Why get a copywriter?

Because we all make mistakes and beginners as well as experienced writers who are too close to the subject 'get personal' so here are some simple tips given to me by a professional.

Common errors by beginners

1.Talking to yourself. This mistake finds its way into countless corporate ads, with a message that distills down to: “we are so wonderful/established/massive, you should do business with us.” Right. Despite the fact that advertising is mass communication, you err grievously if you direct your communication to a mass. Your ads must connect with each customer individually, communicating real benefits that matter.As the internet is a 'one to one' not a one to many this is a Very very important rule to remember, be passionate about the subject but be objective when explaining the 'product'.

2. Keep the focus and dont go changing your message for no good reason. Advertising is in many ways – no, in most ways – like educating your customer. If you send inconsistent messages, it will take longer to get the results you want and will confuse the client as to what exactly you can do to help THEM (its always about the client never about yourself). Yet, everyone likes to be involved in creating something “fresh” (even if it isn’t really). Inconsistency costs you money and may cost you customers. Consistency pays. When something works, stick with it, as they say "when it aint broke, don't fix it"

3. Diluting your message. Burden one ad with everything you can think of, and it’ll become a wishy-washy mish-mash of elements that are only as strong – or as relevant – as the weakest one. There is a time for in-depth discussions of all your product or service benefits, and hashing out of reasons-why. It is in the very beginning, before you determine the direction of your ads. In the end, let each ad have a single focus like selling property it is about position,position, position and losing your focus will lose you the sale.

4. Creating ads just to get attention. Never forget that there is a difference between getting someone’s attention and getting someone’s business. While your ads must command attention, they must do so in a way that opens the door to making the sale.

Avoid these traps, and you avoid the most common mistakes of copywriting.

This should help you to improve your own writing but never the less you should always use a copywriter and preferably one who has worked for the big brand name agencies.

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