Copywriting - Its 3 Purposes

1 To persuade.

The prime purpose of copywriting is to get the reader to take a specific action. The reader needs to feel that the creator of the copy is speaking directly to them, personally. So, being able to use a visitor's name is useful here.

Also, the reader wants to feel that through the copy, the writer can show his understanding of the reader's predicament or problem. The copy may describe how the writer has a similar past history, providing quite precise feelings. In other words, the writer is identifying with the reader, and then getting the reader to identify with him.

Copywriting - Its 3 Purposes

2 To interest and enthuse.

If the reader immediately sees that his problem is being addressed and that it is being understood, then he will be interested. But to follow through to persuade him to act in a specific way, the reader also has to be enthused. Therefore, the writer can show evidence of his financial success in his, for example, PayPal (TM) and ClickBank (TM) accounts. Of course, FTC rules now mean the writer has to point out these may not be average earnings and that the reader may not make the same amounts. Still, this can be got round to some extent by emphasising that the writer has discovered a system.

3 To get to take specific action.

The action is clinched by the guarantee by which the visitor can't lose. Also there is, importantly, the clear and exact call to action by the writer, such as "Click the button now for instant access!"

Copywriting - Its 3 Purposes
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