do for you
  • Here’s what I want you to do


Sales headlines

Headlines are the most important feature in sales copy. I’ve read claims with good sales headlines can outperform a bad headline by as much as 2000%. That could be the difference between sales of $1000 a month, or $20,000 a month.

Because headlines and the subheading is so important, these are the features of your sales copy that you need to spend the most time on and that you should test first. Changing the wording of your headline or even the headline color or font style can make a huge difference to your conversion rate.

Your sales copy body

What you say in the main part, or body of your copy must prove what you have said in your headline. Make your sales copy easy to read. Say it simply. Use powerful words and sentences. Be careful about using too many pretty graphics. You do not want to distract the reader from the message. Use testimonials to prove your claims. Aim to over-deliver on your promises and where possible offer relevant bonuses.

Your readers attitude

Always think about your reader. When you’re writing sales copy imagine what you would feel if you were reading it. Remember that writing sales copy is not about you it is about them. Your prospective customer wants to know what’s in it for them? What would your product do for them? They need to know why they should believe and trust you.

Asking for the sale

The final part of the sales letter is the call to action. This is usually to click on the buy button, but it may also be to fill in an opt-in form to join your mailing list. The truth is that most of us are uncomfortable selling. We don’t like asking people to buy. Don’t be afraid or embarrassed about asking for the sale. If you know that you have a great product you are actually doing your customer a favor by encouraging them to buy so that they can have the benfits that your product delivers.

My final tip is to offer a guarantee.

It’s very likely that your prospective customer doesn’t know you. Despite the best sales copy in the world one of the biggest barriers that you have to overcome is trust. Offering a guarantee can overcome that hurdle. If you offer a moneyback guarantee you’re taking away the risk or even reversing the risk. If you offer a believable moneyback guarantee you will usually find that your sales increase significantly. Provided that you are offering a great product you will usually find that very few people ever ask for their money back.



Categories : Copywriting

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