A Copywriter's Tools
Effective copywriters have tools of the trade, just like any other tradesperson. Their most powerful tool is knowledge. The steps to creating a powerful piece of copywriting are cut using tools. Your prospect or reader is guided up these steps without even realising it. But without a strong structure holding your copy together, the result is often messy, poor quality copy that fails to pull your prospect along.
And whether you’re a newbie or a seasoned copywriter, it’s wise to keep coming back to your tools, and to keep sharpening them. Don't get left behind!
Asking the right questions and doing the right research are tools that will definitely set you apart from the average writer in the copywriting world. And although that sounds like hard work, the good news is that you can make shortcuts by asking the following questions for every copywriting project, no matter how big or small.
Steps to Powerful Copywriting
Using an effective copywriting questionnaire will save you hours, because you won’t need to constantly re-invent the wheel each time you start a new project (a mistake we all make). And your copy will be so much more effective.
So, what are the right questions to ask (before you start writing)?
1. Who is your target prospect?
2. What is your prospect’s underlying need or desire?
3. What are the features and benefits of your product or service?
4. What stories can you create to pique interest?
5. How can you prove the product is great (to support your story)?
6. What do you want your prospect to do? (A call to action is vital)
The above questions can of course be tailored accordingly. There might be points that I haven’t noted that might be relevant for your situation. All I’ve done here is to give you a grid to hang your copywriting on, so that the grunt work is done before you start writing.
Having a solid background will also help your copy to remain focused, avoiding waffle. Once you hook your prospect, you need to propel them along. If you find in your copy that one or two areas are getting a tad dull and likely to bore your reader, then toss an amazing statistic in there, or a riveting case study or testimonial to pep things up.
Your copywriting can (and should) read like a bestselling novel. Your readers should want to keep turning the page, and once they get to the end, be motivated and inspired enough to buy the product or service that you’re selling. Pretty simple psychology really.
And background research is also the key to avoiding writer’s block. As a copywriter you need to keep inspired too, otherwise your copy will be boring. Intelligent research and asking the right questions will definitely add a richness to everything you write.
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