Copy Writing- Clearly Expressed Steps

Copy writing-Clearly Expressed Fundamental

Copy writing is a skill, as to convey the central story of the organization in the way that fits to your audience andCopy writing steps need clear business vision

in the form of media most acceptable to them. Copy is the Envision Engagement with your prospect in a conversation as a dialogue between the two of you. Create the feeling of intimacy between writer and reader. Weaving the emotional appeal throughout your letter, you keep your prospect interested in what you have to say.

As the Mark Ford said;

“Good writing is good thinking clearly expressed”

(Mark Ford)

Preparations for Copy:

Keep these three Rules of selling in mind right at the preparation stage:-

  • People don’t like to be sold.
  • People buy things for emotional, not rational reasons.
  • Once sold, people need to justify their emotional decision with logic.

(Mark Morgan Ford)

For any type of copy B2B or B2C, spend time to carry out the research on target audience as;

  • To communicate the central story of your organization to the recipient of information.
  • You have to analyze what media fits in their lives.
  • Find,Where and when the media be communicated.
  • In which form the media be communicated.
  • Determine the true motivators, the force that will drive them to take action;

Frame the strategy for the content,  and select right keyword phrases.

Powerful and Motivating words can not be ignored in any type of sale copy, make use of these. Anyway time spent in preparation is never wasted. Follow these six steps to create a  good copy.

  1. Do the Research, Find the proper key words.
  2. Identify the core feeling you’ll stimulate in your prospect.
  3. Determine the format, the length, the voice, the testimonials you’ll use and your basic point of view by intimate voice, Include a photo, put yourself in the prospect’s shoes,…Include revelations….show his Achilles Heel… Include your reader in your special group…..Differentiate yourself from the enemy.
  4. Know the offer
  5. Determine the Big promise.
  6. Envision the Engagement with your prospect in a conversation as a dialogue between the two of you. Create the feeling of intimacy between writer and reader.

Determine Headline:

Headline is the lifeline, keep these five points in mind when framing headline.

  1. State your Big Promise Direct Lead, right up front and in the Center.
  2. Make a promise stating the usefulness, uniqueness and introduce the big Idea.
  3. State a Fact.
  4. Ask a question.
  5. Draw a Picture (Relate it to your promise).

Weave the Body with the right Content:

By repeatedly weaving the emotional appeal throughout your letter, you keep your prospect interested in what you have to say. To make it easy for the readers distribute it in manageable paragraphs. Keep these simple points for each paragraph in mind to frame the clear picture of the subject:-


  • Be simple
  • Hook the prospect’s interest.
  • Confirm his prejudices.
  • Resonate with his Emotions.
  • Stimulate his desire.
  • Articulate a large, social, unspoken belief.
  • Deliver the big Promise.
  • Identify a fear or desire that keeps him awake at night or what he day dreams.
  • Then tell him what you are going to do for him.
  • Offer solution you have for his problem.
  • What benefits he is going to reap that will eliminate his fear or fulfill his desire.


While appealing to the prospect’s emotions, create strength and balance by adhering to some of these explanations:-

  • Stating the Credibility.
  • Use reliable and believable sources; specifics, real names and number, statistics.
  • Mention testimonials with vivid details from real people.
  • Track Record.
  • Prove what you say is true to your prospect and prove it to his satisfaction.
  • The Big Idea. (by David Ogilvy)
  • Did it make me gasp when I first saw it?
  • Do I wish I had thought of it myself?
  • Is it unique?
  • Does it fit the strategy to perfection?
  • Can it be used for 30 years?
  • Future Benefits.
  • Cement his desire for your promise; here you want him to actually picture himself benefiting from your product.
  • Restate the Promise.
  • Present your USP (Unique selling proposition).
  • State or Restate your offer.


  • Create urgency to your prospect with a real, good reason to take action now and respond immediately while specifying the usefulness and uniqueness of the product or service, you are writing a copy for.
  • Ask for the sale, provide benefit-1, Again ask for sale, Provide benefit-2, Ask again, Provide benefit-3.
  • State clear and specific call -to-action.
  • Be specific, avoid being vague at all costs.

Steps to close.

  1. Read your copy a loud. (If your writing doesn’t sound like you’re talking to your best friend, it’s not a good copy).
  2. Let others read it. (Your Editor must go through it).
  3. Proofread every sentence of your copy from the bottom up.

Fundamentals and quotes to Remember for copy

  • “The power of ONE.
  • Stir…..One core idea.
  • Emphasize….. One good idea.
  • Tell…….One captivating Story.
  • Direct your prospect to……. One inevitable response”.

                                                                                    (Mark Ford)

  • “Never forget that people never buy things or services… they buy solutions for their problem”.

                                                                                                                (Max Lincoln Schuster)

  • “Promise, Large promise, is soul of an advertisement”.

                                                                          (Samuel Johnson)

  • If the headline is poor, the copy will not be read. And copy that is not read does not sell goods”.

                                                                                                                                        (John Caples)

  • “The more informative your advertising, the more persuasive it will be”.

                                                                                                                 (David Ogilvy)

  • The ability to organize words that motivate people to buy is a Super-Power”.

(Dan Kennedy)