Copywriting - You Just Never Know What You're Going To Get

Do you remember Forest Gump and his famous words - "Freelance copywriting is like a box of chocolates!"

OK, I may have paraphrased that slightly, but it is still very true.

Sales writing is just like Forest's box of chocolates. He knew that each chocolate he picked would be different to the one before. The same can be said for copywriting. The audience you write for is very diverse - no two people will be the same.

Some will have soft centres, others will be hard toffee some may even be nuts but they all have one thing in common - they are all covered in chocolate (metaphorically speaking). Basically what I'm getting at is that they are all searching for a common solution to their problem.

So, as a freelance copywriter, when I write an email, newsletter, direct mail or web page for my client it is important that I focus on the fact that no matter who my readers are, they are all united by one thing - a problem. It is my job to convince them that the product or service I am writing about is the solution they're looking for.

It all comes down to knowing how to make them buy and that means selling the benefits of the product.

We're not talking features here - so your product may be recyclable but the benefit is that it is kind to the environment, reduces waste and gives the buyer that warm and fuzzy feeling knowing they can buy your product with an environmentally clear conscious.

The benefit is therefore something that will directly affect them - save them money, save them time, make them more attractive etc.

Just think "what's in it for them?" and you'll have your answer.

By: sally ormond

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Freelance copywriting is all about understanding your audeince and writing accordingly. The one thing that unites them is their problem - all you have to do is identify it and solve it. www.briarcopywriting.com