The Goals of Good Copy
While one of your main goals for any good copy is to get sales, a copywriter also needs to have other goals in mind. A good copywriter will understand that they need to build a sense of trust in a reader.
On top of this the reader has to see the product or company as an authority figure. Once they can identify with it they are more likely to take the final action, which is hitting that buy now button.
While copy is viewed as a written advertisement it really is more than that. A great sales page will engage the reader and make them feel as though this product will fix their problems. That is why it is important to highlight issues and problems at the beginning of your sales copy. It immediately strikes a chord with people, after all they are ultimately looking for a solution.
Good copy needs to be clear and concise. You want to write your copy and then go back and edit and clean it up. Look closely at each section and take out words and punctuation that is not necessary. You do not want to add any fluff or filler in your sales copy.
When it comes to following grammatical rules you should get into the habit of not worrying about this. We know that this can be difficult for you to accept. But if you were to follow all the grammatical rules in your copy, your copy will most likely not sell!
You want to avoid using wrong spellings and slang, avoid things like pleaz instead of please etc.
When it comes to writing your copy you need to get inside your readers head. Put yourself in the shoes of a potential buyer. Research the product and discover what problems and fears your customer has. What age and gender are they? Once you know who you are writing to as your audience, it will be much easier to write for them.
Another goal should be to have copy that is easy to understand and is hype free. We are sure that you have read plenty of sales pages which come across as nothing but a major sales pitch.
You want to create copy that makes your reader feel as though you are talking directly to them. That this product is just the thing they need to fix their problems.
As Einstein puts it, ‘If you can’t explain it simply, you don’t understand it well enough.’
Great words of advice that every copywriter should heed.
Donna Price is a strategist, working with entrepreneurs to increase profits using the 7 Profitability Accelerators. Create your system for success.