Have you ever been completely stuck at having to write a sales message for an email or ad?
Have you sat there with your fingers poised over your keyboard – but nothing happens?
Well, if you’re not a natural copywriter, then it can be difficult to know what to write, let alone how to write or in a style that’s going to pull in those sales for you.
Wouldn’t it be great to have a professional copywriter peering over your shoulder, telling you exactly what to write?
Well – it IS great to work with professional copywriters, and I would urge you to seek one or two out and use their skills.
However, sometimes you just have to write the copy yourself, but you need that expertise. There are plenty of copywriting courses out there, and it’s something I would recommend you do?learn copywriting to benefit your own business.
In the meantime, you can start doing something that a good copywriting course would recommend you do, and that is to build yourself a swipe file.
A swipe file allows you to access thousands of pounds worth of copywriting and design skills for absolutely nothing.
All you need to do is get yourself a file (just a normal ring binder will do) or two.
Then, every time you receive something through the post, see a great ad in a magazine or in the newspaper, receive a great email or come across a well written sales page, just tear it or print it out and put it in your file.
(I have one file for online stuff and one for offline).
Now, although this file will be great when you’re stuck for inspiration, it will also allow you to see how headlines are created (the most important part of any sales message), how the body copy is constructed (the main sales message), how they ask for the sale (also called the “call to action”), and you’ll notice what they do with a “˜PS’ (the 2nd read most part of any sales message).
If you collect enough “big brand” marketing pieces, and really study each piece, you’ll have copy that’s written by some of the top copywriters in the country: the “big brands” pay a lot of money to marketing agencies to have their copy written professionally by people who really know what they’re doing. It’ll pay you, therefore, to study what they do and utilise that skill for yourself.
One last word – I am not, by any means, suggesting that you copy what they have written. But once you’ve broken down how headlines, body copy etc is written, you can use that format – and see what kind of words they use – for yourself.
Hope that helps!
Have a great week,