When you’re writing your brochure or website, what do you think of? Would you write it chronologically and focus more on the content? Or do you act with an overarching idea in mind?

In any event, are you aware of what’s probably the most important sentence in copywriting?

It’s commonly called your ‘call to action’.

What is a call to action? It’s a request – or directive – to your prospect or client to proceed to the next stage.

What’s the next stage?

I don’t know. You should know it before you begin writing your copy. For example, you may want your prospect to speak to your customer service representative. Then, you have your customers ‘call +6 019 752 2788 for more information’.

Alternatively, you may want them to visit a particular website. Then at the end of your copy, have them visit www.aldrictinker.com, for example.

Without your call to action, your customers or prospects may not know what to do. They’d be wondering who to contact.

In your call to action, you can make your offer more lucrative. How?

If you call +6 019 752 2788 by 14 February 2010, you will be entitled to a 20% discount.

But remember, your call to action needs to be:

• Simple;
• Specific;
• Uncluttered.

Imagine facing the daunting task of coming up with a copy. It can be a sales letter, a website, an e-book, a sales page or even a brochure. Just picture yourself sitting there, amidst all the information your client shoved onto you. You could even be sitting there, staring at your blank screen surrounded by nothing – exactly what your client gave you!

How would you manage the information – or the lack of it – to produce something that will compel your client’s prospects to buy their product?

Most copywriters, fundamentally, would introduce you to AIDA. Most professional copywriters have fallen in love with AIDA.

If you’re studying Law, you’d be familiar with the ILAC/IPAC concept. It basically means Issue, Law/Principle, Application and Conclusion.

As for copywriters, AIDA functions the same way. AIDA is:

• Grab Attention;
• Arouse Interest;
• Create a burning Desire;
• Call to Act.

Over the next four days, I’m going to share with you how to incorporate AIDA into your copywriting so you can persuade your customers with every written and visual piece!

Who would have known: it’s been two years since Aldric Tinker was registered as a business with the Companies Commission of Malaysia!

It only seemed like yesterday when I first initiated this copywriting practice. From almost nothing, the firm’s accomplishments include, but not limited to:

• Web Translation for Walton International – from English to Bahasa Malaysia;
• Two speeches which were read in the Dewan Negara/Senate;
• An investment kit for a biotechnology cluster;
• Numerous brochures and flyers for residential and commercial properties in southern West Malaysia;
• Translation of TV commercials from English to Bahasa Malaysia;
• Brainstorming with an advertising agency in KL to produce a prepaid service brand name and identity;
• Spoke on Copywriting to Small and Medium Business Owners;
• Wrote over 20 TV promotions for programmes and events; and
• Wrote over 20 headlines and subheadlines to promote TV programmes in the printed press – both in Bahasa Malaysia and English.

This year, in 2010, Aldric Tinker, the Copywriting Practice, would see more evolvement. Perhaps into a long awaited private limited company?

As we spread our wings and engage more Malaysian youth who are keen on making money through copywriting, collaborating with freelance graphic designers and more.

With many ups and downs, I’m proud to share that the Firm has more plans to becoming the auxiliary advertising consultancy in Malaysia and the ASEAN region, servicing small and medium businesses in a medium- to long-term collaboration!

Thank you for making this possible – to the team behind AldricTinker.com and the clients who brought us to where we are today!!

A copywriter is a salesperson behind a typewriter.

- Judith Charles, President, Judith K. Charles Creative Communications

The purpose of copywriting is neither to win awards, nor to be liked, or even to be funny. You need a copywriter to sell your product or service. That, my friend, is the true purpose of a copywriter.

Don’t believe me?

Ask copywriting legends like Bob Bly, Dan Kennedy of even Joe Vitale. Any – or all – of the three are by-products of copywriting. And what’s the point if by hiring a copywriter, your sales doesn’t increase?

Plus, the last time I checked, your advertising efforts are meant to improve your revenue and sales – not finance an award-winning campaign. Ask yourself: as a business, what do you really need? To see the numbers coming in more than it went out, or to see no money coming in – just out?

Any professional copywriter knows that it is our professional obligation to our clients – you who hire us – is to increase your sales at the lowest possible cost. Copywriting isn’t a cosmetic, but a catalyst to that end.

Ultimately, the challenge of those of us in this line of creative service is to writing copy that sells.

Any good copywriter, dear friend, has to dig into a product or service, showing your customers or client the benefits of having it, and present the necessary arguments that is read, understood, and reacted to – copy so hypnotic and so compelling that your customers or clients convinced to buy.

With the Internet, information is everywhere. Consumers can check and compare with consumers from other households from across the globe. If you’re an international product, you can either benefit or loose. But on the other hand, if you are not, your solutions can be compared with the ones overseas.

With unlimited advertising around them, your market is also better informed and, to an extent, immune to the advertising gimmicks and stunts. Or skeptical, to say the least, to modern advertising.

So, as you may have noticed, copywriting is meant to sell. Joining the chorus of international copywriters, I cannot emphasize the purpose and importance of advertising for your business – no matter the size or offering.