Copywriting Is A Highly Specialized Art

Published by admin | Filed under Writing and Speaking

Amusingly, copywriting is the one area of web design where everyone thinks they can do it. If they can write a grammatically correct letter, or pen an ezine, people sometimes get the idea they can also write copy for their sale letter or website. Unfortunately, copywriting is a whole different animal. Copywriters versus writers write from two totally different perspectives and with completely different intended responses.

A heartfelt greeting to mom, or a diverting adventure novel is not the same as creating a dynamic sales message for the Internet community. Writing emotional content that creates an emotional connection and impact on the reader along with a powerful “call to action” is what a copywriter is paid to do.

You see, the novelist is not trying to get you to join the CIA or fall in love with the widow woman- that’s just entertainment. Copywriting is an art form. The skills required to write artful copy versus just competent writing are as different as the professional delineation that exists between a heart surgeon and a general practitioner.

The comparison may sound a little over the top but the difference between a writer and a copywriting expert will either make or break your web business. In the field of copywriting, words are the scalpel that can repair the defects in your ad copy to bring bottom line results to your profits. And the GP doesn’t necessarily know what these are…

Since words are the tools used for communication, every word must do something. Words can evoke an emotion or a call to action. When words are used effectively, they lead the reader to a decision. Words are the tools of the trade for a copywriter. Words can make us cry, or make us laugh- but to a pro copywriter, the only words that matter are the ones that make you BUY.

In the expert hands of a top copywriter, words will increase your sales exponentially. Words on a web page are intended to lead a visitor to a decision. If the words do not do their job effectively, they are just words.

Certain key phrases can induce us to do something. There are words that have an emotional impact on the reader; this emotional impact and the response elicited thereby are what separates writers from copywriters. Copywriters know how to invoke the emotion, take the reader along on a journey that ends at your purchase page and gets the sale for you. The copy on the page has influenced your web visitors to take a desired ACTION.

The words were exactly what those particular visitors wanted to see. When the right customers read the right words, you site makes a sale. That brings us to a tough question: Who is your customer? The question begs some in-depth analysis, and the answer will determine the words that you use to evoke the emotion that you need to make the sale.

Once you define the demographics of your particular customer base, you are almost at the point of creating a lucrative online presence. The problem is that most writers do not have their customer in mind when writing web copy. They write for a general audience. But that’s ok.

That’s the copywriter’s job. A competent copywriter will do exhaustive in-depth research to gather the information for your target market and write copy that speaks to that market on a powerful, emotional level. That’s what we do.

J.G. Hostlerberg is a top freelance copywriter working together with two other top hired-gun direct response copy pros to educate fledgling copy cubs in the art and science of copywriting. For killer conversion copy training, and hundreds of secret tips and tricks of the copywriting profession, go to http://www.copywritingshop.com/ and get signed up with our soon to be launched training, http://www.GoCopyThis.Com for the chance of a lifetime!

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