Marketing Ease; Web Marketing Blog

“Knowledge is Power”

Written by Krista Johnson -- September 19th, 2007 in Copywriting

Sir William Alexander - â??Knowledge is Powerâ?Good copywriting evolves around numerous strategic essentials. Whether selling a product, pitching an event, or voicing a controversial article, certain steps must be taken to produce well written copy.

To begin, ask yourself what the dominant objective of the headline is. Also follow through asking yourself what is the main goal of your fonts, sizes, graphics and all other sections of the content.

The answer might be surprising, but it is as simplistic as getting your first sentence read. Each previously mentioned element of content goes into obtaining this scheme. When successful, the momentum of the first attention grabbing sentence will push the reader onto the second sentence. If this process of readers anticipating the next content filled sentence continues, a chain reaction is created.

It is always important to give your readers something to look forward to. Make sure you provide reliable information when providing content. Also be sure to answers any questions that might arise from your readers.

An absolute must for readership is the headline. The first word of the headline should be a powerful verb that requests action. As written by Brian Clark of Copyblogger, the headline should also take fifty percent of the time to write, while the content takes the other fifty percent.

Another important trait to keep in mind is the length of the headline. Typically the headline has eight words or less, but if and when itâ??s longer, the only guideline is whether the full thought is conveyed through the fewest needed words.

The next step to take is knowing how to structure and compose your content. You must keep the content straightforward. Strive for your copy to use simple words to illustrate your point, be concise, written clearly, as well as communicative.

When this method of organization is provided, you ensure readers youâ??re focusing on their understanding and are benefiting from the piece.

Also, donâ??t be afraid to occasionally bend the rules of grammar. If you are struggling with the conformity of content writing, have some fun with your structure keeping in mind it has to help the piece. Play around with paragraph lengths, fragmented sentences, starting and ending with conjunctions and prepositions, even try using bullets and lists.

The last thing to consider when copywriting it the length of content. The usual length for blogs is short and to the point, about 250 words or so. Although, there are exceptions to this norm. Three main points to consider as stated in The Copywriterâ??s Handbook written by Bob Bly are:

1. The Product: the more features and benefits a product has, the longer the copy.

2. The Audience: Certain people want as much information as they can get before making a purchase. This is especially true of people on the Internet, and especially true with information products.

3. The Purpose: Whatâ??s the goal? Generating a lead for a service business requires less detail, but an ad that aims to make a sale must overcome every objection the potential buyer may have.

In summarizing your piece, remember the previously listed steps it takes when copywriting. The headline, language, grammar, organization, attention grabbers, and length are all imperative to a good piece

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