I’m A Good Writer. So Why Should I Learn Copywriting?
The short answer is: There’s a huge difference between being a good generic writer and being a good Copywriter.
The difference is obvious in the Intent, the Construction, and the Results of the writing.
- Intent – The intent of generic writing is usually to impart information or news, or a story to the reader. A Copywriter’s intent is to educate, inform, and influence readers to take a specific action, or member a specific thought.
- Construction – There are few, if any, hard and fast rules on how generic writing should be arranged. The science/art of Copywriting has many standards, customs, and templates that have been proven effective in elevating basic writing into celebrated and acclaimed, and money-making, copy.
- Results – Good writing is still good writing when the results follow the intent. Good Copywriting is the same – but the results are vastly different…educate and inform readers on a specific topic, leading them to conclude that this product, service, or cause, is one that brings benefits to themselves or others.
Now, let’s move on to some of the writing and construction (aka structure) guides and tutorials you can expect to get from a good, detailed, comprehensive copywriting course(s) or system.
Are You A Good Candidate For Copywriting Training
You already said you’re a good writer. About 7-in-10 people have what it takes to be genuinely talented copywriters and don’t even know it.
How do I know? Look at your life. Have you ever…
- Asked someone out on a date and they said “yes”?
- Offered a suggestion to a work or civic group that was met with enthusiasm?
- Put together an impromptu party, ball game, or even for you and your friends?
If you done these sorts of things, my friends, you did the job of a copywriter…you got an idea, placed that idea in front of people who might benefit from it, and they reacted positively and acted. Bingo!
What You’ll Learn About Copywriting
The key to great copywriting is “the ability to use the Right Words and the Right Images, in the Right Order”. I call that the copywriter’s “Million Dollar Advantage”.
Here’s what you can expect to add to your current writing talents with the right courses:
- The Techniques and Secrets of the World’s Best Copywriters™.
- How to write Clearly, Concisely, Conversationally, and Convincingly.
- How to choose the Right Psychological Approach
- How to Differentiate and be Unique
- How to create your Unique Marketing Message (aka Value Proposition)
- How to know when to break the Grammar Rules
- Rules when writing for Print Media
- Rules when writing for Radio spots
- Rules when writing for TV
- How to write a Press Release
- How to Write Web Copy
- How to write Effective Email Campaigns and Sales Letters
- How to choose the Best Fonts for the Situation
- How to Sell Your Product with a Story
- The AIDA Code
- How to create a Credibility Letter
- How to write Reports, White Papers, and Brochures
- How to write Incredibly Effective Headlines & Sub-Heads
- Why you should follow the “5 Steps To Benefits” Headline Rule
- Why to Avoid False Alarm Headlines
- Why you need to know about Cross-Heads
- Writing Long Copy Made Easy
- How to create a Hook and how to use it
- The Methodology of Copywriting
- How to use the Curiosity Factor
- How to get the Specificity Advantage
- How to write in Thought Bites
- How to create Taglines for Branding
- How to avoid the Spam Police
Copywriters, in general, write about products, services, and charitable causes. So, a copywriting education without some reference to Marketing is incomplete.
What You’ll Learn About Marketing
Every copywriter, whether in-house, agency-based, or freelance must learn about business marketing…and every business marketer should learn copywriting.
A good, extensive, copywriting course/system will have a robust lineup of marketing guides specifically written for copywriters and marketer/copywriters.
Here are some examples:
- The TRUE Definition of Marketing
- Understanding the difference between Tactical and Strategic Marketing
- How to develop your Unique Selling Proposition
- How to Generate Leads
- How to distinguish Features, Benefits, and Satisfactions
- How to avoid the most Common Marketing Mistakes businesses make
- Why the old stand-by Elevator Pitch is outmoded and how to improve it
- Understand the difference between Now Buyers and Future Buyers
- How To decide on Offers and Risk Reducers
- The vital importance of your Call-To-Action (CTA)
- Cautions for Start-Ups (under 2 years in business)
- Basics of Franchising
Marketing and Copywriting are inextricably bound together. Specializing in one without knowing the other would be like building a house and forgetting the roof.
What You’ll Learn About Websites and Digital Copywriting
Almost all Businesses, Organizations, and Non-Profits have websites. For small businesses, websites are the MOST important tool in their arsenal.
Writing for websites is very close to copywriting with the one caveat of, “Get The Facts Out First” – In 7 seconds or less. All Copywriting Courses worth their salt will offer significant assets and spend significant time on the subject of Websites, Landing Pages, etc. Some examples follow.
- Why A Website Doesn’t Produce – and how to fix it
- Why the first 7 Inches and 7 Seconds are critical for Website Success
- Essentials you Must Have on your site
- Colors and your Website, A Psychological Approach
- How to get More Clicks from your Call-To-Action (CTA)
- How to write Facebook Ads
- Key Elements of a World-Class Website
- Obstacle to Website Success
- SEO or PPC – which is better for you?
- The “Write In” Test – Can your Homepage Pass?
A lot of Website Strategy and Effectiveness is covered in our next section, Construction.
What You’ll Learn About Page Construction
Now we come to the final section where we will explore what a copywriter and marketer/copywriter must know about the psychological and physiological effects how the readers react to the copy on your page (paper or digital).
Page construction (aka Structure) can’t be overestimated – especially online – because people with Intent (that is, the desire to see what you have and do business with you if their needs are met) are looking to see three things immediately on arriving at your website, opening your email, or looking at your ad.
- Am I in the right place for what I want?
- Does this company do what I’m looking for?
- What are the Benefits I get from them?
If you don’t answer these questions within about 7-8 seconds, visitors , readers, listeners, start leaving. Below you’ll see samples of what you should expect when you take Copywriting Courses.
- How to plan your page with Thought Bites and Logical Thought Sequencing™
- When to offer your Value Proposition (aka Marketing Message)
- How to maximize the Look and Flow of your Website
- How to Maximize Call-To-Action Buttons
- The “One Concept Per Page” Imperative
Closing Thoughts & More Free Info To Learn Copywriting
I apologize if I took the long route to answer the question. But, as a Master Copywriter for almost 40 years, I wanted to do a thorough job because I believe, wholeheartedly, in what I’m saying.
In closing, I want to offer you – other than my words of wisdom – a solidly helpful Check List for you when you write copy. It’s called, “The Unbreakable, Unassailable, Copywriting & Structure Rules”. It’s one page; it’s Free, and it helps many of my clients and students write better copy. Download It Here.
One more thing. If copywriting interests you and you’d like to see more free content from me, simply go to my website. And…don’t forget to download my latest book…Free!
To your Incredible Success.
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