How To Write Copy Like a Pro

Writing copy is one of the most fundamental pieces of your business marketing.

Yet most coaches and independent professionals do not pay enough attention to it.  It slips under the radar because “we can all write, can’t we?”

Instead, you need to think about how you craft your words as the key to whether your reader ever becomes more than a reader.  You want to be able to use your written words to create the intention you would like in the mind of the reader and to move him/her to action.  Powerful copy writing is one of the most important skills for your business success.  You can have lots of web traffic or a big list, but if no one acts when they read your writing, your business will not succeed.

In your writing that promotes your product, business or ideas, you need to get the reader’s attention quickly.  Your headline is the first, vital piece of writing on your email, website or article.  You want a headline that pulls the reader in -  expert copywriters may spend as long crafting the headline as on the rest of the writing. A good headline has the qualities of -

     providing or promising useful information

     conveying urgency

     indicating uniqueness

     being specific.

After you gain reader’s attention, you need to keep them reading so that they get to the action you want them to take.

Expert copywriters will tell you that the purpose of the first sentence is to get the reader to the second sentence…

The purpose of the second sentence is to get them to the next one…

You get the picture.

Some little tricks are to ask questions or to end a sentence with three dots.  Who doesn’t want to keep reading when they are left hanging?

If you do not write carefully, you will not persuade the reader to take your chosen action.  Today the fundamentals of good copy writing are to write clearly and concisely with simple words.  Copywriters state that many writers tend to overestimate the level of understanding of the typical reader.

Don’t worry about the rules of grammar, but write as you would speak.

That means -

     including lots of sentence fragments

     making lists

     and making paragraphs that read easily rather than “by the rules”.

When you write, focus on your reader.  Use the word “you” a lot.  Avoid talking about yourself and about people in general.  Be specific – include relevant stats and references for more info.

When you write about a product or service, write about the benefits that come from using it.  No one really cares about the features of it.  Make sure that the benefits that you write about are the ones that people want.

Always write specifically what you are asking the reader to do.  What is your expected action?  Spell it out!  Make the offer so interesting, so enticing, so much fun or so valuable that the reader can’t help but want it.  State that compelling offer clearly and quickly.

If you haven’t been thinking about your writing, I would encourage you to start reading about copy writing.  One of the best places to start is with Copy Blogger.  This is a blog founded by Brian Clark that is devoted to teaching the use of words to get traffic, make sales and gain subscribers.  There is a wealth of information here and I recommend you spend some time exploring it.

Two other resources are AdCopyWriting and Red Hot Copy.  Both sites have lots of great information, tutorials and pointers for improving your own writing style.

Finally, read widely for examples of other people’s copy and look for what works.  Keep samples and look for patterns and formulas you can apply to your own work.  Take your writing seriously and you will get better results. 

About the author – Janet Slack of Life Adventure Coaching is a specialist in helping coaches and other service professionals create the thriving business of their dreams.   Her new ebook will take away your confusion about what are the best steps to take to grow your coaching business.  Get yours at Biz Tips – The Book.