Copywriting is based on two fundamental pillars: structure and strategy, which are critical in convincing the people you are aiming your message at to take the action you want.
Furthermore, there is something else you should always remember: no one can write a piece of copy better than the person who created the product, and who knows it inside out.
It’s a fact: no one will have the same amount of knowledge about a product or service that needs to be sold as the person who created and / or conceived it. Therefore, they are the person who is in the best position to ensure that all of the necessary information is included in the text, which will push their relevant market niche to take the required action to follow through with the purchase, and buy what the advertisement is proposing.
Then, you must also focus on the style of the copy, which is all the more effective when the majority of people who read it do not even realise that it is an advertisement, because it speaks to them about something that truly interests them.
The content of an advertisement must speak directly to people's desires and fears, using the words they themselves use in their daily lives: it must feel like a conversation they might have with a friend, or with someone they trust. An old saying rightly goes that “people love to buy; they hate to be sold”.
In modern times, you have to fight a lot harder to get people's attention than a few years ago: we need to capture readers’ attention by sparking their curiosity, and then lead them to take the desired action.
It is essential to have an in-depth understanding of your niche market, and to know their hopes, fears, and dreams, like the back of your hand, as well as have a detailed understanding of their opinions, so as to better communicate with them, and convince them to buy what you are selling.
You are selling to a person, not a number or a concept: it is essential to have a specific person in mind when thinking about your possible buyers, and imagine that you are directly addressing their needs and desires.
To be able to write effective copy, you must first write copy that is completely ineffective: you can’t learn to make good decisions until you make the wrong ones, right?
To persuade potential customers to buy, you need to give them valid and very strong reasons to buy what you are trying to sell.
Some of the main motivations that push people to buy products or services are the idea of making money, saving time / money, avoiding effort, escaping mental or physical pain, and achieving a greater level of comfort. As money is not necessarily the main driver for everyone, you can also look for reasons that relate to the search for better health or greater recognition, receiving more love or being more popular.
