According to the Oxford Dictionary, a copywriter is someone who writes text, or advertisements, or other promotional material. When creating this material, the copywriter has the freedom to choose words and create statements that can give them access to absolutely anything, so that they can open up a world of endless possibilities.
Copywriting is about communicating with the emotional part of a person’s mind (their subconscious) in a way that also makes sense and appeals to the rational part.
When people read any type of commercial communication, such as a business letter, a social media post, an email, or a Google Adwords, their minds are set to “maybe”. The writer’s job at this point is to use his skill to turn the “maybe” into a definite “yes”.
There are four essential components involved in the copywriting process, and each one is equally important. The first of these is thinking and feeling, and how you are able to channel those thoughts and feelings into your writing. A copywriter needs to be intuitive, and able to give their thoughts, impulses and feelings some direction, to bring their writing to a conclusion. In addition, energy is a key ingredient in bringing a certain dynamism to your work, and conviction in what you are doing will help you do it to the best of your ability.
When you are required to write text to sell products, services or even experiences, you will need to be prepared to go back to the drawing board many times, as mistakes and dead ends are a regular part of the creative process. Even when you have years of experience, writing good copy still takes time.
An old definition of copywriting described it as the ability to sell on paper, which is true, to a certain degree… Copywriting is using written words to start, improve or prolong a relationship with a customer. Knowing how to sell in writing is a part of the process, but it isn’t everything.
It is very important to understand that the way to find your own personal sales process is to try a few different things. Many of the most successful sales letters are the result of a long writing process that is made up of several key steps.
The Innovative Copywriting method was invented by the author by drawing on his experience with the people he mentored, on both their roaring successes and resounding failures. Of course, they all started out with the same knowledge, but for those who failed, there were specific things that kept them from achieving success. The Innovative Copywriting method was created to help people overcome whatever obstacles are standing in the way of them achieving the success they deserve.
Feelings, intuition, and energy are essential aspects of the Method, and are the basic components of any type of commercial writing.
We must also remember that writing to sell is not the type of writing we learn in school: it is spoken language in written form. Basically, you are “having a chat” with your reader. You must remember to leave out anything that does not invite your reader to take some kind of action: this action can be a purchase, but it doesn’t have to be.
Traditional promotion is what is known as “Freudian promotion”, whereby the company cares what you think about them, but is not really bothered about what you think about in general. Copywriting, on the other hand, is aimed at triggering a direct response from the reader: it doesn’t matter what you think, what matters is what you do.
A convincing title and opening line are usually already worth 80% of your total effort: from there you have to provoke interest and appeal to your reader’s heart, his gut, his solar plexus. Doing so will create some resistance, because the more excitement you create, the more the reader’s scepticism is likely to increase. And once you have created the excitement, it is time to bring in the offer: however, if you struggle to conclude and ask for the deal, this is an obstacle that you must overcome. Courage is feeling the fear and doing it anyway, and being brave enough to ask your customer to take action.