Interest Inducing CopywritingFebruary 11th 2010 Sally Ormond copywriter, copywriter London, copywriting tips, freelance copywriter, Suffolk copywriter, UK copywriter
Following on from my last article, we’re now going to discover how you can attract your readers’ interest in what you are selling.
How do you do that?
Well, your reader has a problem – they are feeling stressed, bored or unfulfilled. It’s down to you to find a way to tie your product to their problem as the solution.
A metaphorical arm around their shoulder
Freelance copywriters can be described as counsellors. We have to be able to show our readers that we understand how they feel. We then we promise to take the problem away – all they have to do is buy your product.
The golden rule here is to make sure you write about the solution not the problem – negativity won’t help your case.
Think about this question – ‘How will my reader’s life be improved if they do what I want them to do?’ and answer it in the first sentence or paragraph.
Sell the benefits
Benefits are anything your reader perceives as valuable or worthwhile – something that will help them make/save money, save time, get them promoted, make friends etc.
But it is important to make sure you are selling the benefits and not
the features. The product might be recyclable but that is a feature. The benefit would be that it helps preserve natural resources.
It will take a bit of practice, but you’ll get the hang of it.
But just because they are interested and can see the benefits, doesn’t mean they’ll simply hand their credit card over.
The next step is to create a desire for your product. See you in a day or so.