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Step 1
Preparation is key to writing convincing copy. Specifics sell, not fluff. Prepare by getting all previously published information on the product, service, and company. Study the materials to get 80 percent of the data you need. Pick up the phone and call the client or competition for the rest of the information.
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Step 2
Ask questions about the product. Understand the product’s benefits, guarantees, reliability, applications and availability. Gather testimonials from customers.
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Step 3
Ask questions about the target audience(s). Who is the primary audience and are there secondary audiences you need to appeal to? Understand the motivations of the consumer, including his character and main concerns. Use emotion such as fear of loss or excitement to drive action where possible.
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Step 4
Study the advertising medium. Read the magazine or newspaper that you are planning to advertise in to better understand the tone and audience. If you are writing a classified ad, read the other ads first.
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Step 5
Determine the objective of your copy. It’s imperative that you write with your desired action in mind. Your copy’s objective may be to generate phone inquiries or capture a prospect’s email address. Include several calls to action throughout your copy so that the reader has had several chances to act while reading the page.
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Step 6
Summarize the main benefits in the copy. Stress biggest benefits in appealing headlines and use specifics to support your claims such as documented earnings, improvements, and testimonials. Write in the appropriate style according to the market. A conversational and professional tone works well on the web depending on the industry. Write as if you were talking to a friend. Put the copy aside, then return to edit it.
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Step 7
Set up the copy and track the results. By tracking the conversion results, you can determine the success of the project. Also, you can aim to improve the results by testing one element at a time. For example, try changing the headline. Take the headline that gives the best results and use it as the new control to test future copy elements.
