The Murky World of Copywriting Mythology

Do you know what a copywriter does?

Many people, when they ask what I do and get the answer above, reply ‘Oh, really’ nodding whilst not having the faintest idea what I am talking about.

In lay terms, copywriting is sales writing. It is a form of writing that is primarily concerned with persuading a reader to buy something. Therefore the actual writing is almost secondary. It should be invisible to the reader in that it shouldn’t be showy.

Not sure what I mean? I have listed below some ideas to help you.

• You don’t exist – Obviously you do, but as a writer you come at the back of the queue. You have to focus on the reader. You are writing for them, not for a nomination for the Pulitzer Prize. They are the ones doing the buying so think about: What they are like? What age they are? What they like and dislike?

• All good things come in small packages – Keep it simple. Forget the impressively high-brow prose that is full of ridiculously long and complicated words and sentences. The best writing is clear, simple and concise – and don’t use jargon!

• B2B or B2C? – Keep your style consistent. Whether you are selling to a person or to another business, at the end of the day it is still a person who will be reading your sales letter or brochure.

• No F-words please – By the F-word I am mean features. If you fill your copy with these your readers’ reaction will be ‘so what?’ Show your reader why the product is for them by selling the benefits. It is all about tapping into the buyer’s emotional need.

Remember, no matter what you write get their attention (a killer headline), get their interest (that’s where the benefits come in), create a desire (if they want something they’ll convince themselves they need it) and get them to act (buy, sign up etc).

Sally Ormond