The Job of a Copywriter

Article Written By: DarrelHawes

Have you ever wondered what a Copywriter does? It's not a secret. If a copywriter persuades you to take a desired action, he or she has done their job. The copywriter could be yourself, a staff copywriter, or someone you have temporarily hired as a freelancer. The specific action could be to purchase your product, or in some way invest in your service. It could also be to sign up for a free report or software in return for their name and email address. In any case, the copywriter always presents the reader with options and asks them to make a choice.

What is really going on here? We might sum it up as: persuasion. Be aware that this 'persuasion' is simply not what people often think. It is easy to assume that copywriters employ 'tricks' to coax people out of their money. Consider looking at it this way instead: competent and ethical copywriters utilize copywriting techniques for the purpose of convincing the reader to act in their own best interest... to do what they would anyway if andquot;they had all the factsandquot;.

What kinds of actions do we wish to persuade our readers to take?

Well, the simplest action of a copywriter, the one that takes the least amount of effort, is to persuade a reader to make a choice indicative of their interests. An example may be reading an articles, or downloading a program.

Next in difficulty would be convincing that same person to provide their email address in order to get the freebie. Web surfers today are hesitant to give strangers their email address online. The good news, if you can get people to do this, it usually tells you three different things. First, it shows you did a good job in targeting the right audience for your freebie. Second, it tells you that you are speaking in their language. Third, it finally indicates that you are offering an item that they deem valuable.

You might rightly imagine that to persuade that same prospect to spend money is on another level of difficulty. And you would be correct. Ultimately, though, we are in business to make sale. In crafting a sales letter, the copywriter is merely presenting one type of a sales presentation.

The basic process is this: describe what is being offered, the benefits derived from the service or product, provide answers to the most common objections prospects have, and tell them how to buy. Throughout the entire process, the writer must use terminology familiar to the prospect and also remove any andquot;speed bumpsandquot; (unnecessary or poor-worded phrases which will cause the reader to disbelieve what you are saying or even stop reading).

If you are a smart marketer, you realize that persuasion does not come to an end once the customer has bought your product. That customer is now a prospect that must be convinced to type in their credit card number and confirm their order. Once they have made the order, they will typically experience what is called andquot;buyer's remorseandquot;, and so once again it's the job of the copywriter to assure the buyer that his purchase will benefit him.

The copywriter's job is an essential one today. As a business owner, you may decide to write the copy yourself, or you may choose to hire a writer who specializes in writing copy for clients.

About the Author

Are you are trying to get more traffic to your website? See Darrel Hawes' site for help in getting more traffic, and generating more leads.

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This Article Has Been Published on Thu, 2 Apr 2009 and Read 160 Times

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