Copywriting is one of the key skills in running an online business. Communication in any form of business is a critical issue. A store owner will meet his customers face to face at his store premises. Someone based in an office or shop will often meet their customers face to face or possibly over the phone. Service engineers who deal with household problems will meet their customers in their own homes when they call to make a repair, repair equipment or install new components. Internet marketers will probably never meet their customers face-to-face or have phone conversations with them; their only form of communication will be the words on their websites, in emails, articles, or sales letters. Without the ability to use those words correctly, running an online business will be very difficult and probably not profitable.
Copywriting is the term we use for any written content in our marketing, wherever that may be. A little research on the Internet will produce many sites, reports, e-books, etc. offering advice on how to produce copy for an Internet business. Some of these tips are produced by experienced marketers and copywriters, but many of them are not. If you can find information from a quality source, you can certainly learn from it and gain the skills you’ll need. There is always the option, especially if you are new to the business, to ‘outsource’ your writing through companies like “Fiverr” or “Upwork” which will cost you very little. However, it is a good idea to learn the skill of copywriting so that you can produce your own content, articles, and sales letters.
I am not going to try to give a comprehensive review of the entire gamut of copywriting within this article, there is no time or space. However, here are some tips worth considering when you start writing.
First of all, you are not writing a novel. I love the work of Charles Dickens, but he would have made a lousy copywriter! All writing should be concise and to the point. Avoid flowery language and long explanations. Remember, your reader will usually have a very specific idea of what they are looking for and will be asking the question of any copy: “What’s in it for me?” Always try to anticipate any particular questions your readers may want to ask, and answer those questions in your writing, before they ask. Think from your prospect’s point of view all the time. Unless you have a particular experience that you feel you need to share to reinforce the information you’re discussing, keep the words “I,” “me,” and “my” out of your writing. “You” and “Your” are the words to use; This is not because your readers are selfish, but because they are looking for something very specific to suit their particular needs.
Always, always, focus on the benefits of your offer rather than the features. However you may find the features of your offer exciting or impressive, remember that readers want to know what is in it for them, in other words, how it will benefit them. Only write about features if they increase the value of the benefits in any way. Copywriting isn’t as difficult as some people would have you believe, but it does require thought and research to really engage with your potential customers.
