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    Copywriting- Betwixt the Good and the Bad

    The art of copywriting has been used by some to capture audience interest and generate millions of dollars worth of sales1. Others, however, with less know-how and skill, have tried the same and failed to reach the same success. 

    Effective copywriting is all about emulating what the first group did right whilst avoiding the mistakes of those who tried, but were less than successful.

    Here’s a brief look at some of the lessons this industry can teach, as we take you through the dos and don’ts of the copywriting industry itself.

    The Good (Dos)

    One critical rule to follow in copywriting is to emphasize the benefits over the features2. The industry’s top copywriters agree that there is a definitive way to generate conversions. To do this, the focus has to be more on how a product or service plays into the life of the prospect, rather than listing its features. 

    The rule of AIDA is another classic copywriting rule to adapt to your writing3. That stands for attention, interest, desire, and action. 

    The abbreviation walks aspiring copywriters through the process of guiding prospects. This covers those who’ve just learned about their products, all the way to the point when they buy. 

    For optimizing customer funnels that generate sales based on user experience, it’s a natural and time-tested method that works.

    Plus, good copywriting is adapted to the format that it’s being written for4. A landing page, for example, has a faster pace and rhythm than a long-form sales page, which methodically paces the reader. 

    For more great pointers on copywriting, Jim Herd’s “Copywriting Secrets “provides excellent information on helpful copywriting guides.

    The Bad (Don’ts) 

    Some copywriting pitfalls are definitely worth watching out for. One of these is forgetting to flip negatives into positives5.

    Any good copywriting material makes sure that the negatives that are highlighted to build interest are switched to positives later. That helps the prospect connect the product to the solution. But if this part is missing they may not feel motivated enough to buy. It is important to make sure you don’t overcompensate when addressing these doubts by bashing your competition. This runs the risk of alienating your customer. Two negatives do not make a positive in this case.

    Another aspect is talking about the product or service without shooting down consumer objections6. Everyone has second thoughts before deciding to buy anything. It is clear that not addressing those doubts in the copy can lead to lost sales.

    Sources

    1https://www.forbes.com/sites/elainepofeldt/2019/10/30/a-million-dollar-business-founders-copywriting-strategies/

    2https://copyblogger.com/benefits-not-features/

    3https://www.smartinsights.com/traffic-building-strategy/offer-and-message-development/aida-model/

    4https://www.targetinternet.com/how-to-tailor-your-social-media-copywriting-to-platform-and-objective/

    5https://anchor.fm/jay-white/episodes/3-Ways-to-Turn-Negative-Copy-into-Positive-Sales-e4ueer

    6https://swipefile.com/the-5-basic-objections-copywriting-formula/

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