Learn to copy write

1. How to Speak the Readers Language
in Writing Copy
A commonmistake thatmanypeople make whenwritingwebcopyorwebsite contentonline isto
assume thatall theirreadershave all the time inthe worldtoread a lotof wordsand go throughan
entire seaof text.Anothercommonassumptionisthatpeoplebelieve andremembereverythingthat
theylearnonline.However,the onlinewritingarenaissomuch more competitive thanthe offline
world:printedwordsare meantto be read,but online wordsare meant tobe skimmed.
Whenyouare writingcopy,youneedtospeakyour readerslanguage.Thisrequiresknowledge of both
tone and structure.Intermsof structure,youneedtofollow yourreadersthoughts:yourreaderis
thinkingintermsof ideas,sopresentthemquicklyandinpalatable shots.Have all yoursalientpoints
readyand available insubheadingsorbulletpoints.Thiscanmake it easierforyourreaderto skim
throughyour copyand findwhathe or she needs.Thisalsomakesitmore invitingforyour readerto
actuallygo throughthe work:by providingwhite space,youalsogive yourreaderseyesthe chance to
restonce ina while.
Nowthat youhave drawn yourreadersinand made themstay,its time foryouto speaktheirlanguage.
Nowthisisa rathertricky deal:a lotof differentpartsof the populationspeaklanguage differently,and
everysingle personhashisorherownnative language thathe or she is mostfluentinor most
comfortable using.Youwill needtotapintothe most general of these languages:thismeansresearch
on yourpart, say bydoinga marketingstudybylookingathow people talkindifferentforumsand
mailinglists.Youneedtolookathow people talkandfindawayfor youto soundlike them, butnottoo
much: remember,if youtrytoohard, yourwritingwill show it.
Here are a fewmore tipson howto make your readershearthemselvesinyou:
– You needtomake yourvisitorsexcitedaboutyourproductsandservices,soexcitedthattheywill shell
out some of theirhard-earnedmoneytobuythem.Thismeansthatyouneedtokeepyourcopy excited:
be upbeatand enthusiastic,andavoidlanguage thatisdepressingordull,orthat isblandand
commonplace.Avoidgoingfornegative statements:saywhata thingis,not whatit isnot; betteryet,
say whata thingcan offer.Give statementsof potentialandpromise,andentice yourreader.
However,be careful,asbeingtooexcitingcanactuallymake youlookdesperateandhardselling.
Desperationshowsupeasilyonline,sodont be toouppity-up.Upbeatdoesnotmeanhyperactive,and
neitherdoesitmeanrecklessexcitement.

2. – Grab attentionatthe beginningof yourcopyand do notbeat aroundthe bush.You will reinforce this
at the end,butstart yourcopy so that people know the pointof itimmediately.The bestcontent,
therefore,shouldbe atthe start and endof your webpage,inorderto grab attention,andthenkeepit
and allowyourvisitorstotake somethinghome.Moreover,keepyourendingmemorableandupbeat,as
thisiswhat yourvisitorswill rememberaboutyou.
– Keepitshortand simple.If youare able toget the ideasoutin a few wordswithoutyourwebsite
visitorshavingtoscroll eversomanytimesto getwhat youmean,thenyouhave it made.
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