Copywriting is portrayed as something of a dark art by those in the industry, but in truth there is no mystery to the subject and many people make decent money writing copy for adverts and other published items. Copywriting has been around as long as advertising has existed, and the basic elements remain the same with subtle differences for the method of advertising concerned; remember that the internet is now a powerful advertising medium, and many adverts are written for online publication.

The headline: a headline is a vital part of any copywriting assignment, for a less that arresting headline will not draw in the buyers. Attention grabbing headlines in adverts and sales letters can have a considerable effect on the number of people who read the piece. For example:

“XYZ for sale” is less interesting than “Buy XYZ Now and Get Six Months Free!”

The offer of something for nothing is always worth the effort. Indeed, the word ‘free’ is on that copywriters file under ‘magic words’: these are words that make the offer or item more attractive, and include the likes of ‘discover’ – an invitation to something new – ‘incredible’, which implies something better than normal, and even ‘you’ and ‘yes’, as the positive and the personal are attractive to readers.

Indeed, the personal approach is essential in successful copywriting: the potential buyer wants to believe you are talking directly to them, not to the public at large, and creating such a relationship is one of the most successful copywriting ploys in existence.

Creating a mystique about the product or service on offer is also a clever move, and promoting it as a ‘limited edition’ or as ‘first come first served’ brings about a certain uniqueness and sense of urgency to proceedings. Again, the art is in making the buyer believe that they are getting something special, something unique.

Testimonials in the copy make great additions to any advert: real people giving a short sharp account of how their purchase was more than satisfactory and how it was of benefit to them gives added assurance of the worth of the product.

A golden rule to all advertising copy is this: offer a guarantee. If people see they are buying on a basis that allows them to back out if they are not satisfied, they have more reason to indulge.

Copywriting is about selling – there is no point in having the reader get to the end of the advert and turn the page; make sure you give the buyer a method of purchasing – there and then – as that is your ultimate aim!

When writing copy of any kind, the most important thing for the writer to do is write amazing, attention grabbing headlines. This is the first thing your reader will see. If you bore them, they WILL go away! As a network marketer, that is NOT what’s going to let you bring home the bacon.

In the interest of helping my fellow marketers become better headline writers, I’m going to share with you what I’ve found to be the five most essential elements to writing powerful, effective headlines. Or what I consider the “Golden Rules.”

So, in no particular order, let’s begin.

#1 Golden Rule To Write The Best Headlines: Make you headlines conversational.

By making them conversational, they will be more engaging for the reader. This should be the goal of all of your copy writing, but especially your headlines. By writing how people talk, you will have them instantly engaged.

#2 Golden Rule To Write The Best Headlines: Enter the conversation already going on in the reader’s thoughts.

This piece of advice was originally presented by copywriting genius Robert Collier, and has withstood the test of time. This could very well be the single most important thing to remember when writing headlines, so use it often.

#3 Golden Rule To Write The Best Headlines: Understand that the primary motivation of the headline is getting your reader to read the next line.

Create a sense of mystery and intrigue that will keep your reader hungry for more. Make them feel like they have no choice but to keep going till the end.

#4 Golden Rule To Write The Best Headlines: Ask the reader an intriguing question.

This is a fantastic way to get your reader involved. Keep your question open-ended and include a benefit. Don’t ask any questions that can be easily answered, because your reader will probably lose interest right away.
And finally,

#5 Golden Rule To Write The Best Headlines: Dramatize the benefits of your product or service.

People crave action, so show them the exhilaration your product or service can give by laying it on thick.

It is my heartfelt desire to provide my readers with content that they find useful and entertaining. If you’ve found any value in the information presented in this article, please feel free to let me know. Your candor is greatly appreciated.

What a beginning copywriter may not seem to understand, usually because he’s just trying to make a few bucks, is that the fate of your client is in HIS hands. Think about it. This person is coming to you asking you to write a sales letter that is going to launch his product into six or ever seven figures.

But there is more to it than that, and the great copywriters at the Warrior Forum said it so much better than I ever could. See, a product creator, of whom I am one, wants a copywriter who believes in himself. He doesn’t want, as Mike Humphreys said so well, a copywriter who thinks “that maybe… well, possibly… they could write something that makes their clients a little bit of money.” Thanks Mike…you hit the nail on the head.

The product creator wants somebody with the chutzpa to believe that they walk on water and anything they put in writing is going to be gold for the product creator. This instills confidence in the person hiring the copywriter. I know personally, as a product creator, that this is what I would want.

This doesn’t mean that you have to have been writing copy for a lifetime, though it can’t hurt. If you have confidence in your work and have samples to show off, even if it’s for your own products, this could be more than good enough to show your prospect that you have what it takes to pull off the job.

Here’s the bottom line…and you can take it for what it’s worth to you. Nobody wants to work with somebody who doesn’t believe in themselves. Sure, when the bell rings, you have to come out and throw some punches that actually make contact. All talk and no deliver is a recipe for having your reputation destroyed before it even gets off the ground.

But if YOU don’t believe in yourself and your ability, nobody else will. So get the education you need to write a killer sales letter, get some experience under your belt, even if it’s just writing for yourself, and then show the world what you’re capable of doing.

And don’t be afraid to let your ego show…as long as you can back it up.