Zazou Marketing writes copy that grabs attention, conveys benefits, alleviates distrust, creates interest, and closes the deal. In effect, we act a little like your top salesperson. Zazou Marketing offers the following services: Effective article writing and marketing, freelance writer marketing, marketing communications writer, marketing writer, copywriter, freelance copywriter, advertising copywriter, marketing copywriter, copywriting, professional copywriter, content editor, content editing, freelance writing, freelance writer.

One of the biggest misconceptions about copywriting is that anyone who is good at writing is naturally good at copywriting. The truth is that while you need to be good at writing in order to be good at copywriting, the reverse is not true. You need to be good at copywriting to be good at writing. Huh?!

Let’s break it down: The misconception is largely based on the fact that copywriting is a bit of a foreign concept to most people. But if you’re in the business world, you probably come across copywriting every day of your working life. That’s because copywriting is any business writing that is used to sell, promote or market a company’s services or products. So, copywriting projects are simply any marketing communications—such as direct mail, ads, a website, newsletters, articles or press releases—that a company produces.

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But what exactly are the common threads between such diverse copywriting projects? For one, there is an informational aspect to each of these copywriting projects. However, there is more to it than simply delivering information. There is always a greater purpose to the piece. Of course, the specific intention of a copywriting project varies, but, in general, copywriting projects are meant to attract customers and make sales. Remember that not all copywriting projects need to actually close a sale—although, it’s great if they do. But all copywriting projects do need to move your business toward a goal, whether creating a relationship, fueling interest, attracting leads, etc. Simply put, copywriting projects need to contribute to your business objectives.

There are a few typical ways that companies traditionally use copywriting. For one, direct response communications ask the reader to respond right away. This type of copywriting project takes many forms, whether direct mail, an advertisement, a website or a brochure.

Another common use for copywriting is for public relations. This indirect communication establishes credibility and gets you in the public eye through articles in magazines, newspapers, television, radio, journals, etc.

Whatever the method, all copywriting projects will be more effective if they entice, influence and create desire—hence why good copywriting needs to be well-written. But since a good novel need not entice, influence and create desire, not all writers need be good at copywriting.

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How can you increase the likelihood of smooth copywriting collaboration? Your experience can be rocky. Or it can be smooth. How things turn out will depend on dual effort. Your preparation plays a role and the copywriters organization and flexibility plays the other role. Ease collaborations by doing the following:

First, know what you want. Knowing what you want involves considering what you want your copy to do or achieve, such as:
• Create leads
• Get new orders
• Build product awareness, or
• Deliver product information
Knowing this will help the copywriter structure the copy according to certain guidelines.

Second, provide background. Giving the writer sufficient background will cut the research effort in half. It will make writing your copy with pure skill a dead on target. Having this information will make it easier for him or her to highlight to your products key benefits and features.

Without emphasizing key features and benefits your ad will be weak.

Old and current product information to give your copywriter includes, but is not limited to:
• Brochures
• Demos
• Flyers
• Catalogs
• Sales letters
• Reports
• Product specifications
• Sell sheets
• Web pages, and
• White papers

Next, prepare in advance. Advanced preparation is privy to timely success. Preparation will cut down on copywriting expenses. When you prepare you save time and increase the quality of your copy jobs.

Next, ask questions. Be ready to ask questions about samples. What you want matters the most. So ask questions to get your copy needs met.

Next, answer questions.

Copywriting is an involved process. Be open to asking questions. A copywriter may need to ask questions to clarify your goals and other information. To get good work be cooperative.

Finally, give your input. Your opinion and ideas play a central role. Get in the habit of studying competitors and non-competitors copy. This will give you the tools you need to converse on copy ideas and concepts. You will learn to distinguish between good copy and bad copy, tight copy and loose copy, dry copy and exciting copy, copy that sells and copy that bores.

Collaborating with copywriters shouldn’t be a chore. It should be exciting. Make your ride exhilarating and insightful by knowing your copy goals and preparing in advance.

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