Copywriter's Function

The copywriter we speak of here might be you (the business owner), a staff copywriter, or a freelancer that you have hired.

The desired action could be to buy your product or invest in your service offering. In exchange for their name and email address you may give them a downloadable report or software application. Whatever the offer, the copywriter gives the prospect or prior customer two or more options and asks them to choose.

What is really going on here? We might sum it up as: persuasion. Be aware that this 'persuasion' is simply not what people often think. It is easy to assume that copywriters employ 'tricks' to coax people out of their money. Consider looking at it this way instead: competent and ethical copywriters utilize copywriting techniques for the purpose of convincing the reader to act in their own best interest... to do what they would anyway if "they had all the facts".

What kinds of actions do we wish to persuade our readers to take?

Well, the simplest action of a copywriter, the one that takes the least amount of effort, is to persuade a reader to make a choice indicative of their interests. An example may be reading an articles, or downloading a program.

The next action requiring more effort would be persuading that same reader to give his name and email address in exchange for your free opportunity. These days those that surf the web are generally rather reluctant to give out their email address. Fortunately, the good news is, if you can convince this person to do it, you will know three things. Firstly, you successfully targeted the right market. Secondly, that you are communicating with them on the same channel. And thirdly, they deem your item as valuable.

However, things rise to a whole new level when it's time to convince them to spend their money. However, the whole point of business is to sell, so keep in mind when crafting a sales letter that it is but a category of sales presentation.

The basic process is this: describe what is being offered, the benefits derived from the service or product, provide answers to the most common objections prospects have, and tell them how to buy. Throughout the entire process, the writer must use terminology familiar to the prospect and also remove any "speed bumps" (unnecessary or poor-worded phrases which will cause the reader to disbelieve what you are saying or even stop reading).

If you are a smart marketer, you realize that persuasion does not come to an end once the customer has bought your product. That customer is now a prospect that must be convinced to type in their credit card number and confirm their order. Once they have made the order, they will typically experience what is called "buyer's remorse", and so once again it's the job of the copywriter to assure the buyer that his purchase will benefit him.

The job of a copywriter is practically paramount in business today, so whether you, as a business owner, decides to do it himself or leave it to someone else, it's essential.