From a distance copywriting does not look very hard to do. If you're an online marketer, you have probably seen a lot of sales letters. It's just trying to sell some product or service, and anyone can talk about that stuff, right? But any experienced marketer will tell you that good copy is not easy to do, plus good copy will make sales - while bad copy will not.
The solution for most online marketers is to try to find the best copywriter they can at the cheapest price. Also, a lot of people aren't good writers, plus they don't like doing it. But if you think you can give it a good shot, it's worth your time to learn the basics of it if you don't have the funds to outsource it.
First of all, your headline has to get your readers' attention. Your headlines are what will turn your site viewer into a reader or turn them away completely. Most beginning copywriters take the "louder is better" approach to headline writing. Their headlines tend to lack originality and are written in large, bold fonts with many exclamation points. The trick of a good headline is that it not only makes your reader pay attention, but also gives him a hint of what you are selling and makes him want to know more. And all of this has to be accomplished in one sentence. Make a study of other peoples' headlines, those selling products similar to yours. What do you find appealing? Which ones are a turn off for you? Keep this in mind when creating headlines for yourself.
There are no hard rules when it comes to length of your copy. Many amateur copywriters assume that the more words they use in their copy, the more successful their campaigns will be. That's not exactly the best way to approach copywriting. The general rule is to make it as long as necessary to get your job accomplished. No professional copywriter will write just to make it longer. If more words are necessary to accomplish your objective, then do what needs to be done. After proof-reading your copy, frequently you'll find words/copy that doesn't really need to be in there, so you cut it out. You don't have to adhere to a specific word count.
Take your cues from the successful entrepreneurs in your niche. Read their sales pages and websites. Study your own feelings and reactions to their material. See what really gets you going, grabs your eyeballs, etc. Pay attention to the reactions you are having as you read through their sales copy. Is there anything that turns you off, or on? Apply your answers to your own copywriting.
The only thing that will ever sell is words written by a copywriter. Good copy will hold your business together like glue. It's not exactly rocket science or quantum mechanics - but it will take some time to learn. It's fine to hire writers for this, but you'll have a deeper understanding of your own business if you learn something about it. That way you can do your own copywriting when you can't afford to hire professional help.
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