Copywriting is the art and science of writing words to promote a product, a business, a person or an idea; and carefully selecting, editing, weaving and constructing those words in a way that they’ll persuade the reader into taking a specific and measurable action.

2. Copywriting is the art and science of writing words to
promote a product, a business, a person or an idea; and
carefully selecting, editing, weaving and constructing
those words in a way that they’ll persuade the reader
into taking a specific and measurable action.
This “action” can be subscribing to a newsletter, calling the
phone number on screen, clicking a link, sending an e-
mail to their friends, etc. Any of those actions will be
used, in turn, to advance the sale further.

3. • ‘Web content’ is an umbrella term. It is any content
created for the we. Web content seeks to inform,
communicate and entertain.
• 'Web Copywriting' is a specialized form of writing which
primarily seeks to communicate a sales message.

4. Copywriting is used to boost the effectiveness of :
• Banner ads and graphics
• PPC ads and classifieds
• Sales letters and direct response marketing
• E-mail marketing
• Social marketing and blogging
• Audio and video
• Off-line marketing

5. • Understand your target audience
• Know the product/service you are selling
• Be aware of your brand’s USP
• Low on the fluff and focus on relevance
For web copywriting………..
Keep the copy succinct. Remember that web users are
busy, no-nonsense people who will rarely have time and
patience to go through a wordy copy.

6. • Direct Statement Headline
-The best chocolate cake you ever ate (Ladies Home
Journal)
• Question Headline
-Who else wants to know how to drive massive traffic to
their website?
• ‘How to’ headline
-How to promote your website for maximum response
• Command headline
-This is your window of opportunity. Open it.

7. • Implicit Benefit Headline
-5 sure-fire ways to sell your products on e-Bay
• The Deep Discount Headline
-Get 12DVDs for just $5
• The ‘Reasons Why’ Headline
-Here are 7 Hard Hitting Reasons to Visit Our Website This
Week
• The short, punchy headline
- ‘’What if…”

8. • Gain the attention of the reader
-E.g.: “What do Japanese managers have that American
managers lack?”
• Focus on the customer.
Don’t underestimate your customers. They will not be
impressed by bells and whistles. They want to know
what is in for them if they were to spend time reading
your copy.

9. • Stress benefits
-E.g. : save money, save time, look better, feel better.
-Say you are selling a .tech product. Instead of just saying
that it “offers increased capacity” stress which feature(s)
allows such an increase.
• Differentiate yourself from the competition
-E.g. : Cereal X stays crisp in milk.
-E.g. : 1000 chips in every bag of chocolate chip cookies.
• Establish credibility
-Testimonials, case histories build credibility and add value
to your offering.

10. • Close with a call to action
-Compelling your prospect to take the necessary action is
the ultimate aim. End your copy with a call to action.
(E.g. : Contact us now at…, trial our product by filling this
form, book a ticket now by calling this number.)

11. • The best copywriting is the one that gets the prospect
involved. To achieve that involvement, you need to write
in a conversational style – the more friendly and
approachable, the better it will be. Your copy should
have the word “you” at least twice as much as the words
“I”, “us” or “we”.
• Using contractions like “don’t” instead of “do not” or
“you’ll” instead of “you will”, can make your copy feel
warmer… like one person talks to another. It feels that
way because that’s how people talk.

12. • A colloquialism is an informal way of saying things,
whether it’s a word or a phrase that people use while
talking. Using colloquialisms, you’ll draw your reader
closer to you, and you’ll sound more familiar and
personal. However, be careful… only use colloquialisms
that are anyone can understand – else you risk
distracting your readers. Here’s a few of them:
• Say “cash” or “dough”, instead of money.
• Say “bummed”, instead of “depressed”.
• Say “Blown away”, instead of “very impressed”.

13. © Godot Media