If you’re lost for words, we can help you find them. We provide a full copywriting, content editing and proofreading service. By putting into words what you want to say, we make sure your audience hears your message loud and clear.
Generally speaking, there are three types of writers:
A good copywriter falls into the third category. He spends most of his time thinking and very little of it writing. Before putting pen to paper, he thoroughly researches the subject matter. He figures out what to say and how to say it. In our own case, we have spent days thinking about some projects, and then, when an idea springs to mind, only minutes writing the eventual copy. As with most endeavours, copywriting is part inspiration and part perspiration.
In essence, there are four parts to copywriting:
Moving on, a good copywriter employs a simple structure:
He starts with an overview, highlighting the main points. He then proceeds to dig deeper, discussing the subject in more detail. He finishes with a summary, reiterating the key points. He knows not to cover too much. He keeps it simple and delivers a clear message. In this respect, a copywriter is not unlike a journalist. He makes sure to answer the big questions up front. Who? What? When? Where? How? Only then does he develop the story, reinforce the message and draw a conclusion.
As a rule of thumb, a good copywriter adopts the AIDA principle:
It may seem formulaic but it works every time. He grabs their attention by ringing a bell or offering a reward. He holds their interest by being relevant and providing details. He strokes their desires by appealing to their emotions. As David Ogilvy once said, “If it doesn’t sell, it isn’t creative”. A good copywriter must end with a call to action. He must tell the audience what to do. He will not be judged on his artistic merits but on his ability to generate business.
For more information, contact us today.
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