February 24 2011
Tagged Under : Copywriting, web copywriting
Copywriting is overtly an attempt to grab the attention of the audience at the earliest. It is about a communication and relationship-building mechanism by speaking to the audience in a persuasive manner. But if you find the closest analogy of this communication in formal closed-door conference, where the audience must make a nod even if one’s attention is straying, you are on the wrong path. The audience is not tethered to your campaign and compelled to give a positive response to.
Now, get to the right thing. Despite the wide recognition of the miraculous capability of creativity in web copywriting and content marketing, creativity can be notorious in undoing the whole effort of yours. Indulgence in imagination, sweeping generalization, vague comment can mar the copy if the readers or the audience don’t find anything worth considering. Specific things arrest their attention more than any generalization. So it is more important to focus on details and have a systematic and methodical approach in writing.
Accept the sacrifice to make a copy hammering: Writers who are pro-creative (don’t read a double meaning) may not agree with the proposition that a substantial part of their creative output holds nothing for the target audience. They attempt to make the content cosmopolitan in nature appealing and catering to one and all at the same time. But if a copywriter means to communicate the product to a specific segment of the market, he must restrain his creative abundance and exclude things that are secondary to the target reader. Though it appears a sacrifice, professional content marketing requires it. Don’t try to make an ad a looking glass for all.
Don’t count on consumer imagination: Your use of abstraction in copywriting can cause the readers’ distraction. They neither understand nor are interested in understanding how you conceptualize your product. It may gratify you to convey that massage or concept in a complex idea. But the target audience will not understand that complex idea unless it is supported with a story or event that audience can easily visualize. Moreover, they are prone to examining what your product is capable of doing. In other words, they want know how it will benefit them. Therefore you can spurn the concept behind your product and write its function instead.
Use persuasive story-telling: The idea of using story-telling manner in your copywriting may entice you so thoroughly that your copywriting ends up being an inconsequential sequence of events. The audience will be in soup without getting to know what the ads means for them. Rather than putting the whole-hog of the story in your write-up, you can select a pivotal point that you feel is most important. You can describe your product around that plot. You can work a little more on that narrative to make it reflect a broad spectrum of specifications and functionalities of the product.
Exclude some customers: It is for the sake of making the ads more acceptable object-oriented that you must see through the consumer market and decide which customer is likely to benefit from the product and which does not fit into your expected customer profile. When the copy writer is concerned with making the ads dramatic, he must induce the customer with the belief that the product is meant for him exclusively, and not for others. An address to everyone is tantamount to an address to none.
Let the customer manage the general from the specific, if he finds it convenient. Your copywriting should avoid discussing the meta-topics. A customer finds it easier to grab a specific function of a product and then relate it to his or her own needs.