The Role of the Copywriter
Posted 03-23-2009 at 04:50 PM by Darrel Hawes
Tags copywriter, copywriters, copywriting, marketing
Business owners often wonder: what exactly does a copywriter do? There's no secret to it. The copywriter's job is to persuade your readers to take a desired action.
The copywriter we speak of here might be you (the business owner), a staff copywriter, or a freelancer that you have hired.
The desired action may be to buy your product or invest in your service offering; however, it may also be to download a free report or software application and provide their name and email address in exchange. Whatever the offer, the copywriter gives the the prospect or prior customer two or more options and asks them to choose.
What exactly is this process? You could say it's simply persuasion; and it is. But you should know that any good copywriter is careful to 'persuade' people in a manner fitting of his claim: that the choice he urges his readers to make is in their best interests, and that if they knew all the facts they would make it anyway.
What actions do we want our readers to be "persuaded" to take?
Well, the simplest action of a copywriter, the one that takes the least amount of effort, is to persuade a reader to make a choice indicative of their interests. An example may be reading an articles, or downloading a program.
The next action requiring more effort would be persuading that same reader to give his name and email address in exchange for your free opportunity. These days those that surf the web are generally rather reluctant to give out their email address. Fortunately, the good news is, if you can convince this person to do it, you will know three things. Firstly, you successfully targeted the right market. Secondly, that you are communicating with them on the same channel. And thirdly, they deem your item as valuable.
However, things rise to a whole new level when it's time to convince them to spend their money. However, the whole point of business is to sell, so keep in mind when crafting a sales letter that it is but a category of sales presentation.
In order to go about this you should do your best to describe what it is you are offering and why they should buy it. Address the usual objections people have, and avoid unnecessary or poorly-worded phrases, because they do matter and can potentially cause the reader to disbelieve your statements or even stop reading.
Smart marketers know that the persuasion does not end when the decision to buy is made. Not at all. The prospective buyer now needs to give their credit card information and then to OK the order. Afterwords, customers commonly experience what is known as "buyers remorse" and so experienced marketers employ ethical tactics to show that the customer did indeed make the right decision.
The job of a copywriter is practically paramount in business today, so whether you, as a business owner, decides to do it himself or leave it to someone else, it's essential.
The copywriter we speak of here might be you (the business owner), a staff copywriter, or a freelancer that you have hired.
The desired action may be to buy your product or invest in your service offering; however, it may also be to download a free report or software application and provide their name and email address in exchange. Whatever the offer, the copywriter gives the the prospect or prior customer two or more options and asks them to choose.
What exactly is this process? You could say it's simply persuasion; and it is. But you should know that any good copywriter is careful to 'persuade' people in a manner fitting of his claim: that the choice he urges his readers to make is in their best interests, and that if they knew all the facts they would make it anyway.
What actions do we want our readers to be "persuaded" to take?
Well, the simplest action of a copywriter, the one that takes the least amount of effort, is to persuade a reader to make a choice indicative of their interests. An example may be reading an articles, or downloading a program.
The next action requiring more effort would be persuading that same reader to give his name and email address in exchange for your free opportunity. These days those that surf the web are generally rather reluctant to give out their email address. Fortunately, the good news is, if you can convince this person to do it, you will know three things. Firstly, you successfully targeted the right market. Secondly, that you are communicating with them on the same channel. And thirdly, they deem your item as valuable.
However, things rise to a whole new level when it's time to convince them to spend their money. However, the whole point of business is to sell, so keep in mind when crafting a sales letter that it is but a category of sales presentation.
In order to go about this you should do your best to describe what it is you are offering and why they should buy it. Address the usual objections people have, and avoid unnecessary or poorly-worded phrases, because they do matter and can potentially cause the reader to disbelieve your statements or even stop reading.
Smart marketers know that the persuasion does not end when the decision to buy is made. Not at all. The prospective buyer now needs to give their credit card information and then to OK the order. Afterwords, customers commonly experience what is known as "buyers remorse" and so experienced marketers employ ethical tactics to show that the customer did indeed make the right decision.
The job of a copywriter is practically paramount in business today, so whether you, as a business owner, decides to do it himself or leave it to someone else, it's essential.
Total Comments 0
