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You may be wondering what the last couple of newsletters had to do
with copywriting.  They may have left you scratching your head if
you miss one very important point.  Consider this ...

    Copywriting is conveying experience, optimism, and excitement
about what readers want so they buy from you over anyone else.

Okay, so that was a little convoluted, bottom line is that all your
copywriting is from experience.  Your experiences, the experiences
of others, and those of your reader, together to create copy that
sells.

In order to write to persuade, you must reach out for new
experiences.  This prospective lets you connect with your buyers,
understand them, and help them get the solutions they want.

How do you build experience:

  1. Keep up with current news summaries.  You don't have to watch
the news, but you do need to stay in touch with what your buyers
are concerned about or seeing.  

  2. Look for long term trends.  Be a student of how things change
or stabilize over time.  Consider what is popular now and what was
popular 50 years ago.

  3. Be aware of cultural norms.  Learn about every culture,
different kinds of people, and know which categories your customer
belong.  

  4. Speak the language of your buyer. Do this best by listening
more than you speak.  Go where your buyers are and just observe,
pay attention, and note language used.  That's how you want to talk
in your copywriting.

  5. Be a constant student.  Every day read and learn something new
both in the skills of copywriting and other topics that make you
better rounded.  Communications skills are important to great
writing.

If you like I can cover more exercises that help you capture
experiences for writing sales copy.  But if you really serious
about writing copy that sells you'll practice daily with real
campaigns, that's something you'll discover in detail in future
lessons.

Sincerely,

Justin Hitt
Editor, AdBriefing Copywriting Tips
24/7 Phone / Fax Hotline: 

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