Copywriting for Beginners
Occasionally, I’m asked how to get started in copywriting and I’ve usually answered that question verbally. But putting it in writing seems like the thing to do. And it’s so easy.
Know your topic.
Lunch may literally be my favorite meal of the day. So we’ll go with this.
Define lunch.
A toasted thin slice of dark rye slathered with rich spicy mustard, layered with crisp fresh spinach leaves, slices of buttery avocado, and still warm boiled egg, all sprinkled with fresh ground pepper and pink salt.
That’s the food on the plate being served up for lunch, but what is lunch?
Can you define it in a way that makes my mouth water, entices me to take a break, and compels me to fill my emptiness with something tasty?
Know your audience.
If I’m talking to a room full of second graders, the description above most likely won’t appeal to them. Perhaps a crowd of grannies looking for something to eat? But what about a couple of twenty-somethings seeking a lunch experience, laughter, conversation, and healthy food? Do you think the average lunch crowd will come out for this veggie expose?
Know who you’re talking to and describe your offer to that audience.
Tell Your Story!
Shadows crossed overhead, and I glanced out to see what moved fast enough across my window to leave a shadow, yet not remain. The momentary darkness had disappeared and sunlight filled the room. In the distance, eagles soared on high wind currents against a backdrop of puffy white clouds. Morning had disappeared and my writing time was coming to a close. I’d be forced to return to the droning job of cash registers, chirping customers, and haggling bosses. But first, I wanted a lunch worthy of celebrating my writing endeavors of the morning.
A glance at the menu concluded they had all the contents for a delicious sandwich, but none of what they had on the menu looked like what I wanted.
“You’re looking perplexed,” the Barista interrupted my thoughts.
“It’s about lunch, I have a sandwich in mind that isn’t on the menu…” I answered.
“Oh, try me!” he invited.
“Toasted rye, spicy mustard, spinach, avocado, mango salsa, and egg?” I listed off ingredients mentioned in other sandwiches.
“Oh, special menu item, I’ll be right back!” he gleefully responded, disappearing behind the counter.
The eagles dipped and dived on air currents, sharing their wonder with the world. Before long I realized their dipping and diving cut between me and the sun occasionally, causing the momentary shadow across my window. I smiled.
Satisfaction comes with the story. We live and love the way we pull information together. Each word has meaning. Every story inspires sharing. It’s how you put them together that generates desire in your audience.
What are the ingredients?
Any copywriting experience should include a story. Without the story, whatever you write will soon be forgotten. Make the topic, the audience, and the story come together with your words.