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Copy Writing Crash Course - Part 7

Copy Writing Do’s And Don'ts

Just like with any craft, there are do’s and don’ts in copy writing.  These are to be expected.  Copy writing, after all, is a very sensitive undertaking.  The difference between a sale and a lost visitor can boil down to the use of a single word, and that’s not an exaggeration.

Because of this, certain rules have been established so that budding copywriters won’t have to trek a more perilous path.  With these guidelines, the process is simplified.  You won’t have to go through trial and error.  You’d know what to avoid before venturing in this field.  And you’d know what to aim for while honing your trade.

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Copy Writing Do’s

1. Introduce yourself and your business well.  With a brick and mortar establishment, establishing relationships with your prospects can be easier.  You can meet them face to face.  They’d get to know who you are and you’d get to know who they are.  Online trading is an altogether different matter.  The reason why many people fear buying online is because of the anonymity prevalent in the World Wide Web.  Take away this anonymity and you’d be able to help your prospects trust your enterprise.

2. Introduce an interesting promise as early as possible, preferably in the headline of your sales page.  You will want to keep your readers engaged so that they’ll scrutinize the entirety of your sales letter long enough for you to deliver your pitch.

3. As much as possible, write in the first person.  Avoid using “we” or “us” or “our” and start using “I” more often.  The point is to talk to the reader as if you, yes, YOU, are right in front of them, and no point of view does this better than the first person.

4. Emphasize the amount of money and time that you have invested on your product.  Mention the number of days you have worked on the same.  Better yet, mention how immeasurable the number of hours is which you have spent to produce your offer.  If you have spent thousands of dollars for its creation, mention that too.  These will give your package more value.

5. Ask questions that can be answered in the affirmative.  This is called conditioning.  Basically, you will be conditioning the minds of your readers to say “yes,” so that when your call to action is revealed, it will be easier for them to give their assent.

Copy Writing Don’ts

1. Do not settle for mere statements.  Always strive to challenge your readers so that they’d want to finish your sales letter without getting tired or bored.

2. Do not talk about yourself in such a manner that will elevate you instead of elevating your product.  Remember, your goal is to sell your goods, not to sell yourself.

3. Do not be carried away by your perceived need to add some hype.  Always make sure that every fact, statistic and story you will share is verifiable.  Your business’ reputation is at stake.  Your own reputation is at stake.

4. Do not patronize nor condescend your readers.  They’d find that insulting.  Always talk to them as equals, if not, with respect.  You’re trying to win their side, after all.

5. Do not forget that copy writing is tantamount to wooing.  They don’t owe you anything, but you want to win their trust.  To do this, you must treat them right, and you must give them an offer they cannot refuse.

Solid copy writing is not a skill that people are born with.  Rather, it is a skill that is developed through hours of study and hours of practice.  You are not expected to get things right on your first try.  But do persevere.  It’s the only way to learn.
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