Copywriting is one of the most important skills a marketer can learn. It’s the art and science of persuasion – using words to get people to take action. Whether you’re trying to sell a product or just get someone to sign up for your email list, good copywriting can make all the difference. But for beginners, it can be tough to know where to start. That’s why I’ve put together 10 rules of copywriting that every beginner should follow. Keep these rules in mind, and you’ll be on your way to becoming a master advertising copywriter in no time!

Top 10 Rules of Copywriting You Need To Know

1. Write Your Copy in the Second Person – YOU

Write in second person - YOU

When writing a sales copy, it’s important to focus on the audience rather than the brand. You want to make sure that your copy is engaging and relevant to your readers, not just filled with corporate jargon. One way to do this is to write in the second person.

When you write in the second person, you talk directly to your readers. You use words like “you” and “your” to create a personal connection with them and make them feel like you’re speaking directly to them. This can be a great way to engage them and get them interested in what you have to say.

2. Learn the Basic Structures of Copywriting

Copywriting is an essential skill for any marketer, but it can be tough to know where to start. That’s why it’s important to learn the basic structures of copywriting. This will help you create effective and engaging copy that your readers will love.

There are several different structures you can use in your copy, but some of the most common ones are AIDA, PAS, and the 4 Ps. Let’s take a look at each one in more detail.

  • AIDA stands for Attention, Interest, Desire, and Action. This structure focuses on getting the reader’s attention, building interest, creating desire, and prompting them to take action.
  • The PAS formula stands for Problem, Agitation, Solution. It’s good for writing about how your product or service can solve a problem that your readers are likely to have. 
  • The 4 Ps is another popular structure for copywriting. It was created by Dr. E. Jerome McCarthy, and it stands for Product, Price, Place, Promotion. This framework focuses on the different aspects of marketing that are important to any business.

3. Know Your Unique Selling Proposition (USP)

Another rule of copywriting for beginners is that they should know the unique selling proposition (USP) of the product they’re writing about. Your USP is what makes your product different from all the others on the market. It’s what sets you apart from the competition and makes people want to buy from you.

Knowing your USP is important because it helps you focus your copy on what’s important to your readers. You can use your USP to create a powerful message that will persuade them to buy from you. So make sure you know what makes your product unique and focus on that in your copywriting.

4. Spend as Much Time on the Headings as the Body Copy

The rules of copywriting suggest that you should spend just as much time on the headings in your copy as you do on the body copy. This is because headlines are what draw people’s attention to your copy and get them interested in what you have to say.

It also works well for search engine optimization (SEO). You can optimize your headlines for keywords to help your site rank higher in Google and other search engines. Plus, if you have attention-grabbing headlines, people are more likely to read all the way through to the end of your copy.

5. Make A Swipe File

A swipe file is a great way for beginners to learn the rules of copywriting. It’s a folder of tested and proven copy that writers can use as a guide or template. Swipe files can be anything from ads to email templates to website headlines.

The best way to create a swipe file is to start by collecting examples of copies that work well for you. Collect ads that catch your eye and headlines that make you want to read more

Once you have a good collection, start dissecting them and figure out what makes them work. What are the headline formulas they use? What makes the body copy engaging? What type of tone or voice do they use? Use them to spark ideas and come up with new ways to approach your writing.

6. Use The 4 U’s To Write Powerful Headlines

As a beginner copywriter, you should use the 4 U’s to write powerful headlines. Useful, Urgent, Ultra-Specific, and Unique headlines are more likely to get attention and engage readers.

  • Useful headlines promise the reader that they’ll find something of use in your content.
  • Urgent headlines create a sense of urgency and make the reader want to read more. 
  • Ultra-specific headlines are tailored to a specific audience or niche.  
  • Unique headlines are just that – unique and different from anything else out there.

7. Follow The Law of Averages

When it comes to copywriting, following the law of averages is one of the most important rules to remember. This law states that over time, results will tend to even out and be close to average. So if you’re trying a lot of different things with your copy, some will work and some won’t – but the ones that work will make up for the ones that don’t.

This is why it’s important to keep track of your results and test different strategies. Try different headlines, body copy, and call-to-action. See which ones work best and focus on those. Over time, you’ll start to see more consistent results by following the law of averages.

8. Focus On Benefits, Not Features

As a copywriter, you should always focus on benefits over features. While the appearance of your product may spark interest from readers, it’s the benefits that will convert them into buyers.

Features are what make your product unique, while benefits describe the positive results the reader will get from using it. Benefits are more likely to get results from your readers while features simply describe the product.

9. Know Your Prospect’s Wants And Needs

As a copywriter, you should always know your prospect’s wants and needs. This means identifying the type of buyers interested in your product and ensuring you focus on what makes it unique and valuable to them.

This will help you target your copy more effectively, creating a better response from readers, which leads to higher conversions and sales.

10. Make Prospects Want to Take Action Now

Call to Action

Last but not least, a rule of conversion copywriting for beginners is to use specific CTAs to make prospects want to take action now. This means using strong verbs and phrases that will encourage the reader to buy your product or service.

Some examples of powerful CTAs include:

  • “Get Started Now”
  • “Buy Now and Save”
  • “Don’t Miss Out – Sale Ends Today!”

Make sure your CTAs are powerful and encourage readers to take action now.

Bottom Line

Copywriting can be a great way to engage and convert readers into buyers. As a beginner, it’s important to learn the rules of copywriting so you can create headlines and body copy that engages your readers and gets results. The 10 rules we’ve outlined are a great starting point for beginners looking to improve their copywriting skills. So what are you waiting for? Start writing better copy today!

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