Writers’ Blog

I’ve discussed the writing of effective headline in one of my previous post ‘Making the Headlines Effective”. Headline is actually what grabs the most of the attention of the reader, and the only thing that makes the reader to get into the copy. The other things like focusing on benefits font etc will work when one will read the copy. Think if it’s left unread.

In order to make sure that your copy won’t be left unread, plan a killer headline and play with words. But the thing to be kept in mind here is again the ‘reader orientation’. Consider yourself as a consumer of the product or service for a moment and think what will inspire you. Outline all the slogans that may attract you and then select the best.

And at last something to ponder is to use the best words, i.e. “XYZ Company Maximizing Your Profits” (In effective), “Double Your Profits In ‘N’ Days” (effective, N can be any number of days according to your statistics)

There’s no single line of focus for an effective copy, and the list includes product, representation, relationship building, and attracting attention. The most important among all is the product itself. The hot question for one can be ‘what feature of the product is to focus more on’. Highlighting the features is an essential of a copy but it can’t make a seller until the customer finds those features beneficial for him.

The focus must be on highlighting features of the product, but in a way that represent the benefits to the customer. For instance, consider a mobile phone customer, what can he look for. Many features of the phone are there including color, size, memory, style, additional features, price etc, but you’ve to pick up those much sought for, i.e. memory, price, size mentioning the benefit in brief. And while doing so, do compare these benefits with those offered by some others in the market.

The expanding networks and growing Internet markets have made the copywriting a complex field. With the increasing number of copywriters as they agree to work at very low payout and short deadlines, the quantitative copy get produced very easily but not the qualitative one. And that’s the main reason that not all the businesses get efficient results from ads and brochures.

The findings of experts say that copy fails at very first instance if it’s not readers’ oriented. Copy is what you’re creating for the reader and if he doesn’t see anything in it what he was looking for how will it work? Absolutely not!

To let you copy work, make it the way readers think about the product or service, i.e. highlight the features reader want to know about not what you want to tell. Include ‘you’ instead of ‘I’, ‘me’ or ‘we’ and grasp the attention by ensuring the reader that you’re talking about all what he needs to know.