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António Sousa Rêgo
(freelance copywriter)

Want to be a Copywriter, but don’t know where to start?

It is proven that 80% of people only read the title of the copy. What does that mean? It means that for every €100 invested €80 is in the title. 80€ for a title? Exactly, if you want to be a copywriter and don’t know where to start, it’s best to start with the title.

It is important to know how to choose the RIGHT title. How do we know if we have chosen the right title?
There are rules, details, tools, and titles proven to be efficient.

António Sousa Rêgo
(freelance copywriter)

Want to be a Copywriter, but don’t know where to start?

It is proven that 80% of people only read the title of the copy. What does that mean? It means that for every €100 invested €80 is in the title. 80€ for a title? Exactly, if you want to be a copywriter and don’t know where to start, it’s best to start with the title.

It is important to know how to choose the RIGHT title. How do we know if we have chosen the right title?
There are rules, details, tools, and titles proven to be efficient.

3 Rules for writing titles:

  1. Lists such as “3 Rules For” or “7 Secrets About…”
  2. Capital letters at the beginning of each word;
  3. Do not use a full stop.

Detail – The title must not be more than 70 characters long. This detail may not make sense if it is a CONTENT article for SEO purposes. At the end of the article leave the link to a free tool, which evaluates the relevance of the chosen title.

What gets read - David Ogilvy

5 Titles proven to be efficient:

  1. How to Lose 6 Pounds Without Going to The Gym
  2. Right and Wrong Ways to Write Online – Little Details That Will Revolutionize Your Results
  3. The Extraordinary SECRETS of Digital Marketing
  4. 7 Reasons To…
  5. You Hired an Agency, But You Didn’t Get The Results You Expected?

The copywriter must write with structure

AIDA – Attention, Interest, Desire, Action

The ultimate goal of a copywriter is an action. It can be a subscription, a like, a contact, or a purchase, but there must be an action.

A copywriter writes to sell. After the title, 80% of the investment has already been spent, but if you are within the 20% that continues to read, you have to be INTERESTED, and move forward in the AIDA structure.

How do get our customers interested?

BENEFITS VS CHARACTERISTICS

The XPTO Smartphone has the i598 processor. What does that mean? It means that the XPTO Smartphone allows you to run all the apps you have on your Smartphone simultaneously. Perfect. People buy the smartphone that allows them to run all apps simultaneously. People buy benefits and not characteristics.

Digital marketing agency X will use ABCD tools to promote your business. What does that mean? It means they’re going to increase your sales by 140%. Good. We will award the agency’s proposal that will increase our sales by 140%.

It is always possible to find out what the benefit is after asking the question “what does this mean?” about the characteristic. A copywriter MUST include the benefits in their copy.

The copy cannot be cold. It has to be personal and warm, and after feeling INTERESTED, the reader has to feel DESIRE. Desire is the most important thing. People rarely go after what they need, and often pursue what they want. How many people get into debt by buying things they want, who live beyond their means because they want to, and have things they don’t need? Enough, I’d say.

There’s only one way in the world we can get people to do what we want. How? People have to want it, too. The real question is, how do we get them to desire it?

Emotion

The phrase “Reason tells, emotion sells” is known and not by chance. If the benefits spark interest in our target, the emotion will make them want us.  What’s the emotion? It depends, but it might even be fear.

In the case of digital marketing agency X it could be for example: “Do not let yourself be out of date. Your present success is not a guaranteed success in the future. Make sure you stay up to date, and don’t let your sales go down in 2020 and 2021. With agency X you will always be one step ahead of your competition.”

Finally there is a Call To ACTION. Moment when the copywriter tries to close the sale with a final statement that pushes the customer into the shopping cart. Let’s look at the example of Netflix.

“Join free for a month” is an excellent CTA. It’s simple, free, and seemingly uncompromising.

As promised, here is the link to the tool that analyzes the titles https://www.aminstitute.com/headline/

Start writing with the titles, structure, and emotion that captivate and conquer crowds. Become the copywriter you’ve always wanted to be.