Effective Copywriting


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How to create a valuable copy that sells? The basic objective of any selling copy is to make a reader take action, typically, buy your product or service or rouse reader’s curiosity to learn more about it and contact you.

There are plenty of articles on the web that make sense, but not value. Focused on the benefits of the seller they forget about the benefits of the buyer. It means they do not contain that valuable information that urges the reader to take action.

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Effective Copywriting

  1. 1. ©2011 by EliNext GroupEffective Copywriting: How to Write aCopy that SellsHow to create a valuable copy that sells? The basicobjective of any selling copy is to make a reader takeaction, typically, buy your product or service or rousereader’s curiosity to learn more about it and contactyou.There are plenty of articles on the web that make sense, butnot value. Focused on the benefits of the seller they forgetabout the benefits of the buyer. It means they do notcontain that valuable information that urges the reader totake action.A quality selling copy makes a difference. Each word andsentence of it – from the headline to the end point –convinces readers to take action. Let us examine the keysteps and tips that will help get a deeper insight in how towrite a valuable copy – the one that sells.
  2. 2. ©2011 by EliNext GroupResearch your audienceFirst of all, before getting down to the writing, take time toassess your target audience and identify their needs. Thisstep is a crucial one, because the results you will get greatlydepend on how well you can satisfy these needs.In today’s business environment of high competition, to geta glance at the offerings of your competitors and at howthey position their product or service is a highly effectivepractice. The idea, of course, is not to copy / paste thecontent and style, but to develop your own, individual visionof your selling copy based on the efficient utilization of theacquired information as regards the strong and the weakpoints of your competitors’ product positioning.Identifying and assembling the list of the most valuablebenefits of your product and service helps attract andconvince the reader to buy it.Grasp attentionWriting an enticing headline is of utmost importance. It isthe headline that catches reader’s attention and makes himor her dig deeper for further information. Should the
  3. 3. ©2011 by EliNext Groupheadline fail to catch reader’s attention, writing the rest ofthe article is senseless.That is why the headline should contain a promise to solve aproblem that is important to the reader or, otherwise,provide access to the information he or she is looking for.Make sure you do not break the promise contained in theheadline, and link your reader to the valuable informationthat really helps. If not, your reader will leave your web sitedisappointed and might never come back.Place a short introduction of two or three sentences or asmall paragraph below the headline with a short descriptionof the article contents. This helps the reader make sure hefound exactly what he was looking for and proceed withreading.Make it readableReadability forms a part of the article’s value, and it shouldnot be underestimated. Our objective here is to make areader want to read our copy from the beginning to the end,convince him or her, and urge to take action.So, make your copy reader-friendly: make sure yoursentences are simple and not too long, break your text into
  4. 4. ©2011 by EliNext Groupreadable paragraphs. This will allow the reader to quicklyscan them and easily find the information of the utmostimportance.The product and service benefits look better when they arepresented in a form of a bulleted list. Make sure that youdon’t bury them inside or in the end of the text, let them lieon the surface because they can be exactly what readers aresearching for.Don’t overload your copy with technical data. If the technicalinformation is valuable and can’t be omitted – put it in theform of a table. You can add value to the technicalinformation by describing how the technical characteristicscan help to solve specific problems and how readers canbenefit from it.The power of visibility is immense. If there is a picture thatcan support your words, or show your product or service tobest advantage – put it. Plain text is boring.Sell it rightWhat is the winning position to take when writing a sellingcopy? There are a few rules to keep in mind to sell yourproduct or service right:Do not try to diminish the qualities and benefits of the
  5. 5. ©2011 by EliNext Groupcompeting products or companies. In the end, it is up to thereader to decide which product or service is better.If you still decide that comparing your product with thecompetitor’s will add value to your selling copy, discuss theproduct characteristics, not the product itself. The impartialstatements always look and feel better rousing credibility toyour selling copy.Each claim that you make about your product and serviceshould be supported by sufficient proof and facts. Statisticsor positive customer references will add value trust to yourselling copy.And, finally, make sure your article is up to date – obsoletedata reduces both quality and value of the article, since itmakes reader seek further in pursuit of more current data. Ifthere is something new and valuable you can tell about yourproduct or service, do not hesitate to expose this benefit – itmight be the one that will tip the scale and make readerchoose your offering.
  6. 6. ©2011 by EliNext GroupELINEXT GROUPWebsite: http://www.elinext.comEmail: info@elinext.comBlog: http://software-topics.comFacebook: http://www.facebook.com/elinextTwitter: https://twitter.com/elinextLinked.in: http://www.linkedin.com/groups/EliNext-4466865Ireland officeMarina House, Adelphi QuayWaterford, Republic of IrelandPhone: +353 (51) 347 477Belarus Development Center155b Bogdanovich St.220040 Minsk, BelarusPhone: +375 (17) 237 53 65Vietnam Development Center37A Phan Xich Long St.Ward 3, Phu Nhuan DistrictHo Chi Minh City, VietnamPhone: +84 (8) 3995 6849Suggested citation: EliNext Group.2011.“Effective Copywriting: How to Write a Copy that Sells”<http://www.elinext.com/effcopy>