Creative Copywriting
Keep your writing simple.
Remember, the people you're writing to are individuals - individuals with emotions - dreams and desires.
Get personal. Study human nature and recognise what people want, not what you think they need.
When you produce written material about your Business, you've got a great opportunity to get your message across - identify your Business and your offer - by being distinctive and memorable.
Unfortunately, most businesses don't seize this opportunity. They produce bland marketing material - with no character or soul - even though the print and design may look attractive. You may look good, but what are you saying?
Words will either build or close your Business. Words have started revolutions and changed the course of history. What are your Written Words really saying to your prospects and customers?
Working with James Pogson - Your Copywriting will:
- Be Benefit orientated
- Be clear and concise
- Eliminate jargon which could confuse your reader
- Have clear headings and sub-headings
- Contain one subject per paragraph
- Use an active voice and a conversational tone
Create Stories People will Buy into
You’re Selling a Story – the story as to why people would benefit from buying your goods - so always start with the end in mind; what you’d like your copywriting to achieve.
- Make it easy for your reader to buy-into you and your product or services.
- Make your copywriting interesting, emotional and easy to understand.
- Get into the mindset of your reader – make you copy ‘you orientated’
Know your FABs
You should know the difference between the Features, Advantages and Benefits of your products and services – build your sales story around the benefits.
People get wrapped up in the features – spending too much time talking about what they can do. Address the issue instead:
- Why should the reader be interested
- What can your business do for them
James Pogson - The Creative Copywriter
A Copywriter has to know what your business is all about. Your copywriting takes into account your business narrative – the story of your business.
The end result is written from your audience’s perspective – they want to know about the customer benefits of your products and services.
- The Copywriting has to mirror your business’s characteristics and mindset.
Your Copywriter has to know your complete story in order to extract the core message your intended audience wants to read about.
- Sometimes what you think you sell isn’t exactly what your customers buy.
Understanding the whole story means your copywriting aims directly at your customer's wants and desires, because people buy based on emotion and justify their purchasing decisions based on logic.
- You buy something because you want it and justify it by turning that want into a need.
The Difference between Need and Want when Selling your Products and Services
"No one needs a dentist. People want healthy teeth and gums, so they’ll go to the person best qualified to get them what they want – and that’s a dentist.’’ James Pogson
James Pogson always asks the questions:
- What do you want from your copy written communication?
- What does your audience want?
The End Result:
- Produces Compelling Copywriting aimed at persuading your readers to Buy from You.
Links to Copywriting Pages
- Click here to view James Pogson's Copywriting Testimonials
- Click here to view James' Copywriting Portfolio Page
- Click here to read some of James' Copywriting Case Studies
- Click here to read 10 Steps to Weaving Effective Copy for your Website
