Copywriting is one of the most essential elements of effective online marketing. The art and science of direct-response copywriting involve strategically delivering words (whether written or spoken) that get people to take some form of action. Copywriters are some of the highest-paid writers in the world, but to become a truly proficient and profitable copy expert, you’ll need to invest time and energy in studying the craft especially this book that has been put together by The Programming Tent team.
To truly excel as a copywriter, you may even want to consider investing in a copywriting course that can provide you more comprehensive training just like reading a book like this. This ebook is designed to get you up and running with the basics of writing great copy. Ready to get started? Let's take a peek behind the curtain, and discover the real “secrets” to improving your copywriting skills as a potential copywriter and content marketer. What is the primary purpose of any piece of writing that you put out online - whether a blog post, a networking email, a sales letter, or a tutorial? For starters, to get what you’ve written read, right? Makes sense.
So, what’s the primary purpose of your headline, your graphics, your fonts, and every other part of the content? The simple, surprising answer is: To get the first sentence read. This may seem somewhat simplistic to you, or maybe even confusing. We came across this way of looking at copywriting later in our study. We had spent plenty of time trying to master the art of writing a perfect headline, or properly conveying product benefits, or learning how to craft a compelling call to action. But it all came together for us. Every element of copy has just one purpose - to get the first sentence read. The headline, the graphics, the sub-headlines, etc. Why are they important? “What is the purpose of a headline?” Many times we find ourselves so eager to arrive at our conclusion that we forget that the essence of making a persuasive point (or causing any action) is how we get there. Step by step.
Now, how do we get there? With this simple framework in mind, the stage is set for drilling down deeper into the nitty-gritty of the “step by step.” We’re now in a better position to more fully appreciate the specific techniques that apply to all of the various elements of a strong copy. For example, we can now see: