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The Difference Between Copywriting That Sells And Copywriting That Stinks by Raymond King
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The Difference Between Copywriting That Sells And Copywriting That Stinks by RAYMOND KING
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| Article Posted: 04/22/2013 |
| Article Views: 36 |
| Articles Written: 427 - MORE ARTICLES FROM THIS AUTHOR |
| Word Count: 500 |
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The Difference Between Copywriting That Sells And Copywriting That Stinks |
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Education
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It's great that more aspiring writers are taking the plunge into the world of freelance copywriting, but we're running into a serious quality control problem. I'm writing this article to shed some light about the difference between copywriting that sells and copywriting that just stinks and wastes your money. Who am I to make such claims? I'm an ex-corporate-world sales superstar who got tired of breaking company sales records and making only my measly commissions...so I started working as a copywriter using my knowledge of sales psychology. In less than two years, I've built a solid copywriting firm with five writers and clients all over the world. So I'm guessing what you're about to read my teach you something about how to write good copy. Let's focus on the key difference between copy that sells and copy that flops... Do You Know Why People Buy? Big question, VERY simple answer: to fulfill emotional needs. There's a reason why consumer spending drives our economy and why the majority of consumers are broke and loaded down with debt...they LOVE to buy things. This is puzzling considering that many of those same people don't like "being sold" and why many of them don't know why they can't "get their spending under control." It's because spending is NOT a logical process...it's emotional. So what are the three emotional needs which drive buying decisions? They are: the need for validation, the need for excitement and the need for security. Give me any decision made by any human being (buying decisions or not) and I'll tell you exactly which of these three needs drove that decision. It's really that simple. Ever read a copywriting book that said: "Appeal to the emotions?" and then some vague advice telling you to write something like: "imagine how it would feel..." child's play my friends. This is merely asking the reader to create the experience within their imaginations...and it's for writers who can't create the experience for the reader by using good copywriting principles and appealing to the emotional needs. You sell to the emotional needs using words which are active and which carry a punch. I'm talking about descriptive verbs here. For example, the verbs: bolt, dash, dart, spring, hurry, rush, scrambling, slipping, clenching. These words don't instruct the reader and make them do a lot of work in helping you sell them your products. Instead, these words actually create the experience for the reader, and notice that most of the words above appeal to the need for excitement, while the last two suggest the opposite of security. Of course, there's more to it than this, but this principle alone marks the single biggest difference between measly copy and dynamite "sales machine" copy. So when you create your copy, create an experience which appeals to the three emotional needs or the pain which is caused when they needs are not met. That ought to be enough to keep you busy for a while. narrative essay essays
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