If you're in the process of understanding what is copywriting, then it might be helpful to hear what copywriters have to say.
Tap a single overwhelming desire existing in the hearts of thousands of people who are actively seeking to satisfy it at this very moment.
Let’s get to the heart of the matter. The power, the force, the overwhelming urge to own that makes advertising work, comes from the market itself, and not from the copy. Copy cannot create desire for a product. It can only take the hopes, dreams, fears and desires that already exist in the hearts of millions of people, and focus those already existing desires onto a particular product. This is the copy writer’s task: not to create this mass desire – but to channel and direct it.
The very first thing you must come to realize is that you must become a “student of markets.” Not products. Not techniques. Not copywriting. Not how to buy space or whatever. Now, of course, all of these things are important and you must learn about them, but, the first and the most important thing you must learn is what people want to buy.
It has long been my belief that a lot of money can be made by making offers to people who are at an emotional turning point in their lives.
What I am doing here is taking the reader by the hand and leading him exactly where I want him to go. It seems like a small point and, maybe it is, but is the little touches like this that keeps the letter flowing, the reader moving along, and, it relieves him of the burden of trying to figure out what he is supposed to do when he finishes reading a particular page.
You know, copywriting, when done well, is extremely easy to read but brutally hard to write. Writing is, I believe, the hardest job in the world. Especially if you do it right. And copywriting is the most difficult form of writing.
When I write an advertisement, I don’t want you to tell me that you find it ‘creative.’ I want you to find it so interesting that you buy the product.
It takes a big idea to attract the attention of consumers and get them to buy your product. Unless your advertising contains a big idea, it will pass like a ship in the night. I doubt if more than one campaign in a hundred contains a big idea.
We have become so accustomed to hearing everyone claim that his product is the best in the world, or the cheapest, that we take all such statements with a grain of salt.
The mind thinks in pictures, you know. One good illustration is worth a thousand words. But one clear picture built up in the reader’s mind by your words is worth a thousand drawings, for the reader colors that picture with his own imagination, which is more potent than all the brushes of all the world’s artists.
A business man is no different from any other kind.
Every product has a unique personality and it is your job to find it.
All the elements in an advertisement are primarily designed to do one thing and one thing only: get you to read the first sentence of the copy.
You sell on emotion, but you justify a purchase with logic.
Make your copy straightforward to read, understand and use. Use easy words; those that are used for everyday speech. Use phrases that are not too imprecise and very understandable. Do not be too stuffy; remove pompous words and substitute them with plain words. Minimize complicated gimmicks and constructions. If you can’t give the data directly and briefly, you must consider writing the copy again.
Les bénéfices. C'est comme les lancer francs au basketball : tout le monde sait que c'est important, tout le monde en parle mais combien de gens peuvent aller à la ligne et shooter 80%.
Si vous voulez devenir un bon copywriter, vous ne pouvez pas réussir sans vraiment maitriser le concept de bénéfice.
Le truc le plus important dans un texte de vente c'est la preuve.
N'importe quel copywriter moyen arrive à faire des promesses, des bénéfices, tout le monde peut le faire. Mais si vous voulez vraiment passer dans la cour des grands, vous devez être capable de prouver ce que vous dites.
Ce qui sépare un copywriter moyen, d'un copywriter bon, d'un copywriter légendaire : c'est sa capacité à prouver ce qu'il dit.
La différence entre un copywriter moyen et bon c'est sa capacité à toujours prouver ce qu'il dit. La différence entre un copywriter bon et légendaire c'est sa capacité à trouver des big ideas et des leads exceptionnels.
Si vous faites des publicités et qu'elles ne gagnent pas systématiquement de l'argent, c'est que vous ne maitrisez pas vraiment le concept de bénéfices.