| |
| |
|
|
Copywriting Information |
|
|
|
Magic Words That Sell and What Words to Avoid
We all know words are powerful. Whether written or spoken, according to advertising legend David Ogilvy, some of the most persuasive words to use in marketing are: Now Announcing Introducing Revolutionary Offer Quick Easy Compare Hurry Try to incorporate these powerful words into your brochures, web content, and however else you communicate with customers. Richard Taflinger, professor at the Edward R. Murrow School of Communication at Washington State University, says that a ploy often used in advertising is the use of logical fallacies. These fallacies are not recommended because they may alienate your audience. Taflinger suggest avoiding the following logical fallacies: - Black/White: The black/white, or either/or, trick is making a statement that provides insufficient options to your argument. A common way this is used in advertising is by presenting two situations, one with the product and the other without. The one with the product shows circumstances that the advertiser presumes the target audience would like to be in, and vice versa for the situation without the product. - Genetic Fallacy: This fallacy makes a prediction about something based on where it came from or its origins. Such statements may indeed by true, but they need evidence as proof. - Begging the Question: This is making a statement that includes a premise that has not been proven, basically saying that something is simply because it is. - Weasel Words: These are words that are tossed into a sentence that change the actual meaning of the sentence while leaving an impression that is different. - Dangling Comparative: This is a statement that seems to be comparing one thing to another, but in actuality never actually states what the thing being compared is being compared to. What generally happens is that the comparison is left up to the audience to complete. - Complex Question: A complex question is one that appears to be asking for a yes or no answer, but is in reality two yes-or-no questions that are usually contradictory. No matter how you answer, you can't win. - Buzz Words: These are words that seem to say something, but don't. They are extremely popular in advertising. - Guilt by Association: This is when you attribute characteristics to someone or something based merely on the society they keep. - Self-Definition: This is using a word that you expect your audience to define one way, but you mean it another way when you use it. By using Ogilvy's magic words and avoiding the use of fallacies, you'll be on your way to advertising that sells - without alienating your audience. Herb and Monica Leibacher operate Web Builder Express. Create a professional web site for your business or non-profit organization with Web Builder Express. At http://www.WebBuilderExpress.com, you can request your free Quick Start Guide that tells you how to create a great web site.
MORE RESOURCES: This RSS feed URL is deprecated, please update. New URLs can be found in the footers at https://news.google.com/news
Google News |
|
|
|
RELATED ARTICLES
Ghostwriting: Your Questions Answered Many people feel they have a story to tell or an experience to share. But time is precious and not everyone can make the words sing on the page. Professional Writing: Six Great Reasons to Hire a Writer Most people can write. Some can even write well. Online Promotion Beats Traditional Ten-One While traditional marketing can work for the book author or publisher, the return is dim for the huge effort it takes. You must promote 90% of the time to even get a milligram of attention. How To Write Direct Mail That Really, Really Works! So, you have something you want to sell. It may be a product, a service, or a cause. Power Words And Phrases I like to use power phrases when writing sales material. These power phrases add punch to a line or a paragraph and I usually use them to start off a sentence. Content is King IntroductionA pencil. Yes, a pencil. 3 Tips For Writing Content That Will Make You Sales Content is king. Without content your website is an empty shell, a skeleton with no flesh, an empty vessel. 3 Tips For Writing Better Headlines The single most important element of your website's copy is the headline. Take away practically everything else and you can still manage a sale (if the headline's good enough and you have a strong enough call to action). 9 Tips for Great Design of Your Marketing Materials 1) Don't just hire a good designer. Hire someone who has had plenty of experience designing business collateral. Killer Ad Copy Not everyone is a writer. Good copy writing is a science and can be learned over time. Copyright, Copyrighting, and Online Copyright Abuse - Save Yourself the Headache by Reading This! Lets start with copyright infringement.It is easily explained as copying someone else's work without gaining permission first. Copywriter Rates, Getting The Facts Beforehand Have you ever had the experience of hiring a freelance copy writer only to find that the project takes longer than expected, or that the fees they offered are 'flexible' in the wrong way for you to benefit. There is no doubt that copywriter rates differ greatly from one to another. Web Copy - How Much is Enough? These days, there's widespread acceptance that a website is an integral part of the marketing plan of any business. Likewise, it's commonly accepted that web copy is a vital component of any website. The Lead: Sinking The Hook Into Your Prospect You only have an instant to capture your prospect's attention. No matter the medium - a sales letter, print ad, or commercial - she's going to make an almost instantaneous decision about whether you are worth her time or not. Accelerate Your Freelance Copywriting Master Business Plan! Ever wish for your own copywriting business?Ever wish you could become one of those internet marketing gurus and live out your dream of being who you really want to be?Well, what's stopping you? Is it time? Money? Fear of the unknown? These are the roadblocks that prevent so many of us from achieving our full potential for greatness.If you're good at something, and I'm sure that you are. Better Copy: The Interview is the Key Most of us spend our days persuading others to buy our service, product or idea. Here is how to create powerful marketing copy to make your job easier: INTERVIEW YOURSELF. Your USP is Useless One of the keys to writing good marketing copy is to differentiate your product or service from the competition with an effective selling point. And it is on precisely this element that many otherwise competent writers flounder and flop - and so does their copy. How To Make A Career Out Of Copyediting And Proofreading Do you possess the qualities of a good proof reader? Are you good with details, spotting errors in spelling, grammar, and the flow of a piece and putting together quality work? If so, you may be able to make a career out of copyediting or proofreading. For those looking to get in to this field of copywriting, they may be stuck looking in if they do not know where or how to get established. How to Hold Peoples Interest throughout those Long Copy Sales Letters People tend to read your ads and sales letters in 2 different ways:1. Word For Word2. How To Write Headlines That Grab Your Prospects Attention It doesn't matter if you're writing an article, a newspaper or magazine ad, a web page, or even a Yellow Page ad. If it has a headline, that headline is the most important component of the entire package.
|
| home | site map |
| © 2006 |