Why tell people how to write their own copy? Why not? There are many people out there who don’t have the resources to pay for a professional copywriter and who have to write their own. I have two reasons for wanting to help them. One altruistic and one a little selfish.
Reason 1 – altruistic
I like the English language. I dislike seeing it murdered. I hate to see effort spent in writing wasted because the content is poorly written. I want people to be able to communicate the benefits of their products and services well and easily.
Reason 2 – selfish
If I help people now when they can’t afford my services and it assists them to become successful, then maybe, when they are and they have the money but not the time to write their own copy, they’ll remember who helped them. 🙂
Eight tips for writing your own copy
- Know who you’re writing for. In other words know your customers. You must have an idea of their motivation for buying your service or product and then address that. Write as though you were having a personal conversation with them
- Before you decide to write for real, so-to-speak, write down what you really want to say. Don’t worry about the spelling or the grammar at this stage. Just get down on paper the information you want to communicate. This will help you become clear on what you need to say.
- Write down some possible headlines. They should attract the reader to want to read more. Play on their curiosity and use the magic word “you”.
- Now arrange what you wrote in 2. Your ad, brochure or web site copy is like a story. It needs a beginning that catches the reader’s interest, a middle that provides the details and an end that summarizes and encourages the reader to call, or buy, or do whatever it is you want them to do.
- Now’s the time to polish your work. Check it carefully for mistakes of grammar and spelling.
- Give it to someone else to read – preferably someone in your target audience – and listen to their criticisms without taking it personally. They may have a point.
- Test it. Measure the response you get from it so that you know what works and what doesn’t.
- Refine it and test again. (Repeat until you get the result you need)