10 keys to copy that sells! - copywriting
Whether you're advertising a effect or service, the 10 tips below are your keys to inscription 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 absolute mail. As long as your goal is to draw a consequence 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 foodstuffs and companies are. Hello? Customer, anyone? Think of your bookworm thinking, "What's in it for me?" If you can, talk with some of your existing customers and ask them 1) why they chose you, and 2) what they get out of your effect or service. TIP: To immediately make your copy more reader-focused, append the word "you" often.
The fact that your artifact or benefit offers a lot of neat facial appearance 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 a selection of 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 exchange the sleek, chic 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 assurance insurance broker sell? Policies? No - peace of mind. (See? You've got it. )
The first thing your person who reads sees can mean the differentiation connecting hit and failure. Today's ads are chock full of adroit headlines that play on words. They're cute, but most of them aren't effective. There are many ways to get awareness in a headline, but it's safest to attract to your reader's safety and concerns. And again, commit to memory to make it bookworm centered - no one gives a hoot about your company.
Bad: "SuccessCorp Creates Amazing New Fiscal Program"
Better: "Turn Your Finances About in 30 Days!"
Like mini-headlines, subheads help readers abruptly appreciate your main points by assembly the copy "skimmable. " Since subheads catch readers" eyes, you must use them to your benefit! Read all through your copy for your main promotional points, then abridge the ideas as subheads. To make your subheads engaging, it's central to comprise act or promotion 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 scared of using everyday phrases such as "So what's next?" or "Here's how do we do this. " Avoid correctness and use short, easy words. Why? Even if you think it can't maybe be misunderstood, a few ancestors still won't get it.
Avoid business jargon and buzzwords - stick to the facts and the benefits. An easy way to weed out jargon is to think of dear old Mom comprehension your copy. Would she get it? If not, cleanse and simplify. (This rule, of course, varies, depending on who your aim listeners is. For a big business audience, you must expensive 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 all through lengthy prose these days. The nearer you convey your consequence or service's reimbursement to the reader, the more expected you'll keep her reading. Fire your "biggest gun" first by creation with your leading advantage - if you put it about the end of your copy, you risk bringing up the rear the person who reads already she gets to it. Aim for condemnation lengths of less than 20 words. When possible, break up copy with subheads (see no. 4), bullets, numbers, or em dashes (like the one next 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 artifact 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 consent first.
Tell your bookworm 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? Absolute a brief survey? Think about what you'd most like her to do, and then ask her. It's amazing how many marketing resources I come crossways every day that don't make it clear what the booklover ought to do. If you wrote attention-grabbing copy, your person who reads may disregard you're frustrating to sell something. Tell her what to do, and she'll be more apt to do it.
Good. Now have it proofread again. Don't risk printing any typos, misspellings, or grammatical mistakes that will be a symbol of your circle as amateurish. Hire a certified editor/proofreader to clean up your work and double-check your grammar. Remember, you only get one accidental to make a first impession! Oops - *impression*.
(c) 2002 Alexandria K. Brown
ABOUT THE AUTHOR
Alexandria K. Brown, "The E-zine Queen," is cause of the award-winning manual, "Boost Affair 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/
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