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Articles Copy writing articles The Role of the Copywriter
Articles Copy writing articles The Role of the Copywriter
| The Role of the Copywriter |
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It's often that those who own businesses are not clear on just what a copywriter does. But it's not complicated. A copywriter's job is to convince readers that it's in their best interests to take a specific course of action. The copywriter could be yourself, a staff copywriter, or someone you have temporarily hired as a freelancer. The desired action could be to buy your product or invest in your service offering. In exchange for their name and email address you may give them a downloadable report or software application. Whatever the offer, the copywriter gives the prospect or prior customer two or more options and asks them to choose. What's going on here is simply: persuasion. From this, it is easy to assume that copywriters are simply tricking people out their money. But consider looking at it like this; a competent and ethical copywriter utilizes copywriting techniques to convince the reader to do what's in their own best interest. To do what they would do anyway, if they had the facts. What sorts of choices do we generally want our readers to make? The most basic action, one that requires the least amount of skill, is to simply to persuade another to take some action indicating their interest in a subject. That action might be as innocuous as reading an article. Or it may be downloading a free report or software program. The next action requiring more effort would be persuading that same reader to give his name and email address in exchange for your free opportunity. These days those that surf the web are generally rather reluctant to give out their email address. Fortunately, the good news is, if you can convince this person to do it, you will know three things. Firstly, you successfully targeted the right market. Secondly, that you are communicating with them on the same channel. And thirdly, they deem your item as valuable. You might assume that to persuade that same person to spend money is another level of difficulty completely. You assumed correctly. Ultimately, though, we are in business to make sales. When crafting a sales letter the copywriter is only presenting a type of sales presentation. The basic process is this: describe what is being offered, the benefits derived from the service or product, provide answers to the most common objections prospects have, and tell them how to buy. Throughout the entire process, the writer must use terminology familiar to the prospect and also remove any "speed bumps" (unnecessary or poor-worded phrases which will cause the reader to disbelieve what you are saying or even stop reading). Smart marketers know that persuasion does not end when the buying decision is made. Not at all. The prospect must now be persuaded to type in their credit card information and then to confirm the order. After the order is made, customers commonly experience what is known as "buyer's remorse" and so experienced marketers employ ethical tactics to show that the customer made the right decision. The copywriter's job is one that is essential today. As a business owner, you may decide to write the copy yourself, or you may choose to hire a writer who specializes in writing copy for clients. About the Author: If you are looking to get more visitors to your website, see Darrel Hawes' site for tips in getting more visitors, plus generating more leads. |
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