Copywriting is an art in a sense that it is not just a bland presentation of facts, but it is a crafting of messages in such a way that it attracts, motivate and get the readers to act.
Words are the vehicle for sharing your message with your target audience. As a copywriter, words are a tool in your hand. When presented effectively, it can make your copy compelling and vice versa. That is why to make your copy effective, you need to choose the word carefully.
As per tried and tested rules, sentence beginning with strong verbs makes a great impact on people’s mind. Some of the strong verbs are: avail, celebrate, discover, experience, exercise, grab, induced, promote, restore, secure, upgrade,etc.
The goal of a copywriter is to get the target people interested in product or services. When you write copy while keeping your focus on customers, they will be able to connect with the product or services being advertised to their lives and that in turn raise the interest.
The fact of the matter is that customers are not interested in your writing skills or the greatness of the company who is advertising. They are only interested in their own benefits. The secret of raising the interest of customer lies in putting yourself in their shoes and make your copy clearly understandable to them that what is in it for them.
The art of copywriting lies in getting people to go through the advertisement and act despite knowing the facts that they do not make a plan to read advertisement. So it is essential to write an easy to understandable and at the same time compelling copy.
Further, in today’s competitive world, your target audience is already surrounded by various kinds of advertising and promotional material. So to make your copy stand out you need to write headlines as well as the body copy in the language of readers and make sure that the benefits are clearly visible to them.
Headlines: Headlines is most important part of any advertising or promotional material. The characteristic of a great headline is:
• It grabs the reader’s attention.
• It expresses key benefits of product or services.
• It appeals the target audience.
Body Copy: Once the desired attention of target audience grabbed through a headline, it is the body copy which really makes the goal of advertising comes true. Therefore, body copy should flow naturally and appear important, interesting and relevant to the readers. An effective body copy need to:
• Demonstrate the benefits of product or services for the readers.
• Make an offer that readers can’t refuse.
• Include a call to action.