Copywriting, according to
Wikipedia is described as
"getting across the perfect message, with the perfect words." When we talk about copywriting it is usually in conjunction with a promotional message; we want to promote a new idea, a person, a business or an opinion. The greatest copywriters understand that people are entirely driven by emotions. We are driven by emotions when we buy products, often triggered by the copy we read.
I'm sure that you have often felt a surge of anger, happiness, or confusion about something you've read in the past, whether it was in a newspaper, or on a web page. Good copy is riveting; it ties us emotionally to the material we read. When we read good copy we hardly realize that we are being cleverly manipulated by the words. Often we buy stuff without further thought and after out initial excitement has passed, we find ourselves with yet another possession we never wanted in the first place.
Therefore it is no surprise that the Internet marketing industry rakes in thousands of dollars for many info-marketers. By employing copywriters to write strong sales pages, many marketers make an absolute killing within 24-hours of a new product launch.
If you have a business and want to sell products or services, you need decent copywriting skills. It will make all the difference to your bottom line - your profits. The following tips will help you to become a better copywriter.
- Identify Your Target Audience
Before you can even think about your copy, you need to establish your audience first. Who are you marketing to? Is it kids, teenagers, work from home moms, or pensioners. Does your audience have a specific need that drives them to your product or service? Do they have pains, problems, etc?
The more you understand about your target audience, the better your copy will ultimately reflect their needs, therefore helping to establish the conversation between you.
- Get Level By Speaking The Same Language
Your audience needs to feel as if you are their friend. By speaking their language, you establish a connection; your own conversation. Unless your reader is able to make this connection, chances are he or she will never buy from you.
- Apply The KISS Rule
The KISS rule stands for 'Keep It Short and Simple.' As a foundation of good copywriting, KISS translates to short and simple sentences. It also means to stay on topic while keeping the information presented in a bite-size length.
- Avoid Jargon
In order to directly impact on as many people as possible it is a good idea to leave jargon (difficult to comprehend words) entirely out of your copy. If you end up confusing your readers they will only get discouraged from buying.
- Stay True To Facts
If you lie about product and service facts in your copy, your business image will become tarnished in the industry. Always stay true to facts, never make up claims you can't meet or satisfy. Your customers will appreciate your professionalism and happily refer you to their friends or business partners in return.
These 5 copywriting tips are the basic guidelines you should follow when considering your next sales letter or product launch. The topic is so exhaustive that a lot can be and has been written about it.
For one final tip: If you can put yourself into the shoes of your prospective client or customer, you are already halfway there in making more sales than ever before.
 | Written on 8/25/2009 by Monika Mundell. Monika is a passionate freelance writer and pro-blogger. Her blog Freelance Writing helps new freelance writers to get started in this exciting industry. If you like to work with Monika, feel free to visit her Portfolio site. | Photo Credit: kham |
译文:
对各类企业广告撰写的5项贴士
根据
Wikipedia的解释，广告撰写就是“用浮华的词藻表达出绚丽的效果。”当我们谈到广告撰写，通常联想到的就是促销信息；引进新思路，推荐新人，推动新企业或者介绍新想法。最伟大的广告撰写人深谙一个道理，那就是人们所有的行为都源于情感。我们往往出于某些情感因素而去购物，而触动这些情感的正是我们看到的广告。
我敢肯定，对于曾经看到的文字（无论是报纸上的报道，还是网页内容），你往往会产生一种冲动，愤怒的，幸福的，亦或是迷惑的。优秀的广告引人入胜，它在情感与文字之间构建了一座桥。一则优秀的广告能够迷惑人心，你完全没有意识到你已经为那些所动。通常购物时，我们仅凭一时冲动，但是当最初的激动褪去，我们才意识到某些被忽略的占有欲。
因此，很多信息销售者在网络市场行业中大肆敛财也毫无奇怪。招募广告撰写人创作出诱人的销售广告词，许多销售商得益于此，他们的新品一上市，就销售一空。
作为企业主，你必须掌握一些广告撰写的技巧，以推动产品或服务的销售，从而大大改善您的企业的盈利状况。为了帮助您成为一名优秀的广告撰写人，我们罗列了如下贴士。
- 定义目标群体
在构思广告词的时候，首要任务就是明确目标群体。你的消费者是谁？是孩子？青少年？家庭主妇？亦或是老年人？你的目标群体是不是有什么特定的需求导致其一定会去购买你的产品或服务？他们是身患疾病？还是有其他问题？
加深对目标群体的了解，你的广告词将正中他们的需求，有助于建立起您与他们的对话。
- 运用消费者的语言来达到更好的效果
您的目标群体需要感觉到你的同类气息，用他们的语言，与他们对话，建立起沟通的桥梁。如果缺少这种沟通，他们几乎不可能购买你的产品或服务。
- 运用KISS原理
KISS即'Keep It Short and Simple（保持精简）的缩写，KISS原理是广告撰写的基础，运用KISS原理，将有效精简广告的语句。当然它还有另一层含义，即在保证信息的长度的同时，还要紧扣主题。
- 避免行话
如果你希望你的广告能吸引更多人，最好的办法就是避免使用行话（一些艰涩难懂的术语）。否则你只会让你的目标消费群体感到困惑，而没有办法引起他们购买的兴趣。
- 实事求是
如果你在广告中对于产品和服务的描述不符合事实，你的企业形象将在行业中一败涂地。实事求是并不是说你不能去迎合或满足消费者的口味。实际上，实事求是将使你的客户青睐于您的专业，并乐意将您的企业介绍给他们的朋友或者生意伙伴。
当你要发布新产品或者退出下一季销售计划时，请遵守上述5条贴士。这个话题非常广泛，有很多可写，也写了很多。
最后一条贴士：如果你站在客户的立场上来思考问题，你将事半功倍，使你的业绩翻一番。