Copywriting probably appears to be 'not so difficult' when you look at a sales page. It's probably the case that you've come across many sales letters in your IM career. Those letters don't look very hard, the words aren't very tough - and you're only trying to sell something. If you are like most new internet marketers, it didn't take you long to figure out just how important and how difficult copywriting can be.
The solution for most online marketers is to try to find the best copywriter they can at the cheapest price. This can be a good idea if writing is not your strong suit. But if your budget can't handle the outsourcing of this, then you really should at least learn some of the copywriting basics.
Capitalizing all the letters in words used to be an acceptable form of emphasis. It wasn't interpreted as yelling, but now it is and is considered rude. And in copywriting, you can use formats such as bolding, underlining, or italics to do emphasize a point. You might even change the color of your text when you want to emphasize it. In addition, there are formatting considerations plus reading words that are all caps is hard on the eyes. Don't be afraid of formatting because it can help you get your point across easily and accurately.
Emphasize the good things in your product but don't ignore the bad. Explain how it will benefit your targeted customers. Don't be afraid to mention all of the ways someone might be helped by buying this product. You want people to believe that this is a high quality product. On the other hand, you should not try to cover up any flaws your product has. Mentioning at least one shortcoming can actually make it easier to sell your product. People are more likely to trust a sales pitch that admits an imperfection or two. People are more likely to trust an honest review that doesn't only mention the positive. Just remember: emphasize the good more than you acknowledge the bad!
When you write copy, relax and write like you talk in everyday language. The way to make that important emotional connection is talk to them like you're talking while having coffee. If your readers are relaxed and keep reading, then that means they have more trust - more sales. They have to feel like they're talking to you in their head. Using formal language and tones will make your readers feel more like they are being preached to or condescended to. But, it really depends on your market and what they expect to hear.
The only thing that will ever sell is words written by a copywriter. The final destination for all your marketing and advertising efforts is your sales copy. It's not something you learn in one sitting, and it takes patience and work. Even if you never write a word of copy, it will be in your best interest to not be totally clueless about it. Then you'll at least be able to write your own copy if you don't have the money to outsource it.
