How To Create Blockbuster Copy

By Author: Kenneth Hall
Total Articles: 38
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Copywriting is a method of writing used for the promoption of the goods or services of companies, or any other type of commercial interest.
Copywriting is one of the best weapons in the arsenal of the advertiser. It is the method which connects the company to the Customer.
Your established customers already know the benefits of working with you. Copywriting targets primarily the prospective, new customer. I would like to talk here about the "direct response letter". Communication with established customers requires a slightly different approach.
What makes effective copy? No matter what type of business you operate or what your products are, you should abide by several basic principles.
With the advent of the internet, copywriting has taken on a different appearance but never forget that, in spite of this, the basic principles and rules have not altered.
The heading is the most important part of your copy letter because you have about three seconds to make the reader decide if there is any point in reading on. It must relate to a real problem or basic desire that he or she may have and suggest the ...
... promise of a solution that will give him or her peace of mind.
There should also be a sub-heading in which the main subject of the title is re-confirmed.
Another very important part of the copy is the body of the text that reveals the major points of your pitch. The text should be simple to understand friendly and targeted to the needs of the prospective client. Allow a few paragraphs close to the beginning of the text that relays the main idea behind the letter to the client, remembering to constantly relate to the benefits that you want to offer the client.
A good rule of thumb about writing easy to understand copy is to avoid using Latin or Greek based words, choose Anglo-Saxon words instead. They are usually a lot shorter and everybody knows them. Keep in mind that customers come from all walks of life.
Remember that you are becoming the clients friend and mentor, so don't preach.
Remember also that the client wants to read about his or her concerns and does not want to read a technical rundown of this or that product. Nothing is more tedious than reading a list of product specifications and functions. It may interest you. Don't confuse your interests with the client's.
Once you have established that the client needs a solution to the problem that you have defined for him or her you should introduce the solution, this being the specific product or service you are offering him or her. Again this should relate to the customer on a personal level. A picture should be painted in the clients mind of how his life will be transformed by joining forces with the product.
Make sure not to use long words for this section especially. Keep it easy to understand at all times. This way your client will not feel that he is obliged to re-read the letter to know what you want him to do. If you loose the clients patience, you loose the sale.
Good copywriting content should stress the benefits that the client gains by working with your company.
The conclusion of the copywritten letter should stress, tactfully, the benefits that the client gets by working with you. The client must get the impression that he or she is in safe hands and will have a solid base that he can rely on should he need support from the company.
Keep in mind that there are thousands, possibly millions of companies offering similar services. This is your chance to stand out from the rest. The way to do this is to convince the client that you care about his concerns.
Remember never to bad mouth any other companies because this will make you seem small minded and petty and the result will be that the prospective client will not respect you.
State your advantages relative to the clients needs. Give a rundown of companies who can attest to your reliability and trust worthiness. And then tell the customer exactly why he will benefit from taking immediate action.
Keep this section believable and honest.
A word of warning! People have gained a lot of experience in seeing through scams and false promises. Be convincingly genuine.
Above all never work for a company that doe's not stand behind it's promises. If you want to be the best, work with the very best.
Now ask for the sale.

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