Copywriting Information


Are You Asking the Right Questions in Your Copy?


It's a common approach to writing copy. You begin by asking questions. Why? To evoke thoughts in your readers' minds, to stir up emotions, and to get customers thinking in the way you want them to think. But have you ever thought about how you phrase your questions? Are you doing it in a way that will have the greatest impact on your readers or are you just throwing questions on a page?

Behaviorally speaking, not everybody responds in the same way to the same questions. Those with different communications styles will relate in a variety of ways depending on how you phrase your sentence.

Using the DISC Behavioral Profile, let me explain what I mean and show you how you can start asking the right questions in the right way to suit your customers.

D = Dominance

Those who fall in the Dominance category of the DISC profile are described as: in control, powerful, confident, visionaries, and risk takers. These people can be managers, CEOs, high-ranking military personnel, entrepreneurs, and the like.

Those who are considered high in Dominance want to stick to business. They expect the facts to be presented logically. They want presentations to be clear, specific, and to the point.

This group of people will respond better to specific "what" questions. For example, let's say we're developing a headline for an ultra-fast printer. You wouldn't want to write a headline that asks, "How Do You Cure a Need for Speed?" That question is vague; it's not specific, and it begins with the word "how."

CEOs, upper management, and others in this category aren't the least bit interested in "how" you do anything. They are visionaries. They look at the big picture, not the little details. Details are somebody else's job!

Instead, try rewriting that headline to include the word "what" and to be specific, like this: "What Cures a Need for Speed?"

You can see a similar relation in other behavioral styles (I, S, and C) and the types of questions people in each prefer.

I = Influence

Those high in Influence are generally found in the sales field or other fields that require a lot of people/social interaction. They move fast and want to focus on people-oriented tasks. They love to give their opinions and to be asked for their thoughts on a matter. They love to be the center of attention.

This group responds well to "feeling" questions. Not just about themselves, but also about others. For example: "Remember the excitement you felt when _____?" or "How would your child feel if _____?"

S = Steadiness

Those in the Steadiness group want to be seen as people - not a number. They appreciate logic, a touch of personal interaction, and they are detail-oriented. They are generally slow decision-makers and are not wild about taking unqualified risks. Those who fall into the Steadiness category make up 40% of the general population and come from all walks of life.

People high in steadiness would be likely to respond better to questions beginning with "how." Possibilities include "How many times have you wished ____?" or "How often do you ____?" They also respond well to questions that make them think, like "Is your copy getting results?" They'll likely want to know what you can do about it if the answer is "no."

C = Compliance

When describing someone who falls into the Compliance category, these phrases come to mind: critical thinker, prepared, quality-oriented, incredibly detailed, specific, and slow decision-maker. You'll generally find these types working as engineers, bankers, accountants, scientists, and the like.

Those high in Compliance will respond best to questions including statistics and questions that force them to look at all sides of an issue/problem. For example, "68% of All Drivers Pay Too Much for Auto Insurance. Are You?" Another idea is "Widget or Thingee? Which Makes the Most Sense?"

Phrasing your questions in a way that allows your target customers to relate only makes sense. When you hit a nerve - people will respond. Asking the right questions? in the right way? within your copy will get you one step closer to closing the sale.

Karon Thackston 2004

About The Author

Copy not getting results? Learn to write SEO copy that impresses the engines and your visitors at http://www.copywritingcourse.com. Be sure to check out Karon's latest e-report "How To Increase Keyword Saturation (Without Destroying the Flow of Your Copy)" at http://www.copywritingcourse.com/keyword.


MORE RESOURCES:
10 SEO copywriting tips for beginners  The Media Online

If you blog, you will want to rank highly in search engines. To do this, you need to write *content* that helps Google understand it in order to rank it. Using these 10 ...


This Copywriter Will Pen a Valentine's Day Ballad to Any Agency That Needs His Love  AgencySpy

Ben Petrisor is looking for a new gig. But more importantly, he's looking to sing. The copywriter and Miami Ad School graduate, who recently worked at Narrative, ...


Upcoming movie Gully Boy influences ads and copywriting  afaqs

Having created buzz online, the movie has pushed Mumbai's underground rap culture to the fore and brands are trying to capitalise on it.


How to Get the Most Out of Microsoft Office for Your Copywriting  Coast Digital

Before adding *content* to a website, nearly all copywriters will create their first few drafts on a different platform beforehand. The most popular tool for this by far is ...


Berwyn Fire Co Needs A Volunteer Copywriter, Graphic Designer  Tredyffrin, PA Patch

Berwyn Fire Co Needs Copywriter, Graphic Designer - Tredyffrin-Easttown, PA - Help the Berwyn Fire Company with public outreach, ...


PERTH WA (Gosnells) - Coffee and Copywriting (Beginner)  Business News

Get a FREE coffee, get your pen and paper, and lets get writing!! As you would have heard the phrase "*Content* is King", this couldn't be more true when it comes ...


Calling all SEO copywriters – Here’s your toolkit for 2019  TechGenYZ

Relevance, uniqueness, keywords, backlinks – these are the terms every SEO copywriter knows all too well. But there is much competing *content* out there, and ...


The Copywriter's Playbook  Radio Ink

(By Spike Santee) To be a good copywriter, you must learn to work with the psychology of the consumer, not against it. You must first understand why people buy ...


Copywriter job with Creative Circle | 387391  mediabistro.com

Copywriter in Houston , Experienced (Non-Manager), Copywriting, Marketing & Communications with Creative Circle. Apply Today.


Heather Williams,Copywriter, Gum Essays  HR Technologist

Heather Williams is an experienced freelance copywriter for Lucky Assignments and Gum Essays.


Advertising Copywriter job with Creative Circle | 388265  mediabistro.com

A leading corporation in Mclean, VA is looking for a freelance Copywriter to join their team. You will be working with their creative team to develop compelling ...


Conversion Copywriter - Sprout Social  Built In Chicago

Sprout Social is hiring for a Conversion Copywriter in Chicago. Find more details about the job and how to apply at Built In Chicago.


Junior SEO Copywriter job, Johannesburg, Woodmead, Sandton  Bizcommunity.com

Responsibilities: Developing an understanding of our clients' brands and their unique continually-developing *content* strategiesContributing to the development ...


Master the Art of Copywriting for Less Than $11  Entrepreneur

Need more subscribers? Some clicks? Maybe even a few sales? You'll find your solution in the form of copywriting. Copywriting is defined as the act of writing ...


PERTH WA (Joondalup) - Copywriting for Your Business (Beginner)  Business News

*Content* is King and this couldn't be more true when it comes to *content* creation. In today's overpopulated digital landscape, it's easy for us to get lost in the ...


Original storyboard for Apple’s iconic 1984 ad revealed by copywriter  9to5Mac

The original storyboard for Apple's iconic 1984 ad has been revealed by the copywriter, Steve Hayden. The storyboard for the one-minute ad ...


Ranveer Singh was working as a copywriter before becoming an actor  Samaa Digital

Ranveer Singh, one of the most versatile actors in the Bollywood today, was working as a copywriter at an advertising agency before setting his foot in the film ...


Launch a Lucrative Career in Copywriting for Less Than $20  Entrepreneur

In 2008, a Nielson Norman Group study found that during the average person's visit to any given web page, they only have time to read 28 percent of its *content*.


10 Copywriting Mistakes That Will Hurt Your Marketing Efforts  Forbes

*Content* that contains typos or bores the reader won't further your marketing efforts.


Social Media Copywriter job with TURNER | 387455  mediabistro.com

About TURNER: TURNER, a full-*service* public relations, social media, *content* and digital communications agency specializing in travel and lifestyle brands, ...


How to perfect your digital copywriting  The Next Web

Does anyone actually know what it means to be a copywriter in the digital age? Each and every day, a wave of ecommerce shoppers, avid article readers, and ...


Copywriter (m/f)  CyclingIndustry.News

Description Millions of people experience real-life adventures with our apps. We help people all over the world discover the best hiking and biking routes, ...


Digital Copywriter  Screen Africa

At the centre of every idea are words. A client is looking for a dynamic individual to join their a team. The ideal candidate is both conceptual, yet a...


Senior Copywriter job, Cape Town, Techno Park, Stellenbosch  Bizcommunity.com

A buzzing, award-winning niche advertising agency in the heart of the Cape Winelands is looking for a senior copywriter with exceptionally-strong conceptual ...


Tools Of The Copywriting Trade: 15 Ways To Increase Sales With Words  Forbes

Regardless of product or industry, a company's brand is expressed through the copy the public sees. Copy takes on many forms -- ranging from personal to ...


PR Distribution and PR Copywriter: A Complete Solution for Reaching Out to a Maximum Number of Audience  Life Pulse Health

The regular use of press release distribution services can be the key element behind the success of a company. Many business and organizations rely solely on ...


So You Want to Be a Copywriter at an Ad Agency. Now What?  Adweek

People have pulled some pretty outrageous stunts over the years to land copywriting jobs at prestigious ad agencies. These jobs can be highly competitive, but ...


Business People  Northwest Arkansas Democrat-Gazette

ADVERTISING. Eric Rob & Isaac has hired copywriter Katie Kemp. BUILDERS. CDI Contractors has added Keith Binkley to its on-site project staff as ...


Breakfast Presenter Copywriter - 5CC  Radioinfo

Want to work & live in paradise? Welcome to Port Lincoln. Due to a family move, we're after a breakfast presenter for 5CC / copy writer who wants to own the ...


Learn the secrets of good copywriting for just $11  The Next Web

If you often wish you could turn your enjoyable side hustle into a sustaining real life career, study up on the story of David Feldman. A thriving financial analyst, ...


How to Use Your Copywriting Skills to Write That Novel You’ve Been Putting Off  Adweek

In the Mad Men era, every copywriter had a novel in the drawer. Don DeLillo, Joseph Heller, Dorothy Sayers all famously started out writing for ad agencies.


How AI is Transforming Copywriting  CMSWire

Creating high-quality *content*, at scale, is a challenge that almost every organization faces. Larger budgets can help, but as the need for *content* grows, and as ...


What is a copywriter today – brand builder, click maximiser, data interpreter or just a tweet machine?  Mumbrella Asia

Writing copy that is optimised for a ragbag of different media and a variety of different purposes can become antithetical to the idea of a single, simple brand ...


How to drive conversions with on-brand SEO copywriting  Search Engine Land

One aspect of *content* writing that is rarely mentioned is writing on-brand *content* that is both SEO-friendly and appeals to your target audience. Form that perfect ...


Want Better-Performing Content? Follow These Copywriting Tips  Forbes

Sharpening your writing skills should be an ongoing process in order to consistently publish high-quality *content* that connects with your audience and shows off ...


How To Make Bank With This One Online Skill  Forbes

This one skill can make you six figures with nothing more than a laptop and some hard work.


How Wowcher used AI copywriting to reduce Facebook ad CPL by 31%  Econsultancy

In September 2018, Phrasee - best known for optimising email subject lines with its AI copywriting tool - branched out into paid social, launching a tool for ...


Alibaba Says Its AI Copywriting Tool Passed the Turing Test  Adweek

Alimama, the digital marketing arm of ecommerce platform Alibaba, has released an artificial-intelligence-enabled Chinese language copywriting tool that it says ...


Kemp joins Eric Rob & Isaac  Log Cabin Democrat

Eric Rob & Isaac has announced a recent addition to its staff: Katie Kemp, copywriter.Kemp works closely with the agency's creative director and brand ...


The vague role of 'copywriter'  Mumbrella Asia

Digital may have blurred the lines of the copywriter's role, but Clare Barry explains how the trade is getting back to what it does best – getting people to buy ...


Communicating sustainability: the language of 21st Century business  manilastandard.net

As an AB Literature student, it was clear to Harris Guevarra that he would be landing a career in the academe. But 15 years after he graduated from De La Salle ...


How will Alibaba’s New AI Writer Change Copywriting?  MarTech Advisor

HANGZHOU: Alibaba, the Chinese retail giant, is often at the forefront of breakthrough innovations, especially around Artificial Intelligence and the ways it affects ...


3 things to expect from a career in copywriting  The Drum

Expect to be wrong. So very wrong. There are professions where you can reasonably expect your authority to go unchallenged. Pilots, for example, are rarely ...


6 Copywriting Mistakes That Are Killing Your Landing Pages  Inc.

Are you struggling converting your website visitors to paying customers? Your copywriting may very well be to blame. Here's how to fix it.


Building an Ecommerce Business, Part 4: Copywriting Matters  Practical Ecommerce

Good copy sells. Generic imagery and descriptions might cause shoppers to move on without giving your product a second thought. Spicing up your copy — for ...


Copywriting: a choose your own adventure story  The Drum

You are sat at your desk eating wafer thin ham straight from the packet. An account manager asks if you're busy. Do you say…


How to Select the Right Copywriting Gig on Fiverr for Marketing Copy  SitePoint

In this article, we are going to teach SitePoint readers how to select the right marketing copy gig on Fiverr. As a worldwide verified freelancing platform, Fiverr is a ...


Reaching the First Page of Google After the Latest Algorithm Change Using a Global Press Release Distribution Service  Life Pulse Health

Almost everyone from this generation relies on search engines as it has become an integral part of their lives. Especially Google tends to answer any question ...


The Creative Copywriter's Companion, an innovative new how-to book by one of America's most award-winning copywriters  PRNewswire

NEW YORK, Jan. 15, 2019 /PRNewswire/ -- In The Creative Copywriter's Companion, an innovative new how-to book by one of America's most award-winning ...


6 Online Copywriting Strategies for Content Marketing Success  Small Business Trends

If you want your online marketing efforts to succeed, you should consider using these 6 copywriting strategies for *content* marketing.


The craft of empathy: what people with disabilities taught me about copywriting  The Drum

My experience writing for Tommy Adaptive, Tommy Hilfiger's line of clothing for people with disabilities, has been humbling, to say the least.


Alibaba Debuts 'AI Copywriter'  Alizila

Alibaba's digital marketing arm Alimama has unveiled an artificial intelligence-powered copywriting tool. Tapping the huge pool of *content* on Alibaba's ...


Alibaba claims its AI is about to change copywriting forever – for agencies and brands  Mumbrella Asia

Chinese tech giant Alibaba has claimed it has created an artificial intelligence copywriting tool that has passed the Turing Test – in other words, it is able to ...


Copywriting vs. Content Writing: What Is the Difference and What Should You Be Doing for your Blog?  Business 2 Community

You've got a blog, but are you writing the right kind of posts? According to HubSpot, 53 percent of marketers say that blogging is their top *content* marketing ...


Ikea and Ogilvy Want to Help You ‘Become the Morning Person You’re Not’  Adweek

It is rather easy to advise people to get a good night's rest, but you know what's difficult? Actually getting a good night's rest. Between the siren's call of ...


8 Age Old Copywriting Examples [Avoid at Your Own Risk]  Business 2 Community

Knowing how to write copy your own sales pitches isn't as easy as it seems. Depending on the type of audience you are addressing and the overall reputation ...


12 Common Copywriting Mistakes You Could Be Making  Forbes Now

Writing high-quality copy that is both valuable for your brand and has what it takes to convert more leads is not as easy as it sounds. Whether you write your ...


How I wrote a 100000-word novel in four weeks and what it did for my copywriting  The Drum

We were on holiday when it happened. What happened? I discovered I was a novelist. Here's how it went down. “You know,” my wife said, “the difference ...


People in Business for Sunday, Feb. 17  Grand Island Independent

Copur contributes to textbooks. Dr. M. Sitki Copur, a medical oncologist/hematologist at the Morrison Cancer Center in Hastings, is listed as a contributing author ...


Start Using These Psychological Triggers In Your Copywriting  Business 2 Community

Psychology is a science founded in human motivation and behavior, and is essentially all about what makes people tick. As a marketer, if you can understand ...


Shoppers can vote for which community group deserves the largest grant in Walthamstow, Highams Park, Leyton, Lea Bridge Road, Chingford and Leytonstone Tesco stores  East London and West Essex Guardian Series

Community groups are calling for votes to bag the largest grant from a supermarket chain.


The future of digital marketing: AI vs. human copywriters | Articles | Chief Technology Officer  Innovation Enterprise

With the priority shifting to AI-powered technologies which can provide the super-effective production of *content*, is the future of digital marketing AI?


11 Copywriting Secrets to Attract New Customers  Business 2 Community

These copywriting secrets can help you grow your business. It can be challenging to craft your own message, but when you get it right, your marketing can work ...


BMW Creates a Folk Hero for the Modern Age: the Unstoppable, Mysterious Ol’ McLanden  Adweek

For the launch of the X7, its first standard seven-seat vehicle, BMW catches viewers with a whale of a tale—a poem about a new folk legend: Ol' McLanden.


5 Copywriting Tips For Facebook Ads  Business 2 Community

A key component of any Facebook ad is the copy. Your image or video may capture your audiences' attention but it's usually your copy that convinces them to ...


7 Steps to Becoming a Professional Copywriter  Entrepreneur

I spend very little time writing copy myself these days because I'm too busy running an agency. I had to learn all that marketing and branding stuff because it was ...


10 PPC Copywriting Best Practices for Extra Effective Text Ads  Search Engine Journal

Running PPC ads can be extremely profitable – or it can be a waste of time. What makes the difference? Much of it has to do with your ad text. Writing great copy ...


Alibaba introduces AI copywriter - The Jakarta Post  Jakarta Post

The copywriter is said to have passed the Turing Test and has the capability of writing 20000 lines of copy in one second.


5 Simple Copywriting Tips for Local SEO  Business 2 Community

The surveys and studies will continue to roll in, each proving the same core finding in different sorts of ways, but these findings always point to the fact that ...


5 Ways Professional Copywriting Elevates Your Website and Your Bottom Line  Entrepreneur

Imagine you're trying to choose a company you can trust to provide a *service* in your home. You do a web search and check a few sites, but the information each ...


Phrasee: AI-powered Copywriting for Facebook Has Arrived  Business Wire

Phrasee has launched the first product of its kind for Facebook & Instagram campaigns. The new product allows customers to test AI-generated language.


AI-powered copywriting for Facebook has arrived  The Drum

A revolutionary AI tool from Phrasee is shaking up the world of global advertising.


How a Copywriter Can Be a Candidate's Best Friend  Campaigns & Elections

Candidates want to deliver a message that voters will remember. To do that, they need that message to be four things: Brief, memorable, positive and consistent.


Dating Around: Meet the 6 Singles at the Center of Netflix's New Reality Show  E! Online

The streaming giant's series follows six singles on five first dates.


5 Copywriting Articles That Will Change How You Write  HuffPost

If you work in marketing or communications, you know the importance of making sure your copy stands out and is persuasive. There's a lot of information on the ...


Duncan Channon Launches First Broadcast Campaign for Rakuten During Grammy Awards  AgencySpy

In case you missed it, Duncan Channon launched the debut broadcast campaign for Rakuten during last night's 2019 Grammy Awards. The campaign, entitled ...


7 characteristics of brilliant copywriting - PR Daily  PR Daily

How can you evaluate the quality of your writing? Good copy increases conversion rates, leaves a positive and memorable impression on readers and places ...


Copywriting Paid Internship  Screen Africa

The Backstory is offering a paid six-month internship to a young graphic designer or layout artist with an interest in the film industry. Our company wo...


Want to work from home as a copywriter? These online courses can help.  Mashable

Have you ever wondered if your writing hobby could actually become a career? Learn what it takes to be a copywriter, land clients, and build your portfolio.


Will Alexa be the saviour of the copywriting industry?  The Drum

I recently attended a conference where JustEat (the foodie app folks) became the latest brand to unveil their new Voice App companion for Alexa, Amazon's ...


Ask the SMXpert: Keyword research and copywriting  Search Engine Land

The Ask the SMXpert series continues the question and answer (Q&A) segment of sessions held at Search Marketing Expo (SMX) West 2018. The following Q&A ...


The Secrets To Hiring And Developing The Best Copywriters For Your Website  Forbes Now

Do you want to produce marketing *content* that grabs readers and turns them into paying customers? Learn how to hire, train, and manage writers who will make ...


The 5 Rules of Killer Copywriting That Will Hook Prospects at 'Hello'  Entrepreneur

Copywriting is the one marketing tool that will never change. So, why don't people still not know how to do it right?


Freelance Copywriter job with Altice USA | 382629  mediabistro.com

Altice USA is one of the largest broadband communications and video services providers in the United States. We are a subsidiary of Altice NV, a convergent ...


Copywriters: Lion's Roar wants to hear from you  Lion's Roar

Are we your next client? At Lion's Roar, we're passionate about sharing the best of Buddhist wisdom with the world. We produce two magazines, a series of ...


Code eats copy for breakfast: Human copywriters are doomed  Digiday

Mark Duffy has written the Copyranter blog for 11 years and is a freelancing copywriter with 25-plus years of experience. His hockey wrist shot is better than ...


9 Website Copywriting Tips That Will Increase Your Search Ranking  Business 2 Community

Years ago, you could just stuff your post with keywords, buy links, and land on Google's first page for a search term. Today, that would see your web pages ...


Designer Andrew Newman makes his mark in art and commerce  Wicked Local

Graphic designer Andrew Newman's colorful design footprint – or rather, handprint – is visible across Cape Cod in the many evocative, contemporary logos, ...


This 38-year-old quit his finance job — here's how he's making 6 figures freelancing on Fiverr  CNBC

Like many young professionals, David Feldman had dreams of climbing the corporate ladder and landing a corner office. But once on he was on his way, ...


Writing persuasive copy  The Guardian

Duration: 1 dayLocation: The Guardian, Kings Cross, or your officeLevel: Beginner to intermediate.


Everyone's a copywriter. Right?  mUmBRELLA*

There's a joke in the creative industry that “everyone is a designer”, making light of how infuriating it is to have someone (without a visual background)


Phrasee Lands $4M Series A Funding to Take AI-Powered Copywriting to America  Business Wire

LONDON--(BUSINESS WIRE)--Phrasee, the London-headquartered marketing technology company that uses artificial intelligence (AI) to generate optimised ...


Don't Have a Degree in Advertising? Here's How Anyone Can Write Copy That Sells.  Entrepreneur

How do certain brands consistently churn out killer copy? Copy so good it not only sells products, but entertains, empathizes and makes customers excited to ...


What the History of Copywriting Teaches Us About Content Marketing Today  The Content Standard by Skyword

Despite the competition between advertising and *content* copywriting, some of the most famous "Mad Men" might have advice for *content* creators.


Director of Marketing job with NBCUniversal, Inc. | 388068  mediabistro.com

The Director of Marketing is in charge of the marketing, promotions, programming, distribution, community management, and audience development of online ...


Copywriters, enough with the bad ads – it’s time to put the thesaurus down  South China Morning Post

From the humble copywriter to brand managers, advertisers have mastered the art of the meaningless marketing cliché.


Copywriting Sales Tactics with Adil Amarsi, Ep #42  Finance and Markets

A well thought out plan for your online sales tactics is important but often overlooked. It is common to find a sales page that has a product available but no i(...)


Need a Temporary Cat? These Odd U.K. Ads Encourage You to Lure Away Your Neighbor’s Pet  Adweek

These days, across the British Isles, borrowing cats from friends and family is apparently a thing. And why not? Cat borrowers get to enjoy kitty cuddling and ...


The NYPD Is Investigating the Murder of a Longtime Agency Copywriter  Adweek

October 23, 2018. The NYPD's chief of detectives indicated that the investigation has come to focus on a single "person of interest." Getty Images. Share.


Creative Services  Chicago Health

Chicago Health's team of award-winning copywriters and graphic designers deliver solutions that elevate your brand's voice through print and digital *content*.


home | site map
© 2007