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Learning The Rules of Copywriting
The study of the rules of copywriting is really and truly the study of “what makes people tick”. Writing effective copy means understanding what people will respond to and why they do so. Possibly one of the most important rules of copywriting is that emotion tends to have much more universal appeal than sheer logic. Where a well constructed argument for a product or service may reach a few while a well constructed appeal to sentiment, ambition, or even ones sense of luxury, will reach hundreds more. Also, remember that the type of speech most easily understood by the greatest number of people is speech which is both simple and direct. The function of good copywriting is to GRAB the attention of the reader and maintain that attention just long enough to impress upon the reader the importance, value, or unmatched quality of the product or service you mean to represent. To accomplish this task, it helps to understand that people tend to read that which interests them; more precisely matters of information, beauty, and or entertainment. One can almost always grab the attention of a person by offering to do something for them or by showing that person how they can either make their life easier or become happier. By appealing to the various susceptibilities of the minds and the hearts of your audience, your advertisements become opportunities for your readers to better themselves, their lives, and the lives of their loved ones through the use of your product. There are also three elements which compose the style of an ad or the ad’s slant. Successful copywriting must at all time remain true and consistent in it’s chosen style, less the spell over the reader be broken and the magic lost.
As always, when developing the style or slant of your advertisement, be sure to keep in mind your readers needs, likes, and dislikes. Advertising that is heavily vested in human interest will always be the most widely read. Back To The Top Of Learning The Rules of Copywriting
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