Copywriting probably appears to be 'not so difficult' when you look at a sales page. If you're an internet marketer, no doubt you've seen many sales letters. Do you think it's really all that difficult to write that stuff, and a lot of times the letters aren't very long. But any amount of time in IM will reveal the importance of good copy, plus the realization that it's not all that easy to write.
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 you think you can give it a good shot, it's worth your time to learn the basics of it if you don't have the funds to outsource it.
Good copywriting almost always will use a story. One classic amateur mistake is to only discuss the product in the writing. When you tell a good story, the person becomes involved and forgets that it's sales copy. The reader must identify with your story, and it needs to be something in common with the product you're selling. The goal is to keep them reading all the way from the first sentence to the "buy now" button at the bottom of your page. If the reader cannot relate to your story, then you will not be able to get that "pulling" effect, and you'll lose the sale.
You can even add humor if it's appropriate, but be careful that you don't use too much. Having some humor and fun has worked in some letters. Humor is a great way to endear you to the people visiting your website. Humor has long been known as a great relaxer, so if properly used it will only help your sales message. It really depends on your market, so you have to judge between what's appropriate. Also, you really don't ever want to appear like you're trying too hard.
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. You'll get more sales if they're relaxed. They have to feel like they're talking to you in their head. So take a huge hint, friendly joke, and don't write your copy in a formal tone. Sometimes formal language is necessary. There are very real aspects about copywriting that seem like art. Copywriting will sell your products, and even the videos you create will be done using a script. If it was very good, it was written by either a copywriter or someone who is versed in copywriting. Every single ad you see on TV, or hear on the radio, was written by a copywriter.
If you can, you can always hire a writer to do the work for you. Even if you do this, you should make sure you have at least a basic knowledge of how copywriting works and what your hired copywriter is doing in your sales material.
