CopywritingWriting

Copywriting – art or science?

By October 31, 2014 2 Comments

Tap those keysThe purpose of commercial copywriting is to create more sales. Copywriting is more of a science, than an art. This is because there are established formulas which have been proven to work, time and time again.

If your ‘marketing words’ are going to succeed, they must:
* Get the reader’s attention
* Make them want to keep reading
* Generate desire for your product / service
* Get them to take action (i.e. contact you / make a purchase)

There are many reasons why the buyer won’t proceed:
* Lack of time
* Information overload
* They don’t ‘get’ your message

Writing effective marketing copy requires some special ingredients:
* An understanding of the objectives, for each writing mission
* Subject knowledge
* A clear understanding of your audience and their needs
* Copywriting formulas
* An understanding of the principles of selling
* An understanding of grammar and punctuation

I trained as a professional copywriter for three years. Subsequently, I have written over a million words of marketing copy. I often ask seminar delegates: “Do you love to write?” If you do, then you will want to write and you will find that you improve over time. Incidentally, writers love to read (what are you reading at the moment?)

I wish you all the best with your copywriting!

Nigel Temple

Nigel Temple

Nigel Temple BA (Hons) MCIM is a marketing consultant, speaker and trainer. He helps enterprises to find more customers and to communicate with them more effectively. Email: nigel@nigeltemple.com | Call: +44 (0)1628 773128

2 Comments

  • Hi Nigel

    Thank you for this very clear and concise article on copywriting.

    Do you feel that web copywriting is becoming more of an ‘art’, now that the Google search algorithm is better able to recognise good quality writing?

    Do you have any examples of copywriting formulas that really work?

    Bette

    http://www.webwordsmith.co.uk

  • Nigel Temple says:

    Yes, I feel that web copywriting is leaning towards art rather than science and thank you for raising this point.

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