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Articles on Writing Matters:

Freelance Copywriter Secrets: Laying the Groundwork to Write a Great Copy

As a freelance copywriter, I am keenly aware that my work will often be the first impression many people have of my client and my client's product or service.

As in all areas of life, preparation divides the winners from the rest of the pack. But how can a freelance copywriter lay the groundwork to write great, compelling copy that produces new customers, new sales and new profits?

It comes down to two things:
Know your customer; and
Know your product.

Knowing Your Customer.
Why would a customer buy this product? What need does it appeal to? What reason motivates a customer to buy something like your product? If you cannot find the need you are appealing to, all the rest of your work will fall flat. I have explored this whole topic in another article called Freelance Copywriter Secrets: How to Tap Into Your Readers' Deepest Needs http://dynamiccopywriting.blogspot.com/2006/09/freelance-copywriter-secrets-how-to.html, which you might want to check out.

What problem does your customer need to solve? What changes do your customers want to bring about? These solutions and changes are the benefits they are looking for that you can highlight.
What motivates your customers to buy NOW? What cretes urgency? What events can trigger a decision to seek out this type of product or service?
When considering a product like yours, what is a your buyer's main concern? Is it price, selection, performance, reliability, how long the product will last, customer or technical support after the sale, the warrant and guarantee, the seller's reputation or how quickly it can be delivered? All these are common factors that go into a buyer's decision, but you must know what they are before you begin to write.
What demographic type of person is a buyer for your product and how can this demographic type be targeted and reached? In other words, how will you choose the media to advertise in or the list to buy for direct mail?

Knowing Your Product.
Know the differences between the product's features and benefits. Familiarity with a product can sometimes be a handicap because features can come to be "buzzwords" for what the product will do for a customer. For example, for insiders in the auto industry, ABS braking systems are synonymous with safety and skid protection on slippery roads. But don't assume your reader makes the same mental connection.

What problems does the product solve? This is one of my main techniques to help me distinguish features from benefits. Solutions are benefits. The things that aid in bringing about the solution are the features.

Find out what tasks or work the product or service makes easier and faster.

What does your product do better than anyone else's product? What is its edge over the competition? If your product does not stand for something unique, it will get lost in the marketplace. If this is difficult for you to distinguish, try reading my article called, Freelance Copywriter Secrets: 10 Steps to Writing a Powerful USP http://dynamiccopywriting.blogspot.com/2006/09/freelance-copywriter-secrets-10-steps.html. Just click on this link to find out more.

Describe the quality control methods used in developing, producing and supporting the product.

Why does your product cost more that its competitors (if applicable)? You MUST have an answer to this question if you sell a premium product.

If the product is part of an entire product line, what makes this model different from the models you make that are ranked above and below it?

How is this product positioned in the marketplace? Again this has to do with the product's unique selling proposition (USP) mentioned above. Your goal is for your product to be the big fish in its own pond, rather than having to compete for dominance in someone else's pond. To have a strong USP, you must OWN your category.

What are the economics of using this product? Does long term savings justify a premium price?

Is the product guaranteed? If yes, describe how your company stands behind the product.

What support is available after the sale?

How does the product work?

How reliable is it? How long will it last? Is headache-free ownership one of your selling points?

As you can see, laying a thorough groundwork is difficult and very intensive. But in the end, it not only makes a freelance copywriter's job easier, it will also help produce compelling copy.
And can you think of any area in life where you can ever be too prepared?

Charles Brown
Dallas, Texas,
U.S.A.
freelance copywriter, freelance commercial writer
COPYRIGHT(C)2006, Charles Brown. All rights reserved.
22 Nov 2006

Charles Brown is a Dallas, Texas based freelance copywriter who writes web copy, advertisements, newsletter articles and direct mail that turns readers into YOUR customers. Visit his blog at http://dynamiccopywriting.blogspot.com or contact him at 817.715.3852 or **charbrow@gmail.com**.

How to get Your Articles Read?

There are many people who dread having to write papers or articles. Many just feel like it seems to be too much work and it all just goes to waste when no one reads the. To some people, reading articles seems like work to, especially if the article is boring and very bland. Well, articles are supposed to be read, that's their purpose to impart your message and information. If it is not read then it is a waste of time and effort.

But all the same, articles have to be written to be read. It's just a matter of making them good. Making a good article doesn't have to be strenuous and straining. There are just some points needed to be reminded of, and some guides to follow. Once you get the hang of it, writing articles could be fun, as well as profitable for you and your site.

Of course, writing articles must be about something you know about, that's why if you own a site, you probably is knowledgeable about that certain topic and theme. When you write about it, you won't have a hard time because you already know what it is and what it's about. It's just a matter of making your articles creative and interesting.

To make sure that your articles get read and enjoyed, here are six red hot tips to get your articles read. These tips will make your articles readable and interesting.

1) Provide a good attention-grabbing title or header. If your title can entice a person's curiosity you're already halfway in getting a person to read your article. Use statements and questions that utilize keywords that people are looking for. Provide titles or headers that describe your articles content but should also be short and concise.

Use titles like, "Tips on making her want you more", or "How to make her swoon and blush" .You could also use titles that can command people, for example, "Make her yours in six easy Ways". These types of titles reach out to a persons' emotions and makes them interested.

2) Use Sub-headings to sub-divide your paragraphs in the page. Doing this will break each point into sections but still would be incorporated into one whole article. It would also be easy for the reader to move on from one point to another; the transition would be smooth and easy. You will never lose your readers attention as well as the point and direction to where the article is pointing.

3) Use short paragraphs. When the paragraph are very long, the words get jumbled in the mind of the reader just looking at it It can get quite confusing and too much of a hard work to read. The reader will just quickly disregard the paragraph and move on to much easier reading articles that are good to look at as well as read. Paragraphs can be a single sentence, sometimes even a single word!

4) Utilize figures when necessary and not just ordinary and insipid statements. Using specific facts and figures can heighten your article because it makes it authoritative. But do not make it too formal, it should be light and easy in them and flow. Like a friendly teac her having a little chat with an eager student.

5) Keep them interested from the start to the finish. From your opening paragraph, use real life situations that can be adopted by the reader. Use good descriptions and metaphors to drive in your point, just don't over do it. Driving your examples with graphic metaphors and similes would make it easy for them to imagine what you are talking about. Making the experience pleasurable and enjoyable for them.

6) Make use of numbers or bullets. As each point is stressed out, numbers and bullets can quickly make the point easy to remember and digest. As each point, tip, guide or method is started with a bullet or point, readers will know that this is where the tips start and getting stressed. Format you bullets and numbers with indentations so that your4 article won't look like a single block of square paragraphs. Add a little bit of flair and pizzazz to your articles shape.

John Sinchlair
27 Nov 2006

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