Copywriting is an essential skill that entrepreneurs and people running business units should strive to have at least a working knowledge of. It is probably the single factor that can impact whether a technically superior product is just barely successful, or a top seller in its segment.

While many business people will not invest the time to become competent copywriters in their own right, an understanding of what makes for good copy will help them assess the work of people they commission to do their copywriing, and will help them with their various marketing initiatives.

Copywriting is an acquired skill where you endeavour to have a one-on-one ”conversation’ with your prospects through the various direct marketing channels. It entails

• Getting your prospects attention,
• Drawing them into the sales copy through trying to establish some empathy regarding their real or perceived pain,
• Identifying ‘the’ solution for them, and
• Having a Call To Action that induces them to take action immediately.

Many top copywriters will make reference to an excellent book on human behaviour - The Psychology of Persuasion - by Robert Cialdini. This book - although not a quick read - can almost be regarded as essential reading for any serious student of direct marketing. It helps you gain an understanding of what influences human behaviour. Armed with this knowledge, your copywriting and overall marketing skills will improve significantly.

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