How to Write Copy - 3 Rules

When learning how to write copy it is important to pay attention to the emotional triggers of your readers. However our focus today will also include the structural aspects of writing effective sales copy. The topics we discuss will address both the appearance and overall tone of your copy writing. Effective copy requires delivering a message to readers that will motivate them into action but it is also just as important to not overlook the appearance.

Here are 3 guidelines for writing your sales copy that you can use immediately to increase the overall appeal when readers view it.

Keep Sentences Brief

The last thing you want to do when trying to persuade readers to make a purchase is to present them with long and drawn out sentences. They will leave the page before they even get your message.

Make an effort to keep your sentences as brief as possible while still conveying a complete thought to the reader. You lose their attention you then lose them!

Break Up the Text

Do not allow your paragraphs to 'get away' from you which results in large blocks of text on the computer screen. Presenting your copy in this way creates a strain on the readers' eyes.

Reading from a computer screen creates a certain amount of eye strain to begin with so do not add to it by 'cramming' your sentences together. Make a conscious effort to break up paragraphs as much as you can to prevent this from happening.

Convey Your Passion

Be passionate in your delivery since this will help to draw the reader deeper into the message you are delivering. If you are not passionate how do you expect the reader to 'share' your enthusiasm?

You want the reader to feel your 'excitement' which will only serve to further arouse their own curiosity.
Along these lines you also want the reader to maintain a more 'positive' frame of mind when reading your sales copy. You can help to achieve this by carefully selecting the words you use. The difference in presenting to them whether the glass is 'half empty' or 'half full' could be the difference as to whether they buy or not.

Subtle changes in the words you use will help to keep a more positive tone about your message. Using words like 'full' as opposed to 'empty' or 'economical' instead of 'inexpensive' helps to 'foster' a more positive mind set for the reader.

Learning how to write copy that will motivate readers to make a purchase is a little more than just focusing on their emotional triggers. Effective copy writing also structures the message in such a way that is more appealing to the readers' eyes. The 3 guidelines for writing sales copy we reviewed above target more the general appearance and 'tone' you want to present. Hitting the right emotional triggers is the key to effective copy writing but without your text having a pleasing appearance most people will not even read it.