When I needed to begin copywriting, I looked at lots of websites and read plenty of books. I looked at plenty of copywriting systems, but when I tried to implement them, it felt awkward and unnatural. I didn't like the text I was writing. So, I developed my own copywriting system. I first go through a check list of my target audience ("what are their fears about this product? what do they hope to gain from this product? etc"). I then arrange the copy in a specific order. I then thread a theme through the entire copy. I then... I find that, by using my own personal system, I produce superior persuasive copy, AND I'm ethically satisfied with the integrity of what I've written. That ethical satisfaction self-motivates me to continue with my work. Does this seem familiar to any of you? Is my experience common? Or do most of you write using a strictly established documented formula? I'm interested in reading your experiences.
I did a lot of background research (and still do), and I use basic elements (call to action, etc) but I definitely implement my own system. I find I can't be creative when I'm working off someone else's model, and as a graduate student I'm always acutely aware of possible unethical situations. It's just easier to write when I don't have to worry that I might somehow be compromising myself.
I'm just starting out, so I'm sticking fairly close to the AIDA formula so far. I'm finding the best method for me personally is to first make a table of the features and benefits. Then I try to write towards a specific stereotypical member of an audience. It doesn't even have to be a real person. Characters that strongly reflect certain traits of the audience work well too. I once wrote an article targeted with Al Bundy of Married With Children fame in mind. Then I write the body copy and read through it and try to pick out the strongest benefit for the headline.
I always write under my own systems, and alter them over time as I find tweaks to make things more effective. No documented system can work equally well across all markets, because every audience is different. It's a part of our job to know those markets inside and out, and be able to tailor not only our words, but our methods, to suit the audience and situation.
I'm not a copywriter, to be honest. I'm just getting started though. AIDA and stuff are fantastic. They work well, but at times, you'll go on to implement your own informal/unplanned system, depending on your writing style and the requirements. The only golden rule to follow in this case is to be sure that the readers' perspective is taken care of. I say that because often writers gain expertise (or some sort of proficiency, because they research) on a particular topic/issue/product/idea, and tend to perceive that the readers are well aware of the product as well. But then again, the client's instructions usually take care of that.
I use my own system. But if there's one part in my system that I share with others, that would be the research part. I try to learn as much as I can about the target audience. Because frankly, no matter how well-written your copy is but your target audience doesn't relate to it, then it failed in its purpose.
Well, I use Robert (Bob) bly's system a lot and I might put in Ray Edwards, John Carlton and Clayton Makepeace systems into place to try out what works best! Then there is Carl Galleti and NLP copywriter Joe Vitale! Maybe even Dan Kennedy I am going to try them all step-by-step! But until now, I've had terrific copy churned out because of what I've learned from Bob bly's copywriting system which is one the best in the world. Terrific Copy! I must say! I myself am stunned! I have just started to write landing pages and sales letters, and bob bly's stuff makes it damn easy for me to go through and implement! Great stuff!
Megan, your statement above has been gong around my head since I read it and I absolutely agree with you. The whole idea of writing is about creating something new. I found that when I tried to strictly implement someone else's model, my copy came across as slick and unconvincing. I find that I can be completely free and creative when I work off my own model, which is heavily based on NLP. I can't say whether my model is better or worse than someone else's - but what makes it special is that it is MINE. It gives me a special feeling of pride that I created this model, and that pride translates into copy that is not only convincing, but has a spinkling of humor and a generous helping of integrity as well.
I do the same thing just take what you like from other people writing and then add them to your own style it helps add to your own natural ability
As far as salescopy goes...its the same thing as being a sales person in a weird way. If you are not a natural sales person then most copy out there will not feel right at all. Personally I could never sell something I do not believe in. That goes for internet and real life.
I do a strategy document following research. I have to feel like I really know the target and have a handle on what the client offers in terms of a benefit or solution for the target before I type the first word of copy. If you do it right, the ideas pour out and so does the copy.
Hey all, great thread. I am finding writing my biggest obstacle so far (love the tech stuff though) in my quest to be successful, and fear having to write an article or blog content. I was just wondering if anyone could kindly point me in the right direction to a decent system to stick to for writing blog posts for my gaming blog? Not sales copy, just an honest and straight talking blog poster to keep people coming back to my blog by writing attention grabbing titles and bullet point posts and stuff. Just until I am confident enough to go about it in my own way. Any names to check out (or advice) much appreciated
I tend to use my own system, a lot of it is based on gut feeling because some of the products I make I would buy myself. I spend quite a bit of time trying to empathise with the potential buyer and it seems to work quite well. I found a good book on Amozon called Write to Sell and that had some good pointers.