How to Make Your Copywriting Invisible

Invisible?

Why on earth would you want to make your copywriting invisible? After all, as a professional sales writer, you’ve spent hours crafting your carefully chosen words – you want people to love them.

The problem is, if that is your motivation (wanting people to love your words) your copy is unlikely to perform as it should.

Why?

OK, let’s look at it this way. If you are a fiction writer you want your readers to marvel at your prose. You would expect them to tell their friends about your amazing writing ability and story telling prowess. But that’s ok, because you’re writing fiction: a story that must entertain and enthral.

However, as a copywriter you are not writing for yourself. As a copywriter your role is to take on the voice of your client and to sell their products or services. Your writing becomes secondary to the sales message it conveys. In short, your writing shouldn’t distract your readers; they should just be able to concentrate on its message.

Copywriting aims

Your copy should convey meaning and connect with your readers. It has to satisfy their needs, influence, empathise with them and persuade them into taking a specific action.

There’s no room for your style or views in your copy; to be successful, you must immerse yourself in the style and views of your client – nothing else matters.

Yes, you must bring your persuasive writing skills to the table, but you must remember that you’re not writing for yourself. Keep that for the unfinished novel that’s sitting under your desk.

Copywriting qualities

To succeed in your copywriting career there are a few qualities that you must possess:

• Flexibility
• Ability to work to strict deadlines
• Excellent research skills
• Ability and willingness to learn from your mistakes
• Being able to think and write like someone else
• Being able to empathise with and understand different markets

But above all you must have a very thick skin. Sales writing is difficult and often clients won’t ‘get it’ straightaway, so you must be able to explain why you’ve taken the approach you have and give examples how it has worked for other clients.

So remember, your writing skills are secondary when it comes to writing great copy. The most important thing is the message; it must connect with your readers and get them to take an action.

If they are left admiring your writing instead, it’s time to switch careers!