Copywriting – Its different uses

If you think about it, just about everything can be sold – products, services, information, the possibilities are endless. Therefore you would assume that the range of different types of copy must be staggering.

But if you look a bit deeper you’ll realised that essentially there are 3 types of copy that fulfil just about every possible use:

• Copy that sells to your reader
• Copy that attracts customers
• Copy that builds relationships and gets to know them

Of course, copy isn’t necessarily just there to fulfil one of the above requirements, it could (and usually does) exist to perform a combination of them.

Copy that sells

You would think all copy sells, but as this blog will explain that isn’t always necessarily the case. The main formats that require copy crafted to sell are:

• Direct mail
• Direct email
• Advertisements that contain a direct response option (i.e. “Order now and your kettle for 5 easy payments of £10)
• Ecommerce websites – i.e. those with ordering capabilities so the buying decisions can me made there and then and acted upon.

All of these are designed to get an immediate sale. They are designed to get people to make a snap decision so you’ll find that frequently they contain a limited offer of sorts – limited by time, the number available or price (whereby a special offer is only available until a certain date).

Copy that attracts customers

In this case your copy should be designed to generate a different reaction. Here you don’t need to make a sale immediately. Instead your writing should lay the first foundation stone towards making the sale.

You see, you won’t always have the option to make a sale immediately. Think about the types of sales copy you have seen. Much of it exists to raise awareness to a website, shop or something along those lines. Therefore your copy should arouse interest sufficiently to make your reader want to learn more about your product or service. It will direct them to a website or shop.

So where will you see this type of copy used?

• Print advertising
• TV or radio advertisements
• Email – newsletters, ezines, email offers

Copy that builds relationships and gets to know your reader

You could easily argue that sales are all about relationship building because, ideally, you want your customer to return to you again and again.

But there are certain products and services that will require a certain amount of customer wooing before they will commit to buy. These could be expensive services, long term services or products that will require the approval of several decision makers before a sale can be made.

Copy here obviously has to be there for the long haul. This isn’t a sprint to a sale; this method is more like running a marathon. You’ve got to build credibility and educate your readers as to why your product or service is for them.

Therefore much of what you write here is going to be informative than a hard sell. You have to pick away at them building the image of your product or service in their minds until they come to the right decision – i.e. that they want to buy it.

So what formats does this type of selling take?

• Press releases
• Articles (print or online)
• Brochures
• Leaflets
• White papers

Now are you beginning to see how versatile the world of the freelance copywriter is?

Sales copy isn’t just about making a sale. Many people don’t like to think they are being sold something – I know I don’t. If someone goes in for the hard sell I will just switch off. However if someone can prove to me that their product or service will benefit my life in some way, I am more likely to listen.

So, next time you sit down to write some sales copy think about what you are trying to achieve with it.