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Copywriting Information |
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10 Keys to Copy That Sells!
Whether you're selling a product or service, the 10 tips below are your keys to writing great copy that communicates and persuades ... to get results! These guidelines can apply to most any form of consumer marketing communications: sales letters, brochures, web copy, or direct mail. As long as your goal is to elicit a reaction from your reader, you've come to the right place. Many ads, brochures, and Web sites we see talk endlessly on and on about how great their products and companies are. Hello? Customer, anyone? Think of your reader thinking, "What's in it for me?" If you can, talk with some of your current customers and ask them 1) why they chose you, and 2) what they get out of your product or service. TIP: To instantly make your copy more reader-focused, insert the word "you" often. The fact that your product or service offers a lot of neat features is great, but what do they DO for your customer? Do they save her time or money? Give her peace of mind? Raise her image to a certain status? Here's an example: If you go buy a pair of Gucci sunglasses, you're not just looking for good UV protection. You're buying the sleek, stylish Gucci look. So that's what Gucci sells. You don't see their ads talk about how well made their sunglasses are. Think end results. Now, what does an insurance broker sell? Policies? No - peace of mind. (See? You've got it.) The first thing your reader sees can mean the difference between success and failure. Today's ads are chock full of clever headlines that play on words. They're cute, but most of them aren't effective. There are many ways to get attention in a headline, but it's safest to appeal to your reader's interests and concerns. And again, remember to make it reader centered - no one gives a hoot about your company. Bad: "SuccessCorp Creates Amazing New Financial Program" Better: "Turn Your Finances Around in 30 Days!" Like mini-headlines, subheads help readers quickly understand your main points by making the copy "skimmable." Because subheads catch readers" eyes, you should use them to your benefit! Read through your copy for your main promotional points, then summarize the ideas as subheads. To make your subheads engaging, it's important to include action or selling elements. Bad: "Our Department's Successes." Better: "Meet Five Clients Who Saved $10K With Us." Write to your customers like you'd talk to them. Don't be afraid of using conversational phrases such as "So what's next?" or "Here's how do we do this." Avoid formality and use short, easy words. Why? Even if you think it can't possibly be misunderstood, a few people still won't get it. Avoid industry jargon and buzzwords - stick to the facts and the benefits. An easy way to weed out jargon is to think of dear old Mom reading your copy. Would she get it? If not, clarify and simplify. (This rule, of course, varies, depending on who your target audience is. For a business audience, you should upscale your words to what they're used to. In these cases buzzwords are often crucial. Just make sure your points don't get muddled in them!) No one has time to weed through lengthy prose these days. The faster you convey your product or service's benefits to the reader, the more likely you'll keep her reading. Fire your "biggest gun" first by beginning with your biggest benefit - if you put it toward the end of your copy, you risk losing the reader before she gets to it. Aim for sentence lengths of less than 20 words. When possible, break up copy with subheads (see no. 4), bullets, numbers, or em dashes (like the one following this phrase) - these make your points easy to digest. Let your prospects know they won't be the first to try you. Give results-oriented testimonials from customers who have benefited immensely from your product or service. Oh, and never give people's initials only - it reminds me of those ads in the back of magazines with headlines like "Lose 50 Pounds in Three Days!" Give people's full names with their titles and companies (or towns and states of residence) - and be sure to get their permission first. Tell your reader what you want her to do - don't leave her hanging. Do you want her to call you or e-mail you for more information? Order now? Call to schedule a free consultation? Complete a brief survey? Think about what you'd most like her to do, and then ask her. It's amazing how many marketing materials I come across every day that don't make it clear what the reader should do. If you wrote interesting copy, your reader may forget you're trying to sell something. Tell her what to do, and she'll be more likely to do it. Good. Now have it proofread again. Don't risk printing any typos, misspellings, or grammatical mistakes that will represent your company as amateurish. Hire a professional editor/proofreader to clean up your work and double-check your grammar. Remember, you only get one chance to make a first impession! Oops - *impression*. (c) 2002 Alexandria K. Brown ABOUT THE AUTHOR Alexandria K. Brown, "The E-zine Queen," is author of the award-winning manual, "Boost Business With Your Own E-zine." To learn more about her book and sign up for more FREE tips like these, visit her site at http://EzineQueenTutorial.com/
MORE RESOURCES: We Are Pi Launches ‘Just Say It’ Book on Copywriting Little Black Book - LBBonline Copywriting tips that inspire your customers to take action The Business Journals Mid-Level Copywriter - South Africa - Cape Town Bizcommunity.com Either the first long copy ad written by AI or a blatant copywriting ... Campaign Brief Asia How to Build a Copywriting Portfolio With No Experience MUO - MakeUseOf ChatGPT: Writing on the wall for copywriters? Exchange4Media Lead Copywriter job with The Fold | 233165 The Business of Fashion Aurora Mobile Integrates ChatGPT into JPush to Launch AI Creation ... InvestorsObserver York copywriter Helen Reynolds 'incredibly chuffed' with FSB award ... The Yorkshire Post Junior ATL Copywriter - South Africa - Cape Town Bizcommunity.com From Copywriter to Coach, and Beyond Pace News Local Copywriter as Literary Canon Fodder Santa Barbara Independent Press Release Jet Unveils Bundled Packages for Standard and ... Digital Journal Creative Group Head Copywriter - South Africa - Cape Town Bizcommunity.com Copywriter IamExpat in the Netherlands Mid Copywriter - South Africa - Cape Town Bizcommunity.com Sendiio 3.0 Joshua Zamora 2023: AI Copywriting & Marketing ... Digital Journal 5 Freelance Writers Share How They Made up to 6 Figures Business Insider Live reaction: Can ChatGPT write your B2B copy? B2B Marketing Online Content Team Leader - South Africa - Johannesburg Bizcommunity.com Copywriter - Scotland - Up to £40,000 Cosmetics Business What could ChatGPT mean for copywriters? Marketing Brew How do Copywriting Tweaks Make or Break the Social App Social News XYZ AI that works for all The News International The 5 Best Ways To Outrank Your Competitors In 2023 With AI Search Engine Journal From Ukraine to Canada: Sergii Shevtsov’s Story Little Black Book - LBBonline Should You Hire a Copywriter? Architectural Digest Why words matter during a cost of living crisis Creative Review The rise of AI: Searches for Chat GPT jump 2633% since December Business Leader How I Turned My Copywriting Side Hustle Into a $974,000 Business Business Insider Anyword Launches Free Social Media Copywriting Tool GlobeNewswire Account Executive Pedestrian TV Copywriting's Turn to Radical Brevity Muse by Clio 9 Amazon Copywriting Tips For Higher-Converting Titles & Bullets Search Engine Journal The Drum Roses Awards Return The Drum 4 SEO Copywriting Tips For Sharper, More Effective Copy Search Engine Journal How to Improve Your Digital Copywriting Entrepreneur AI content generation features released from Metatron App Developer Magazine Is AI coming for your job? The Week Confessions of a copywriter on creativity, returning to the office and ‘butts in seats mentality’ Digiday Broad Radio launches podcast and livestream business Radio Today (Aust & NZ) How Word Tonic Is Fostering Community Among Gen-Z Copywriters Little Black Book - LBBonline How to Make up to $13K a Month Freelance Copywriting on Fiverr Business Insider Ecommerce Copywriter on Tactics, Tools, More Practical Ecommerce Developing your brand’s audio content strategy in 2023 Global Banking And Finance Review A False Idol TheJambar.com The Intern Case of Ad Copywriter Bodhisatwa Dasgupta StartuptoEnterprise Using AI Copywriting Tools for SEO - Yay or Nay? Browser Media |
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