Many people who think that they want to be copywriters believe it’s writing “BUY NOW” on landing pages with a catchy headline.
Yes, that is a microscopic element of it.
But, there’s more to a book than just the cover. More advanced methods in copywriting require great knowledge and research because if you don’t understand the client’s product, then it won’t do them very well.
I want to share a snip from a piece of writing about an IBM portable PC from the 80s, written by Robert W. Bly:
As you read through it, you see that not only does the copywriter do his homework, but it’s clear that he knows what he’s talking about. If you summarize the ad, the ad is telling you about the specifications, and comparing it to other PCs of the time.
To produce this writing you have to become familiar with the parts of the computer: System Unit, IBM 8087 core Math Co-processor, and the numerical specs of the screen. This is measurable, quantifiable, and sometimes qualitative information.
Here’s a quote from the ad:
The system also has 40KB of permanent or Read Only Memory (ROM). ROM contains a Power-on Self-test that automatically examines the System Unit whenver you turn the cmoputer on or restart it. ROM also contains BASIC, an easy-to-use programming language that let’s you create your own application programs.
It’s a description about the PC with some decorative language in it to keep interest.
He uses short, bold headings just in case reading the rest of the stuff is too boring. It is very descriptive, and easy-to-read at the same time. It literally looks like the paper printed its own text, which is what you want with this sort of informative copy.
Chauncey Beacon is a freelance writer and copywriter.
