How Copywriters Focus on Their Goals
For a copywriter, every new project brings with it many challenges. But one of the most crucial aspects to be faced is the defining and setting out of your goals.
The starting point for any new piece of work is to ask yourself what the purpose of the document you are about to write is.
For example, with a sales letter it is important to remember that what you are about to create will replace a personal visit or conversation with the reader. Therefore it must achieve what a salesman would achieve face to face.
Your goal would be any number of things including:
- Making a sale
- Getting opt-ins for your email list
- Getting someone to open an account with you
- Increase a customer’s spending with you
- Renewing a contract
- Agreeing to a meeting
Whatever it is you must ensure that it is the goal that drives your writing and not your creativity.
Freelance Copywriters are creative by nature so even for the most highly trained of us, it can be all too easy to let your alter ego get the better of you.
How do you know if you’ve gone over the top? If , when you read it, it makes you smile; you want to show it to everyone with a big grin on your face shouting from the roof tops ‘look how clever I am’, ditch it.
Ask yourself whether it would persuade you to buy. If your answer is ‘no’, scrap it and start again.
When you are writing sales copy you must keep your structure and vocabulary simple, your message clear and focused. Leave your reader in doubt as to what they should do. When your writing ticks all of these boxes, you have succeeded in creating a persuasive marketing tool.
Sally Ormond is a professional SEO website copywriter and advertising copywriter with extensive experience in B2B and B2C copywriting markets. She can be contacted at +44(0)1449 779605 or sally@briarcopywriting.com for any copywriting project you may have.
http://www.briarcopywriting.com
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