Читать книгу Start & Run a Copywriting Business - Steve Slaunwhite - Страница 10

Many copywriters call copywriting “writing that sells,” but sometimes the direct sales message within a marketing document isn’t obvious.

Direct mail certainly packs a deliberate sales punch. A direct mail package is designed to get you to make an immediate buying decision, and the success of a mailing is measured by how many people from a given list respond. But marketing documents such as case studies, success stories, and features take more of a “soft sell” approach. They contain no direct “buy now” message. Still, copywriters tasked with writing any form of marketing document, whether it be hard sell or soft sell, will use all the persuasive tools at their command in a deliberate attempt to win the hearts and minds of buyers.