The Basics of Copywriting

By Craig Ritsema

Copywriting stands for writing copy whose main purpose is to market or promote a product or to persuade the reader to subscribe to a point or view. Copywriting, being sales-related in nature, is an art by itself and many companies hire the services of professionals to write for them. Like all arts, copywriting can be learnt and here are some basics of copywriting:
Before a professional begins to pen marketing material he must always think of the reader or the customer, who needs to act after reading his copy. A customer even if he is aware of a product may have many questions about it; alternatively, he may not have purchased a particular product because he may not be aware of its salient features. These key issues along with a promotional offer have to be tackled by the copywriter.
The material must be unambiguous, sharp, short and sweet. Remember, in this fast-paced world people do not have time to sit through and read long letters, and even if they do, they want to read copy that is clear and concise. Therefore, copywriting makes use of simple words used commonly in daily conversations. Remember that the copy has to be extremely clear and focused and should create an impact as and when the sentences are being read – so another key to good copywriting is that it should connect instantly and positively with the customer.
The following features have to be included in the copy: i) The reason behind the offer – is it because the company has achieved a milestone, or has it launched a new product, etc. are some questions you need to address in the copy. ii) What is the validity of the offer – normally, offers that go on and on end up putting off customers. So, the offer has to be attractive enough for the customer to act on it and the customer has to act in a given timeframe after which the offer must genuinely lapse. iii) Details of where the product is available and what the customer has to do to get it have to be mentioned in the copy.
Now we come to the soul of the copy – the reason why the customer needs to act and buy the product or service. The market is flooded with every kind of product and the competition is cutthroat. In this scenario, a customer needs a reason, a voice to tell him why he needs to buy a particular product and what is it about that product which distinguishes it from its competitors.
The copy has to be fast-paced and must make for exciting reading. It must grab the customer by his collar and compel him to read the entire letter or brochure. The headline needs to be catchy and the copy must appeal to the customer's sense of humor.
Lastly, the copy must sign off with a call to action by making a difficult-to-refuse offer. If the product is rare, then words such as "limited stocks" will help; if the product is coveted then a "limited time offer" will help. Any offer will depend on the type of product – and whatever the product may be, the copy has to give the customer the feeling that he must act in a hurry, and if he doesn't, he will miss the opportunity of a lifetime.