Tag Archives: writing web copy

Web Copywriting – A Tool of Marketing

First of all, I want to define what is met by web copywriting. Many people use this word without knowing its meaning and therefore mislead others. Web copywriting is copywriting for the web. This is as apposed as copywriting in the offline world such as in post office mail order.

Having said that, web copywriting has nothing to do with content writing. These are two different animals. Once upon the time, before the internet, the activity of copywriting was not much known except in advertisement agencies. Usually a copywriter would work for an agency or if he was a freelancer, he would have to be excellent.

Much has been written about copywriting. And there has been a growth in the professional development of that industry. With the Internet, we have seen the advent of what has been called web copywriting. Yet, whether copywriting is done online or offline, it is both a science and an art.

Web copywriting is a science

The science of copywriting is brought forth by the social sciences. Here we are talking about psychology, sociology, economics and marketing. The art aspect is characterized by human creativity, the ability to communicate and touch the sensitivity of others. People buy from those they like and trust. This apply as well in web copywriting.

Not everyone who has a website or a blog and writes some content is a web copywriter. What would that person be? A content writer. Not less important than the copywriter but yet the writing has different purpose. A journalist is a writer, but not a copywriter. As a web copywriter, you have a website, but next you need to have a product or service to offer.

 The web copywriting is a communication piece to your reader that explores his pains or challenges and presents a solution to them. It ends up with a call to action, that is, an order, a signature, since it is a letter and a P.S.

Copywrite – The Form and the Art

Copywrite is a matter of practice. First let me say that you don’t need to be a genius or somebody like Ernest Hemingway. You don’t need to be a scholar or a PhD in literature. In fact that might hamper your accomplishment of great writing. The fact is that anyone can learn to copywrite.

Masters in the field were not born knowing how to copywrite. There are certain tools and principles to apply. If you know them, then you will know what makes a good copywriter. Next you will have to practice writing. It is all about how you learn, and what you use that makes the learning process effective.

The art of CopywriteYou copywrite in order to persuade someone to own a product or service that you provide. There are numerous places where you can get information that will help you to start an effective marketing campaign. Practicing the art of copywrite is what will help you make good copy. And there are many good methods available.

Copywrite – The expression of copywriting

Understand that in the field of copywrite, there are different styles of writing.  When we talk in terms of copywriting it is directly related to marketing. Another way to say it, is about commercial copywrite. This kind is totally different from writing a novel or writing poetry.

Copywrite is not a skill that you will be able to develop over the weekend. This is not something where you can surf the web, read a few articles and blog posts and think that “you’ve got it”. Learning this skill requires hard work. Don’t let anyone tell you otherwise.  

A master copywriter like Dan Kennedy is a multi-multi millionaire. He’s been at it since the 1970’s. Excellent copywrite pieces are the result of studying, practice and blood (figuratively). The kind of study is not what you do in college. It’s not even what you learn in a school of journalism.

 

Professional Copywriting

Professional copywriting is a vague expression for most people. Obviously everyone knows what is a writer. But then, what is a copywriter?

vague expressionThe meaning of the word has not changed for the last seventy five years. But it has expanded considerably. There are various shades in the meaning of professional copywriting. A basic definition would be writing that is persuasive enough to motivate someone to take an action. We all have read the work of copywriters.

We can distinguish two different styles of professional copywriting. One, would be for the offline marketing while the other  would be for the web. Both styles are different. It is true that there some basic commonalities.

The writer writes to people who have needs and wants. Yet the media is different. In the offline marketing, a professional copywriter would write a sales letter. Generally, in copywriting one does not write articles, nor advertisements. The copy is specifically for sales.

We all have received in the mail envelopes containing, well what we usually call “junk mail”.  Oh! But are they really junk? See, year after year we receive them in our mail box. It’s because people read them and act upon them.

The sales package offers a product or service. There could be many different pieces in the envelope. But there is a main page which  would be the sales page. It’s usually a very long, long letter. It may talk about a product or service. It will usually mention the problems that people encounter and how this product has helped them.

The end of the professional copywriting letter always finishes with an offer. The product cost so much, and order now. There is usually a bonus or two being offered. Then you will see a section for the customer to put his name and address.

The professional copywriter will always have a guarantee and a telephone number, perhaps a fax number too. The writer who wrote this letter is a copywriter. There is knowledge and skill being applied. The intention of this writing is to request a prospect to fill up the information and make payment.