The Single Best Word You Can Use In Copy

YouWhat do you suppose the single best word is that you can use in any sales or copy writing that you do?

I’ll give you a clue – it’s in the title of this article.

That’s right. The best word you can use, in any writing jobs that you do, is ‘you’.

Consider this. If I had titled this article ‘The Single Best Word I Use

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In Copy’ the chances are you would not have cared one jot. Why on earth would you care what great word I like to use in my work?

The fact I called it ‘The Single Best World You Can Use In Copy’ means that there’s something in it for you.

Of all the possible subjects in the world, you are the one that you are most interested in. When you pick something up to read, what are you subconsciously asking yourself? Generally speaking you’ll be asking

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‘What’s in this for me?’ or ‘How does this help me?’ Most people do. And only by giving people what they want, will they listen to you.

You don’t write a Valentine’s card by saying “I’m great, will you go out with me?” do you? You write “You’re great, will you go out with me?” Or maybe you don’t, and you’re still single.

Any salesman or copywriter will tell you that there’s no sale without rapport. And there’s no rapport without taking an interest in the reader and what they want or what they need. We have all read literature from companies who babble on about how great they are and how brilliant their product is. Do we care what their mission statement is and that they won an award in 2004? No. All we really want to know is what they and their product can do

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When you understand what your readers are interested in, you are in a position of control. Whether you are a technical writer or copywriter you can create something that grabs their attention. And if the thing that readers are most interested in is themselves, then why not write about them? It’s a surefire way to make readers take notice.

In his great book Hypnotic Writing, Joe Vitale tells the story of how, when Disney Studios released the film Arachnophobia, it was billed as a ‘comedy-thriller’. When Disney discovered that audiences didn’t care about comedy-thrillers, they billed the movie as a ‘horror’. It was exactly the same film, just a different approach.

Remember – in copywriting you have to think of your readers, not yourself.

Subscribe to Nick Parkhouse to learn how to improve the effectiveness and quality of your writing.

Nick Parkhouse is a professional copywriter. He provides articles, copy, press releases, books and marketing material to a range of international clients. He also specialises in sports writing for a number of international sports companies as well as property, finance, politics and cinema writing.

What Is Copywriting?

copywritingCopywriting is, arguably, the most essential element of effective marketing. Whereas technical writing might be considered the art of informing readers, copywriting is the art of persuading readers.

Whereas the term ‘copy’ can be applied to almost any content intended for printing (and therefore any journalist is technically a ‘copy writer’) the term relates more strictly to situations where the text is of a promotional nature. The item being promoted can be practically anything – a person, product, idea, opinion or service – and the object of good quality copywriting is that the reader takes some form of action.

Copywriters are those schooled in the art and science of writing persuasive copy. In years gone by, writing jobs were mainly at large organisations such as advertising agencies or marketing companies, whereas these days there freelancing is commonplace.

Good copywriters are compelling storytellers, intelligent analysts and well-read and organised communicators with a passion for writing and the ability to explain any topic in a clear, concise way. Nothing anchors the persuasive experience more than words, and good copywriters have the ability to grab and keep the attention of readers and to incite action.

In this online age, copywriting has become ever more important. More and more writing jobs involve providing online content,

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from articles and reviews to product descriptions and homepage text. Many of the best 21st century copywriters are vastly experienced in writing web content which not only grabs a reader’s attention but also the attention of the major search engines. ‘Keywords’ and ‘search engine optimisation’ have become copywriting buzzwords and in an internet age it is foolish to ignore the importance of these copywriting techniques.

If you have services, goods, a person or an idea to promote, copywriting is essential. Your sales literature, direct mail letters and website all contain text designed to sell your business. Whilst you wouldn’t think twice about asking a professional to design your brochure or logo, many companies do not take the same level of care over who provides the more important aspect of their marketing – the words.

Subscribe to Nick Parkhouse to learn how to improve the effectiveness and quality of your writing.

Nick Parkhouse is a professional copywriter. He provides articles, copy, press releases and books and marketing material to a range of international clients. He also specialises in sports writing for a number of international sports companies as well property, politics and cinema writing.