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A Message from KellyWelcome to The Copywriting Connection! Today we're talking about writing powerful copy. What's the most powerful way to connect with your reader? This week's feature article tells all. What else is going on here at The Copywriting Institute? It may seem like things have been quiet here for a little while – let me assure you they are not. There's a lot going on behind the scenes getting ready for our 2008 Marketing kick-off event. If you're freelance copywriting career has taken a turn for the worse, or not even taken off the ground, this event is going to be perfect for you. Watch for details in the upcoming weeks. I am really excited to share that some of the students in our Learn the Ropes Copywriting class are starting their work with "live clients". If learning to write powerful copy is in your future for next year – now is the time to enroll in the class and get started. Procrastination does NOT make dreams happen. Procrastination does not improve your ability to write. Procrastination is self-sabotaging, and I know you don't want to start 2008 off on the wrong foot! Happy Copywriting! Kelly
Who do you talk to when you write copy?Writing copy has many challenges. Getting the readers attention, having the right offer, creating credible reasons why your product is the best…the list can go on. One aspect of copywriting that's not often talked about is connecting with your reader. Forming a connection with your reader is crucial to your copy's success and can't be done by being bland and generic in your style. "Corporate speak" doesn't connect. People connect. How does a writer connect with readers? Are there basic building blocks to making a connection all copywriters should know and use? One of the basic things that every copywriter should know is that when they do write copy, they should write to one specific person. This can be difficult, especially when writing copy for a large company, such as a hospital or an insurance company, which has many audiences but only one piece to use. Such as a brochure or website. Who you talk to when you write is often something subtle that readers may not pick up on. Unlike the offer or the headline that is blatantly in their face, who you speak to is usually unconsciously picked up by the voice and tone you use, not because you specifically say "mom with three kids that has disposable income and extra time on her hands, lives in the suburbs and stresses about what to make for dinner every night". It's implicit. When writing copy you should always talk to one person. Would you tell the story any different if you were writing it? Maybe. Maybe not. If you were writing it to anyone that could read it you may write it one way, if you're writing it to your best friend you'd write it another way. The same concept stands. Writing to one specific person (even if they are made up in your head) makes your copy stronger and more effective than if you are just writing to write. When you talk to one person in your copy, do you feel like you are alienating all the other people that could be interested in what you have to offer? Many copywriters tell me they feel this way. And maybe you are alienating some people – but does your grandmother really want to know what happened at prom, or would you rather she find something else to do? It boils down to speaking to and connecting with your targeted audience, your friends, versus talking to everyone and no one really caring because they story isn't that attractive to them. By writing copy to one specific person, your writing is clearer and your message is more direct, which makes your message more likely to be read. It is more likely to be read both by people similar to the one targeted person you are writing to and others like them – because you spoke to them. By not trying to talk to everyone and speaking directly to one person, you are more likely to connect with many that are interested in what you have to say. © The Copywriting Connection. All Rights Reserved. Want to use this article for your e-zine or web site? No problem! Just let us know at support@thecopywritinginstitute. We'll send you a short bio to include at the end of the article.
Copywriters ChallengeWe challenge you to chose one very specific person you write to on your next copywriting project. Cut out a picture of this person and tape it to your computer monitor to stay focused on them. Word of the WeekThis week's word of the week is gentrification [jen-truh-fi-key-shuhn]. Gentrification is the restoration and upgrading of deteriorated urban property by middle-class or affluent people thus improving property values, however often resulting in displacement of lower-income people. An example of a sentence where it could be used: Delays in contract agreements will hamper the neighborhood's gentrification if it remains undeveloped for months. Tools for your Successhttp://www.entrepreneurialconnection.com - Published by the National Association for the Self Employed (NASE), this monthly free ezine is short, sweet and packed with a few bits of relevant resources for small business owners. The NASE prides themselves on "providing big-business advantages to hundreds of thousands of micro-businesses across the United States." If you have any other great resources you'd like us to share with everyone, let us know and we'll check it out. rachel@thecopywritinginstitute.com All content is copyrighted© |
