Is there really a difference between producing copy for on and offline purposes?
Well, let’s think about that for a moment.
What’s the most important thing to focus on when producing sales copy?
Once you know who you are writing for, what do you have to remember?
To sell the benefits of the product or service you are writing about.
There is only one question your audience wants answered – What’s in it for me?
This is true whether you are writing website copy, brochure copy, newsletter content or direct mail. Essentially the elements for on and off line copy are going to be the same – it should always be focused on your reader.
The basic formula
There is a basic formula to keep in mind when you are writing sales copy. You may have heard of it already – AIDA:
- ATTENTION – use a strong headline to grab your readers attention
- INTEREST – capture their interest by selling the benefits immediately
- DESIRE – make them want it by using testimonials and case studies
- ACTION – use a strong call to action – buy now, call now etc. Use time limited offers to create a sense of urgency (e.g. get 25% off – offer available until xx/xx only)
Basically, whatever media you are writing for, the basic principles of copywriting remain the same.
Always write for your reader – what problem do they want solved? If you answer that you’ve made a sale.