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Copywriting when done well is pure art much in the same way as a great picture or painting; it pulls on the emotional strings that dictate our buying habits. Whenever I write I try to keep in this in mind. But more importantly I realise that my words won’t even be read if I haven’t considered several crucial factors.
Audience - Who is my target audience? Who is going to be reading what I write? Why are they reading what I write?
Features or Benefits - Depending upon my audience will dictate whether I focus upon the features or benefits of a particular product or service.
Our Goals - What is the overall goal of the copy? Is it sales, opt-ins, opinions or feedback.
Strategies - Have we decided on the best strategy? Who is going to tell us if we have achieved our goals?
End user Action or Reaction - What is the end game? Much like our goals we must know what we want out of the copy.
This book goes into each of the above and more to demystify the art of Copywriting.
