So you’ve decided to become a freelance copywriter—congratulations! It’s a tough field, and you’ll have your work cut out for you. The good thing is that you can prepare yourself for the job by learning a few simple tricks. In this article, we’ll discuss some of the basic principles of copywriting and how you can put them into practice to become a more confident and successful copywriter.
The Basics Of Copywriting
If you’re reading this, I assume you’re either a) a freelance copywriter or b) an aspiring one. If you’re not sure what copywriting is, it’s basically the art of writing for publications such as newspapers, magazines and websites to promote products and services. It can be done for brands, businesses or individuals. In some cases, a copywriter can be found directly within the advertising or marketing department, but many times, they’re externally hired and come in to solve a specific problem.
The role of a copywriter is to create material (copy) that is going to persuade someone to take action — purchase a product, try a service, etc. A good copywriter should be able to develop material that is both informative and entertaining, but above all, effective.
A good copywriter will have experience in creating compelling content for digital marketing and strategy, social media, web design, e-commerce, and print publications.
Key Areas To Focus On
When you’re first starting out as a copywriter, it’s easy to feel overwhelmed by the amount of material you need to learn. Luckily, there are only a few areas of copywriting that you need to focus on to get you started. Here are the essentials:
Headlines
Your headlines are one of the most important components of your copy. They’re what grab the reader’s attention and compel them to want to read your copy. For this reason, you need to take your time with them and make sure that they’re concise, striking and interesting. You could start by taking a look at the headlines of reputable publications and newspapers to see how they work (and don’t work) and then apply that knowledge to your own headlines. If you find that your headlines are a bit dull, you can always try out a headline generator to come up with some fresh ideas.
Body
The body of your article is where you’ll want to go into more detail about the topic you’re covering. You don’t need to write a novel here, just enough to give the reader a good understanding of what you’re talking about. Make sure that your body has a logical flow and makes sense. Your body text should not be longer than necessary to get your point across. One of the best copywriting resources is Keith Weed’s book The Copywriting Handbook. In it, he gives you 40 simple tips on how to write a more persuasive brochure, pitch, etc. If you’ve never written a body before, it can be a little tricky to know where to begin. Writing the body of your article is one of the most important parts because it will determine the flow and tone of your entire piece. If you write in the first person, use present tense, and keep your language simple and straightforward, you’ll be on your way to becoming a good copywriter in no time.
Another thing to keep in mind is that you want your body to be as concise as possible since it will be used as a springboard for further argument or explanation. You don’t need to put in every detail about the topic you’re writing about—that’s what the rest of the article is for. Keep your body as lean as possible but still covering the necessary details. Short and sweet.
Introduction
The introduction is a short paragraph that opens your article. It’s usually a bit lighter than the rest of the text and sets the stage for the rest of the article. Make sure that this first paragraph is piquant, concise and effective. It should grab the attention of the reader and compel them to keep reading. The introduction should also set the tone for the rest of the article. It should use the same language, style and format as the rest of the text. In some cases, the introduction can be as short as possible while still having the necessary effect.
Conclusion
Your conclusion is a brief paragraph that caps off your article. It should use the same language, style and format as the rest of the article. Your conclusion should summarize the main points you made in the article and leave the reader wanting more.
As you learned, a good copywriter should be able to develop material that is both informative and entertaining, but above all, effective. You may come up with a few pieces of material and want to see how they perform. That’s why you need to write a few articles to learn the ropes. Once you do, you can look for opportunities to pitch your articles and develop your career. You should also have a look at some of our case studies where we’ve used our copywriting skills to create compelling content for some of the world’s most well-known brands.