Three Rules To Writing Successful Copy For Online Marketing
- By Jolene Christopherson
- Published 05/2/2008
For marketing campaigns to be able to convert and be profitable, well written copy must go with them. In short, copy is the sales document used to promote the product or idea being sold. And copy is to a marketing campaign what search engine optimization is to a website. Here are the three rules to remember when writing your benchmark copy. These are important rules when you are serious about your marketing campaigns.
One of the rules is that people don’t like the idea of being sold. People who make purchases want the idea of buying something to be theirs. They want the comfort of knowing they were in control and made the decision to buy based on scrutinizing all of the particulars about the product. Think of a time when you went to purchase something such as a car, house or life insurance plan. Think of how the salesperson treated you and worked with you. How did you feel when it seemed as though you were being sold the product and you weren’t buying the product? Do not give the feeling of being sold when writing copy. This is one way that people sometimes lose business that they might have been able to have.
Another rule to keep in mind is that buyers make purchases based on emotions not rationale. They feel the need to buy based on feelings such as fear, lust, vanity, envy, laziness, pride, etc. When was the last time you purchased an item because you were afraid of what you might lose if you didn’t get it or that you might run out of something so you needed a replacement? How about a purchase to upgrade something? Pride or vanity was most likely involved in that transaction somewhere along the way? Appeal to a buyer’s emotion in your copy and he will make a decision to purchase based on that.
The last rule to remember is that the decision to purchase must be justified with rational. Once a buyer is sold based on his emotion, he needs to rationalize that choice. The prospect needs to feel good about the decision he made to purchase. Consider this, after you decided to purchase your new car, how many times did you justify your decision based on the added comfort for your long commutes or better gas mileage. Heck, even a sun roof is a way to cool the car down and create circulation rather than using air conditioning. Provide in your copy all of the additional information that creates reasons for a buyer to be able to logically justify his purchase.
Remember to let the buyer feel in control, know that playing to emotion will drive his decision and giving reasons to justify his choice all play a role in making a sale. If you utilize these three rules when writing copy it will help sell your product. And, writing that kind of copy on a consistent and continuous basis will bring you success in online marketing.