Ah, the smell of ink on white paper. Wait, cancel that. Let's make it - that first familiar click of the keyboard on your laptop. Whichever way you look at it, there's a thrill that comes from writing good copy that very few things in life can offer. But you probably know that feeling already, don't you? Why else would you be here?

This little corner on Content Syndicate is dedicated to that most elusive and mythical of creatures - good copy. Is there a formula to it? Are there little mantras you can adopt to become better at it? Should you switch to fat-free to master it?

It all sounds so simple by definition, doesn't it? Copywriting. The process of writing the verbal elements contained within an advertisement. What that fascinating definition fails to mention however, is the magical process you go through while crafting a piece. The blood, tears and whoops of joy that are a part and parcel of every writing endeavour. Because copyrighting isn't simply a job - it's a basic window into people's lives. It's a crash-course in human nature. A behind the scenes look at what makes people think the way they do. It forces you to put yourself in the shoes of a 65 year old woman from Kansas in need of a winter coat. Or a 17 year old kid from Tokyo craving his latest Manga flick.

In deciphering the clues that make for excellent copy, let's just go through a few basic things that we copywriters need to agree on. We can start fighting much later. Right, it pretty much goes without saying that the purpose of copy is manifold and specific: To persuade. To inform. To incite. To inspire. There should be a natural flow to the copy, right from the headline to the last full stop. Keeping the reader engaged every step of the way. And there should be a clarity and simplicity to the piece that belies even the most complicated of subject matter.

But in this age of instant YouTube videos and 24x7 running taglines on CNN, how do you hold anyone's attention for more than a few seconds? Clearly, the headline is more important than ever! Because often, it's the only thing your reader's going to catch. Depending on the matter and the medium, you should be flexible enough to reach for a variety of headline styles. Direct, no frills. Or perhaps, subtle and indirect. If it's writing for a newspaper, reportage-like is the obvious way to go. An instructional "How to..." headline might be the best tactic for a particular audience. You can question your readers, empathize with them, command them and even berate them... all through the tone of your headline.

The medium, or where your writing's going to appear, is another absolutely critical component of the copywriting puzzle. If it's a billboard, you'll lose an astonishingly high percentage of people if there's more than 6 words in there. If it's a direct mailer, personalizing your tone of voice a little more than usual will hold the reader's attention much longer. Web content can veer between bold, corporate, brazen, flowery depending on your client. The where part, of course, goes hand in hand with the who part of the equation. Knowing who your target audience is, researching their likes, dislikes and quirks, talking to them in a manner they would be comfortable with, and most of all - making you sure you don't come off as patronizing - are indispensable towards making sure your copy has the desired impact.

Fascinating thing is, even with styles, tastes and media changing @ the speed of light, the fundamental principles still work like a charm. The age-old marketing mantra of A.I.D.A. (attracting Attention , raising Interest, evoking Desire , leading to Action)still holds amazing sway. Use it smart, use it well. Write as though you're speaking to that one person alone, not to a faceless consortium of consumers. If it's an article, make sure there's something compelling in each part of the narrative. Make your reader an offer he/she simply can't refuse. And for the love of wikipedia, don't shy away from research. Inspiration has been known to reside in the most boring, statistic-filled of places! Give him/her some instant karma... come back full circle to your original headline promise and be emphatic in stating that you delivered!

That, in a nutshell, is that little thing we like to call copywriting. There are a few rules to it, for sure. But perhaps the all-abiding one is that there are no rules! Keep the basic tenets in mind, and then let your imagination be the only thing that limits you. The world of language is a powerful one, and to quote one of our favourite, wardrobe-challenged heroes - "With great power, comes great responsibility". The few little words you write today. could end up staying with someone for years to come. So choose them wisely, won't you?