Copy writing requires the author being able to 'connect' with readers on a level where they are able to persuade people to take a certain desired action. In order to achieve this result however a copy writer must first get the attention of the reader and 'draw' them further into the 'conversation' being presented to them. Once this is achieved a subtle transition is then made into the advertising copy which is where people are exposed to the product or service being offered. All along the content the people are being exposed to needs to be easy to read in order to maintain their interest and keep people on the page. In the end it is also important to remember that the copy writer has reputation to maintain therefore product claims need to be accurate! Pulling this all together here are 3 very important elements any advertising copy should contain for it to be effective!

Engage the Reader

Whether it is a story they can relate to or perhaps directly addressing their wants and needs readers must be engaged almost immediately or they will leave the page. Considering that the mindset of most people will be 'what is in it for me' you must use that 'angle' to capture their attention. Talk to them about them! Since they answered one of your ads you already have an idea of what they are looking for and therefore how to address them. Remember, you are starting a conversation you want them to stick around and 'listen' to so try to captivate as soon as they hit the page. Captivate first, sell them later on in the content!

Offer Perspective/Insights

Readers always want to hear the opinions of others, especially when making a buying decision. The insight or perspectives of others helps them 'justify' their decision to make the purchase. Of course along these lines the more testimonials you can offer the better since it serves as 'subtle' reinforcement for them to make the purchase!

Always Offer Value

When promoting anything it is always wise to be sure it delivers as promised and possibly even more. Remember, your reputation is usually at stake when you stand behind a product! Be careful to not get carried away by making outlandish or unrealistic claims that can not be produced! You may make the sale but you will definitely tarnish your reputation, and working online having a good reputation is vitally important!

Effective copy writing is a combination of engaging conversation along with compelling advertising copy presented in an easy to read fashion. The 3 elements discussed above, when included in any content, help to produce these results! Always remember that as a copy writer, your objective is to create an 'atmosphere' in which the reader will be the most receptive to any suggestions or offers made. The 3 elements discussed here today will help you to do just that!