How To Revolutionize Your Copywriting Strategy

How To Revolutionize Your Copywriting Strategy

How To Revolutionize Your Copywriting Strategy

So… Anyone Can Be a Copywriter?

I’m often asked by friends whether they could be a successful copywriter. My response is always a resounding “Definitely!” Why?

The Truth of Copywriting

The achievement of successful copywriters has become diluted over the years. This is in part a result of massive increases in internet access across the world.

The massive increase in available online writers has made an impact on the quality of copywriting. As well, according to Copyblogger’s Brian Clark, the conversational tone of blogging can cause more mistakes and poor quality writing.

I was immediately swept away by these stereotypes for new copywriters as a relative newcomer to the copywriting community. Mistake-ridden blog posts, soulless content, and a culture of multiple rounds of revisions were what I expected.

Discovering True Sellability

When I began my career as a copywriter, I looked into some of the selling gurus of the 20th century for inspiration for my copywriting strategy. I found a book by a famous entrepreneur by the name of Michael Masterson.

Michael Masterson’s best-selling book, Ready, Fire, Aim, gave me new insight into the art of copywriting. His words about selling a business not only inspired me as an entrepreneur but as a growing copywriter.

The most important take away from Masterson’s book for a copywriter is his advice about structuring advertising copy and marketing copy. What he describes in his book is paramount to achieving success in any sales driven content.

Michael Masterson: True Marketing Copy 

Online marketing is exceptionally powerful. There are over three billion internet users, and online marketing has the potential to reach a huge number of them.

Michael Masterson focuses on what message you should send to all these internet users. And more specifically, how it should be constructed to create real interest. Sometimes this requires using variations to produce an epic and effective marketing campaign.

As an online marketer or copywriter, you’ve probably come across Optimal Selling Strategies (OSS). Masterson discusses the OSS as the optimal marketing direction for a certain product in a specific market.

Understanding the OSS of your field as a copywriter allows you to differentiate your product campaign from the competition. As a copywriter, you can do this through emphasizing the unique selling points (USP) of a given product or brand.

Pursuing a strategy for branding is powerful, so powerful it’s essential. “Your brand is one of your company’s most important assets… Properly managed, it can lead to either the success or failure of a business.

All it Takes is Two

These two elements, the OSS and UPS produce enough potential for a copywriter to exponentially increase their ability to sell.

Embracing either one or both of these copywriting strategies has the potential to turn a modern copywriter into the elite sales machines that once called true writers of advertising copy.

Any copywriters interested in better equipping themselves to sell their services should consider these two concepts in order to rethink the way they create content for their clients.

Anderson Script

Article by

An evolution of entrepreneurial writers like Anderson are giving clients in need of professional content the chance to get high-quality work. His experience in business ventures and research while studying in college allows him to perform well as a copywriter for business related topics.

Content Creation for Your Blog

Learn more
Content Marketing

How to Generate Website Traffic Growth in Three Ea …

Continue reading

Content Marketing

Crowd Content at Content Marketing World 2015

Continue reading

Leave a Reply

avatar
Rob Toccs
Guest
Rob Toccs

Great post! As a copywriter, I focus more on the Unique Selling Points (USP) and leave the Optimal Selling Strategy to my marketing editors. My goal is to clearly communicate the USPs in a concise manner that captivates the audience. Well said in your post.

Simona May
Guest
Simona May

Great post! Understanding the OSS can be very helpful while copywriting, even though you will probably end up focusing more the UPS in your actual writing. I really enjoyed your article, good job!

Charlotte Noble
Guest
Charlotte Noble

I love this! The OSS and UPS are key. Is the balance of importance equal or is one more important than the other do you think?

Jade Rivers
Guest
Jade Rivers

I always find the easiest way to discover Unique Selling Points is to picture a single person who might be searching for my website. I make an imaginary profile of a person with specific hobbies, needs, and personality. What would appeal to such a person about my business? What elements of my work don’t interest them? It’s easier to know what aspects of your service to talk up when you envision a realistic potential visitor. Google’s tools for site owners are inestimably helpful with this, since they can get you a comprehensive view of your visitor demographics. Ironically, having tons… Read more »

Georgia Potts
Guest
Georgia Potts

Using an imaginary profile is such a great idea when crafting content for any demographic. It sounds like you’re on top of it!

Corbin Bartoli
Guest
Corbin Bartoli

UPS and OSS are two very important, yet very misunderstood concepts. As a ghostwriter, I can’t stress enough how useful they are. The sad thing is that sometimes new clients aren’t always aware of how to best utilize them, even when I do try to explain it. Thank you for spreading the word, this is a really educational post.

Anne Simon
Guest
Anne Simon

Excellent topic! I like the quote about the company’s brand. It is, indeed, one of the most important assets a company can have, and when used effectively, it will guarantee great benefits. When you can add USPs about the brand, it will bring success to your content

Earl Dotson
Guest
Earl Dotson

Thanks for the post, Anderson. I had never heard of either the OSS and USP before I read this, and I’m so glad I have now. Having an audience of three billion users is an amazing thing, but what good is it if you can’t interest them?

Earl Dotson
Guest
Earl Dotson

Revolution is such an exciting word. It brings to mind the image of tearing down everything you’ve built up and starting completely anew. Sometimes as writers we need to do this, and having posts like this is a great help.

Tay H
Guest
Tay H

The UPS is so important. I like your summary of the OSS and the importance of striking a balance.

Bethany A.
Guest
Bethany A.

It takes a lot to deliver high quality content, and although anyone could do copy writing, I’m not sure that it’s the best fit for everyone.

More in Content Marketing
How to Generate Website Traffic Growth in Three Easy Steps
How to Generate Website Traffic Growth in Three Ea …

If you are the owner of a business with an online presence, then you know it takes hard work to provide relevant...

Close