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COPYWRITING TIPS

The main idea to write a copy for an ad depends on what you would like to convey through minimal words that make the maximum impact. The flair to write is not just enough for writing a copy. You should have the instinct to know what clicks and what doesn't. Everyday is a learning experience. As no two copies can be the same, the creative mind has a lot of scope to explore and learn. You should keep in mind not to get stuck on one particular idea or thought while writing as this restricts your creative capabilities. The secret to writing an amazing copy is always to think out of the box and to think from various aspects of the project. Never judge your copy to be the best for an ad that you are doing. Instead, think as a person who would be looking at your ad and also ask other people what they understand from the copy without telling them much about the product for which the copy has been written. Listen to them but do not follow whatever they say. You needn't, as too many cooks spoil the broth. Do not try and use highly sophisticated language as this would confuse your target audience. Always use simple layman's language because most of the ads we write are for the aam janta. But, if you are writing a copy, for say, a 7 star hotel, then definitely a little bit of sophistication is required. First think about the product, its usage and the view of the consumer regarding the product. Copywriting is not just for single hoarding ads. It could be for direct mailers, dealer letters, pole medians, road medians, internal brandings, jingles on radio or anything that requires a script. So, see, such an off beaten track infact was never off beaten as it's believed to be. Just imagine all the advertisements without a copy to complete its meaning. Just imagine all the commercials without words. It would appear so dumb. There is no such thing as a good copywriter and a bad copywriter but there is someone called an efficient and an effective copywriter: one who can figure out how to represent something for a common audience. First of all this stream requires a fairly good knowledge of culture, language drift, fashion, trends and lifestyle shifts happening in the society. Grammar need not be considered as essential as there are many ads which do not stick to conventional grammar. Next, always keep in mind the value of the product in public view and how you would like to increase it further. But never, never, try to exaggerate. It'd appear as if you're bragging about it. Try to use simple and less words to convey the complete meaning. When writing a copy always look for other better ways of saying what you are trying to say and also see if you as a consumer or the target audience like it. Review the words that have been used. I would not recommend the usage of a dictionary or a thesaurus as there is a chance of getting stuck up on words. Use thesaurus to know the synonyms but don't try to cut-copy-paste them as it'd be like having a goat's head on a chicken's body. Too unlikely. Instead of replacing words, replacing sentences would be much better and more innovative.

WRITING THE HEADLINE OF YOUR DREAMS

You're stuck. You want to start an article, a sales letter, a forum post, an email, or even an ebook. And you want a "headline." Sure, it might be called a "title" or a "subject" -- but, in essence, they all serve the same purpose -- to stop the reader in their tracks and get them to read on. Or maybe, even, to buy. In fact, an early 20th century marketer. E. Haldeman-Julius, took a boatload of books that weren't selling and simply re-named them, turning them into bestsellers. (It helped that the books actually were from classical literature: Haldeman-Julius simply changed the original titles to more lurid ones to increase sales.) But before they can buy, your headline must pull them into the rest of your copy. So -- the headline, title, the subject line -- it's that first few crucial seconds where people are sizing up whether to continue on. Well, what do you need in a headline? You need to grab the reader's attention, not unlike the poor pop-eyed guy you see in the cartoon who suddenly sees a train barreling down upon him. But, uh, a bit more pleasant, please. However, the degree to which you can initially rivet the reader's attention will bode well for the rest of your advertisement. Large, wealthy advertising agencies have spent millions studying the effectiveness of ad copy. And, in general, they've found that 5 times as many people read the headline as read the body copy. So, the stronger you can write that headline, to pull them into the rest of your sales letter, or open your email, the better chances you will have of making your sale. How do you make your headlines stronger? There are three basic types of headlines -- ones that promise a benefit, ones that announce news, and ones that provoke curiosity. Now, clearly, there can be overlap between these types. Most "news" headlines worth their weight will definitely provoke curiosity. One thing that you don't want to do is bore your reader. If your reader feels they can tell what's "coming next", they will fail to continue reading. And you will not make a sale. One way to strengthen your headlines is by creating a "swipe file" of headlines that really click with you.  Then, when you need to write a headline, you can just look through the examples you've saved, and use them to either model your own headline after, or at least to give you some ideas.  You can also find swipe files online, as well as finding ones that are available for sale. In addition, there are definitely some excellent tools to help you create more effective headlines. This is just a start.

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