Got your attention, didn’t I?
This famous Variety headline grabbed the attention of millions in the 1930s and embodies the first rule of successful copywriting — get your reader’s attention.
The techniques used to get the reader’s attention have changed greatly since the thirties. Today, we rely more heavily upon graphics to influence readers, but the rule still stands.
The second rule of good copywriting is hold your reader’s attention by offering something he wants or needs. That’s why certain words and concepts — sex, free, new — are effective in marketing. Of course, we’re assuming that the writer knows what his reader wants or needs, and this need to understand the reader separates copywriting from other forms of writing.
The third rule of effective copywriting is understand who your reader is (e.g., sex, race, age), what he wants and needs, what he’s willing to accept, and what motivates him. Good copywriting does not begin with the writer’s clever idea or phrase — it begins with this understanding of his target audience.
The fourth rule of good copywriting is never reinvent the wheel. The copywriter must build upon the knowledge and experience of others. The writer should understand relevant research and trends, how competitors market their products, and what words or phrases are effective. The copywriter must do his homework.
The fifth rule of effective copywriting is get feedback about the effectiveness of the message. This allows the writer to improve future copywriting efforts.
This is the stuff of good copywriting — understanding what the reader wants or needs, getting and holding his attention, and getting feedback about the effectiveness of the message.