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What is Copywriting? An Art and Science That Involves Writing Words to Promote Products

What is Copywriting? An Art and Science That Involves Writing Words to Promote Products

What is copywriting? One of the most important elements for successful online marketing is good copywriting. Copywriting is both an art and a science that involves writing words to promote a product, business, idea, opinion, or person. It’s primary intention is to get the reader to move and take action. Whether you want to promote or sell something or create traffic by generating links, good copywriting is a must so you can get the attention and response that you want from people.

Copywriting is a craft that takes time and effort. SEO copywriting, which specifically is created for online marketing involves writing a web page. SEO copywriting, if created properly, can also have a good ranking for certain search terms which people look for in different search engines. The basics of good copywriting has recently become more important because the search engines have become increasingly sophisticated.

What is copywriting? You should be able to write really attractive headlines. This is the most important skill in copywriting. Readers usually decide whether to read further by taking a quick look at the top of the page. Whether you are writing a title of an article or a sales headline, it should catch the attention of the reader otherwise they will go find something else to read that is far more interesting.

It is also important to write content that has good ranking in search engines. Integrating keywords into your copy’s titles is the most important spot for placing your keywords. Your headline must include the keywords that speaks well of what your content can offer. Also, have the keywords in the opening in a way that is relevant. The initial copy is often used by a lot of search engines to describe your content, so make sure that you are selling or promoting to the searcher appropriately when s/he clicks through.

Good copywriting should also have specific and descriptive terms instead of general terminology. This helps the reader by reinforcing relevance, dynamic cop,y and boosting the general keyword frequency as well. Instead of using generic terms, use specific keywords within the context of your copy.

Lastly, in good copywriting, you should be able to effectively get your point across to your readers. If you’ve been wondering “What is copywriting”, then a Swipe File will help you to understand how to get your website, email campaigns, and blogs to read like the pros. The best swipe files will have examples for you to emulate for a myriad of subject areas like the following: Problem Agitation, Pricing/Comparison, Proofs, Offers, Scarcity, Takeaway, Reasons Why, Postscripts, Value Building, Bullets, Guarantees, Openings, Closings, Stories, Pricing, Sales letters, and Hot Words.

The right words will help you to surpass the competition. Every serious online entrepreneur needs a swipe file. A swipe file is a conglomeration of expert ideas to pull from instantaneously, then alter change to match your business theme, and help you sky rocket your response.

Related Copywriting Articles

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Copywriting is not Rocket Science

Copywriting is not Rocket Science

The greatest bluff I have ever come across in advertising is, “Copywriters are born, not made.”

 

 

 

To be honest, this ad-adage has no real value and had perhaps been conceptualised long ago by a herd of influential people who wanted to con and control the field within their own circle or lobby, facing no competition as such from anyone external.

 

 

 

Whatever it is, the fact remains as simple as that, “Copywriters are made, not born, and copywriting is not rocket science.”

 

 

 

Now, let me help you experience a few nuggets of copywriting, so that you can actually understand the subject on your own.

 

 

 

WHAT IS COPYWRITING

 

 

 

Copywriting is a stunning and successful occupation and, as anything successful has many fathers, this profession is also having many definitions.

 

 

 

The simplest being: “Copywriting is nothing but salesmanship in writing.” It’s a little customised version of John E. Kennedy’s BIG-TIME definition of advertising, “Advertising is salesmanship in print.”

 

 

 

Though, if you want to elaborate, you can define it as, “Copywriting is an art and science form of communications to market the image (emotional benefits/connects) or functional benefits; promo-offers or mere-mentions of a Brand (product/service) in different media, on various mediums, ensuring results such as brand-recall, sales, repeat-sales and, last but not least, evangelism*.”

 

 

 

*Evangelism is a phenomenon that climaxes a consumer to become and remain as a loyal Brand custodian who spreads the Brand-goodwill to others rather voluntarily.

 

 

 

BASICS OF COPYWRITING

 

 

 

Of course, copywriting is not a cakewalk; at the same time, it’s not as tough as walking on the moon.

 

 

 

Every copy structure follows the old yet ever-gold formula called AIDA.

 

 

 

Where ‘A’ = Get Attention; ‘I’ = Arouse Interest; ‘D’ = Stimulate Desire; and ‘A’ = Ask for Action.

 

 

 

Ideally, in an ad, Headline (and sub-headline) along with visual(s) (unless the ad is totally copy heavy) gets the attention and arouses the interest of consumers. Body copy does the rest. And Baseline (if any) communicates the line of positioning/image of a Brand.

 

 

 

For example: “The complete man, since 1925.” The baseline of Raymond’s clearly conveys what the Brand’s image is and how it connects with consumers, emotionally.

 

 

 

However, this abovementioned formula is not untouchable. And like any other laws, AIDA has its exception as well.

 

 

 

For instance: The ads of United Colors of Benetton. In those ads visuals say and do it all, leaving hardly any room for copy to live in.

 

 

 

HOW TO WRITE COPY

 

 

 

Before jumping onto the keyboard to construct any copy, a copywriter needs to do a set of things -

 

 

 

a) First and foremost, reading and analysing a creative brief properly and thoroughly. In case any doubt prevails, a copywriter should always ask for clarity on the brief and should be very clear on his mind even about what’s not written in the brief but very much present there as between the lines’ expression.

 

 

 

b) Ideation should be done next. Preferably sitting along with an art-partner. This ideation process should not deviate from the objective of communications – as stated in the brief. And ideas are mostly welcome visually, since visual is a universal language that cuts across every barrier, globally.

 

 

 

c) Once the idea is cracked, constructing of copy should be done on the blocks by getting answers to the following questions -

 

 

 

·What’s the objective of the piece of communications that you are going to write the copy for? I mean, what the result is to be yielded by the ad?

 

 

 

·Who’s your Target Audience/Group (TA/G)?

 

 

 

·What do you want to communicate to them?

 

 

 

·Where do you want to reach them? I mean, what’s your media mix?

 

 

 

·Why do you think they will trust your communications?

 

 

 

·What are the triggers are you offering them to take an action, fast or slow?

 

 

 

•What mechanism are you embedding in your communications to measure their actions, later on?

 

 

 

d) And when mind is ready with all the answers at a convincing level, copywriting should begin.

 

 

 

TIPS FOR COPYWRITERS

 

 

 

If you can memorise the following points, copywriting won’t crash on you like any meteoroid -

 

 

 

1) Think of simple ideas. Because it’s only consumers who can make or break your ideas BIG or small. So don’t suffer from the paranoia of thinking BIG ideas, every time.

 

 

 

2) Be observant and absorbent to the core. Use your all five-senses plus the sixth sense i.e. commonsense all the time. And learn from your day to day affairs. As you have to write ads for people who are always around you, unlike the aliens.

 

 

 

3) Read a lot. From comics to cosmic stories. From sex to spirituality. Whatever comes to your hand, flip through its pages. More you read, better you write.

 

 

 

4) Follow ads. Good ones as well as the bad. It helps you understand the nuances of communications.

 

 

 

5) Write in “easy-to-connect” language. For that matter, if you have to trouble Mr. Wren and Mr. Martin; take it easy. As a line like “Ye Dil Maange More” of Pepsi is not grammatically correct but successfully sold off and acclaimed in India. So copywriting is not writing grammatically correct things only, it’s about writing something that ignites a consumer’s passion and empathises with his/her emotion.

 

 

 

6) If you are just beginning your career, make sure to develop your mock portfolio. That should hold at least 5 fictitious campaigns of yours done on different brands. Your portfolio should encompass print ads, TVC storylines (if not script or storyboard), and radio spots.

 

 

 

7) After you write copy, read it aloud. If your copy is jerking here and there phonetically then it’s not good copy. In that case, improve your lines until they read and sound smooth.

 

 

 

Subsequent to your creation of an ad, if you don’t feel like seeing the ad again with the same passion and interest when you created it first, immediately tear off the ad and make your waste-paper bin glad with it. Because it’s crime to expect others will see and appreciate your ad, which you yourself are no more interested in.

 

 

 

And on a lighter note, you may also remember a few more points to be a successful copywriter though application of those points is entirely your risk.

 

 

 

I) Go for hair, (moustache), (and beard) maneuver.

 

 

 

II) Flirt like anything with the opposite sex in office or outside.

 

 

 

III) Fart in the closet of AC conference room while you don’t feel like attending a mundane job-list meeting.

 

 

 

IV) Have sex, safely and secretly, as SEX SELLS.

 

 

 

Finally, “Happy copywriting!”

 

 

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Twitter For Friends: The Art and Science of Efficient Communication

Although Twitter is great for people of all walks of life and professions, it is probably best for what it was designed for originally: keeping in touch with friends. Twitter makes keeping in touch with friends easier and simpler than ever before.
Because you can tweet, or update, so many different ways, it’s flexible enough to be used from anywhere, which lends itself to being used more frequently than sites like MySpace or Facebook.
Keeping in touch with friends on MySpace/Facebook can sometimes be a challenge because you have so much other noise from people and things you may not care about. Maybe you have a handful of people that post the same bulletins frequently and they clutter up your bulletin board or mini-feed and you sometimes miss a bulletin that your close friends post. Twitter eliminates all of this because there is inherently less noise, and all tweets are limited to 140 characters or less.
There are no friends requests, event invitations, application requests or any of the other distractions you can find on MySpace/Facebook, there is only the status update. The status update is really all that’s important when it comes to keeping up with friends because it allows you to see at a glance what a bunch of your friends are up to.
Twitter detaches the status update from your computer and even your web browser. Users can tweet via text message, desktop Twitter clients and IM. This allows for a social network with more flexibility than most others. Sure, Facebook has a great mobile iPhone version, but not everyone has an iPhone or even a phone with a web browser.
Updating Twitter via text message is something that anyone with any phone can do and that is why it is better than MySpace/Facebook for keeping in touch with friends.
But what are some of the ways that friends can use Twitter to communicate more frequently and make a tangible difference in their lives?
Making Plans via Twitter
Twitter makes making plans simple and fast. Once your core group of friends that you hang out with regularly are using Twitter, you might find that you’re all hanging out even more because now everyone knows what’s going on for the next outing.
Now if you’re trying to get everyone together for the midnight premiere of Indiana Jones, you don’t have to call each person individually and then negotiate the time to meet up and the theater to watch it at. All you have to do is post something along the lines of “Whose down to see Indy tonight at midnight in Alhambra?”
As long as everyone checks Twitter at some point during the day, everyone will reply saying yes, no or suggesting other plans. Bam! Plans suggested and made within minutes with one 140 character message on your part. Beautiful.
Announcing Good News
Now when something good happens, it’s easier to spread the word. Let’s say you just got promoted, maybe you wouldn’t bother to call your 10 closest friends to brag, but that doesn’t mean that they wouldn’t be happy for you and glad to hear about it. Twitter makes it easy to get a virtual round of high fives within minutes of announcing your good news.
Sharing Photo Album Links
How many times have you gone to an event where one of your friends is taking pictures all night? It sure would be nice to get those pictures, but somehow it rarely ever gets done. It’s only when you had an exceptionally great trip or fun time that you get to see your friend’s pictures. Now it’s easy to post a link to a zip file uploaded to zShare and then share it with your friends through Twitter. Just upload it and post the link for everyone to see.
Get their attention by using @replies and you’ve just sent it to them in a hurry and they can all download the zip file and then talk about the pictures and the good times.
Sharing Regular Links
Sharing links to new web sites, music or videos is also made more efficient now, thanks to Twitter. Gone are the days of IMing everyone with some new viral video. Now all you have to do is Twitter it and all your friends, who likely have the same taste as you anyway, will now see that you think they should check out this new find.
Chances are, you don’t tell everyone you know about every cool thing you find on the internet, but that doesn’t mean that they wouldn’t be interested if you let them know. It’s the same idea as using it to spread good news. Just because you don’t want to take the time to tell them, doesn’t mean they wouldn’t like to hear about it.
I hope you now see some ways to use Twitter that you hadn’t thought about before. At it’s best, Twitter can really help bring people closer together and I hope this post can bring you closer to those you care about.
Speaking of bringing people closer together, you should follow me on Twitter! If you have some other friend-related uses for Twitter, please post them in the comments.

Tips for Marketing Professionals – Don’t Get Blinded by SEO Science

Keyword selection is your vital first port of call.  When meeting an SEO professional for the first time remember you know your business better than anyone else.  Your SEO professional might display a sound understanding of SEO principles regarding traffic generation, popular key words and phrases, overture research, keyword selection tools, keyword density and keyword position but how does this relate to your revenue streams – that’s your call.

 For example I recently inherited an SEO strategy for a specialist construction recruitment consultancy.  Looking through the keywords that had been implemented by the SEO team to date I quickly realised a fatal floor.  The simple search term ‘construction’ may generate the most traffic for the company but why optimize for such a loose term when a visitor searching ‘construction+jobs’ clearly represents a more direct lead for your organization.  You know your business model, market place and target audience so trust your business insight – don’t get blinded by SEO ‘science’.

Exactly what am I paying for?

I like to ask myself this question from time to time.  The answer should be a greater search engine presence and lead generation.  There are a few simple tools you can use to address this – completing your own searches, using the Google link search feature, checking your ‘Google Page Rank’ etc but you’re paying a specialist to manage expectations so make sure your expectations are being met.

For me reporting at least once every two weeks is the main provision I want to see on any agreement.  This gives you the opportunity to compare actual results with what you were pitched at the start of the campaign but also to analyse your SEO strategy against your competitors.  You could also install a dedicated link for your SEO team to use to track actual results.  Be sure to analyse the reports, run a few spot checks on the results.  Remember you want to see your website moving up the search engine results pages.  Why should you be paying for little or no progress especially at the start of your SEO strategy where scope for improvement is huge?

Review and analysis of your existing website and all of it’s pages and features is the second provision I look for.  Part of this process will give you chance to run through your existing strategy to date and give your new SEO team the opportunity to demonstrate a sound understanding of how SEO fits into your overall marketing business model.  Then your SEO team can put together a sound evaluation of what you have done well, where improvements can be made and their strategy moving forwards.  Your web development team can then make any amendments (or total rebuild) to the website and/or website content, introducing meta tags and search engine friendly features based on these recommendations and your SEO team can set about the real bread and butter of SEO – back links & link trading.

Your SEO is now being managed effectively, your business expectations are being met but how does this strategy really move your business forwards.

Inside three months your website should be listed in the first 5 Google page results depending on the level of competition for keywords in your sector.  This represents an excellent level of visibility for your product or service offering and if your new SEO team has done their homework with your help sales leads should start to filter through.  For this type of business model it is easy to address the success of the SEO campaign i.e. how many more units have we sold since we introduced our new SEO strategy.

In addition your advertising service offering becomes a lot more appealing.  If you are a community forum chances are your registered uses will increase, if you are selling advertising the level of exposure for your advertisers will be increased, if you are booking appointments or generating leads or raising money or distributing surveys – all benefit from increased exposure.  The best way to really drive home SEO is to integrate into your service offering.  I will use some examples.

If you are supporting the marketing of an online IT forum for business managers and you receive a good advertising lead from an supplier, say IBM for example chances are you are dealing with a tech savvy animal who will have specific questions regarding your forum i.e. number of visitors, relevant website audits, registered users, newsletter circulation etc.  Providing you have a sound organic SEO strategy in place advertising on your website already represents 60% more exposure and better return on investment than most other forums in your sector.  As your registered users and newsletter circulation continues to grow as does your quality of service an earning potential.

You might be supporting the marketing for a jobs board for architecture practices.  Assuming these guys have an excellent eye for design and building regulations and care little for the intricacies of SEO – exactly how does your new SEO strategy add benefit to your service offering to them and how do you communicate it to architecture practice decision makers.  The simple answer is a more prominent position on search pages, means more relevant architects looking for work on your website and greater exposure for the simple and unique factors that make your architecture practice the best for qualified architecture professionals.

A with most other marketing initiatives it is crucial to make sure your SEO is being managed effectively and generating the results you set out to achieve.  The result is active lead generation and increased after sales assurance for all of your leading clients.

Darren Henwood,Director,HeirQ Marketing Consultancy,darren.henwood@heirq.com,http://www.heirq.com 

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Where Do You Find Good Scholarly Articles For A Science Fair Project?

right now (i’m a freshman) we’re looking for scholarly articles on our topics.. my topic is the effect of caffeine and soda on a caterpillar’s cocoon process. i can’t find ANY scholarly articles on this and i’ve looked everywhere like google scholar and i tried breaking it down into simple terms like “cocoon” and just “caterpillar” and stuff. i seem to get nothing. any help?
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Where Do You Find Good Scholarly Articles For A Science Fair Project?

right now (i’m a freshman) we’re looking for scholarly articles on our topics.. my topic is the effect of caffeine and soda on a caterpillar’s cocoon process. i can’t find ANY scholarly articles on this and i’ve looked everywhere like google scholar and i tried breaking it down into simple terms like “cocoon” and just “caterpillar” and stuff. i seem to get nothing. any help?
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