Freelance Copywriting is Like a Box of Chocolates

“Freelance copywriting is like a box of chocolates!” Has she gone completely mad?

No, not completely.

You may recall I have also likened it to a bowl of cornflakes so you should be getting used to my bizarre food analogies by now.

So what am I getting at?

Well, we all remember the famous line from Forest Gump when he sits on a park bench and tells us that “Life if like a box of chocolates, you never know what you’re going to get“, well that is just what sales writing is like.

Think of your readers as chocolates – they’re all different. Some have soft centres, some are nutty, some are caramel but the one thing they all have in common is that they are covered in chocolate.

Therefore, although your audience is diverse they all have one thing in common – they are all searching for a solution to their problem.

So, as a freelance copywriter, when I come to write an email, newsletter, direct mail or web page I focus on the fact that no matter who my readers are, they are all united by one thing – a problem. It is my job to convince them that the product or service I am writing about is the solution they’re looking for.

It all comes down to knowing how to make them buy and that means selling the benefits of the product.

Remember, it is the benefits that will make the sale, not the features.