Copywriting Tips For Beginners (And Experts!)



Copywriting Is An Art

Hone your craft by learning essential copywriting tips for beginners and the unique "You" Marketing philosophy of engaging, informing and persuading with words. Rather than bore you with more of the "copywriting secrets" and "words that sell" advice that abounds on the internet, here you will find nuggets of wisdom about the fundamentals of copywriting rather than the flash, the attitude rather than techniques.

Whether you are already a copywriting expert or are here starting afresh, you will benefit greatly by the simplified approach to strategic copywriting and the creative copywriting guidance offered in the Copywriting Tips For Beginners (And Experts) section of Sales-And-Marketing-For-You.com. "You" Marketing is a simple philosophy kept deliberately simple to hammer home that one crucial point: the customer ("you") comes first. Focus on their needs and be sincere in your desire to help them before all else.


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"You" Marketing Revisited

The best way to ensure that you will benefit from the Copywriting Tips For Beginners (And Experts) page regardless of your skill level in copywriting is to approach copywriting from the perspective of an art that is constantly refined. There are no "magic words" or techniques that will work every time with everyone. However, you can achieve tremendous results by keeping that age old rule in mind: customers come first.

The following section thus expounds in more detail on the "You" Marketing basics outlined here. There is nothing new to the "You" Marketing approach to copywriting, sales and marketing. It is simply a new way of saying proven truths that will serve as a reminder for experts and fresh learning for beginners. The copywriting PDF on Keys To Effective Copywriting provides another perspective on the framework for creating excellent marketing copy.


(1) Address Your Customer

The most important of all Copywriting Tips For Beginners (And Experts) is to make sure your words talk to the customer and not at them. Use the word "you" a lot and keep your wording simple. Address the customer directly and in their language.

Imagine a salesperson talking to a client in an exaggerated fashion, waving his arms and going on about how great the salesperson, his company and his product are. Would that work? Not really. Why do we market like that then? Your marketing copy should be the same as when you speak to someone. Using an assumed voice, tone or style of delivery is setting yourself up for failure.

The biggest mistake people make is creating unnatural-sounding copy that focuses on you instead of on your customer and their needs. Write in the same way you would explain yourself to a friend, a child or a good customer. In fact, pretend you are addressing anyone with whom you are comfortable with so that your ease comes across in your message in the most natural way.

The primary advice of the Copywriting Tips For Beginners (And Experts) page is, make your marketing copy warm and personable. Address your customer directly as if they are sitting across the table from you or you are having a warm conversation at your place of business. Know and care about your customer so that it shows in your words.


(2) Focus On Their Needs

After addressing the customer directly with "you" as if you are speaking with them personally, the most valuable of copywriting tips for beginners and experts alike is to stay focused on them. At the risk of sounding clichéd, treat the customer with the utmost respect. Remember, this is about them and not you and the opportunity to engage them and do business with them is a privilege. They are not here for you but themselves.

Read the copywriting PDF The "You" Factor for a reality check on the importance of your customer. Remember that you are speaking with them only inasmuch as trying to find out how you can help them. Your message should return again and again to the customer's needs and wants and their reason for wanting to do business with you which are the benefits and solutions you provide them.

This point cannot be stressed enough. You are in business for the customer. Without the customer you cannot survive. The customer does not have to do business with you and can go somewhere else. Do not patronize, put down or condescend your customer. Your customer is your boss. Making and keeping customers take humility and a genuine sering attitude. You don't have to be obsequious or pretentious, but do make sure your words focus on them just like everything else should.


(3) Use Active Sentences And Action Words

Throughout this section outlining Copywriting Tips For Beginners (And Experts) the advice to use your natural voice is a common thread. However, that does not mean you cannot adjust the words you use and your delivery slightly for better effect. This is not hard to accomplish and does not mean that you need to suddenly put on a sales hat and become a "master closer". What is does mean is that you should write in the "active" tense and "paint the picture" of your customer succeed with your help.

Using "the active tense" simply means that instead of long, meandering suggestions about ifs and wherefores, your sentences should be in the "here" and "now". For example:

"Your retirement is probably something that you think about from time to time"

becomes

"Do you think about how you are going to retire?"

The point is to take the same train of thought and make it more direct and impacting. It does not take rocket science but it does take some thought in order to turn a drab approach into engaging, actionable copy. For more examples of this, see the copywriting PDF "You" Marketing Samples from different industries and markets.


(4) Don't Just List Your Virtues

Let's go back to the salesperson making a pitch to a customer. The reason I use this example is to highlight the absurdity of a lot of modern marketing that seems to want to awe customers into submission. If a salesperson just stood there giving a speech of proclamations about how great his product is, how effective will that be? Is the customer likely to take him seriously.

The first imperative is to talk to the customer - remember "you" - and not just pull out a loudspeaker and start making a general announcement. The second points is to talk about the customer. There is no reason not to talk about your plus points, just make it about the customer. Therefore:

"We are the biggest supplier in the Northeast"

becomes

"You'll have the largest selection of parts with us because we are the biggest supplier in the Northeast"

A vague feature of your organization / product / service is then turned into a personal benefit for your customer. Talking to and about the customers throughout your marketing is so important that you should try including "you" or a reference about the customer in every single sentence! Just try it.


(5) Answer The Question: Why You?




As we come to the last of the points on the Copywriting Tips For Beginners (And Experts) page, you'll notice that the focus remains on the customer. Your focus should remain on the customer too. You don't make friends by telling everyone you know how great you are and you don't make customers that way either.

Customers have the same thing on their minds that everyone else does: themselves. In order to win a customer over, you need to stop thinking about yourself and think about them as well. Specifically, you should answer the question of what can I do for my customers better than anyone else?

Take the time to think about this. It begins with the attitude of genuinely knowing and caring about your customers and wanting to serve and help them. Remember that your customers can do without you but you cannot do without them. The onus is thus on you to do whatever is in your means to benefit them.

Your "unique selling point" or "competitive differentiator" may be something that evolves along the way of your doing business. Make it your business, however, to get inside the minds of your customers so that you are able to effectively and emphatically communicate to them how you are going to better their situation immeasurably.


(6) Write For And About Your Customer

Now that you know how important customers are to effective copywriting, begin your sentences with customers in mind. Whatever you write, think about the customer, how what you are going to say relates to them and if you can change what you say to be a benefit for them. You may have to be inventive and creative but once you make it a habit, "You"-centric thinking and writing will happen automatically.

If you surf the web and look at the websites of companies in every field, you will notice that the best marketers are the ones that use the principles of "it's all about you." These are the websites that you connect to because they are friendly, informative and genuinely seem to want to help you solve a problem or provide you with what you are looking for.

The principle of "give before you get" applies as much to effective copywriting as anything else involving people. If you are thinking about selling your products first, that will show through in your words. If you are thinking about helping and serving your customers first, that will show through.

Browse other sections of Sales-And-Marketing-For-You.com in addition to the Copywriting Tips For Beginners (And Experts) page in order to see more of "You" Marketing in action. It is when you take your mind off of business and money and put warmth and personality into your sales and marketing efforts that you will begin to see results... and money.


Get help with additional Copywriting Tips!

GO TO:
Copywriting InformationSEO Copywriting"You" MessagingContent Advisor ServicesCopywriting Tips Consultant




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