Have you been enticed to buy a product because of clever writing? It’s one of the very reason copywriting serves as a useful tool to help businesses appeal to their audience.

Copywriting is a clever way to tell the purpose, benefits and features of your products or services to your target market.

There are many ways to use copywriting to communicate the purpose, benefits and features of your products and services. Well-known advertising practitioners like Gary Halbert, Martin Conroy and David Ogilvy applied their creativity in writing sales letters, direct-mail and ad copy.

Today, we have options to write shorter ad copy for newsletters, emails, social media ads and captions, and so on. But the goal remains the same – find the most effective way to communicate with your audience.

Here’s why you should apply excellent copywriting:

  • A 361-word direct mail campaign selling family crest earned 20,000 checks per day and was sent over 600 million times back. The sales letter, Coat of Arms, was written by Gary Halbert in 1971.
  • Gary Vaynerchuk was first known as a wine expert. He gained a massive social media following as a digital marketing guru with his compelling communication and online content style.
  • A business web app,, A/B tested several ads until they ROI by 1866% on Facebook.

How to get started with copywriting

Tell something about your product

Writing a copy to inspire customer’s buying decision starts with knowing the benefits of using your product or service. By sharing how your product could help elevate the lives of your customers is more effective than flooding them with features.

Get to know your customers

Marketing and advertising practitioners would advise marketers to build a profile of their customers instead of targeting everyone. It gives a more precise idea of who directly benefits from your product. A comprehensive brief with the age, gender, background and insights of your customer provides an overview of who you are writing for. Write your copy with your target market in mind.

Choose a copywriting formula and principle

Simplify your copywriting process by sticking to Gary Halbert’s SSS formula or Star, Story and Solution. Or get down on the nitty-gritty of things with Bob Sterling’s elaborate Power Copywriting Formula. Whatever you choose, remember not to lose your focus when writing your copy. Use the formula and principle that will appeal to your target market.

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Published by Elle Anorma

Elle Anorma dreams of having a PR and Digital Marketing Agency. After several years working in various Media and Communications companies in the Philippines, she took the steps to pursue her agency dream. With no capital to set up the business, she began the journey as a freelancer hoping to save enough to build her own team. She has worked with global clients for digital marketing projects in the Construction, Food Delivery, Real Estate, and Virtual Assistance to name a few while enjoying occasional trips with her daughter. Today, she aims to inspire parents and other Mompreneurs to continue pursuing their life goals.

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