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The Role of the Copywriter

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					The Role of the Copywriter by Darrel Hawes It's often that those who own businesses are not clear on just what a copywriter does. But it's not complicated. A copywriter's job is to convince readers that it's in their best interests to take a specific course of action. The copywriter spoken of here could be you (the business owner), a freelance writer you hired, or maybe a staff copywriter. The specific action could be to purchase your product, or in some way invest in your service. It could also be to sign up for a free report or software in return for their name and email address. In any case, the copywriter always presents the reader with options and asks them to make a choice. What is really going on here? We might sum it up as: persuasion. Be aware that this 'persuasion' is simply not what people often think. It is easy to assume that copywriters employ 'tricks' to coax people out of their money. Consider looking at it this way instead: competent and ethical copywriters utilize copywriting techniques for the purpose of convincing the reader to act in their own best interest... to do what they would anyway if "they had all the facts". What actions do we want our readers to be "persuaded" to take? The one that takes least amount of skill, is to persuade someone to take action indicating their interest in a subject. That action could be as easy as, say, reading an article. Or it could be downloading a free report or software program. Next in difficulty would be convincing that same person to provide their email address in order to get the freebie. Web surfers today are hesitant to give strangers their email address online. The good news, if you can get people to do this, it usually tells you three different things. First, it shows you did a good job in targeting the right audience for your freebie. Second, it tells you that you are speaking in their language. Third, it finally indicates that you are offering an item that they deem valuable. You might rightly imagine that to persuade that same prospect to spend money is on another level of difficulty. And you would be correct. Ultimately, though, we are in business to make sale. In crafting a sales letter, the copywriter is merely presenting one type of a sales presentation. The basic process is this: describe what is being offered, the benefits derived from the service or product, provide answers to the most common objections prospects have, and tell them how to buy. Throughout the entire process, the writer must use terminology familiar to the prospect and also remove any "speed bumps" (unnecessary or poor-worded phrases which will cause the reader to disbelieve what you are saying or even stop reading). Smart marketers know that the persuasion does not end when the decision to buy is made. Not at all. The prospective buyer now needs to give their credit card information and then to OK the order.

Afterwards, customers commonly experience what is known as "buyer’s remorse" and so experienced marketers employ ethical tactics to show that the customer did indeed make the right decision. The copywriter's job is an essential one today. As a business owner, you may decide to write the copy yourself, or you may choose to hire a writer who specializes in writing copy for clients. If you are trying to increase visitors to your website, see Darrel Hawes' site for help in getting more visitors, and generating more leads.


				
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Description: In this article, Darrel Hawes explains the role of the copywriter.