Where Does Copywriting Begin?


A strange question?

When do you think it begins?

  • When you start writing?
  • When you get your assignment?

Would you be surprised to learn that the majority of copywriting is done before a word is written?

Getting the ground work done

If you pick up an assignment, read it through and then start writing – you have missed the point. And not just slightly missed it, you’ve overshot the runway by a mile and ended up in the river.

The real work of copywriting begins by getting to know the product or service you are selling. Think about:

  • What is it?
  • What does it do? – especially for the customer
  • How does it differ from other similar products/services?
  • What makes it so desirable?

But that’s not all…

Getting to understand the product or service is the first step – then you have to get to know your customers. After all how can you possibly sell something to someone without knowing what they are looking for?

Think about:

  • Who they are?
  • What do they want?
  • What are they looking for in life?
  • What will make them buy?

Real copywriting is about understanding your product and customer – who, what, why, how – by spending time to find out these factors, you will have a wealth of ideas to draw on for your copy.

Be warned…

Going into a copywriting assignment without this knowledge will probably end in disaster – how can you create a compelling sales message to attract customers without it?

Sally Ormond  – freelance copywriter

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