The Art of Copywriting- Some Features of a Good Sales Copy

• Try telling a story- All of us love to read stories. We connect instantly to a well written story because it evokes a certain emotional response from us. This emotional connection with story telling can be leveraged to come up with a good copy. For example- while copywriting for a weight loss product, an average copywriter would start listing the benefits of product and urge the user to try it once. But a good copywriter would weave the benefits of the product in a story which is engaging and moves the readers at an emotional level. The story could be your own and how you were always mocked at by fellow classmates at school for being fat or the story could be your girlfriend's who, despite being a fantastic person at heart always got the jeers because of her weight and you felt ashamed.
• Try involving all the five senses- While copywriting, try and evoke all the five primary senses of human beings. It has been seen that whenever our five senses are aroused simultaneously, it releases hormones which makes us feel good. When the person reading your sales copy feels good after reading it, more often than not, he would buy the product or service on offer.
• Do not make them wait- The biggest mistake an amateur copywriter does is try build up suspense about the product or service. While such a strategy may work in the television medium, for the print and online medium, it is a complete no-no. Nobody has the time to go through useless information. When copywriting for the online or print medium, it is best to get to the most important feature of the product right at the start and then go on to write about other things. This way, the reader knows what the article is all about and if that interests him, he would definitely take action.
• Always tell what, never tell how- This one is strictly when copywriting for coaching businesses, training programs etc. which involves imparting skills to people. While writing a sales copy for such businesses, tell the people what they ought to do in order to get what they want but never tell them how to do that. With their what answered, they would be tempted to know how to implement that what but because you would not be giving them the how information, they would definitely want to know more about the service.