Copywriting Elements Every Piece of Copy You ever Write Should Have
614 Copywriting Elements Every Piece of Copy You ever Write Should Have
First of all, what is copywriting? Copywriting is basically salesmanship in print. Where a salesman would normally speak to someone over the phone or face to face, copywriting is the art of selling something purely through written words. By writing persuasive enough, you can sell just about anything.
Every piece of copywriting you ever undertake should have four basic elements:
1. Attention grabbing headline. This is the most important part of your copy because – if your headline doesn’t create enough curiosity for the reader to continue reading your copy, it doesn’t matter how good the rest of your copy is, they will never see it.
2. Selling points should focus on the benefits of the product. Too many people try and promote the features of their product in their copy. This is a big no, no. You want to focus on the benefits – what will your product do for the reader, how will it benefit them. A highly successful way to list the benefits of your product is via bullets. Bullets are much more clear and concise, not forgetting more likely to be read than just plain text.
3. Make sure you give your product a name. There is no point saying to a visitor “buy my product, it’s great.” You want to make sure you’re saying “buy product X and you’ll receive all the following benefits.” By giving your product a name this personalises the product to your buyer.
4. Call to action. Don’t assume visitors will know what to do when they arrive at the end of your copy. Make sure you clearly explain what they should do next. Let’s face it, if someone gets to the end of your copy they’re interested. So tell them exactly how they can buy your product.
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The Importance of a Killer Headline
The most important part of your sales copy is the headline. If you don't have a headline that captures your readers attention and encourages the reader to continue reading your sales copy, you have no hope of making a sale.
You could have the best sales copy in the world but if you have a poor headline, the rest of your copy will never get read. It pays to test different headlines and a great tool you can use that will take care of this is called Website Optimiser by Google. This tool allows you to alternate the sales the page that will appear uppon a web visitor clicking a particular link. It's best to only compare two headlines at once, see which one is working best, then move on and test another two. This is called the A/B Split test as you are comparing A versus B to see which one converts better.
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