For brochures and websites, copywriting is primarily the organisation of information:
- The expert selection of the most relevant messages to the target consumer
- The skilled writing required to make the product’s benefits clear and obvious
Good Copywriting Always Finds the Target Consumer
A product or service can offer many features. But only some will be of crucial benefit to the consumer. Good copywriting puts the most relevant messages upfront, making the benefits self-evident. In other words, good copywriting doesn’t sell products, it sells solutions.
Good Copywriting is Well-Managed Information
Brochures and websites present vast amounts of information. So a good copywriter must have the experience to spot the most important points and the skill to manage all of them without confusing the target consumer.
Good Copywriting is Simple and Disciplined
Putting in too much text is like a salesman who talks too much: He will end up losing the customer’s interest. Relevance and simplicity should always dictate the length and scope of the text.
Good Copywriting is Finding the Most Favourable Perspective
Good copywriting makes a product look better. But not through creative writing (or “flowery words”). Instead, it positions the product in the most favourable terms that the consumer understands best. So that the product ends up selling itself.
Everyone can write, but not everyone can write copy
Good copywriting takes a great deal of observation, deliberation and the experience to spot the right keywords quickly that will instantly catch the reader’s attention. In many ways, it is not so much a creative outlet, but a science. It’s a study of what the consumers want and matching it to what the product can offer.