How to Turn Yourself into a Great Copywriter
Copywriting is commercial writing. All writing has something in common with each type of writing.
If you can tell a damned good story you will be able to write fiction, and you will be able to write copy that sells product — how good you are at it, will depend on how much work you put into understanding why you use particular phrases, words, and arguments in your writing to persuade the reader to buy.
“If it doesn’t sell, it isn’t creative”, David Ogilvy
If you use story telling to write fiction you don’t need to practice the art of persuasion, you need to practice drawing the reader into your world.
A good copywriter should easily be able to see that all the elements of a good fiction writer’s skills are very useful for copywriting; draw your reader into your world, get them to believe your point of view about the product, show them that it’s worth reading on to find out what happens.
How Story Telling and Copywriting intertwine
In story telling we must suspend the reader’s disbelief and become convincing about the thing we are writing about.
It must also be engaging, that means we fill the story with feelings of powerful possibilities shown through words that wake the emotions.
Call to Action — is a call to Life
If you read books about how to write a good story, a thriller, a love story, then you will also learn something which is useful to you in copywriting. A good fiction writer knows that when the main character is called to action, there is no turning back and the real story begins. The reader is now getting what they want — visceral action without the physical and mental pain. But, they often feel like they were really involved.
Exciting and Engaging Ideas lead to Action
A reader who engages in reading copywriting about a product has an interest in the product and therefore begins reading. The job of a copywriter is to present the story as an exciting and engaging idea which leads to the end conclusion, which is that the reader can dream about the product, but they must take the call to action if they want to make it real.
A copywriter must become a master of storytelling for real. The call to action is asking the reader to take part in the story, to risk jumping into the fray of life and putting their money where their thoughts are, buy the product and get real, stop dreaming, make it real and get your credit card out.
Copywriters write for interested readers:people who have been searching for that particular product, or similar. They don’t try and convert non-buyers into buyers, there are enough eager buyers out there looking for your great piece of writing to entertain and engage them into feeling safe about taking action and owning the product.
Sales letters are stories — that’s why they are so long. They must match the product in tone and voice, is it a love story to a buyer? Or is it a challenge to a reader to buy an adventure in the form of a holiday, a car, or a new lifestyle?
Practice all aspects of engaging writing and you will understand copywriting, and story telling.
The short cut to all of this is simply that you engage with the work and practice everyday.