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Copywriting implies writing about any subject (product, person, service, concept) in such a persuasive manner that the reader feels like taking some action by the time he is through reading the material. So, if you're selling anything or if you want your users to sign up for something, you have to write strong persuasive copy, and here are the basic principles - follow them and you'll soon own a copyright on copywriting:

1. Your headline has got to be catchy - it can exploit a situation (e.g., reflecting on the current economic scenario), can be direct and straight (e.g., making a fixed offer), or can start off as a story. The bottom line is that the headline has to be catchy enough to hook the reader and make him feel compelled to read through the rest of the narrative that follows logically therefrom and finishes with a "call to action".

2. After grabbing the reader, your body copy should convey a casual and informal tone that is both conversational and confident. As the reader goes along, he should be shaking his head mentally in agreement. Just like you would talk to a friend, it is all about building rapport. Watch your grammar and punctuation, however, because the fastest way to break a mood is by misspelling a word that jumps out or misplacing a punctuation point. You can emphasize sections by using the one paragraph - one line approach.

3. There has to be a section that talks about the advantages of your product and each advantage must be written in brief, preferably formatted in a bullet form.

4. Now this is important: The writing has to be simple - no humungous words, no long sentences, no confusion - everything should be written lucidly in a simple style and the copy must flow logically from one paragraph to the next. The reader should be able to understand everything in one go.

5. The copy should always emphasize on the reader's wants and desires. So, before writing the copy, put yourself in reader's shoes and ask what is it you'd like to see written.

6. Have a commitment or promise made by the end of the second paragraph. It needs to be made early on to have the copy start building and leading the reader where you want them to go.

7. The way the paragraphs flow together should be seamless and most of all logical. If there is any fluff, wandering or digression, clean it up and toss it out. Web visitors have short attention spans and even shorter tolerance for extremely long-winded copy that appears to be imploding.

8. Your claims have to be supported by proof. If you say your product contains a magic ingredient, then there should be a testament by a leading authority certifying the value of the ingredient. If you mention your product can help people achieve something, then it must be backed by testimonials, and so on.

9. Many sales letters will have an extremely persuasive opening, bulleted benefits to the reader, and a number of decent testimonials and when it comes time to make an offer of the service or product, there's nothing there. Please realize that by the time a reader has gone through all of points above and has reached the bottom of the page, they are expecting something. On the Internet, they are usually looking for a deal, bonuses, freebies and inducements for buying right then. Essentially, they want an offer they can't refuse. Well, give it to them. You will strike gold as a result. Miss this, and people will leave your page scratching their heads. Which would you prefer?

10. If there are any questions left in the readers' mind, any doubts, this is where you quash them. You need a finale, just like in the movies, but in this case it compels the reader to take action. Whether you offer a truckload of extras, promise a secret formula only for buyers or some piece of free software they get in addition to their main order, this is where it's offered. You want to spice it up to the point where it is irresistible. In some cases, I've actually heard of people who bought because the bonus was so good and the product was just okay. That's the excitement you want to bring to your closing copy.

These principles will get you off to a good start when starting to copy write and build sales letters. Some of the best teachers for good copywriting are in your face as you surf. When you come across a particularly compelling piece of copywriting, bookmark it and study it. The best and brightest are all around you. You simply have to stop and look.

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