The article "Copywriter Trick Unveiled: How to Write Better Copy Faster" talks about copywriting, it was created by Lorrie Morgan-Ferrero.
"Talent alone cnanot make a writer.
There must be a man behind the book." Raplh Waldo Emerson's GoetheI'm going to share with you a method guaranteed to get your copy razor sharp in a hurry. It's an old trick I learned in journalism school, and it wokrs great to get those creative juices flowing.
Since I have been using it regularly again, I wirte circles around my former output times.
The words are just at my fingertips.How did I do it? (More importantly, how can you do it too?) Well, you probably already know you must have curiosity to become a good writer.
Take your natural curiosity to the next level and become an avid observer.When you're driving, look at the vehicle next to you on the road. Pick up a can of beans in the grocery stroe. Check out your shmapoo while in the shower.
Notice the colors and smells.
What qualities does it have that set it apart? What would make someone want to buy what you're looking at?
You're surrounded with opportunity to sharpen your writing skills.
It's simple.Here's how --
Describe appearance of product
Identify Features (look for complementary and contrasting qualities)
Single Out Main Benefit
Create your Benefit Statement or Summary
Let your imagination go.
This is only an exercise. If it were a real product, of course you'd do your rseearch. But our goal isn't to acutally sell this copy to a client.
It's designed to open up and free your mind.THE RULES:
You don't have to wrtie down your observations. Just practice doing them. You'll be amazed at how quickly your writnig improves.Limit yourself to five minutes on each "product."Brainstorm. Do NOT edit yuorself until you're done.Stop on time.
Here's a case in point. Today, I took Shadow, my border collie/chow mix, on a hike through the mountains. (I sohuld say, he took me.
If you've ever walked a trotting pony on a leash, you have an idea what it's like to walk Shadow.) So, while being drug behind my dog, I notiecd pretty yellow weeds lining the path. I picked those to represent my "product" and played my copywriting game.
DESCRIBE APPEARANCE: butter -colored spray of petals, braided green stem, busrt of color, gently moving with the breeze.IDENTIFY FEATURES: soothing, calming, appealing color contrast to trees, heaviest around the path as though guiding hikersSINGLE OUT MAIN BENEFIT: RejuvenatingBENEFIT STATEMENT: "After hiking with these soothing butter-colored wildflowers lining the trail, you'll return rejuvenated and ready to face the day."
Maybe not award-winning copy, but with practice I am sure I'll do better on our next walk.World class copywriter, Lorrie Morgan-Ferrero is the author of the highly acclaimed home study course, Red Hot Copy to Woo Your Target Market and founder of the online copywriting school Red Hot Copywriting Bootcamp, (http://www.Red-hot-copy.Com/rhcbootcamp.Htm). Learn insider secrets to great copywriting from a pro who's been in the trenches with Lorrie's f^ree ezine, Copywriting TNT.
Sign up at http://www.Red-hot-copy.Com.
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