How to Copywrite

Copywriting is a form of writing that can be difficult to describe. It has many nuances and is used in a wide variety of situations. Websites, print ads, white papers, case studies, Annual Reports, direct mail and numerous other sources all use the talents of copywriters to help convey their message or to help sell their products or services.

Learning how to copywrite has as much to do with one's own ability to use words to sell as it does with knowing the basic fundamentals of writing.

Things You'll Need

• Computer
• Pencil
• Notepad
• Telephone

Instructions

1. When you first sit down with a client, ask the pertinent questions that will help you get a better grasp on who you should tailor your copy to. Is the targeted audience middle-aged women going through menopause or is it 18 to 35 year old males? Each audience demands a different style of writing, so find this out first.

2. Next, find out any and all important information about the product or service you will be writing about. Try to unlock the true hidden benefits of the product or service which will make the targeted audience unable NOT to try it. Who is the client's biggest competition and what sets them apart from the rest of the field?

3. Ask the client for previous ads and find out what worked with them and what did not. Were the ads too personal? Did customers not connect with the terminology that was used?

   If it is a new product and you are writing the first copy for it, try to get access to the people who really came up with the physical creation of it. Were certain materials used that other companies don't use in their product? Part of being a good copywriter is being a good fact finder.

4. With the information gathered, review with the client the type of copywriting they need. Is it a one-page ad or is it a much longer form, like a magalog? Is it a white paper or a press release? Discuss the terms and conditions of the project (such as pay, timeframe, deposits, etc.) and both sides should agree before continuing.

   Sometimes you can even turn one assignment like a one-page ad into two by convincing the client to send out a press release promoting the product or service!

5. When you return home from your meeting, draft a contractor's agreement detailing the conditions that were agreed upon and fax it to the client. Upon receipt of the signed contract, begin the writing phase of the project.

6. The writing phase is different for each writer. Some writers focus on the headline first whereas others will write the body of the piece first. Some writers will start with the testimonial page as a way to get inspired about the product or service. Which ever area you wish to begin, be my guest. Personally, I always begin with the headline.

7. During the writing of the piece, you should avoid any outlandish claims and never lie to the reader. The trick in copywriting is to make the product or service sound incredible without coming off like a snake oil salesman.

   Keep it real, keep it exciting and keep the reader reading. If you make a potentially questionable claim like, "Our new Jimmyweed Skin Cream makes you look 25 years younger!" then back it up with certifiable proof. Use the research you have collected to point out that "In a recent study released in the Journal of Science, researchers in Berlin, Germany have discovered that the extract from the Jimmyweed plant reduces wrinkles by up to 65 percent." This type of writing intrigues the consumer, and then excites them when they discover that the claim is in fact, the truth.

8. The best copywriters are the ones who write their article, and then fine tune it to perfection. Spelling and grammatical errors are not uncommon in copywriting, but the best at their craft refine their articles to shine. Your copy should read easily and flow smoothly, like a conversation.

9. I would like to say that anybody can copywrite, but that would not be truthful. Skilled copywriters are constantly evolving, learning new tricks to keep their copy fresh and a we are a dedicated lot. If you have the drive, aren't afraid of constructive criticism and enjoy writing...alot, then just perhaps, copywriting may be for you.

Tips & Warnings

• Use as few words as possible

• The average person in America has a fourth grade reading level, keep the copy simple unless writing to a specific group or industry

• The highest paid copywriters are usually those who are niche writers in a certain field. The busiest copywriters are those flexible enough to handle any writing job in any field

• If your writer's contract has you receiving 50 percent payment upfront, make sure you get it before you begin writing

• Your clients will usually want your copy completed as soon as yesterday, but then when it comes time to pay, they may drag their feet for months. Just be vigilant, send out 30- and 60-day late notices before threatening legal action. It usually doesn't get that far, but as with any industry, there are horror stories