Copy Writing Logic

Copy Writing Logic – Why You Need To Use Logical Reasoning In Your Copy

The Logical Process

Logical reasoning needs to be an important part of your copywriting product. The reason is simple to understand for a technical reader: when you write logically, then the content is simpler to understand for your reader. Example: 1 leads to 2, 2 leads to 3, 3 leads to 4, so – in a compact form – 1 ultimately leads to 4.

How can you organise your content logically? Well, I have to assume that if you are writing technical copy, you have to have a technical understanding of your subject matter, and that you have a goal in the content you are creating. Most technical articles have a common theme that is

  1. Describe the problem or goal
  2. Discuss the alternative solutions
  3. Sum up the plusses and minuses of each potential solution, and select the optium solution

Don’t forget to use actual (and current) technical information to support your discussions; this is a critical mistake that some authors make. Think of it this way – you are proposing a solution to a problem that must function, and it must be based on realisable premises. It is senseless to propose building a factory to produce copper on Mars if you can not provide a reasonable method to transport the copper to the potential users.

This is – in theory – child’s play, but there are usually complications that make the whole exercise more interesting. For example, what otherwise would be an optimum solution may not be feasible for non-technical reasons (community opinion or acceptance, cost, availability of resources – material and human, etc.). The clue here is to go about your “business” in a logical manner, discuss the constraints and restraints as well as the benefits, and make a logical selection that your logic train can support.

Another Direction

There are other types of content to consider, such as discussions of current results in research and development. Here, it is more logical to make your copy rich in actual results from the “owner” of the idea, as much as possible. Sometimes this is relatively easy, if the owner has published information in, for example, technical writings or patent applications. But you need to be careful here, there are some limits in what the idea’s owner will publish, and the limits often fall somewhere between incomplete and misleading. This is a natural urge to cover the critical parts of the owner’s work so that others can not steal the idea, and possibly come to market faster and with improvements on the original idea. On the other hand, the owner may also be willing to dicuss the concepts involved with you in exchange for certain inclusions in your content. This can be a positive development for both parties – the owner gets more publicity, and the copywriter gets better information.

Writing Style

Even articles that are based on strong content and logic are more widely read if they are entertaining as well as technically correct. That makes it important to use a writing style that is both clear enough to be technically understandable, and at the same time friendly and open. You need to remember this: on the websites where your work may be published, if the readers get bored or confused, they will leave. Once they are gone, it is very unlikely you will get them back again. One thing that helps retain readers is images. If there are accurate and applicable images, use them liberally in your content.

If you have questions or comments, please feel free to write a comment to this article. I welcome your input!

Jimmy Craig Hesser
for
Copywriting for Websites dot NET or COM

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Web Content Copywriting

Web Content Copywriting

web content writing

Hi there, I guess this subject really gets down to the basis of copywriting for websites – what it is and how to do it.

First, let’s talk about the definition of copywriting. Wikipedia says: “Copywriting is the act of writing copy for the purpose of marketing and advertising a person, business, opinion or idea.
The purpose of marketing copy, or promotional text, is to persuade the reader, listener or viewer to act — for example, to buy a product or subscribe to a certain viewpoint.” ref http://en.wikipedia.org/wiki/Copywriting.

Wikipedia continues to say (with some editing by me): “Copywriters are used to help create direct mail pieces, taglines, jingle lyrics, web page content, online ads, e-mail and other Internet content, television or radio commercial scripts, press releases, white papers, catalogs, billboards, brochures, postcards, sales letters, and other marketing communications media. Copy can also appear in social media content including blog posts, tweets, and social-networking site posts.

“Content writing on websites [my main subject here] may include among its objectives the achievement of higher rankings in search engines. Known as “organic” search engine optimization (SEO), this practice involves the strategic placement and repetition of keywords and keyword phrases on web pages, [while] writing in a manner that human readers would consider normal.”

In my business – “Copywriting for Websites” or “C4W” – the definition is taken a little more broadly. In addition to the uses listed by Wikipedia, we will write “content” for you which is not specifically aimed at any particular product, but which might touch on the edges of what you want to sell. An example: we could write one or more articles about what the mechanisms of weight loss are, although your specific subject might be “Weight Control Using X-Y-Z Diet Pills.” This seems to be the type of content that Google is looking for these days – real content and not advertising copy, nor re-hashed (“spun”) articles that have been around for years and are present on tens or hundreds of websites.

As you have probably seen in our lead article, “Technical” Means What?, we are specialising in technical content. There are two main reasons for this: (1) I am an engineer and have spent my entire first three careers dealing with technical things, so I understand them reasonably well, and (2) quite frankly, it brings more money on an hourly basis than run-of-the-mill content writing. The reason for number (2) above is that there are not so many people who are knowledgable about technical items, and who are willing and able to write about them. There is an unfortunate situation here – typically, technically gifted people can not write well, and gifted writers often do not understand technical things. My background is “liberal arts” with two teachers for parents who were sticklers about using good English, even at home. Add to that growing up in the southeastern USA, where the liberal arts education is usually stronger than the mathematical/technical education. Also, a well-rounded liberal high school education at Phillips Academy in Andover, Mass. did not hurt, nor did some continuing liberal arts education in University (Antioch College, Univ. of Kansas, Pepperdine University).

Needless to say, we would enjoy having the opportunity to help you out with your projects, whatever they might be. If this sounds interesting for you, the most sure way to contact us is using the form on the right that says “Contact Us Here.”

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Web Content Copywriting


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Advertising For An Affiliate Product

I installed this this evening and it is now live (I think – let’s see?)

The product that is advertised looks like a good product to me, and I didn’t mind advertising for it. Well, it is busy getting published at the moment – I get the message “This live event will commence in a few moments.”

Cool, considering that it is just a video I put together this afternoon! :=D

But the best part is here – what I am writing about is not the product you see in the advert, it is the tool I used to make the video + advert and get it to Google place # 1 (see below):

copywritingforwebsites-net-google-place-1-for-swiss-easy-ecom-formula

Place 1 in Google and the link for the product on the picture here is live (but the offer is not yet available – only next Wednesday 8th March at 15:00 CET).

Now that I have done a few of these, the time required is also not huge. The first one took about 5 hours, but that was because I had to invent the concept and then the video from still shots. On another one I did a few days later, I was finished in about 90 minutes including waiting for the system to get through to Google, but the video was already done. The catch is, that it is supposed to be original content, so you either have to rewrite the content, or develop something yourself that is pertinent. A clue, if you start this out, is that when I was looking at the first ten entries for this product, eight of the first ten were reviews – so guess what you need to call your YouTube video and the Google advert: “XYZ Product Review”!

If you want to get the product that does this, it is called “Live Action Profits 2.0” and you can find it at http://liveactionprofits2.com/ – that is not an affiliate link, it goes straight to the home page. The present price is $27 or $29, I paid a lot less in a special offer. What you get is a pdf written in a sort of homey style (not as bad as mine, though), but IT WORKS!

If you buy it, contact me and I will tell you what I did to get around the Wirecast problem. It is not difficult and not that expensive (about $10).