Copy – as produced by “copy authors” – is essentially the entire process of creating an article which will influence others to purchase a specific service or product.
The important thing factor to understand most abundant in effective “copy” is it has almost *nothing* related to the merchandise. It concentrates on WHY the merchandise will have to be bought, and just what the actual help to the consumer is going to be.
To get this done, copy authors need to essentially immerse themselves into exactly what the product is built to do – not what it really “is”. This switch – from concentrating on the functionality of the system to the underlying benefits it might bring – is exactly what determines the potency of an “offer” you might want to make for an audience.
How all of this and just what will it mean?
Imagine you are writing “copy” for top-finish tailoring (suits etc). The suits are wonderful like a “product” – but what you ought to realize is your “job” like a sales representative would be to “sell” the customer around the reason *WHY* they’d desire a tailored suit to begin with.
The greatest mistake that copy authors make is that they will typically sell the consumer around the “quality” from the product (fabric gentleness etc). Although this is effective like a validation of the product’s offer, it doesn’t really “trigger” the customer attempting to purchase. To achieve that, you discuss the way the merchandise is going to be used – and also the effect it’ll have around the user’s existence…
Women should never be caught looking. They’ve peripheral vision that they use to great effect. This, however, does *not* make sure they are safe from our desire produced through the raw of the razor-sharp dresser. Stick out in the crowd having a CUSTOM suit – designed only for you…
This method – of placing a user’s core benefit first (and it is typically emotional) – fundamentally from the offer, is exactly what triggers the first attraction for any product. This triggering isn’t accidentally – it’s as dcas breathing, and explains why some nonsense products finish up being recognized through the market.