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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: How to Become a Copywriter | SNHU Southern New Hampshire University The Top 10 Copywriters Doing Things Differently GlobeNewswire Copywriter's Debut Emerges as Big Book at Frankfurt Publishers Weekly 3 Fatal Mistakes Brands Make When Hiring SEO Copywriters Business 2 Community Product Copywriter - Jellyvision Built In Chicago 5 Best Copywriters in New York đ„ Kev's Best Survey: Digital Marketing, Social Media Remain Top Tactics Among Marketers KoMarketing Associates Corporate Copywriter job, Centurion or Cape Town Bizcommunity.com Senior Copywriter job, Port Elizabeth, South End Bizcommunity.com Japanese Copywriter The Beijinger Digital Copywriter Pedestrian TV AI-Driven Copywriting Fuels eBay's Email Success Total Retail Junior content producer / copywriter (content agency) | Media jobs Journalism.co.uk Copywriter job, Cape Town Bizcommunity.com ATL Copywriter job, Cape Town Bizcommunity.com 'Below Deck Med': Hannah Ferrier's 'I Need Valium' Mug Ends up Being a Reunion Winner Showbiz Cheat Sheet Copywriter/Social Media Manager job, Cape Town, Gardens Bizcommunity.com Copywriter / Clinical Research Associate - closerlook, inc. Built In Chicago Why Sales Copywriting Is Crucial for Your Business Entrepreneur The Herd: New hires, promotions and departures for 10.20.20 RichmondBizSense Copywriting is a silly job The Drum E-Commerce Copywriter job, Cape Town Bizcommunity.com What is copywriting? Everything you need to know Android Authority Why copywriting is more important than you think Creative Bloq How to Become an Expert Copywriter 8 Tricks to Learn The Union Journal 5 Tried-and-True Formulas to Take Your Copywriting to the Next Level Business 2 Community AUTHOR BUKKY AGBOOLA receives national recognition through the NEW YORK CITY BIG BOOK AWARDÂź! PRNewswire Pro Creative Writers Offers Quality Content Writing Services Yahoo India News Copywriter Job Description: Salary, Skills and More Big Easy Magazine 5 Ways to Stand Out in a Sea of Copywriters Business 2 Community Copywriting 101: Basics for Beginners Customer Think Nomatic Backpack Review for Remote Work The Daily Beast Is Copywriting Your Thing? Here Are 5 Tips By Justin Goff On Hitting The 6-Figure Mark & Beyond Net Newsledger CREATIVE DIRECTOR - Caterpillar Built In Chicago SEO Copywriting Tips That Keep People On Your Page Telemedia Online Do You Need a Copywriter or Content Writer for Your Business? Atlanta Small Business Network Taboola Launches The Taboola Creative Shop MarTech Series Brand Marketing Manager Charlotte Agenda Social Media Internship hypepotamus.com 6 Principles of Copywriting that Will Make Readers Love You Business 2 Community How Easy Is It to Start a Copywriting Career? News & Features Copywriter, Digital-Contractor â BigCommerce Built In Austin Copywriting - closerlook, inc. Built In Chicago What Skills Do You Need to Become a Digital Copywriter? Coast Digital Marketing Copywriter Charlotte Agenda B2B copywriting: Is âhumanâ the best we can do? B2B Marketing Online What does a copywriter do & how do you become one? The Next Web What is SEO Copywriting (and Why it's Important in Ranking Well on Search Engines)? Business 2 Community 3 Copywriting Tips To Grow Your Business Online Influencive SEO Content Writing vs. SEO Copywriting: Is There a Difference? Search Engine Journal The Sims: Weird objects from the original game Extra Time Media Why copywriting still matters Creative Review Website Copywriting & Digital Content Writing Services Coast Digital How to Write Convincing Sales Landing Pages Even if You're Not a Copywriter Business 2 Community 7 Steps to Becoming a Professional Copywriter Entrepreneur What I Learned Working With a Copywriter Business 2 Community How to launch a copywriting side hustle Financial Post |
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