The goal of those who deal with it is to present a product and make it attractive to a well-defined audience (target). We are no longer just talking about advertising texts, but also about content that can be part of a broader overall strategy. This is a sector that has undergone a very strong evolution in recent years. Today you just need a computer and an internet connection to work. You can safely work from home and earn, without the hassle that other jobs involve.
Work it anytime-
You can work from where you like when you like. Warning: this does not mean that you work less. Simply, you work better: at your own pace, without having to force yourself into an office from morning to night.
Old Skills
The old techniques have become obsolete. Knowing how to write an advertisement is no longer enough. More transversal skills and, above all, the right mindset are needed. It may sound strange, but most copywriter courses ignore this radical change. The problem is that they completely ignore the evolution of your audience. Today it is essential to create a relationship with those who follow you – and the tools at your disposal allow you to do so.
New Skills
The Techniques of Writing
Writing is the brush that the copy artist has to create strong, impactful images that can remain in the mind of the reader. This is why a professional writer must know how to use different writing techniques, suitable for different purposes.
Well Writing
Forget everything you have been told about “writing well”: there are no rules that apply to everyone and everything. This is a very vague concept and, let me tell you, it is much more important for a copywriter to write clearly and effectively. According to many, “writing well” means filling your texts with complicated words, endless sentences, and incomprehensible syntactic games.
But doing so will put an insurmountable barrier between you and whoever might be interested in what you want to say.
Memorize the “3 C Rule”:
- Clarity
If you can use a simpler word, do it. If you can shorten a sentence, do it. Be careful to use punctuation well and not to make mistakes. Your text must be immediately understandable.
- Concision
Don’t get lost in unnecessary trappings. Use simple sentences, with few subordinates — only when necessary. Get straight to the point, don’t be afraid to be corny.
- Completeness
You need to answer any possible objections your audience might have. That’s why you need to be thorough and convincing, while still managing to be short and punchy. To be able to produce high-quality content, always keeping in mind what we have told you, you need to know the main writing techniques.
Creative Writing
With creative writing, we indicate all those techniques useful for the composition of novels, short stories, poems, and so on.
The methods of creative writing are also decisive in marketing:
- Knowing how to tell a story in a compelling way
- Use metaphors and similes
- Learn about concepts such as the “hero’s journey”
- These are all fundamental qualities for writing a good copy
Formal Writing
Formal writing is to be used in some specific areas that require more composed communications, more institutional. Whatever text you write, be it a formal letter or otherwise, remember to avoid too pompous language anyway. The goal is always to convey a clear message to those who read you. The main difference with informal writing is the respect of some fixed rules.
Nothing complex, but a series of tricks that allow you to maintain a “higher” style:
- Use the third person, don’t call yourself
- Do not use words, expressions, or formulas specific to the spoken language
- Don’t use contractions and abbreviations
Technical Writing
Technical writing is a form of communication that aims to tell the often complex concepts in a simple and accessible way to a wide audience. Whoever writes technical documentation must consider some factors, such as the public and the sources. In online writing, this technique can be useful in creating guides and similar content. The technical writer does not necessarily have to be an expert in the subject he is dealing with. But he must make sure to write a text that presents the information to the reader without excessive complications. It is necessary to use the technical jargon of the field covered but in proportion to the degree of public awareness.
Colloquial Writing
By colloquial writing we mean the reproduction of communication that normally takes place in informal contexts. In general, speech is less controlled. The speech is less articulated: more coordinated short sentences, less subordinate. There may be anticipations or postponements of the subject, both for practical reasons for logical reasons.
Speak their own Language
Furthermore, some verbal modes, such as the subjunctive, tend to be rarely used — while the indicative is much more present. In marketing, it is useful to master this variant of the language to better adapt to the way the target communicates. To connect with your audience, creating an empathic connection is essential to “speak their own language”. This way you will put yourself on the same floor as if you were a friend. Obviously, the skill lies in knowing how to do the various elements: you will not speak to professionals as you would speak to an audience of adolescent boys.
Want to Learn?
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