Wednesday

The Money is In the Details – Writing Copy Right


In a great article from AWAI, the author said, “The money is in the details. Every product has a story, history, and a process with which it's created in addition to its inherent features and benefits. And just like with acting, incorporating them will generate a hugely compelling piece.”

So, what exactly does this mean?

Well, think of Anthony Hopkins’ role as Hannibal Lecter. Do you think he simply walked on stage and created that captivating ‘wanna watch, afraid to watch’ character?

Absolutely not.

Surely he studied for the role, finding out everything he could about that type of personality.

This holds true for writing also.

I once did a product guide and description for a particular product. Before I started writing, I did my research. I learned everything I could about the product: its features, its benefits, how it could help people, reviews of the product, and so on.

The research made it easier for me to write a motivating description and helpful product guide.

But, suppose you’re writing about a new product.

The AWAI article explains that “every product has a story, history, and a process with which it’s created in addition to its inherent features and benefits. And, just like with acting, incorporating them will generate a hugely compelling piece.”

So, whether you’re a copywriter or marketer, you need to find the details in the product you’re writing about. Try to find a unique tidbit about the product that will make it stand out, that will grab the reader.

As an example, marketing legend Joe Sugarman was hired to sell a new digital watch, the first of its type to have a constant glowing display. He did his research, but then took it a step further. He wanted to know why this type of watch had never been created before.

Finding the answer to that question was the “Ah Ha” moment.

It turns out the technology (a laser technique) “to seal the [glowing] material” in had just been developed.

That was it. That was what Sugarman could use to put a completely unique spin on the new watch.

“He titled the ad "Laser Beam Digital Watch."

Sugarman’s sales copy generated millions in sales.

Next time you're writing copy for a service or product, think details. Look for the USP (unique selling proposition) that will convey its unique benefit and/or feature.

To read the AWAI article, go to:
The Secret to Becoming Your Role as a Writer

Other sources:
http://www.joesugarman.net/

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