Chapter 6. Principle Of Copy Writing
Nice to work in the world of copywriting. You are a writer, but not a simple
scribbler: move the masses with a title, increase the conversions of a project
by changing the subject of the newsletter.
Of course, this is the shared idea. Everyone believes this is the world of the
copywriter. And everyone sees this professional figure as a sort of sorcerer, a
snake charmer, and a hypnotist. The copywriter uses words to exploit the
dark psychological.
As often happens when creativity is involved, it is difficult to establish
principles to guide work. However, we can outline:
It is essential to identify the target you want to reach: The message is
effective only if it adopts a language suitable for the target audience, and the
more specific it is, the easier it is to grasp. Also, the form of creativity must
be adapted to the content of the brief, the objective is to sell, and the product
must occupy a leading position with respect to the creative idea. Precisely for
this reason, it is important to follow the principle of the Unique Selling
Proposition (USP), or the formulation of a single creative idea, which will
have to stress the product feature considered most important when designing
the strategy. Besides, formal contradictions within the ad must be avoided, it
is important, for example, that image and text say different things, not to
overlap. A well-designed formal structure makes the ad easier to decode and
allows you to get into tune more quickly with the target audience.
Apart from the fact that the world of persuasive copywriting is very well
known, there are no obscure techniques; social proof, the principle of
scarcity, benefits, use of numbers to communicate reliability. But they must
be used decently.
You have to embrace the path with the principle of copywriting. That is
writing that exploits the strengths, pointing towards the goal (conversions).
But respecting the reader, the customer. You must respect the readers; do you
agree? Perfect I guess you said yes, then let's go deeper into some points on
principle of copywriting and writing for the people you love.
Testimonial
That is a testimony to confirm the quality of your product or service. The
