Copywriting: Reaching out with the Right Words

By: Laurence James

As defined in dictionaries and encyclopaedias, the word "copywriting"' refers to the act of writing material that aims to promote something. In other words, copywriting is simply advertising through writing. Whether you are writing a slogan or tagline, a commercial jingle, an article or a television script, you are actually writing to help a product sell better. And to do that, you will need some persuasion skills and a psychological advantage.

Anything that relates to copywriting originates from a concept. However, before you conceptualize anything, you have to know the literary elements that trigger the audience. For example, if you write fairytale-like material or Joycean gibberish to describe the latest electronic product, you might not get the response you desire, unless of course, it is part of a literary strategy that appeals to an exclusive audience. At the same time, no one will write a highly intellectual piece for children in kindergarten. It is evident then that the right words for the right audience do make the crucial difference.

Successful copywriting is the ability to convince your audience to cross over to your side. For that to happen, you need to understand the needs of your readers, and find out how you can appeal to them as if you are on their side. It is not ethical to write about how a certain product can change their lives if it doesn't. Write honestly and compassionately, so that your audience will be convinced that you are writing from their point of view. If you put yourself in their shoes, you will know exactly what gets them going. Basically, the secret to successful copywriting is to know what your audience wants to read.

It is also important to understand the fundamentals of strategic writing. With new studies on human response to literary formatting, a copywriter can make use of many skills to appeal to a specific group or audience. Though these methods are more visual than literary, it somehow appeals to the senses of the reader more effectively. For instance, a piece of copy can be in parts written in different font styles, colours or sizes to grab the attention of the reader more immediately. If you figure that a certain phrase or tagline needs to be more pronounced visually, you can enlarge or colour the font to trap the visual focus of the reader. Through experience, you will be able to compose copy that will compel your audience to take action to make a purchase.

With the advent of information technology, copywriting is constantly reaching new heights of significance. Many products online are sold on the strength of good and compelling sales copy. As such, copywriting is considered one of the most effective components of sales marketing in the world today.

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