"What are some basics every aspiring copywriter should know?"
That was a question we received from one of our Email Copy Boss subscribers.
Assuming the question is about direct response copywriting, here are 7 qualities your copy should to have (and we tackle these in greater detail in the Email Copywriting Corner FB group):
Conversational: The best copy has the feel of a one-on-one conversation.
Emotional: People make decisions based on emotion, so your copy should elicit an emotional response from your reader. In addition, your copy should convey the emotion you or your spokesperson feels. Remember, sales is the transfer of emotion.
Valuable: You're not just writing to write. Your copy is designed to help your reader get a specific benefit by purchasing the product or service you're selling. You can also provide value in the copy itself by teaching them something useful for free.
Unconventional: If you want your reader to pay attention, you have to say something DIFFERENT. Controversial opinions, secrets the public doesn't know, etc., make readers sit up and pay attention.
Actionable: Again, you're not writing just to write. Give them reasons to take action on your offer. That's where they get the real value!
Credible: Offer evidence or proof about every claim you make: about your product/service, the promise/problem you're writing about, etc.
Don't take it for granted that your reader will believe what you claim. Back it up!
Memorable: Being boring is totally unacceptable for copywriters. You want to write copy that sticks with the readers. If you do a good job on the first 6 qualities, your copy is likely to be hard to forget.
Emails That Make Sales helps you develop these qualities and weave them into your marketing messages.