What I want to achieve with this article is to clear up some misconceptions about copywriting. Basically what I do is sales writing - that's it in a nut shell. It is primarily about selling, the actual writing is almost secondary. I have listed below some key ideas that you should always keep in mind when writing.

It's not about you

Sorry, but you as a writer come at the back of the queue. You must focus on the reader, after all it is them that will be doing the buying not you. What are they like? Are they male or female? What is their age group? What are their likes and dislikes? These are the questions you need to think about. Hopefully the answers will come from the research done by your client. So take an interest in them, find out what makes them tick.

All good things come in small packages

That's what my mum always told me and she wasn't wrong. Many people seem to be under the misconception that sales writing, in any form, has to be impressively high-brow, be full of ridiculously long and complicated words and sentences. Well it doesn't and in fact, shouldn't.

Keep it simple. It doesn't matter who you are writing for or how educated they may be; your audience will be turned off if they are faced with unfathomable words and rambling sentences. The best writing is clear, simple and concise - and don't use jargon!

B2B or B2C?

Whether your audience is Joe Public or another company your style should be the same. Many people think that selling to another business requires a different approach. But at the end of the day it is still a person who will be reading your sales letter or brochure.

Forget the F-word

No I haven't gone barking mad. By the F-word I am referring to features. Your audience aren't going to be impressed if you write about a list of features. By doing that the only reaction you will get is 'so what?'

You must show your audience why the product is for them. You have to sell them the benefits not the features. If a guy wants to be a better football player, and you sell him your latest top of the range football boots on the basis that they'll make that happen, he'll buy them. OK, daft example, but you get the idea.

Whatever you write you must grab the readers attention (a killer headline), get their interest in what you are selling (that's where the benefits come in), create a desire (if they want something they'll convince themselves they need it) and finally get them to act (buy, sign up etc). Remember to keep it simple and avoid jargon like the plague.