Copywriting is linked to sales. The single-agenda of copywriting is to make the reader act after reading the copy and induce him to buy your product or service, or to make him take some action, such as joining a list. Therefore, it is easy to see that the more effective your copy is, the more impact it will have to the reader, all of which will lead to a direct increment in sales.
Any copywriting material has to be crisp, clear and it must connect with the reader instantly. It should not contain long drawn out words or vague descriptions. Remember, if the readers do not understand something in the copy, they will chuck your letter in their recycle bin without a second thought.
A professional copywriter always puts himself in the reader's shoes and writes the copy keeping in mind their demands. The copy must always answer a reader's question, which in most cases is: “what’s in it for me?” Therefore, the soul of good copywriting is to connect with the reader by speaking from the reader's heart (not from the copywriter's heart that is).
Of course, you have to explain all the salient features of the product and the add-ons that you are throwing in. For example, if you are marketing complicated but revolutionary exercise equipment, then it is bound to have a video tutorial packed along with it. So, in your copy, you must mention this add-on as “this product features a video tutorial that will show you step-by-step how to work on this new revolutionary exercise equipment”. This will inspire confidence in a potential customer, who will otherwise feel lost looking a chunk of complicated machinery.
Every piece of good copy signs off with a call to action. A call to action is something that must spur the reader on to act on the copy. Many copywriters keep going on and on about the product and get this call to action in one line or so. A call to action has to be brief and to the point and the reader must not go to sleep by the time he gets to it. Any call to action is represented by the following phrases: “buy now”, “call now”, or “click here now”. If a copywriter doesn't ask the reader to buy, the reader will merely read the material and forget about it. Many people are in the habit of glancing through sales letters focusing on opening and closing paragraphs – so, it will be a good idea to plug in a call to action in both these places.
The offer that is made in the marketing letter has to too good to resist – for example, if a discount is offered for a limited time, then that will make the reader buy the product during the "off" period. A bonus or a special offer can also be announced in the copy, but whatever is being announced must instill a sense of urgency in the reader.
Finally, copywriting is an art that requires a lot of skill – but it can be learned. As copywriting doesn't come naturally, it will do a world of good to any budding copywriter to keep practicing until he gets perfect.
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