The fundamentals of copywriting include the basic knowledge of journalists — the inverted pyramid.
The inverted pyramid is basically the placing of 4 W’s in the primary sentences of the articles, supported by the other W and H on the following discussions. Four W’s consist of what, when, where, and who. The other W which stands for why on the other hand, follows on the succeeding paragraphs, including the elaboration for the H which also stands for how, if necessary.
For the “Who,” emphasize who are the benefactor of those products that you are promoting. Sight in your article that it’s the readers themselves, through this you are also meeting with your target market.
For “What,” discuss the benefits of the products. What are the good changes that it can cause into their lives? Emphasize what is in the product.
For “When,” tell the reader until when the offer is available. If it is a special offer, mention when it will end. When they will get the service? Will it be through time or is it just instantaneous?
For “Where,” where can they contact to avail the offer? Where will it apply?
For “Why”, discuss why readers need to avail the service or product? Why will they be benefited? Why do they need to order in a certain time? Why is the supply limited?
For “How,” discuss how they can sign-up or order? How does the product work? How much is the cost? How much profit will they get for investing on it?
The benefit of following this form is that it facilitates easy reading for the online visitors’, especially for readers who are busy people. The readers will be able to digest the important facts of the articles even they weren’t able to finish reading the entire article.
The process of writing is just an easy task; just observe a careful application of answering those questions that needs to appear in your article.
The technique for this is simply place yourself in your readers’ shoes. If you are the reader what are the answers you want for your probable questions? What answer are you expecting from your queries regarding the products and services?
Simply answer those questions that are running in your mind and your copywriting is complete.
These instructions will not solely apply to online copywriting. It will also be applicable to direct market copywriting, and offline copywriting.
The preceding paragraphs are further techniques regarding online copywriting:
First, make it simple. Be straightforward if you can. Remember, no one wants to read a very lengthy and confusing discussion.
Second, write facts, do not write anything that is not supported by facts. Establish a good reputation and do not attempt to break your credibility to your readers.
Third, do not just convey the information to your reader. To make online copywriting effective, it is advisable that you establish your personality beyond the screen. This process is likewise an effective scheme to let your readers stay longer, and they will respond more eagerly. To do this you can add tone and voices to present a constant style, this will help the target reader to relate and remember.
Lastly, keep your content logical and interesting. If it is supplemented by adequate answers regarding the product or offer, you are allowed a lengthy article as long as you don’t lose the substance.