Jon Yaneff
Let me start by introducing myself. I’m Jon. A writer. Some of my writing jobs have included journalist, sports reporter, and columnist. I also have experience as a copy editor, content writer, and copywriter.
Once I told an acquaintance that I’m a copywriter. He paused for a second and grabbed a piece of paper with a copyright, and asked, “Is this what you do?”
No. When something has a copyright, think of it as an exclusive legal trademark. As a result, a person has the right to sell, reproduce, distribute, or publish their own work, such as a book. A copyright protects and prevents illegal use from anyone unauthorized to do so. It has the symbol ©.
What is copywriting? Copywriting is writing with the intention to sell to your audience. The words lead them to take action, including buy from you. They may also signup for your E-Book, your email list, follow you on Facebook, or whatever else you want them to do.
As you can see, not everyone knows what a copywriter is. When I tell you I’m a copywriter, there are five key things I want you to know.
1. It all starts with the headline.
The purpose of a headline is simple. You want that first sentence of your copy read. Your headline is your first impression to get the girl (or boy). Or, in this case, you want your reader to continue the conversation with you.
Without an eye-catching headline, no one will read the rest of the content. Even if it’s the best piece of writing on the planet!
Your headline builds trust between you and your audience. With the headline, you explain the benefits of the article to your reader. Now they know what they’ll be reading in exchange for their time.
What are examples of effective headlines?
- The how-to headline: How to Use Essential Oils for Stress Relief
- The list headline: 13 Amazing Chinese Herbs to Lower Cholesterol
- The question headline: Is Nutritional Yeast Good for You? Benefits and Side Effects
- The reason headline: Veganism: 4 Reasons Why Some Do Well as Vegans While Others Fail
2. Research is key…
Copywriters are all about the research. They obsess over it! For me, I often wonder whether I’ve exhausted every resource I can before I begin to write. After all, I want to know everything about a topic before I write about it.
You see, when you claim anything, you need evidence to back it up.
As I research, I go beyond the blogs or websites dedicated to a particular topic. Often my research comes from places, including:
- News articles
- Studies and journal articles
- Textbooks, reference books, and books from experts in their field
- Surveys and statistics
- Testimonials and case studies
3. Know your target audience!
Knowing your audience is also part of the research process. When you write for an audience, you need to know everything about that audience. Otherwise, what’s written may miss the target, and you’ll be unable to sell or persuade your audience.
What are the best questions to ask your target audience to get to know them better?
- Can you describe your target audience in as much detail as possible?
- What is their age, occupation, education, motivations, goals, and challenges?
- What is the size of your company?
- What is the industry or industries of your company?
- Why do your customers/clients buy from you?
- What is your biggest challenge in business?
4. You need a strong CTA.
In the world of marketing, there is something called the “Marketing Rule of 7.” This is where your potential customer or client must hear or read your message at least seven times. Only then will they take action!
How do you convert your readers into paying customers faster? With a strong and well-executed call-to-action (CTA)! A CTA will appear on any web page, including the home page, landing page, service page, or at the end of a blog post or article.
Simple and effective CTAs will get you to:
- Signup for a free trial
- Register for the online course
- Subscribe to the blog
- Learn more about the company, which prepares you to buy
- Book a discovery call
- Download or get the free report, template, guidebook, or E-Book
A CTA phrase can also entice readers to click and take action. Here’s an example of a CTA I would use:
- Are you not getting enough people buying from you? Poor copy may be the reason why! YOU NEED a copywriter. Submit your content, and I’ll analyze it for FREE!
5. Copywriting is not content writing.
What’s the difference between copywriting and content writing? It’s all about the intention of the words.
Copy = Sells and persuades the reader to take action. Copy is designed to drive sales and lead generation. It also uses emotion to get people to buy a service or product. Copywriting examples include ads, website copy, email marketing, and social media posts.
Content = Educates, informs, and entertains the reader with effective storytelling. You want them to stay longer on your website! As a result, you create a relationship and engage with the reader so you can sell them with copy in the future. Types of content writing include white papers, blog posts, and articles.
What Makes a Good Copywriter?
Practice makes a copywriter a good one. Copywriters have been writing their entire lives. Like any profession, you only get good at it after many hours and years.
As a copywriter, I’m also learning every day with video courses, E-Books, and whatever else I can get my hands on. I’ve been a professional writer for over 18 years, and I’m still learning!
Do you have any more questions about what I do? If you want to know more, feel free to ask.
Contact me at jon@jonyaneff.com.